The marketing agency Discovery Research Group has completed a study of the segment of clothes and shoes in the Russian market for sales of online stores.
According to the data obtained, in Russia about 15% of the adult population of the country are buyers of online stores. For comparison, in the UK this indicator is 70%. But in 2013, buying online became 50% of the entire Internet audience, which exceeds this indicator in all countries of Southern and Central Europe.
In 2013, sales of online stores in Russia amounted to about 530 billion rubles. The growth amounted to approximately 30% compared to 2012 of 400 billion rubles. Over the next five years, experts predict online sales growth of at least 30% per year.
The clothing and footwear segment ranks second in terms of sales in the entire e-commerce market for physical goods, with a share of 16% as of 2013. The volume of the segment is 56,8 billion rubles, an increase of 33% compared to 2012. The average daily number of orders in this segment is about 59 thousand, which is the largest indicator on the market.
The bulk of online shoppers spend more than 4 days to choose from. Shoppers predominantly scan more than 20 to 50 items before buying. 80% of orders contain more than one item. The average cost of one order in an online clothing and footwear store is 3 rubles.
The main trends in the online store sales market are regional expansion, consolidation of market players, investment growth, logistics development and the construction of multi-channel formats.
The main prospects for the development of the market in 2014 are an increase in the average purchase price while stagnating the number of online orders; decrease in consumer activity; further advancing the growth rate of digital goods over tangible goods. The growth in online sales in rubles in 2014 will be higher than in 2013, but solely due to the growth of the dollar.
J'son & Partners Consulting's consultants predict that in 2017 clothing and footwear will also be one of the most demanded categories.
In 2013, the number of online stores in Russia reached 39 thousand, which is 20% more than in 2012. In the field of clothing and footwear sales, according to data for 2013, the number of online stores was at a high level - 4,2 thousand.
According to data for the 4th quarter of 2013, wildberries.ru and lamoda.ru became the most visited Russian online stores in the field of clothing and footwear sales, the weekly number of unique visitors of which is 3,1 million people. and 2,3 million people. Respectively.