In recent years, Internet trade has been gaining momentum in Russia - its growth is calculated in double digits. The development of physical retail, on the contrary, slowed down somewhat. Moreover, more and more networks begin to go into e-commerce and become multi-channel. According to a PwC study, this trend will continue in subsequent years, and online trading, following an increase in Internet users, will also develop outside the capital.
According to PwC, since 2009 the number of customers in online stores has grown by 12%. 92% of Russians surveyed by Romir agency at least once made purchases via the Internet this year. The largest increase in popularity was recorded in the clothing-footwear segment (by 13%), as well as in the segment of video and audio products (by 12%).
The value of purchases in online stores is gradually growing. In 2008, the largest share (41%) was made up of purchases worth from 500 to 3 thousand rubles, and in 2010 their share decreased to 27%. In 2010, the largest number of purchases (30%) fell on orders costing from 10 to 30 thousand rubles, which is probably due to an increase in online sales of household appliances and mobile phones. At the same time, the share of very small purchases (up to 500 rubles) is gradually decreasing - from 13% in 2008 to 5% in 2010.
Very expensive purchases - from 100 thousand rubles - in 2010, made only 2% of respondents on the Internet, and this segment does not show a clear upward trend.
According to PwC, Muscovites make purchases on the Internet to save time, and residents of the regions are looking for those products that they can’t find in an ordinary store. For those and others, among other things, the purchase price is important.
Consumers from developed countries are driven by other motives. As a 2010 PwC study in the UK showed, 80% of respondents choose the Internet because of the ability to shop at any time. For Europeans, this is more important, since stores close there earlier than in Russia, and much less time is left for traditional shopping. Two other reasons are lower prices and ease of comparing products.
According to PwC analysts, online trading following the proliferation of the Internet, although much more slowly, will grow in the regions. According to the forecasts of FOM and Yandex, the penetration of the global web into the regions by the fall of 2014 will be 70% compared to 48% in the fall of 2011. The gap between Moscow and the regions in terms of network penetration by 2015 will be reduced by three times. The distrust of online shopping will gradually decline.
In addition, multichannel sales will become more widespread in Russia: shopping online and offline merges for the consumer into a single process, therefore it is very important for traditional retailers to fully attend the network and allocate resources to actively support the online direction. In this case, one of the promising is called a hybrid format. As an example, we can cite the “Connected” Enter project, which combines online and offline trading, as well as catalog trading.
Another bright trend is the use of social networks to promote goods. In Russia, according to VTsIOM, more than 52% of Russians have an account on social networks. On Vkontakte and Facebook networks, most of the well-known brands and stores are present. By the way, recently Detsky Mir came to social networks. In just a week from the start of the project, more than 14 thousand became members of VKontakte groups, more than 1,7 thousand users on Facebook. About this writes the site sostav.ru