The revenue of online trading in Moscow in the first half of 2016 amounted to 174,8 billion rubles, which is 13,4% more than the same period in 2015. Online purchases are made by 54% of Moscow Internet users, 55% of the total number of buyers are women who purchase clothes, shoes and accessories on the Web, according to a study by the analytical unit of the Moscow Department of Information Technologies.
In total, more than 20 thousand online stores are registered in Moscow - 45% of the total number of online retailers in Russia. In 2016, the number of online stores in the city increased by 7% compared to the first half of 2015. At the same time, the number of employees in this market segment remained at the same level due to cost optimization and the growth of outsourcing popularity - Moscow is currently engaged in online trading about 87 thousand people. According to analysts, e-commerce is one of the key drivers of the growth of the ICT market in Moscow.
54% of Moscow Internet users make online purchases. At the same time, every second client of the online retail orders goods from foreign sellers.
In 2016, Moscow online stores actively expanded the number of product categories offered and the range of products presented on the sites. The fastest growing number of sellers of goods for beauty and health, clothing and shoes, as well as goods for the home and garden. Moreover, the majority of online retailers currently offer the last category of goods - 65% of the total. High competition for the buyer among the stores of computer equipment and electronics - goods in this category are present in the assortment of 43% of stores, as well as among sellers of household appliances, which are offered by 32% of stores. The niche of grocery online markets is relatively free - these products can be bought in 8% of stores. Only 2% of online storefronts contain more than six different product categories.
Every second Moscow online store provides the ability to pick up goods. Most often, offline stores are opened by shops with a mixed assortment and sellers of clothes and shoes - on average, there are five points per retailer in these segments.
The average buyer spends on the website of the online store no more than 6 minutes, during which time he manages to view up to 7 pages of the site. In 2015, the average check in an online store was 5 thousand rubles.
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