E-Commerce in Russia

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The state and future trends of E-Commerce in Russia 2013.

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E-Commerce in Russia

  1. 1. E-COMMERCE IN RUSSIA A lot of interesting facts gathered from the whole year till OCTOBER 2013 We support business knowledge driven decisions.com
  2. 2. E-COMMERCE in Russia. Content. Market current situations and its prognosis Data in general . October 12-13 Electronics Classifieds / Market Focus: Classifieds / Market: Local players VS International giants Clothing Children / Children clothes , Health, Cosmetic On-line malls DIY, For Home Airline services, Hotels Group buying sites Chancery , Office, Books (+ Delivery-Club.ru) Focus: Payment systems. Web money VS PayPal Users by behavior Focus: TA: Middle income / Upper middle income. Leaders by the Audience composition Page. 3 - 4 Page. 6 - 9 Page. 10 - 15 Page. 16 - 21 Page. 22 - 23 Page. 24 - 29 Page. 30 - 34 Page. 35 - 39 Page. 40 - 42 Page. 43 - 45 Page. 46 - 48 Page. 49 - 51 Page. 52 - 53 Page. 54 - 57 Page. 58 - 59 2
  3. 3. E-COMMERCE. Russia’s market Market facts and prognosis * * - Prognosis of Russia’s online retailing market size ($ milliard ) At present in Runet there are 2000 shops which has more than 10 completed orders by users per twenty four hours and less than 100 shops which has more than 1000 completed orders by users per day. * Data source: analytic agency “DataInsight”research 3
  4. 4. E-COMMERCE. Russia’s market LEADERS IN RUSSIA’S MARKET BY REVENUE IN 2012 Changes : period of 2011 / 2012 years Leader of last Center of Students Initiatives rating – Ulmart (Юлмарт) - descended on the third position (9,6 million. RUB / 14,3 million. RUB) Currently the leader is Citilink (Ситилинк), last year he was on the second position (8 million. RUB / 18,9 million. RUB) * Source of data: Analysis by CSR Enter through SMI data 4
  5. 5. Sites, included in study in OCTOBER 2013 WEB-SITE 220-volt.ru Aliexpress.com Alloy.ru Amazon.com Aviasales.ru Avito.ru Avon.ru Barahla.net Bay.ru Biglion.ru Bonprix.ru Booking.com Butik.ru Delivery-club.ru Detmir.ru Dmir.ru Dns-shop.ru Doska.com E5.ru Ebay.com Eldorado.ru Enter.ru Euroset.ru Exist.ru CATEGORY DIY, Home Market Classifieds Market Avia, Hotel Classifieds Cosmetics Classifieds Market Group Buying Clothes Avia, Hotels Clothes Food delivery Toys, Clothes, Children Classifieds Electronics Classifieds Online mall Market Electronics Online mall Electronics Auto spares WEB-SITE Lamoda.ru Laredoute.ru Mail.ru - Torg Mamsy.ru Mediamarkt.ru Mnogo.ru Molotok.ru Mvideo.ru My-shop.ru Nix.ru Oriflame.com Ozon.ru Paypal.com Piluli.ru Price.ru Pulscen.ru Quelle.ru Sapato.ru Shoptime.ru Skyscanner.ru Softkey.ru Sotmarket.ru Sportmaster.ru Svyaznoy.ru CATEGORY Clothes Clothes Market Toys, Clothes, Children Electronics Bonus system Market Electronics Online mall Electronics Cosmetics Online mall Payment system Health Classifieds Classifieds Clothes Clothes Clothes Avia, Hotel Software Electronics Clothes, Sport goods Electronics WEB-SITE Webmoney.ru Wikimart.ru Wildberries.ru Yandex.ru - Market Yves-Rocher.ru Metro-cc.ru Farpost.ru Groupon.ru Holodilnik.ru Ikea.com Irr.ru Komus.ru Kipivip.ru Kuponator.ru Labirint.ru Taobao.com Technosila.ru Tiu.ru Top-shop.ru Ulmart.ru Unibo.ru Vigoda.ru Vseinstrumenti.ru Vsemayki.ru КАТЕГОCATEGORYРИЯ Payment system Online mall Clothes Market Cosmetics Online mall Classifieds Group buying Electronics DIY, Home Classifieds Chancery , Office, Books Clothes Group buying Chancery , Office, Books Market Electronics Classifieds DIY, Home Electronics Classifieds Group buying DIY, Home Clothes *Source: gemiusAudience Fusion study. October 2013 5
  6. 6. Penetration of the Internet – Europe and Russia 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 94% Penetration is increasing thanks to growth of the regions– mobile devises 90% 90% 86% 82% 80% 80% 77% 76% 76% 73% 71% 71% 70% 70% 69% 69% 69% 64% 62% 62% 57% 56% 54% 52% 51% 49% 46% 44% IF YOUR SHOP DON’T HAVE ANY MOBILE APPLICATION – WE HARDLY RECOMMENDED YOU TO HAVE ONE  Source: : IAB Europe, Adex Benchmark 2011 & 2012, 7+, EE: TURU-UURINGUTE AS research, 15-74, LV: SKDS, 15-74. LT: RAIT, 7-74, SI: Valicon, 10-75, BY: National Statistical Committee of the Republic of Belarus, 15-74, BG: IPSOS, 15-69, SK: Gemius & Mediaresearch, 12+, CZ: Gemius & Mediaresearch, 10+, PL: Net Track Millward Brown SMG/KRC, 7+, HU: IPSOS, 15+, RU: FOM, 18+, HR: FOM, 18+, UK: GFK, 14-69, TR: Ipsos, 12+ 6
  7. 7. Average number of E-commerce sites’ users per day, million people Comparing with last year we can see that number of users is increased 8 7,5 7 6,81 2012 6,79 6,5 2013 6 5,5 Average number of visitors per day. 2012 - 6,39 million people/ 2013 – 6,99 million people 5 January February March April May June July August September October Source: gemiusAudience Fusion research. January 2012 – October 2013 7
  8. 8. E-COMMERCE in RUSSIA. Over all data. OCTOBER 2012 OCTOBER 2013 NUMBER OF VISITORS (REAL USERS) 39 625 214 Users 44 862 307 Users 13,21% AVERAGE NUMBER OF VIEWS BY ONE VISITOR 109,24 Page views 149,60 Page views 36,94% 2 hour 07 min. 31 sek. 29,91% AVERAGE TIME BY VISITOR 1 hour 32 min. 42 sec. The number of visitors has increased on 5 237 093 people. Users’ interest to the content is also increased – you can notice the growth of average number of views and amount of time spending by the users. Source: gemiusAudience Fusion research, October2012- October2013. Based on data gathered from the e-commerce web-sites, that were included to this research. 8
  9. 9. Audience composition, by Regions. October 2012 – October 2013 Moscow: October 2012 – 17,94%. October 2013 – 11,35% Saint-Petersburg: October 2012 – 4,92%. October 2013 – 5,21% Oct. 12: 13,59% Oct. 13: 16,38% Oct. 12: 10,44% Oct. 13: 11,16% Oct. 12: 8,78% Oct. 13: 9,09% Oct. 12: 3,22% Oct. 13: 4,34% Oct. 12: 12,54% Oct 13: 13,79% Oct. 12: 13,87% Oct. 13: 14,94% Oct. 12: 14,69% Oct. 13: 13,75% Almost all regions are showing the positive growth dynamics. Big fall of Moscow in composition 9
  10. 10. E-COMMERCE in Russia. By Category. October 12 - 13 ELECTRONICS 10
  11. 11. E-COMMERCE in Russia. Electronics, in mln. Real Users. October 12 - 13 18 16 Dynamic of growth through all market players, except Sotmarket. Good growth for Mvideo and Eldorado 16,31 19,8% 14 12 10 8 6 4 Oct 12 Oct 13 5,68 5,02 3,59 4,08 2,64 2 3,07 1,5 0,96 0,86 0,85 0,84 0,86 0 *Source: gemiusAudience Fusion study. October 2012 - October 2013 11
  12. 12. E-COMMERCE in Russia. Electronics, By Gender, in % from Audience composition. October 13 Men Women 100,00% 16,99% 90,00% 80,00% 45,79% 47,29% 46,81% 70,00% 39,64% 39,29% 42,99% 44,41% 44,69% 53,54% 49,68% 58,92% 60,00% 50,00% 83,01% 40,00% 30,00% 20,00% 54,21% 52,71% 53,19% 60,36% 46,46% 60,71% 57,01% 55,59% 55,31% 50,32% 41,08% 10,00% 0,00% *Source: gemiusAudience Fusion study. October 2013 12
  13. 13. E-COMMERCE in Russia. Electronics, By Age, in % from Audience composition. October 13 18-24 25-34 30,86% Mediamarkt.ru Softkey.ru 34,77% 9,93% Nix.ru 14,33% Mvideo.ru Svyaznoy.ru 0% 10% 30% 40% 60% 6,20% 5,34% 17,71% 70% 80% 3,88% 14,22% 21,72% 50% 7,04% 8,27% 12,60% 25,48% 39,75% 20% 14,50% 26,58% 35,93% 19,76% 9,36% 20,96% 34,71% 17,01% 9,22% 12,70% 24,17% 37,07% 7,58% 5,59% 3,27% 28,42% 38,19% 20,76% Sotmarket.ru 13,55% 35,86% 37,50% 19,19% 9,12% 8,74% 27,57% 22,08% Eldorado.ru 21,34% 35,22% 5,00% 20,83% 13,42% 50,83% 46,88% 7,03% 9,75% 24,36% 20,06% Dns-shop.ru 16,90% 43,17% Holodilnik.ru 2,79% Ulmart.ru 55+ 24,03% 11,51% Euroset.ru 45-54 40,20% 10,62% Technosila.ru 35-44 4,55% 90% *Source: gemiusAudience Fusion study. October 2013 100% 13
  14. 14. E-COMMERCE in Russia. Electronics, By Age and Income, in % from audience composition. October 13 0 - 15 000 Rub Mediamarkt.ru 15 001 - 30 000 Rub 30 001 - 60 000 Rub 30,86% Softkey.ru 16,69% 30,90% Nix.ru Euroset.ru 34,95% 23,86% 20,00% 42,23% 35,62% 32,50% Mvideo.ru 32,13% Sotmarket.ru 32,38% Svyaznoy.ru 31,15% 0% 10% 20% 6,73% 13,41% 37,96% Eldorado.ru 10,89% 39,11% 25,21% Dns-shop.ru 10,86% 25,31% 36,43% Ulmart.ru 9,03% 17,02% 36,46% 30,73% 3,95% 17,34% 18,37% 25,55% Holodilnik.ru 18,27% 20,84% 47,46% Technosila.ru More than 60 000 Rub 18,52% 34,13% 50% 4,33% 20,41% 35,41% 6,51% 16,24% 60% 70% 80% 0,76% 5,60% 16,42% 29,69% 40% 5,72% 14,27% 31,17% 30% 3,27% 3,87% 90% Source: gemiusAudience Fusion study. October 2013. In table we don’t present data about users, who haven’t filled their Income level or marked the answer like: “No Income” 100% 14
  15. 15. E-COMMERCE in Russia. Electronics, Leaders by Regions, in % from audience composition. October 13 Moscow: Saint-Petersburg: 25,03% 19,40% Окт. 12: 10,44% 16,09% 26,38% 5,70% 12,73% 24,53% 14,76% 35,98% *Source: gemiusAudience Fusion study. October 2013 15
  16. 16. E-COMMERCE in Russia. By Category. October 12 - 13 CLASSIFIEDS / MARKET 16
  17. 17. E-COMMERCE in Russia. Classifieds / Market, in mln. Real Users. October 12 - 13 40 35 35,72 Market segment is growing, No change for TOP-3. BUT we can see a growth for international market players – Ebay.com, Amazon.com, Taobao.com, Aliexpress.com 30 18,04% 25 20 15 10 5 18,69 Oct 12 14,68 Oct 13 10,07 9,33 5,2 4,91 1,04 1,14 0 *Source: gemiusAudience Fusion study. October 2012 - October 2013 17
  18. 18. E-COMMERCE in Russia. Classifieds / Market, By Gender, in % from Audience composition. October 13 100,00% 90,00% 40,69% 80,00% 70,00% 53,49% 46,34% 44,60% 41,47% 45,07% 52,85% 50,54% 60,00% 51,46% 58,60% 59,99% 59,31% 50,00% 51,49% 53,25% 55,66% 53,87% 48,20% 52,66% 62,24% 51,80% 40,00% 55,40% 53,66% 47,15% 30,00% 20,00% 46,51% 46,13% 49,46% 54,93% 48,54% 46,75% 40,01% 10,00% Men 75,54% 47,34% 58,53% 44,34% Women 48,51% 41,40% 24,46% 37,76% 0,00% *Source: gemiusAudience Fusion study. October 2013 18
  19. 19. E-COMMERCE in Russia. Classifieds / Market, By Age, in % from Audience composition. October 13 18-24 Aliexpress.com 23,21% 14,47% 15,03% 18,20% 29,48% 25,15% 24,63% Unibo.ru Farpost.ru Barahla.net Taobao.com Bay.ru Doska.com 45,42% 42,21% 22,28% 38,29% 35,97% 40,30% 32,15% Mail.ru - Torg 22,63% 29,25% 33,59% 24,96% 23,38% Ebay.com Dmir.ru 14,22% 12,24% 21,62% 17,06% 22,13% 25,77% Pulscen.ru Tiu.ru Irr.ru Yandex - Market Avito.ru 0% 10% 32,99% 42,47% 39,12% 37,96% 32,09% 38,82% 20% 30% 40% 55+ 19,22% 69,31% Molotok.ru 45-54 40,18% 10,30% 16,43% Amazon.com 35-44 38,98% 58,21% Alloy 3,56% Price.ru 25-34 50% 14,54% 4,05% 12,23% 9,67% 5,42% 20,97% 18,63% 5,20% 25,44% 5,48% 5,47% 14,43% 8,56% 5,32% 13,84% 7,51% 31,22% 20,80% 12,36% 3,91% 13,22% 10,24% 3,67% 22,58% 9,80% 21,35% 17,98% 17,80% 7,50% 19,80% 14,20% 11,22% 19,40% 18,28% 8,11% 24,75% 11,58% 6,70% 22,82% 17,43% 12,53% 27,34% 11,90% 6,04% 20,28% 14,06% 4,92% 20,21% 17,13% 7,65% 20,42% 18,49% 6,87% 18,03% 13,11% 4,27% 60% 70% 80% 90% *Source: gemiusAudience Fusion study. October 2013 100% 19
  20. 20. E-COMMERCE in Russia. Classifieds / Market, By Age and Income, in % from audience composition. October 13 0 - 15 000 Rub Aliexpress.com 15 001 - 30 000 Rub 30 001 - 60 000 Rub 31,43% Unibo.ru More than 60 000 Rub 35,58% 39,12% Farpost.ru 33,68% 43,50% 19,05% Barahla.net 37,10% 23,83% Taobao.com* Bay.ru 37,49% 29,66% 12,56% Doska.com 39,22% 27,82% 39,23% 33,40% 32,72% Alloy Price.ru Amazon.com 27,68% 18,89% Mail.ru - Torg 38,12% 26,84% Dmir.ru 26,33% 29,87% 31,90% 29,90% 33,79% Tiu.ru Irr.ru Yandex - Market Avito.ru 0% 10% 20% 30% 40% 50% 60% 70% 3,72% 3,71% 4,86% 4,73% 3,13% 4,80% 3,49% 14,26% 15,15% 17,03% 20,41% 14,15% 17,78% 17,58% 19,85% 17,49% 15,70% 19,15% 14,40% 37,01% 27,99% 35,11% 30,83% 33,82% 30,93% 31,79% 38,20% Pulscen.ru 21,14% 33,47% 37,75% 32,21% 27,88% 43,35% Molotok.ru Ebay.com 18,33% 11,45% 18,80% 11,28% 8,90% 17,06% 20,06% 80% 4,58% 2,75% 3,50% 4,53% 4,77% 8,37% 9,10% 4,96% 4,23% 6,78% 4,38% 90% *Taobao.com: + 34,48% in category of answer: «No Income» / «Don’t Know, Refuse to answer» Source: gemiusAudience Fusion study. October 2013. In table we don’t present data about users, who haven’t filled their Income level or marked the answer like: “No Income” 100% 20
  21. 21. E-COMMERCE in Russia. Classifieds / Market, Leaders by Regions, in % from audience composition. October 13 Moscow: Saint-Petersburg: 22,04% 10,22% Окт. 12: 10,44% 26,58% 19,34% 39,72% 15,79% 20,19% 29,95% 28,72% *Source: gemiusAudience Fusion study. October 2013 21
  22. 22. E-COMMERCE in Russia. Local Players VS International Giants October 2012 - 2013 Do we need any consolidation in fight from International giants? 22
  23. 23. E-COMMERCE in Russia. Local Players VS International Giants October 2012 - 2013 LOCAL PLAYERS, ТOP-4 INTERNATIONAL GIANTS, TOP-4 The total audience coverage: OCTOBER 2012 – 47,66% OCTOBER 2013 - 46,87% The total audience coverage: VS OCTOBER 2012 – 4,57% OCTOBER 2013 - 15,20% International Players – growth of audience reach more than for 300%!!. What will be next? GRROWTH OF THE NUMBER OF REAL USERS from 2,69 mln. to 10 mln. *Source: gemiusAudience Fusion study. October 2012 - October 2013 23
  24. 24. E-COMMERCE in Russia. By Category. October 12 - 13 CLOTHES 24
  25. 25. E-COMMERCE in Russia. Clothes, in mln. Real Users. October 12 - 13 18 16 Fall in the number of Real Users, and change of the Leader. Wildberries is giving the First Place to Lamoda, great loss of audience 14,19 14 16,04% 12 10 8 Oct 12 Oct 13 6 5,34 4,47 4 2 3,22 2,74 1,95 1,18 1,88 1,01 0,99 0,37 0,9 0 *Source: gemiusAudience Fusion study. October 2012 - October 2013 25
  26. 26. E-COMMERCE in Russia. Clothes, By Gender, in % from Audience composition. October 13 100,00% 90,00% 80,00% 70,00% 46,55% 53,17% 64,92% 60,10% 65,77% 78,70% 60,00% 75,54% 79,00% 78,26% 79,66% 89,00% 50,00% Women 40,00% Men 30,00% 20,00% 10,00% 53,45% 46,83% 35,08% 39,90% 34,23% 21,30% 24,46% 21,00% 21,74% 20,34% 11,00% 0,00% *Source: gemiusAudience Fusion study. October 2013 26
  27. 27. E-COMMERCE in Russia. Clothes By Age, in % from Audience composition. October 13 18-24 Butik.ru 18,05% Shoptime.ru 25-34 22,29% Quelle.ru 14,37% Kupivip.ru 12,78% Lamoda.ru 39,31% 0% 10% 20% 30% 50% 6,75% 27,28% 25,93% 40% 9,36% 16,40% 19,26% 33,21% 60% 7,16% 16,11% 6,55% 25,49% 70% 80% 7,08% 7,24% 12,06% 31,26% 36,97% 15,96% 25,49% 23,17% 21,53% 2,34% 6,90% 10,75% 34,02% 21,10% Wildberries.ru 33,47% 21,00% 35,45% 6,34% 19,10% 18,60% 29,84% 9,11% Bonprix.ru 12,86% 45,41% 16,43% Sapato.ru 21,89% 23,45% 18,16% 11,11% 10,54% 25,81% 31,38% 13,89% Sportmaster.ru 55+ 22,38% 30,76% 34,32% Laredoute.ru 45-54 37,92% 15,21% Vsemayki.ru 35-44 8,74% 90% *Source: gemiusAudience Fusion study. October 2013 100% 27
  28. 28. E-COMMERCE in Russia. Clothes, By Age and Income, in % from audience composition*. October 13 0 - 15 000 Rub Butik.ru 15 001 - 30 000 Rub 30 001 - 60 000 Rub 29,50% Shoptime.ru 27,92% 20,83% Laredoute.ru 22,13% 39,17% Sapato.ru 16,71% 30,35% Quelle.ru 30,56% 34,73% 3,87% 15,58% 45,68% 21,62% 4,49% 15,23% 32,95% 25,63% Sportmaster.ru 23,04% 31,46% 31,01% Vsemayki.ru More than 60 000 Rub 1,66% 5,80% 13,44% 32,54% 1,00% 3,75% 7,29% 21,38% Bonprix.ru 37,51% 31,49% 15,02% 3,82% Kupivip.ru 36,47% 30,56% 14,08% 3,65% Lamoda.ru 29,81% Wildberries.ru 27,15% 26,87% 0% 10% 16,87% 32,67% 20% 30% 40% 50% 7,02% 18,74% 60% 70% 80% 6,08% 90% *A big % of Audience in category: «No Income» / «Don’t Know, Refuse to answer» Source: gemiusAudience Fusion study. October 2013. In table we don’t present data about users, who haven’t filled their Income level or marked the answer like: “No Income” 100% 28
  29. 29. E-COMMERCE in Russia. Clothes, Leaders by Regions, in % from audience composition. October 13 Moscow: Saint-Petersburg: 21,33% 10,73% Окт. 12: 10,44% 13,46% 24,40% 5,48% 13,99% 21,47% 29,84% 25,20% *Source: gemiusAudience Fusion study. October 2013 29
  30. 30. E-COMMERCE in Russia. By Category. October 12 - 13 KIDS and KIDS CLOTHES, HEALTH, COSMETICS 30
  31. 31. E-COMMERCE in Russia. Kids / Kids Clothes, Health Cosmetics in mln. Real Users. October 12 - 13 8 Extremely positive growth - 50,84% 7,15 7 6 50,84% 5 Oct 12 4 Oct 13 3 2 2 1,97 1,44 1,3 0,95 1 0,83 0 Piluli.ru Yves-Rocher.ru Oriflame.com Avon.ru Mamsy.ru Detmir.ru Total *Source: gemiusAudience Fusion study. October 2012 - October 2013 31
  32. 32. E-COMMERCE in Russia. Kids / Kids Clothes, Health Cosmetics By Gender, in % from Audience composition. October 13 100,00% 90,00% 80,00% 70,00% 65,74% 68,81% 64,12% 77,25% 60,00% 91,36% 87,13% Women 50,00% Men 40,00% 30,00% 20,00% 34,26% 31,19% 35,88% 22,75% 10,00% 8,64% 12,87% 0,00% Piluli.ru Yves-Rocher.ru Oriflame.com Avon.ru Mamsy.ru Detmir.ru *Source: gemiusAudience Fusion study. October 2012 - October 2013 32
  33. 33. E-COMMERCE in Russia. Kids / Kids Clothes, Health Cosmetics By Age and Income, in % from audience composition. October 13 AGE 18-24 Detmir.ru 17,97% Mamsy.ru 25-34 27,41% 32,72% 25,24% 24,46% 0% 20% INCOME 30% 0 - 15 000 Rub Detmir.ru 40% 15 001 - 30 000 Rub 24,55% Mamsy.ru 30 001 - 60 000 Rub Oriflame.com 10% 20% 60% 1,44% 2,15% 11,41% 33,74% 50% 3,54% 8,52% 0,95% 14,54% 20,75% 40% 100% Более 60 000 Rub 26,22% 30% 90% 18,72% 53,06% 0% 80% 29,17% 34,75% 6,99% 24,10% 35,63% Yves-Rocher.ru 6,55% 15,25% 40,32% 23,75% Piluli.ru 70% 28,43% 30,96% Avon.ru 60% 1,83% 7,51% 15,32% 50% 0,74% 19,55% 19,97% 41,57% 4,35% 19,42% 18,66% 44,29% 10% 7,51% 13,97% 34,71% 20,86% 9,19% 0,08% 17,36% 33,15% Piluli.ru 55+ 51,46% Avon.ru Yves-Rocher.ru 45-54 45,35% 6,39% Oriflame.com 35-44 0,97% 9,50% 13,02% 70% 80% 90% Source: gemiusAudience Fusion study. October 2013. In table we don’t present data about users, who haven’t filled their Income level or marked the answer like: “No Income” 100% 33
  34. 34. E-COMMERCE in Russia. Kids / Kids Clothes, Health Cosmetics Leaders by Regions, in % from audience composition. October 13 Moscow: Saint-Petersburg: 23,45% 8,26% Окт. 12: 10,44% 19,19% 29,61% 14,21% 9,74% 20,63% 28,85% 18,53% *Source: gemiusAudience Fusion study. October 2013 34
  35. 35. E-COMMERCE in Russia. By Category. October 12 - 13 ONLINE MALLS 35
  36. 36. E-COMMERCE in Russia. Online Malls, in mln. Real Users. October 12 - 13 14 Market segment has grown for 42,07%. Enter.ru – very high temp of growth 12,9 12 42,07% 10 8 6,82 Oct 12 Oct 13 6 4,33 4 2,36 1,97 2 0,79 0,75 0 Ozon.ru E5.ru Enter.ru My-Shop.ru Wikimart.ru Metro-cc.ru Total *Source: gemiusAudience Fusion study. October 2012 - October 2013 36
  37. 37. E-COMMERCE in Russia. Online Malls, By Gender, in % from audience composition. October 13 100,00% 90,00% 80,00% 70,00% 43,13% 55,98% 61,39% 53,61% 53,44% 62,92% 60,00% Women 50,00% Men 40,00% 30,00% 20,00% 56,87% 44,02% 46,56% 38,61% 46,39% 37,08% 10,00% 0,00% Ozon.ru E5.ru Enter.ru My-Shop.ru Wikimart.ru Metro-cc.ru *Source: gemiusAudience Fusion study. October 2013 37
  38. 38. E-COMMERCE in Russia. Online Malls By Age and Income, in % from audience composition. October 13 AGE 18-24 Metro-cc.ru 17,40% Wikimart.ru 0% 20% INCOME 30% 0 - 15 000 Rub 15 001 - 30 000 Rub 30,83% Metro-cc.ru Wikimart.ru 30 001 - 60 000 Rub 10% 6,74% 40% 50% 5,46% 18,72% 5,03% 19,34% 36,59% 30% 5,53% 19,83% 60% 100% 1,74% 21,52% 34,79% 20% 90% 25,87% 30,13% 30,68% 0% 80% More than 60 000 Rub 33,42% 25,85% Ozon.ru 70% 7,69% 8,69% 28,26% 32,00% E5.ru 60% 30,50% 25,87% Enter.ru 16,73% 28,76% 19,15% My-Shop.ru 50% 11,55% 10,85% 27,03% 40% 6,75% 14,66% 32,46% 3,71% 8,07% 15,58% 17,46% 33,60% 10% 15,05% 37,03% 31,22% 13,95% 14,03% 29,95% 40,05% 17,78% Ozon.ru 55+ 34,47% 32,29% 16,28% E5.ru 45-54 30,71% 8,34% Enter.ru 35-44 30,40% 16,22% My-Shop.ru 25-34 70% 80% 4,80% 90% Source: gemiusAudience Fusion study. October 2013. In table we don’t present data about users, who haven’t filled their Income level or marked the answer like:“No Income” 100% 38
  39. 39. E-COMMERCE in Russia. Online Malls Leaders by Regions, in % from audience composition. October 13 Moscow: Saint-Petersburg: 30,79% 18,08% Окт. 12: 10,44% 11,68% 23,35% 5,63% 8,55% 19,95% 18,21% 15,43% *Source: gemiusAudience Fusion study. October 2013 39
  40. 40. E-COMMERCE in Russia. By Category. October 12 - 13 DIY, HOME 40
  41. 41. E-COMMERCE in Russia. DIY / Home, in mln. Real Users and Gender, in % from Audience Composition. October 12 - 13 Oct 12 Oct 13 Men 4,5 Women 100,00% 4,05 4 6,14% 90,00% 30,54% 80,00% 26,16% 3,5 55,73% 70,00% 68,19% 3 60,00% 50,00% 2,5 93,86% 40,00% 69,46% 2 30,00% 1,66 1,5 44,27% 20,00% 31,81% 1,15 0,94 1 10,00% 0,85 0,00% 0,5 0 Ikea.com Vseinstrumenti.ru Top-shop.ru 220-volt.ru Total *Source: gemiusAudience Fusion study. October 2012 - October 2013 41
  42. 42. E-COMMERCE in Russia. DIY / Home By Age and Income, in % from audience composition. October 13 AGE 220-volt.ru 18-24 1,12% Top-shop.ru 20% 22,52% 0 - 15 000 Rub 30% 40% 15 001 - 30 000 Rub 19,05% Ikea.com 50% 10% 60% 30 001 - 60 000 Rub 70% 10,08% 80% 40% 50% 100% 9,59% 24,10% 2,17% 16,55% 38,82% 30% 90% 29,34% 46,73% 20% 4,63% More than 60 000 Rub 29,00% 20,60% 0% 14,81% 20,69% 33,38% 26,98% 16,60% 18,77% 39,84% Top-shop.ru 6,96% 11,69% 46,51% 10% Vseinstrumenti.ru 29,11% 25,42% 37,61% INCOME 220-volt.ru 55+ 19,48% 18,10% 0% 45-54 37,71% 6,29% Ikea.com 35-44 43,32% 8,58% Vseinstrumenti.ru 25-34 5,52% 17,94% 60% 70% 80% 4,29% 90% Source: gemiusAudience Fusion study. October 2013. In table we don’t present data about users, who haven’t filled their Income level or marked the answer like:“No Income” 100% 42
  43. 43. E-COMMERCE in Russia. By Category. October 12 - 13 AVIA, HOTELS 43
  44. 44. E-COMMERCE в России. Avia / Hotels, in mln. Real Users and Gender, in % from Audience Composition. October 12 - 13 Oct 12 Oct 13 Men 4,5 Women 100,00% 4,15 90,00% 4 196,6% 80,00% 3,5 70,00% 3 2,5 58,73% 53,72% 63,03% 60,00% 2,49 50,00% 2 40,00% 1,5 1,31 1,23 30,00% 1 20,00% 0,5 46,28% 36,97% 10,00% 0 41,27% 0,00% Booking.com Aviasales.ru Skyscanner.ru Total Booking.com Aviasales.ru Skyscanner.ru *Source: gemiusAudience Fusion study. October 2012 - October 2013 44
  45. 45. E-COMMERCE in Russia. Avia / Hotels By Age and Income, in % from audience composition. October 13 AGE 18-24 Skyscanner.ru 15,54% 0% 10% INCOME Skyscanner.ru 20% 30% 0 - 15 000 Rub 24,25% 40% 15 001 - 30 000 Rub 50% 60% 30 001 - 60 000 Rub 30% 70% 80% 90% 18,49% 4,64% 27,53% 50% 100% 27,98% 21,28% 40% 9,60% More than 60 000 Rub 32,05% 20% 7,14% 17,40% 25,83% 15,84% 5,41% 17,66% 20,17% 45,85% 10% 31,22% 6,08% 26,06% Aviasales.ru 0% 55+ 30,64% 21,50% Booking.com 45-54 39,09% 22,20% Booking.com 35-44 41,74% 11,87% Aviasales.ru 25-34 60% 70% 9,60% 80% 90% Source: gemiusAudience Fusion study. October 2013. In table we don’t present data about users, who haven’t filled their Income level or marked the answer like:“No Income” 100% 45
  46. 46. E-COMMERCE in Russia. By Category. October 12 - 13 GROUP BUYING 46
  47. 47. E-COMMERCE in Russia. Group Buying sites, in mln. Real Users and by Age, in % from Audience Composition. October 12 - 13 Oct 12 Oct 13 Men 12 Women 100,00% Fall for all web sites, except Kuponator.ru 90,00% 10 80,00% 70,00% 8 54,99% 57,14% 65,98% 7,52 70,51% 60,00% 6 50,00% 4,71 40,00% 25,77% 4 30,00% 20,00% 1,99 2 1,41 1,12 45,01% 42,86% 34,02% 29,49% 10,00% 0 0,00% Biglion.ru Groupon.ru Vigoda.ru Kuponator.ru Total Biglion.ru Groupon.ru Vigoda.ru Kuponator.ru *Source: gemiusAudience Fusion study. October 2012 - October 2013 47
  48. 48. E-COMMERCE in Russia. Group Buying sites By Age and Income, in % from audience composition. October 13 AGE 18-24 25-34 29,72% Kuponator.ru Vigoda.ru 24,86% 20% INCOME 0 - 15 000 Rub 30% 40% 15 001 - 30 000 Rub 50% 60% 30 001 - 60 000 Rub 41,22% Kuponator.ru Vigoda.ru 10% 20% 80% 40% 90% 16,96% 4,27% 3,64% 28,53% 50% 10,76% 18,62% 60% 100% More than 60 000 Rub 33,99% 30% 5,01% 6,60% 20,55% 26,69% 28,88% 0% 70% 30,88% 27,21% Biglion.ru 15,72% 25,79% 33,61% Groupon.ru 16,69% 20,84% 6,57% 8,12% 13,84% 22,84% 35,64% 10% 9,72% 21,64% 37,70% 21,21% 0% 55+ 33,70% 17,76% Biglion.ru 45-54 29,13% 22,70% Groupon.ru 35-44 70% 80% 3,02% 90% Source: gemiusAudience Fusion study. October 2013. In table we don’t present data about users, who haven’t filled their Income level or marked the answer like:“No Income” 100% 48
  49. 49. E-COMMERCE in Russia. By Category. October 12 - 13 CHANCERY, OFFICE, BOOKS + FOOD DELIVERY 49
  50. 50. E-COMMERCE in Russia. Chancery, Office, Books + Food Delivery, in mln. Real Users and by Gender, in % from audience composition Оctober 12 - 13 Men oct.13 Women 100,00% oct.13 5 90,00% 4,5 80,00% 4 70,00% 59,03% 62,34% 60,16% 37,66% 39,84% Komus.ru Delivery-club.ru 3,5 60,00% 3 50,00% 2,5 40,00% 2 30,00% 1,5 1 20,00% 0,5 10,00% 0 40,97% 0,00% Labirint.ru Komus.ru Delivery-club.ru Total Labirint.ru *Source: gemiusAudience Fusion study. October 2013 50
  51. 51. E-COMMERCE in Russia. Chancery, Office, Books + Food Delivery By Age and Income, in % from Audience Composition. October 13 AGE 18-24 Delivery-club.ru 25-34 35-44 38,23% Komus.ru 10% INCOME 21,49% 31,80% 20% 30% 0 - 15 000 Rub Delivery-club.ru 40% 15 001 - 30 000 Rub 50% 30 001 - 60 000 Rub 34,18% 10% 20% 80% 40% 90% 50% 60% 100% More 60 000 Rub 17,39% 5,50% 11,54% 26,62% 30% 6,09% 25,89% 40,30% 0% 70% 5,41% 7,58% 16,90% 21,55% 20,16% Labirint.ru 60% 9,42% 14,93% 26,24% 33,05% Komus.ru 10,10% 42,84% 18,97% 0% 55+ 36,85% 13,16% Labirint.ru 45-54 17,92% 70% 80% 3,49% 90% Source: gemiusAudience Fusion study. October 2013. In table we don’t present data about users, who haven’t filled their Income level or marked the answer like:“No Income” 100% 51
  52. 52. E-COMMERCE in Russia. Payment Systems VS 52
  53. 53. E-COMMERCE in Russia. Payment Systems Audience Duplication: 86 192 Real Users October 2013 Real Users: 1,97 mln. Average time per visitor: 24 min Depth of view: 31,16 Max. % from audience composition: GENDER: WOMEN, 51.44% AGE: 25 – 34, 32.56% INCOME: 15 001 – 30 000 RUB, 31.83% OCCUPATION: Student, 22.88% October 2013 Real Users: 0,75 mln. Average time per visitor: 12 min Depth of view: 14,11 Max. % from audience composition: 59.44%, MEN :GENDER 27.67%, 25-34 :AGE 38,69%, 15 001 – 30 000 RUB :INCOME 29,14%. Specialist / Chief Specialist:OCCUPATION *Source: gemiusAudience Fusion study. October 2013 53
  54. 54. E-COMMERCE in Russia. Real Users by Job Position.TOP-3, in % from Audience Composition. October 2013 54
  55. 55. E-COMMERCE in Russia. Real Users by Job Position.TOP-3, in % from Audience Composition. October 2013 TOP-MANAGEMENT (Including owners of small business) 26,25% 20,46% 20,16% MIDDLE-MANAGEMENT / HEAD OF DEPARTMENTS 36,51% 22,55% 20,71% SPECIALISTS / CHIEF SPECIALISTS 40,85% 30,97% 30,64% *Source: gemiusAudience Fusion study. October 2013 55
  56. 56. E-COMMERCE in Russia. Real Users by Job Position.TOP-3, in % from Audience Composition. October 2013 OFFICE WORKERS / ASSISTANTS 18,48% 10,77% 10,54% «BLUE COLLARS» 32,12% 29,75% 29,45% WORKERS OF GOVERNMENTAL STRUCTURES 16,29% 16,18% 14,90% *Source: gemiusAudience Fusion study. October 2013 56
  57. 57. E-COMMERCE in Russia. Real Users by Job Position.TOP-3, in % from Audience Composition. October 2013 HOUSEWIFES 33,48% 21,87% 21,69% STUDENTS 27,88% 22,88% 21,60% PENSIONERS 20,09% 12,79% 9,76% *Source: gemiusAudience Fusion study. October 2013 57
  58. 58. TG - Income Average / More than Average*. October 13 (*from 29,811 RUB due to the data from Roskomstat, All Russia) Runet, Women Runet, Men Real Users number: 4 033 947 Real Users number: 8 690 120 TG in Runet: 6,09% TG in Runet: 13,13% Page Views: 7 560 273 729 Average time per Visit: 09 min 14 sec Page Views: 14 392 681 097 Average time per Visit: 09 min 50 sec E-commerce, Women E-commerce, Men Real Users number: 3 189 475 Audience composition: 7,11% Real Users number: 5 934 385 Audience composition: 13,23% Runet, Reach: 72,74% Runet, Reach: 70,10% We can see a really big interest through the audience with good income level to online-shops *Source: gemiusAudience Fusion study. October 2013 58
  59. 59. E-commerce. October 13. Top by Audience composition, by Gender (TG – Income Average / Upper Average*from 29,811 RUB due to Roskomstat data, All Russia) TOP-10 Rankings 36,20% 21,88% 35,99% 19,53% 32,98% 18,44% 31,81% 16,69% 24,40% 16,49% 23,59% 14,76% 23,51% 14,58% 21,58% 13,75% 21,49% 13,26% 21,26% 13,24% *Source: gemiusAudience Fusion study. October 2013 59
  60. 60. THANK YOU FOR ATTENTION! Contact: Anton Melekhov anton.melekhov@gemius.com +7(926)166-77-02 60

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