Ecommerce market in Russia
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Ecommerce market in Russia

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27.4.2012 Be Inspired - Finpro Service industry client event materials. Daria Ivanova, Finpro.

27.4.2012 Be Inspired - Finpro Service industry client event materials. Daria Ivanova, Finpro.

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Ecommerce market in Russia Ecommerce market in Russia Presentation Transcript

  • E-commerce market,Russian hot spotDaria Ivanova, senior consultant, FinproSt. PetersburgApril, 2012
  • Internet usage in Russia 160 140 Monthly usage Weekly usage 120 Daily usage 100 80 60 40 20 029/04/2012 © Finpro 2
  • Online sales development Picture: Online sales development in Russia 2001 – 2013, billion RUR, estimate 2010 2020 Germany 1000 billion EUR 32 80 billion EUR Russia 5,8 billion EUR 60 billion EUR 900 800 700 600 500 400 300 200 100 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 201329/04/2012 © Finpro 3
  • Geographical distribution of Internet-users TOTAL 52,9 mln users Central Region 28% & 15,2 ml. Volga region, 19% and 9,9 ml. South region 14% and 7,7 ml. Siberia 13% and 6,8 ml. North-West, 12% & 6,5 ml. Urals 9% and 4,5 ml. Far East 5% and 2,3 ml.29/04/2012 © Finpro 4
  • 29/04/2012 0% 5% 15 % 20 % 25 % 30 % 35 % 10 % books 29 % 23 % wear, footwear 18 % tickets (flights, trains) 17 % electronics© Finpro home appliances 15 % 15 % gifts 13 % software 12 % audio, video discs Product groups / % of online deals children goods 10 % 7% foods5
  • Purchase volumes / per single purchase on average Product groups Share of end Average Average spending clients spending , RUR , EUR* Traditional books 28,90% 1 600 40 Clothes and footwear 23,20% 4 400 110 Travel tickets 18,40% 11 700 292,5 Portable electronics (mp3 players, phones, cameras etc.) 16,80% 8 200 205 Small home technique 15,40% 4 800 120 Presents 14,80% 2 200 55 Software 12,80% 3 000 75 Audio / Video on CD / DVD 12,30% 2 500 62,5 Computers & Office technique 9,90% 10 400 260 Drugs & Lances 8,80% 2 600 65 Electronic books 8,00% 2 800 70 Concert & Theater tickets 7,80% 2 700 67,5 Large home techniques 7,00% 17 300 432,5 Sport goods 6,00% 4 700 117,5 PC games 5,70% 1 600 40 Home video & audio 5,60% 15 700 392,5 Audio & Video content 5,40% 2 100 52,5 Average exchange rate for 2010: 1 EUR = 40 RUR29/04/2012 © Finpro 6
  • Finnish Internet-shop opened in Russia www.dermosil.ru www.dermoshop.fi29/04/2012 © Finpro 7
  • Social networks In Russia • Vkontakte.ru – over 100 000 000 accounts; • Odnoklassniki.ru – over 45 000 000 accounts; • MySpace – over 40 000 000 accounts; • Facebook (facebook.com) – over 30 00 000 Russian accounts (in total 750 million accounts); • Live Journal – 2 443 667 Russian accounts • Twitter (twitter.com) – over 350 000 Russian accounts (in total over 200 million) New opportunities for Marketing & Sales29/04/2012 © Finpro 8
  • VKONTAKTE 106 941 400 accounts on 26.10.2011Marketing opportunities•Banner advertising which can be targeted precisely to certain target groups•Brand communities • VKontakte is the largest social network in Runet, the third popular site in the Ukraine and Kazakhstan, the fourth in Belarus. The•Flash applications for sales website initially positioned itself as a social network of students and graduates of Russian higher educational institutions, later it started to and advertising call itself “modern and fast method of communication”. • In February 2011 daily audience of social network exceeded 23•Social media marketing million people. 29/04/2012 © Finpro 9
  • Marketing in social networks Different companies have different opinion on the importance of social media marketing29/04/2012 © Finpro 10
  • Future trends (world) Easy & quick shopping More options to increase reliability Easy delivery & payments Small offline sellers move to Internet29/04/2012 © Finpro 11
  • E-commerce in travelsegment
  • Why e-commerce in travel 50 % 45 % 8.0 45 % 6.9 7.0 40 % 35 % 6.0 30 % 5.0 25 % 4.0 3.2 20 % 3.0 15 % 7% 2.0 10 % 5% 1.0 0% 0.0 USA and UK Russia 2011 2015 Share of on-line market in travel E-commerce travel in Russia, bln euro • According to the Amargo, rate of growth of on-line travel are 35-40% • Share of self-organized tour to Finland has reached 45-55% in St. Petersburg29/04/2012 © Finpro 13
  • St. Petersburg citizen 1 3 3 7 6 Never been in Finland Less than once per year Once per year 2-3 times per year 13 4-5 times per year Almost once a month 67 Several times per month29/04/2012 © Finpro 14
  • Information sources 70 60 - There is not surprise that Internet is the most popular source of 50 information for target audience (the research was made among 40 Internet users) - However “words of mouth” remains the essential source of 30 information in Russia. Opinions of friends and relatives are always 20 important for Russian customers 10 0 May 2009, % November 2009, % May 2010, 5 Internet Words of mouth Tour companies reccomendations Guides Magazines and journals TV-programsDate 15 © Finpro
  • Main players activities: countries  All Scandinavian countries have their WEB presents in Russian languages:  Denmark http://www.visitdenmark.ru  Sweden http://www.visitsweden.com/shveciya/  Norway http://www.visitnorway.com/ru  Content of these sites are very similar:  country, its culture, events (festivals, celebration etc),  hotel choice and booking, transportation,  regional overview of the country, place to go (museums, restaurants, clubs), nature,  video materials about country.  However, there are certain differences. For example Norway promotes country via followed digital media:  http://www.facebook.com/visitnorway.ru about 500 users in the club  http://twitter.com/visitnorway_ru about 100 users in the club  http://blogs.mail.ru/mail/visitnorway/  http://vkontakte.ru/club14063861 about 350 users in the club  Sweden has its own community: www.communityofsweden.com  Denmark has its own community as well: www.okeandruzey.ru/Denmark+1.htmlDate 16 © Finpro
  • http://blogs.mail.ru/mail/visitnorway Role in travelling Information about country, travel tips, place to go. Movies and articles about country Key Topics Stories about Norway Popularity Friends:378 Readers:458 Subscribers:517 Facilitator of the site Created in 15.06.2009 by Norway tourist board Advertising www.visitnorway.ru promotion Activities to increase stickiness Competitions for usersDate 17 © Finpro
  • http://twitter.com/visitnorway_ru Role in Country’s video. Materials about country travelling Key Topics Video, pictures, stories about countries Popularity 102 of users in the group Facilitator of Norway tourist board the site Advertising www.visitnorway.ru promotionDate 18 © Finpro
  • http://www.facebook.com/visitnorway.ru Role in Official tourist portal about Norway travelling Key Topics Link to video, pictures, stories about courtiers, mini-forum Popularity 500 users in the group Profile of the No data. Facilitator of the site Norway tourist board users Advertising www.visitnorway.ru promotionDate 19 © Finpro
  • Example of social media sales process Creation of group/ topic devoting to “place, activity” Basis information upload, link to the participants web-pages Initiate of the discussion, feedback collection Question in the framework of basis information – Finpro answer Question outside of F.A.Q. – Finpro will contact company representative and answer later Follow up workshop will be conducted once in 3-4 months29/04/2012 20
  • • Thank you for your attention • Daria.ivanova@finpro.fi • +7 921 405 88 0329/04/2012 © Finpro 21