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We support knowledge driven
business decisions.com
E-COMMERCE IN RUSSIA 2013
2
What is the potential of
Russian e-commerce market?
3
Size of online retailing market is on the rise
8
13
25
Prognosis regarding the size of online
retailing market in Russia...
Which e-commerce company earns the most?
Changes on the podium
Citilink (Ситилинк) overtook the last year’s leader of the ...
5
Company Category
E-shop launch
date
Ситилинк RTV, AGD 2008 18.9 124 13
Exist.ru Automotive 1999 14.7 265 66
Юдмарт RTV, ...
6
E-commerce websites measured in gemiusAudience research
Source: gemiusAudience, Fusion Panel, October 2013
220-volt.ru
W...
7
E-commerce websites gain on popularity
Source: gemiusAudience, Fusion Panel, January - October 2013
6.81
6.496.79
8.28
5...
8
Internet users are increasing their egagement on e-commerce websites
Source: gemiusAudience, Fusion Panel, January - Oct...
9
Most visitors of e-commerece websites come from Central Federal District
Source: gemiusAudience, Fusion Panel, January -...
10
Mobile applications are the future
Source: gemiusAudience, Fusion Panel, October 2013, gemiusRanking, October 2013 (htt...
11
Number of Real Users: 4 033 947
TG in Runet: 6.09%
Page Views: 7 560 273 729
Average time per visit: 9 min 14 sec
There...
12
Do we need any consolidation in fight from international giants?
LOCAL PLAYERS, ТOP-4
The total audience
coverage:
OCTO...
13
Different categories = different audience
Source: gemiusAudience, Fusion Panel, October 2012- October 2013. Based on da...
14
Different categories = different audience
Source: gemiusAudience, Fusion Panel, October 2012- October 2013. Based on da...
15
October 2013
REAL USERS: 1.97 mln
AVERAGE TIME PER VISITOR: 24 min
DEPTH OF VIEW: 31.16
Max. % from audience compositio...
16
Gemius – consultancy & expertise in the digital world
no 1 choice in EMEA
14 years of experience
Over 2 500 clients
onl...
17
We support knowledge driven business decisions.com
INTERNET AUDIENCE
MEASUREMENT -
gemiusAudience
WEBSITE
MEASUREMENT
C...
Anton Melekhov
Country Manager
e-mail: anton.melekhov@gemius.com
mobile: +7(926)166-77-02
Gemius Russia Ltd.
ул. Дружинник...
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E-commerce in Russia, 2013

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Shopping online is increasingly popular amongst Internet users in Russia. According to data gathered by Gemius, in October last year over 44.9 mln Russian Internet users visited e-commerce websites. This is an increase of 5.2 mln compared to the same month the previous year. The time spent on e-commerce websites in Russia has grown from an average of 1.32 minutes per visitor in October 2012 to 2.07 minutes in October 2013.

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Transcript of "E-commerce in Russia, 2013"

  1. 1. We support knowledge driven business decisions.com E-COMMERCE IN RUSSIA 2013
  2. 2. 2 What is the potential of Russian e-commerce market?
  3. 3. 3 Size of online retailing market is on the rise 8 13 25 Prognosis regarding the size of online retailing market in Russia ($ milliard) 2010 20142011 Source: Data Insight research agency At present, in Runet there are 2000 shops with more than 10 completed orders per day and fewer than 100 shops with more than 1000 completed orders per day. According to Anton Melekov, head of the Russian branch of Gemius, those numbers allow to take seriously into consideration a consolidation of Russian e-commerce market.
  4. 4. Which e-commerce company earns the most? Changes on the podium Citilink (Ситилинк) overtook the last year’s leader of the Center of Strategic Research “Enter” rating— Ulmart (Юлмарт). Its revenues increased from 8 million RUB in 2011 to 18.9 million RUB in 2012. Ulmart (Юлмарт) descended on the third position (9.6 million RUB in 2011/ 14.3 million RUB in 2013). It is also worth noting that four out of the top 10 online shops belong to the RTV/AGD category.
  5. 5. 5 Company Category E-shop launch date Ситилинк RTV, AGD 2008 18.9 124 13 Exist.ru Automotive 1999 14.7 265 66 Юдмарт RTV, AGD 2008 14.3 94 15 Утконос Varied 2000 8.7 45 1 Связной RTV, AGD 2002 7.8 2852 77 OTTO* Clothes & Shoes 2006 6.9 25 20 Ozon.ru** Varied 1998 5.8 184 46 холодильник.ру RTV, AGD 2003 5.7 8 3 Комус Office articles 2000 4.8 56 4 Wildberries Clothes 2005 4.8 114 55 *Revenues together in Otto.ru & Quelle.ru ** Revenues only in Ozon.ru Source : Analysis by CSR Enter through SMI data No. of regions with online shops Which e-commerce company earns the most? Number of offline shops Revenues (net bln RUB)
  6. 6. 6 E-commerce websites measured in gemiusAudience research Source: gemiusAudience, Fusion Panel, October 2013 220-volt.ru WEB-SITE Exist.ru Euroset.ru Enter.ru Eldorado.ru Ebay.com E5.ru Doska.com Dns-shop.ru Dmir.ru Detmir.ru Delivery-club.ru Butik.ru Booking.com Bonprix.ru Biglion.ru Bay.ru Barahla.net Avon.ru Avito.ru Aviasales.ru Amazon.com Alloy.ru Aliexpress.com DIY, Home CATEGORY Auto spares Electronics Online mall Electronics Market Online mall Classifieds Electronics Classifieds Toys, Clothes, Children Food delivery Clothes Avia, Hotels Clothes Group Buying Market Classifieds Cosmetics Classifieds Avia, Hotel Market Classifieds Market Lamoda.ru WEB-SITE Svyaznoy.ru Sportmaster.ru Sotmarket.ru Softkey.ru Skyscanner.ru Shoptime.ru Sapato.ru Quelle.ru Pulscen.ru Price.ru Piluli.ru Paypal.com Ozon.ru Oriflame.com Nix.ru My-shop.ru Mvideo.ru Molotok.ru Mnogo.ru Mediamarkt.ru Mamsy.ru Mail.ru - Torg Laredoute.ru Clothes CATEGORY Electronics Clothes, Sport goods Electronics Software Avia, Hotel Clothes Clothes Clothes Classifieds Classifieds Health Payment system Online mall Cosmetics Electronics Online mall Electronics Market Bonus system Electronics Toys, Clothes, Children Market Clothes Webmoney.ru WEB-SITE Vsemayki.ru Vseinstrumenti.ru Vigoda.ru Unibo.ru Ulmart.ru Top-shop.ru Tiu.ru Technosila.ru Taobao.com Labirint.ru Kuponator.ru Kipivip.ru Komus.ru Irr.ru Ikea.com Holodilnik.ru Groupon.ru Farpost.ru Metro-cc.ru Yves-Rocher.ru Yandex.ru - Market Wildberries.ru Wikimart.ru Payment system CATEGORY Clothes DIY, Home Group buying Classifieds Electronics DIY, Home Classifieds Electronics Market Chancery , Office, Books Group buying Clothes Chancery , Office, Books Classifieds DIY, Home Electronics Group buying Classifieds Online mall Cosmetics Market Clothes Online mall
  7. 7. 7 E-commerce websites gain on popularity Source: gemiusAudience, Fusion Panel, January - October 2013 6.81 6.496.79 8.28 5 6 7 8 January February March April May June July August September October 2012 2013 Number of Real Users (mln) Average daily number of users on e-commerce sites Compared with the last year, the number of people visiting e-commerce websites has increased. The average number of visitors per day in 2012 was 6.39 million people and in 2013 – 6.99 million people.
  8. 8. 8 Internet users are increasing their egagement on e-commerce websites Source: gemiusAudience, Fusion Panel, January - October 2013 OCTOBER 2012 OCTOBER 2013 39 625 214 Users 44 862 307 Users 13.21% NUMBER OF VISITORS (REAL USERS) AVERAGE TIME BY VISITOR AVERAGE NUMBER OF VIEWS BY ONE VISITOR 109.24 Page views 149.60 Page views 1 hour 32 minutes 42 seconds 2 hours 7 minutes 31 seconds 36.94% 29.91% Compared with the last year, not only the number of people visiting e-commerce websites has increased, but also more websites are visited and more time is spent on them.
  9. 9. 9 Most visitors of e-commerece websites come from Central Federal District Source: gemiusAudience, Fusion Panel, January - October 2013 Oct. 12: 13.59% Oct. 13: 16.38% Oct. 12: 10.44% Oct. 13: 11.16% Oct. 12: 13.87% Oct. 13: 14.94% Oct. 12: 14.69% Oct. 13: 13.75% Oct. 12: 3.22% Oct. 13: 4.34% Oct. 12: 12.54% Oct 13: 13.79% Oct. 12: 8.78% Oct. 13: 9.09% Moscow: October 2012 – 17.94%. October 2013 – 11,35% Saint-Petersburg: October 2012 – 4.92%. October 2013 – 5.21%
  10. 10. 10 Mobile applications are the future Source: gemiusAudience, Fusion Panel, October 2013, gemiusRanking, October 2013 (http://www.rankingru.com) If your e-shop does not have any mobile application yet … …we recommend you create one! Over 66 million of Russians are online! Internet penetration in this country has increased from 47% in January 2012 to 57% in October 2013. Mobile devices traffic constitutes around 7% off all traffic and is gradually increasing! 47% 48% 51% 50% 51% 49% 49% 49% 50% 50% 51% 52% 52% 53% 53% 53% 54% 54% 55% 55% 55% 57% 42% 44% 46% 48% 50% 52% 54% 56% 58% Internet penetration in Russia
  11. 11. 11 Number of Real Users: 4 033 947 TG in Runet: 6.09% Page Views: 7 560 273 729 Average time per visit: 9 min 14 sec There is a really big interest through the audience with good income level to online-shops! Number of Real Users: 8 690 120 TG in Runet: 13.13% Page Views: 14 392 681 097 Average time per visit: 9 min 50 sec Runet, Women Runet, Men E-commerce, Women E-commerce, Men Number of Real Users: 3 189 475 Audience composition: 7.11% Runet, Reach: 72.74% Number of Real Users: 5 934 385 Audience composition: 13.23% Runet, Reach: 70.10% Source: gemiusAudience Fusion Panel. October 2013 Income Level – Average, More than Average (from 29 811 RUB per person/monthly. According to Roskomstat. All Russia Which gender buys more online?
  12. 12. 12 Do we need any consolidation in fight from international giants? LOCAL PLAYERS, ТOP-4 The total audience coverage: OCTOBER 2012 – 47.66% OCTOBER 2013 - 46.87% INTERNATIONAL GIANTS, TOP-4 The total audience coverage: OCTOBER 2012 – 4.57% OCTOBER 2013 - 15.20% International giants– growth of audience reach by more than 300%!! What will be next? GROWTH IN THE NUMBER OF REAL USERS from 2.69 mln to 10 mln. VS *Source: gemiusAudience Fusion Panel. October 2012 - October 2013
  13. 13. 13 Different categories = different audience Source: gemiusAudience, Fusion Panel, October 2012- October 2013. Based on data gathered from the e-commerce web-sites included in the research. TOP-MANAGEMENT (Including owners of small businesses) MIDDLE-MANAGEMENT / HEAD OF DEPARTMENTS SPECIALISTS / CHIEF SPECIALISTS 26.25% 20.46% 20.16% 36.51% 22.55% 20.71% 40.85% 30.97% 30.64% OFFICE WORKERS / ASSISTANTS 18.48% 10.77% 10.54% TOP 3 visited e-shops by Occupation
  14. 14. 14 Different categories = different audience Source: gemiusAudience, Fusion Panel, October 2012- October 2013. Based on data gathered from the e-commerce web-sites included in the research. 14.90% «BLUE COLLARS» CIVIL WORKERS 32.12% 29.75% 29.45% 16.29% 16.18% HOUSEWIFES 33.48% 21.87% 21.69% STUDENTS 27.88% 22.88% 21.60% PENSIONERS 20.09% 12.79% 9.76% TOP 3 visited e-shops by Occupation
  15. 15. 15 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 0.75 mln: REAL USERS 12 min: AVERAGE TIME PER VISITOR 14.11: DEPTH OF VIEW 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 Audience Duplication: 86192 Real Users *Source: gemiusAudience Fusion study. October 2013 vs Payment Systems in Russia
  16. 16. 16 Gemius – consultancy & expertise in the digital world no 1 choice in EMEA 14 years of experience Over 2 500 clients online audience measurement currency in +30 markets +3 000 online camapaigns measured by gemiusDirectEffect monthly first page optimization based on +2 bln clicks measured monthly +100 leading publishers serving +35 bln impressions with AdOcean monthly +450 thousand websites measured per year
  17. 17. 17 We support knowledge driven business decisions.com INTERNET AUDIENCE MEASUREMENT - gemiusAudience WEBSITE MEASUREMENT CAMPAIGN MONITORING ADSERVING RECOMMENDATION SYSTEM websites & applications Video / Web TV / Mobile web analytics - gemiusPrism video analysis - gemiusStream click monitoring - gemiusHeatMap campaign monitoring & optimization - gemiusDirectEffect campaign audience profiling - gemiusProfileEffect branding impact measurement - gemiusBrandingEffect adserver for publishers and retargeting options - AdOcean Intelligent personalized recommendations of products and content - gemiusRecommend
  18. 18. Anton Melekhov Country Manager e-mail: anton.melekhov@gemius.com mobile: +7(926)166-77-02 Gemius Russia Ltd. ул. Дружинниковская, д. 15 123242, г. Москва Contact us! www.gemius.com
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