E-commerce in Russia:Market overview<br />Boris Ovchinnikov<br />Fedor Virin<br />Data Insight<br />Research Agency<br />
Agenda<br />Market size<br />Digital gap: capitals vs. regions<br />Who are online shoppers?<br />What do they buy?<br />M...
Russian e-commerce market*reached $8bn. in 2010* B2C retail only<br />
Market size<br />Since autumn 2010 we see conformity in estimates* of e-commerce market size:	$7-8 bn. whole market<br />	...
Online&Offline, Russia &World<br />14% of Russian adult population <br />shopped online in 2010;<br />e-commerce accounts ...
Online shoppers share<br />Source:Eurostat;Data Insight<br />
E-commerce as share of retail (2010)<br />Source:Forrester; Centre for Retail Research;Data Insight<br />
Some specifics of the market<br />Fragmented market without strong leaders<br />High significance of Yandex.Market price c...
Moscow &S.-Petersburg account for only 30%of Internet usersbutalmost 60% of e-commerce volume<br />
Capitals vs. regions<br />
Capitals vs. regions<br />There is real digital gap. Regions are far behind Moscow and Petersburg in e-commerce developmen...
 Limited offer from online shops
 Share of online shoppers is lower
 Frequency of online purchases is lower
 Online purchases are not diversified
 Average bill is lower</li></li></ul><li>Roots of digital gap<br />E-commerce penetration in regions is lower because:<br ...
 and there is a bunch of “geographical” factors</li></li></ul><li>Roots of digital gap<br />What are these geographical fa...
E-commerce geography<br />Russian e-commerce market<br />split by macroregions<br />
Leading cities<br />Leaders in terms of e-commerce market volume:<br />
Capitals vs. regions<br />Despite current lag, regions will generate main growth for e-commerce in next years<br />
Every month 7-8  mn. peopleare shopping online in Russia<br />
Wealthy, experienced, metropolitan<br />There are three key factorsdetermine whether internet users will buy or not buy on...
Internet experience
Place of residence:capitals or regions</li></ul>If all three factors coincide, online shoppers share could reach 90%<br />...
Income as a shopping driver<br />Obvious dependence: with higher income more people buy online<br />Online shoppers share<...
Experience as a shopping driver<br />Share of online shoppers is also growing along with the growth of the online experien...
How quickly users <br />become buyers?<br />Time gap betweenbecoming Internet userand becoming online shopper<br />Source:...
Tickets and electronicsare two biggest piecesof Russian e-commerce market<br />
What Shoppers Buy Online?<br />
Where are the money?<br />Purchases of more than 15 ths. roubles account for 15% of deals and63% of market volume.<br />Ex...
Market segments: capitals vs. regions<br />High share of regions: books, CD/DVD, digital content, clothing & footwear<br /...
Two groups of market segments<br />
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Russian E-Commerce Market 2010-2011

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  • Или не average,а total?
  • The market volume of e-commerce in 2010 was 240
  • Или не average,а total?
  • В %% от населения Россия на уровне Италии и Прибалтики, но выбивается вверх, если в %% от инетчиков. Отчасти это можно обяъяснить тем, что Россия – не совсем Европа, а в остальном мире доля онлайн-покупателей в интернет-аудитории выше: В Азии (Китай, Корея) 95% интернетчиков покупает онлайн, в Штатах и Бразилии – 85%
  • Или не average,а total?
  • По всей выборке доля покупателей в столицах выше, чем в регионах, на 57% - а внутри групп по стажу в среднем на 40%, групп по доходам – на 43%, групп по стажу и доходам – 31%Стаж и доходы объясняют 47% различия между столицами и регионами
  • В идеале график переделать на доллары (по курсу 30 рублей). Подписать прирост - +127 млрд (или сколько там в баксах) для столиц и +182 млрд для регионов
  • категория «москвичи 25-44 лет, не менее 5 лет интернет-стажа, доход 45 тыс.руб. и более»(~2% от российской интернет-аудитории)90% из них покупают в онлайне55% делают это регулярно(в среднем раз в месяц и чаще)
  • Speed? Intensity?
  • Высокая доля регионов – это 60-70% от покупателей (столицы – 30-40%)Преобладание столиц – 50-60% в столицах, 40-50% в регионахДоминирование столиц – 65-80% в столицах, 20-35% в регионах
  • Если успеем, перед этим слайдом еще 1-2 слайда про оплату карточками
  • Сюда несколько буллетов – основные прогнозы по росту (в людях и деньгах) из отчета по рынку e-commerce
  • Russian E-Commerce Market 2010-2011

    1. 1. E-commerce in Russia:Market overview<br />Boris Ovchinnikov<br />Fedor Virin<br />Data Insight<br />Research Agency<br />
    2. 2. Agenda<br />Market size<br />Digital gap: capitals vs. regions<br />Who are online shoppers?<br />What do they buy?<br />Market forecasts<br />
    3. 3. Russian e-commerce market*reached $8bn. in 2010* B2C retail only<br />
    4. 4. Market size<br />Since autumn 2010 we see conformity in estimates* of e-commerce market size: $7-8 bn. whole market<br /> $5.5-6.5 bn. material goods<br />* estimates byData Insight, Public Opinion Foundation, Insales, Chamber of Commerce and Industry<br />
    5. 5. Online&Offline, Russia &World<br />14% of Russian adult population <br />shopped online in 2010;<br />e-commerce accounts for 1,6% of all retail sales<br />These numbers are comparable to some European countries, but they are 3-5 times lower than the EU average or United States level<br />
    6. 6. Online shoppers share<br />Source:Eurostat;Data Insight<br />
    7. 7. E-commerce as share of retail (2010)<br />Source:Forrester; Centre for Retail Research;Data Insight<br />
    8. 8. Some specifics of the market<br />Fragmented market without strong leaders<br />High significance of Yandex.Market price comparison service<br />High significance of price factor<br />Cash payments still dominate<br />
    9. 9. Moscow &S.-Petersburg account for only 30%of Internet usersbutalmost 60% of e-commerce volume<br />
    10. 10. Capitals vs. regions<br />
    11. 11. Capitals vs. regions<br />There is real digital gap. Regions are far behind Moscow and Petersburg in e-commerce development<br />In regions:<br /><ul><li> Online penetration is lower
    12. 12. Limited offer from online shops
    13. 13. Share of online shoppers is lower
    14. 14. Frequency of online purchases is lower
    15. 15. Online purchases are not diversified
    16. 16. Average bill is lower</li></li></ul><li>Roots of digital gap<br />E-commerce penetration in regions is lower because:<br />- incomeof regional internet users is lower, than that of internet users from Moscow and Petersburg<br /><ul><li> averageinternet experience in regionsis lower, than that of capitals
    17. 17. and there is a bunch of “geographical” factors</li></li></ul><li>Roots of digital gap<br />What are these geographical factors ?<br />In regions:<br />Shortage of online shops + lack of their “visibility”<br />Delivery is of low quality, complex & expensive<br />Time-savingeffect is not so huge in regions<br />The price advantage of e-retail is nearly invisible<br />There is no scale effect<br />There is no viral effect<br />
    18. 18. E-commerce geography<br />Russian e-commerce market<br />split by macroregions<br />
    19. 19. Leading cities<br />Leaders in terms of e-commerce market volume:<br />
    20. 20. Capitals vs. regions<br />Despite current lag, regions will generate main growth for e-commerce in next years<br />
    21. 21. Every month 7-8 mn. peopleare shopping online in Russia<br />
    22. 22. Wealthy, experienced, metropolitan<br />There are three key factorsdetermine whether internet users will buy or not buy online:<br /><ul><li> Income level
    23. 23. Internet experience
    24. 24. Place of residence:capitals or regions</li></ul>If all three factors coincide, online shoppers share could reach 90%<br />All 3 factors have a positive effect also on frequency of online purchases and on volume of online spending<br />
    25. 25. Income as a shopping driver<br />Obvious dependence: with higher income more people buy online<br />Online shoppers share<br />against monthly income<br />capitals<br />regions<br />Source:Data Insightusing МАСМИ data<br />
    26. 26. Experience as a shopping driver<br />Share of online shoppers is also growing along with the growth of the online experience<br />Online shoppers share<br />against internet experience<br />capitals<br />regions<br />Source:Data Insightusing <br />МАСМИ data<br />
    27. 27. How quickly users <br />become buyers?<br />Time gap betweenbecoming Internet userand becoming online shopper<br />Source:telephone survey, 3200 respondents, Moscow & SPB, 04.2011<br />60% of online shoppers have made their first online purchase <br />more than 3 years later than they got Internet access<br />
    28. 28. Tickets and electronicsare two biggest piecesof Russian e-commerce market<br />
    29. 29. What Shoppers Buy Online?<br />
    30. 30. Where are the money?<br />Purchases of more than 15 ths. roubles account for 15% of deals and63% of market volume.<br />Expensive purchases are concentrated in six segments<br />Distribution of purchasesabove 15K RUR (~$500)<br />Source:telephone survey, 3200 respondents, Moscow & SPB, 04.2011<br />
    31. 31. Market segments: capitals vs. regions<br />High share of regions: books, CD/DVD, digital content, clothing & footwear<br />Leadership of capitals: housewares, baby goods, portable electronics, computers, air & train tickets<br />Dominance of capitals: household appliances, “black” electronics, food, concert tickets<br />
    32. 32. Two groups of market segments<br />
    33. 33. Russian e-commerce market will grow 2,5 times (+145%)in 5 years<br />
    34. 34. Growth forecast<br />Number of online shoppers will growfrom 14m in 2010 to 28m in 2015<br />CAGR 15%<br />Market volume will grow from $8bn. in 2010to $18.5 bn. In 2015<br />CACR 18%<br />
    35. 35. Growth factors<br />Growth of Internet audience (+75% in 5 years)<br />Growing online experience =>higher % of online shoppers, higher spending, higher frequency and diversity of online purchases<br />Income growth (more money to spend)<br />
    36. 36. Growth concentrated in regions<br />As said above,regions will generate main growth fore-commerce market in next 5 years. More details:<br /><ul><li> almost 90% of new online shoppers will come from regions
    37. 37. share of online shoppers from regions will grow from 60% to 73%
    38. 38. e-commerce in regions will grow 2.9 times in 5 years, while in capitals it will grow only 1.9 times
    39. 39. share of regions in market volume will grow from 40% to 51%</li></li></ul><li>Chances for extra growth<br />E-commerce market may grow faster than +150% in 5 years. Additional growth may be obtained from:<br />the launch of new ambitious e-commerce projects<br />successful brand-building by largest online retailers<br />higher quality of service delivered by online shops<br />higher popularity of price comparison services<br />
    40. 40. Contacts<br />Tel. +7 495 7254946<br />www.datainsight.ru<br />Common questions:<br />a@datainsight.ru <br />Subscriptions for news monitorings:<br />editor@datainsight.ru<br />Fedor Virin<br />facebook.com/fedor.virin<br />luchiaen.livejournal.com<br />twitter.com/#!/luchiaen<br />Boris Ovchinnikov<br />facebook.com/boris.ovchinnikov<br />barouh.livejournal.com<br />twitter.com/#!/barouh_boris<br />
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