Russian E-Commerce Market 2010-2011

Uploaded on


More in: Business , Sports
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads


Total Views
On Slideshare
From Embeds
Number of Embeds



Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

    No notes for slide
  • 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


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