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Russian shoppers at
Chinese online stores
Fedor Virin
Data Insight
research agency
China-Russia E-commerce Summit. October 5, 2015

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E-COMMERCE MARKET:
KEY NUMBERS

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Market volume 2014
Online sales* in Russia, 2014:
645 bn rubles / €14.5 bn
Domestic online sales* in Russia, 2014:
560 bn rubles / €12.6 bn
195 mln orders
average order value
3300 rubles (~$85 by 2014 rate)
* Here and below (unless otherwise Estimate doesn’t include: (a) food delivery, (b)
airplane and train tickets, (c) event tickets, (d) digital goods, (e) C2C, MLM and group
shopping, (f) purchases for corporate consumption or for resale

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Breakdown by market categories
50%
20%
7%
5%
5% 4%
9%
Share by online sales volume
(incl. cross-border)
electronics
fashion
toys & goods for kids
cosmetics & pharmacy
home & DIY
presents, jewelry, hobbies
other

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2014: 1st year of the real growth <20%
235 315 415 560
31%
34%
32%
35%
28% 28%
25%
17%
0%
5%
10%
15%
20%
25%
30%
35%
40%
0
150
300
450
600
2011 2012 2013 2014
Rub bn
online sales (domestic) nominal growth
inflation contribution inflation-adjusted growth

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2015 dynamics
New wave of growth slowdown - after short influx in the end
of 2014. Key factors:
• Decrease in consumer’s income
average income, June 2015, y-o-y +9%
same, inflation adjusted, June 2015, y-o-y -3%
average income, USD, June 2015, y-o-y -31%
• No money and no need for large purchases
after shopping boom in December 2014
• Decline in offline retail
non-food retail, May 2015, y-o-y, rubles -10%
non-food retail, May 2015, y-o-y, USD -29%

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Slowdown
0%
5%
10%
15%
20%
25%
30%
35%
40%
2014 - Q12014 - Q22014 - Q32014 - Q42015 - Q12015 - Q2
Online sales
growth y-o-y
(N of orders, domestic
online sales only)

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Growth drivers
1. Low – and quickly growing - share of online shoppers
in Internet audience
2. More online experience and confidence
(this helps to try e-commerce or to use it more often)
3. Successful experience in ‘neighboring’ online
segments (e-travel, food delivery, digital goods, e-
payments, cross-border shopping)
4. Faster, cheaper and more reliable delivery
5. Perception shift: online shopping as routine practice
6. Mobile Internet as enabler for shopping online from
everywhere at any moment

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Growth in crossborder sales is concentrated in Chinese segment
AOV is reducing due to real income decline – but numbers for
orders and parcels are growing faster
DI estimates that online retail sales from China will grow
~1.5 times in 2015
Crossborder purchases
[online retail market only]
2014
2015
H1
2015
H2 FC
2015
FC
2015/
2014 FC
Crossborder parcels, m 75 52 78 130 +73%
parcels from China, m 61,1 45,0 70,7 115,7 +89%
other directions, m 13,5 7,0 7,3 14,3 +6%
Orders, m 47,5 33,5 48,9 82,4 +74%
orders from China, m 34,0 26,5 41,6 68,0 +100%
orders from China, % of total 72% 79% 85% 83% +15%
Average order value for
orders from China, USD 35 26 26 26 -26%
Sales volume, orders from
China, USD m 1198 698 1063 1761 +47%

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ONLINE SHOPPERS

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E-commerce audience
Number of online shoppers* 25 mln
(1/3 of Internet audience)
* Online shoppers – those who made at least 1 purchase of physical goods in Russian or
foreign online store in last 12 months
26%
7%
43%
24%
Russian population, 18-64
∑ 97 mln
online shoppers
had experience of online
shopping in the past
had no experience of
online shopping
don't use Internet

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Share of online shoppers
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Online buyers
Online users
Despite saturation of Internet userbase, Russian
e-commerce still has a lot of space to grow
Only 34% of Internet users
shopped online in 2014
(vs. 26% in 2013 and
9% in 2009)

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Number of shoppers
Do you have experience of purchases at
% of all
online
shoppers
number, m
(2014)
Russian online stores 54% 13,6
Foreign online stores 10% 2,5
Both
36% 9,1
16 million people with experience of online crossborder
shopping (for end of 2014)
More than 5/6 of them shops online in Russia as well

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Online shoppers dynamics
million people Russia China Both
2014 13,6 2,5 9,3
2013 10,5 2,8 5,2
2012 7,9 3,1 2,8
2011 5,0 2,4 1,4
2009 2,2 1,1 0,5
2007 0,9 0,5 0,1
2004 0,3 0,2 0,1
New shoppers often make their first online order in foreign store
but quickly they begin to buy in Russian online shops too
In 2014 7m people made their first online purchase –
and 4m of them make their first order in foreign online store

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Geography of online shoppers
0%
5%
10%
15%
20%
25%
30%
35%
Both China & Russia
Only Crossborder buyers

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Age & sex
0%
10%
20%
30%
40%
50%
60%
70%
18-24 25-34 35-44 45-54 55-64 female male
Both China& Russia
OnlyCrossborder buyers

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ORDERS

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Categories
0,0%
5,0%
10,0%
15,0%
20,0%
25,0%
30,0%
Russian stores
Cninese stores
both

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How people choose where to buy
44%
4
25%
27
knew in advance where will buy
hadn’t plan the purchase - retailer
recommend/offer the product
knew in advance few retailers to choose
between
hadn't knew where to buy - looked for
place with best conditions
area of
competition
loyal
purchase
[data for all online purchases]

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58%
5
22%
15
knew in advance where will buy
hadn’t plan the purchase - retailer
recommend/offer the product
knew in advance few retailers to choose
between
hadn't knew where to buy - looked for
place with best conditions
area of
competition
loyal
purchase
[data for crossborder purchases]
How people choose where to buy

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Choice between online and offline
The reason
Russian
stores
only
Chinese
stores
only Both
price was lower online than offline 47,7 42,3 62,2
it's convenient to look online for place with best
price 30,5 26,2 32,6
it's easier and more convenient to choose and
compare goods online 32,5 31,2 27,3
there is no such goods in regular stores of my
city/town 20,7 19,9 26,3
It’s not convenient to go to offline store 24,9 25,2 15,9
it was convenient to order right with delivery 24,1 25,6 15,7
there are more information online about goods 15,6 15,1 8,1
don’t know where it's possible to buy this product
offline 8,5 9,2 6,8
no time/opportunity to go to regular stores 10,5 9,6 6,8
don’t like to go to stores 8,7 7,9 5,9
I use to order almost everything online 5,8 3,3 3,7
Why we made recent purchase online?

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What is good online store?
39%
37%
32%
28%
26%
good descriptions of products
availability of product reviews
availability of detailed and clear info on delivery conditions
availability of different payment options
convenient structure of the catalogue
Among listed, what is the most important for online store?
What is necessary to form your opinion that this is convenient
website and good online store? (top 5 answers are shown)

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First agency in Russia, that is fully focused
on research and consultancy in digital economy
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