Поскольку закончился Global Ecommerce Summit-2016, мы достали из загашников доклад Бориса Лепинских, который он делал еще 2015 году. По условиям соглашения мы не имели права публиковать его ранее. В презентации использовано очень много данных от компании Data Insight, за что ей отдельное спасибо.

1. CEO
Boris Lepinskikh
russiane-commerce
market
overview
E96.RU
The Global E-commerce Summit, 2015

2. The results of 2014: growth
$10,6 B
Source: Data Insighte, Russian e-commerce. Annual Report 2014
size of the
market
excluding cross-border trade
The Global E-commerce Summit, 2015

3. The results of 2014: growth
Theshareofe-commerceintheretail
sectorofthecountry(2013),%
Growth rate 2012-2016 (CAGR),%
5
Russian
e-commerce
to grow
has the potential
times
The Global E-commerce Summit, 2015

4. The results of 2014: growth
billionrub
0
150
300
450
600
2010 2011 2012 2013 2014
market
continues
to ascend
35%+
Source; Data Insighte, Russian e-commerce. Annual Report 2014The Global E-commerce Summit, 2015

5. The results of 2014: audience
Source: Public Opinion Foundation, 2014
user,millionpeople
2005
Fall
2006
Fall
2007
Fall
2008
Fall
2009
Fall
2010
Fall
2011
Fall
2012
Fall
2013
Fall
2014
Fall
the annual growth of the number of users, % (18+)
penetration, %
The Global E-commerce Summit, 2015
audience and Internet penetration in russia

6. The results of 2014: audience
Source:TNS Web Index, 2015The Global E-commerce Summit, 2015
dynamics of internet penetration (Monthly Reach,%)
Moscow
Saint Petersburg
Russia

7. 37%+
growth
customers
Source: Data Insighte, Russian e-commerce. Annual Report 2014
Y/YThe Global E-commerce Summit, 2015
The results of 2014: audience
The Global E-commerce Summit, 2015

8. 25,4 M
the numbers
of customers
in the age
18-64 years
Source: Data Insighte, Russian e-commerce. Annual Report 2014
old
The results of 2014: audience
The Global E-commerce Summit, 2015

9. Source: Data Insighte, Russian e-commerce. Annual Report 2014
7,7
number of
purchases
per customer
per year
The results of 2014: audience
The Global E-commerce Summit, 2015

10. New users live outside Moscow
Source: TheRunet
Moscow
St.Petersburg
Villages
Big Cities
(1MM)
500K-1MM
100K-500K
<100K
The Global E-commerce Summit, 2015
The results of 2014: audience
runet will reach
80m users by 2015
New geographic
markets
Engaging
traditional buyers
to online buyers

11. Source: PricewaterhouseCoopersThe Global E-commerce Summit, 2015
The results of 2014: audience
price
delivery
trust
stock
Usabilityrussia5
keycriteria
forchoosing
online
storein

12. Source: PricewaterhouseCoopers
The results of 2014: audience
price
delivery
trust
stock
Usability
The Global E-commerce Summit, 2015
5 UK
keycriteria
forchoosing
online
store
in

13. 195 M
of orders
cross-border
delivered,
including
The results of 2014: cross-border
The Global E-commerce Summit, 2015 Source: Data Insighte, Russian e-commerce. Annual Report 2014

14. The results of 2014: cross-border
115%+ Growthof cross-border
trade
The Global E-commerce Summit, 2015 Source: Data Insighte, Russian e-commerce. Annual Report 2014

15. $1,6 b
shareof cross-border
shopping
The results of 2014: cross-border
The Global E-commerce Summit, 2015 Source: Data Insighte, Russian e-commerce. Annual Report 2014

16. the number
frome
ordersabroad
47,7M
The results of 2014: cross-border
The Global E-commerce Summit, 2015 Source: Data Insighte, Russian e-commerce. Annual Report 2014

17. 72%
from China
The results of 2014: cross-border
The Global E-commerce Summit, 2015
The share
of orders
Source: Data Insighte, Russian e-commerce. Annual Report 2014

18. share of the total
online-market
share of cross-border
sales in the category
share of domestic
orders
сlothing for
adults
electronics
white goods &
household
goods
The results of 2014: top categories
children's
products
computers,
laptops &
accessories
Source: Data Insighte, Russian e-commerce. Annual Report 2014The Global E-commerce Summit, 2015
top-5 product categories
russia e-commerce market

19. 2007 2007-2011 2011-2015
Federal competition
• Market consolidation;
• Strengthening players
from regions;
• Strong regional
competition;
• Price competition;
• First M&A;
• Moscow companies
starts shipping to
regions.
• First local
startups;
• Offline retail
entry e-
commerce only
for branding;
• High margins.
GrowthVacuum
The Global E-commerce Summit, 2015
Features: regional markets
roadmap regional markets

20. Features: marketing
The Global E-commerce Summit, 2015
targeting really important
1
2
Russia has 10 cities with
populations over 1M
people
the distance between
the end of more than
2000 kilometers

21. Features: logistics
The Global E-commerce Summit, 2015
barсelona-
tallin
3317
km
Features: logistics

22. Features: logistics
large in size
no advanced
3PL-operators
logistics
extremely expensive
Only one operator with
national coverage -
state postal service
practically everybody
company has to build its
own logistics
The Global E-commerce Summit, 2015
3226kmown logistics network of E96

23. Features: localization
The Global E-commerce Summit, 2015
localization really important
Source: Levada-Center, 2014
only 11%
of russians
are more or less
speak english
In 2014 Aliexpress hit the
top-10 most popular
websites in Russia

24. Features: localization
The Global E-commerce Summit, 2015
localization really important
International retail
sales now represent
63% of total sales
with international
revenues jumping
47% year-on-year in
the company's
fourth quarter. It
comes after Asos
launched a site in
Russia on 1 May
2013.
«
EssentialRetail.com

25. Features: marketing
The Global E-commerce Summit, 2015
local not global
Local services number one in Russia
VK.com
yandex.ru
VS
facebooK.com
google.com
yandex.market
google merchant
yandex.money pay pal

26. Features: marketing
The Global E-commerce Summit, 2015
cream skimming
acquisition
Fast growing
Russian storesfocus on new customers

27. Features: payment
The share of
prepaid orders
The share of
orders paid cards
preferred
is most
Cash on
delivery
payment
The Global E-commerce Summit, 2015 Source: Data Insighte, Russian e-commerce. Annual Report 2014
method

28. Features: behavioral characteristics
The Global E-commerce Summit, 2015
up to 20%of the orders are made by phone.
Each order online store need to be confirmed by phone.

29. About us: local touch, global ambitions
2007 - company foundation
2013 - net revenue 4,6 B rubles (+65% Y/Y)
2013 - raising round А from IQ One Holdings for expansion
and business development
2014 - 200 000 SKU
2013 MAU - 1 MM (+75% Y/Y)
2011 - start conquering regions
2014 - Top-15 most effective online stores (Forbes Russia)
The Global E-commerce Summit, 2015

30. Boris Lepinskikh,
CEO e96
boris@e96.ru
slideshare.net/Lepinskikh/
@BorisLepinskikh