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GLOBAL DIGITAL COMMERCE: CÓMO HACER CROSSBORDER ECOMMERCE EN ASIA Y AMÉRICA LATINA CASO RUSIA
The document analyzes the Russian e-commerce market, highlighting a potential reach of 50 million customers and a steady increase in online retail's share of sales, with a market value growth from 330 billion rubles in 2010 to 1,040 billion rubles in 2017. It discusses the demographics of internet usage, online shopping methods, prevalent product categories, and the disparities in market conditions between local and cross-border retail, including challenges faced by local businesses such as high acquiring fees. Additionally, the report indicates that the average expenditure per order varies significantly between local and international purchases.
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GLOBAL DIGITAL COMMERCE: CÓMO HACER CROSSBORDER ECOMMERCE EN ASIA Y AMÉRICA LATINA CASO RUSIA
- 1. ONLINE RETAIL ASSOCIATION Discover Russian e-commerce — www.akit.ru А 50 millioncustomers market to be explored ONLINE RETAIL ASSOCIATION
- 2. ONLINE RETAIL ASSOCIATION 2 3,5% 19,5% 3,2% 23,8% 9% E-commerce share of retailsales in 2017 ONLINE RETAIL ASSOCIATION
- 3. ONLINE RETAIL ASSOCIATIONInternet penetration rate in Russia 87M peopleuseinternet every month (16+) Sources: GfK RUS, 2017 2014 2015 2016 2017 70,4% 70,4% 72,8% 67,5% 3 Russia is IN EUROPE BY THE NUMBER OF INTERNET USERS №.1 market
- 4. ONLINE RETAIL ASSOCIATIONWho uses internet? 98% 16—29Y 30—54Y55+Y 83% 33% 20% 7% 58% 14% 82% 36% Use internet Use internet on tablets Use internet on smartphones Sources: GfK RUS, 2017 4
- 5. ONLINE RETAIL ASSOCIATIONWays of onlineshopping 52,5% RUSSIA WORLD 66,7%47,5% 33,3% Desktop Mobile Sources: GfK RUS, 2017 5 ONLINE RETAIL ASSOCIATION
- 6. ONLINE RETAIL ASSOCIATION 330 billion rubles $11,2 billion 260 billion rubles $8,6 billion 405 billion rubles $13,03 billion 544 billion rubles $17,05 billion 713 billion rubles $18,5 billion 760 billion rubles $12,4 billion 920 billion rubles $13,8 billion 1040 billion rubles $17,7 billion 15% 8% 19% 24% 29% 29% 33% 36% 85%92% 81% 76%71% 71% 67% 64% Local online trade 2010 2011 2012 2013 2014 2015 2016 2017 Cross-border trade Russian online retail market value 6 ONLINE RETAIL ASSOCIATION
- 7. ONLINE RETAIL ASSOCIATION 2% Electronics and applience Shoes and clothers Auto partsand accessories Perfumes and cosmetics Household products Sport goods Other: • Accessories and gifts • Pets goods • Office equipment • Building materials, DIY • Jewelry • Food • Books • Etc. 4% 8% 3% 2% 4% 3% 3% 35% 27% 27% LOCAL MARKET CROSS‐BORDER MARKET 33% 12% 38% What do people buy on local and cross-border market? 7 ONLINE RETAIL ASSOCIATION
- 8. ONLINE RETAIL ASSOCIATIONAverage check $68,34 $38,98 $36,28 $58,27 $133,48 $100 $122,12 $174,85$170,57 $106,8 $93,62 $124,4 2014 20152016 2017 Russian stores Chenese stores USA stores 8 ONLINE RETAIL ASSOCIATION
- 9. ONLINE RETAIL ASSOCIATIONAverage number oforders inRussian shops in categories 9 FOOD PRODUCTS FOR CHILDREN PET SUPPLIES CLOTHES AND SHOES OSMETICS AND PERFUMERY GOOD FOR CONSTRUCTION AUTO PARTS HOUSEHOLD PRODUCTS HANDMADE PRODUCTS SPORT GOODS ELECTRONICS COMPUTERS AND LAPTOPS SMALL ELECTRONICS FURNITURE LARGE ELECTRONICS SMARTPHONES AND TABLETS 8,4 4,6 4,3 4,2 4,1 3,4 3,3 2,9 2,5 2,1 1,9 1,8 1,8 1,7 1,5 1,4 Average annual number of orders per customer in 2017 Sources: Yandex, 2017 ONLINE RETAIL ASSOCIATION
- 10. ONLINE RETAIL ASSOCIATIONOrder’s prices in foreign onlineshops 0,5% 1,2% 3,1% 11,6% 61,4% 22,2% < €22 €22 — €50 €50 — €150 €150 — €500 €500 — €1000 > €1000 TOTAL NUMBER OF TRANSACTIONS 112M 10 ONLINE RETAIL ASSOCIATION
- 11. ONLINE RETAIL ASSOCIATION UNEQUAL BUSINESS CONDITIONS FOR LOCALAND FOREIGN COMPANIES DUTY-FREE THRESHOLD IN RUSSIA – 1000 € Classic trade model Cross-border trade VAT – 18% Custom duties – 6% Others – 6% TOTAL – 30% VAT – 0% Custom duties – 0% Others – 0% TOTAL – 0% 11 Key issues of Russian online retail market 1. 2. ONLINE RETAIL ASSOCIATION >
- 12. ONLINE RETAIL ASSOCIATIONKey issues ofRussian online retail market HIGH ONLINE ACQUIRING FEES large enterprises 1,6%-2,1% medium-sizedbusinesses2,0%-2,5% small-sized businesses 2,5%-3,5% 12
- 13. ONLINE RETAIL ASSOCIATIONKey issues ofRussian online retail market ALCOHOL MEDICAMENTS JEWELRY ONLINE TRADE WITH DELIVERY IS RESTRICTED ONLY SELF PICK UP 13