This document discusses tools and strategies to increase customer conversion for online retailers in Russia. It provides the following key points: 1. Over 20 million people in Russia, or 71% of the active online audience, shop online. Most online shoppers are between ages 25-34 and have high incomes. 2. The largest numbers of online shoppers are in the Central and Northwestern federal districts of Russia. If an online store's customer base does not match these regional distributions, it may mean some regions are underserved. 3. Self-pickup is becoming an increasingly popular delivery option, with 38% of online customers choosing it for their last purchase compared to 23% for courier delivery and 15% for