The document analyzes data from the Russian online retail market in the first half of 2017. It provides statistics on sales by region, device platform, and product category. The key findings are: - Moscow accounted for the largest share of sales at 25-42% depending on the category, followed by St. Petersburg and other major regions. - Desktop dominated sales, accounting for 62-98% of sales across categories. Mobile sales were highest for categories like pets and kids. - Top selling categories included pet supplies, apparel, household goods, books, and beauty products. These each accounted for over 10% of sales in some regions. - Regional sales leaders varied by category, but Moscow,

1. 1
according to the data
The online Retail in Russia
1H 2017 results
Source: the internal statistics of the admitad company

2. 2
according to the data
Platform shares
Desktop Android iOS
Moscow St.
Petersburg
Krasnodar Sverdlovsk Samara Tatarstan Rostov Nizhni
Novgorod
Other regions
0
5
10
15
20
25
30
%
35
40
45
Moscow
region
2

3. 3
according to the data
Desktop Android IOS
Value shares
Moscow St.
Petersburg
Krasnodar Sverdlovsk Samara Tatarstan Rostov Nizhni
Novgorod
Other regionsMoscow
region
3

4. 4
according to the data
DesktopAndroidIOS
%
40
30
20
10
0
%
30
20
10
0
Sales by regions and platforms
%
30
20
10
0
Moscow St.
Petersburg
Krasnodar Sverdlovsk Samara Tatarstan Rostov Nizhni
Novgorod
Other regionsMoscow
region
Moscow St.
Petersburg
Krasnodar Sverdlovsk Samara Tatarstan Rostov Nizhni
Novgorod
Other regionsMoscow
region
Moscow St.
Petersburg
Krasnodar Sverdlovsk Samara Tatarstan Rostov Nizhni
Novgorod
Other regionsMoscow
region
4

5. 5
according to the data
The Share of Mobile
The Share of Desktop
St.
Petersburg
The Krasnodar
Territory
The Sverdlovsk The SamaraTatarstanThe Rostov
Region
The Nizhni
Novgorod Region
Moscow
The Samara Moscow The Sverdlovsk Tatarstan The Nizhni
Novgorod Region
St.
Petersburg
The Krasnodar
Territory
The Rostov
Region
Other regions
Other regions
%
82
79
76
73
0
%
20
15
10
5
0
The TOP regions according to the sales
rates from Desktop/Mobile
The Moscow
Oblast
The Moscow
Oblast
5

6. 6
according to the data
Android
IOS
Tatarstan The Rostov
Region
The Samara The SverdlovskThe Krasnodar
Territory
The Nizhni
Novgorod Region
St.
Petersburg
Moscow Other regions
Moscow St.
Petersburg
The Nizhni
Novgorod Region
The Krasnodar
Territory
The Sverdlovsk
Region
The Samara The Rostov
Region
Tatarstan Other regions
%
70
60
50
40
30
20
10
0
%
40
30
20
10
0
The TOP Regions by sales from
iOS/Android
The Moscow
Oblast
The Moscow
Oblast
6

7. 7
according to the data
Pet shopsJuvenile
products
Accessories Beauty
and health
Sport goods Apparel Books Auto
products
Goods
from China
Household
goods
and furniture
Digital
equipment
and
household
appliances
Gifts and
flowers
Food
delivery
Hyper-
markets
Tools and
gardening
equipment
Goods
for creativity
%
35
30
25
20
15
10
5
0
Desktop Android IOS
The TOP segments by sales from Desktop
with the data regarding iOS/Android
7

8. 8
according to the data
The Share of An-
The share of
%
14
12
10
8
6
4
2
0
%
20
15
10
5
0
Pet shopsJuvenile
products
Accessories Beauty
and health
Sport
goods
ApparelBooksAuto
products
Goods
from China
household
goods and
furniture
Digital
equipment
and
household appliances
Gifts
and flowers
Food
delivery
Tools and
gardening
equipment
Goods for
creativity
The TOP segments by sales from
iOS/Android
Pet
shops
Juvenile
products
Accessories Beauty
and health
Sport
goods
Apparel Books Auto
products
Goods
from China
Household
goods and
furniture
Digital
equipment
and
household appliances
Gifts
and flowers
Food
delivery
Hyper-
markets
Tools and
gardening
equipment
Goods for
creativity
Hyper-
markets
8

9. 9
according to the data
80%
12%
Online shops
Desktop IOS
9

10. 10
according to the data
Moscow
St.Petersburg
The Sverdlovsk Region
The Samara Region
Other regions
39%
29%
10%
5%
3%2%
2%
2%
24%
44%
11%
5%
2%
2%
36%
29%
10%
4%
4%
2%
2%
The Moscow Oblast
The Krasnodar Territory
The Nizhni Novgorod
Region
Tatarstan
The Rostov Region
Malls
Desk- IOS
10

11. 11
according to the data
Share of sales by segments
Android 20%
IOS
Desktop 70%
Goods from China
Desktop IOS
Moscow
St.Petersburg
The Sverdlovsk Region
Tatarstan
Other regions
The Krasnodar Territory
The Moscow Oblast
Bashkortostan
The Samara Region
The Rostov Region
52%
16%
7%
4%
3%
3%
3%
2%
42%
20%
9%
6%
4%
4%3%2%
35% 28%
10%
5%
3%3%
3%
2%
11

12. 12
according to the data
Share of sales by segments
Moscow
St.Petersburg
The Krasnodar Territory
The Rostov Region
Other regions
The Moscow Oblast
The Sverdlovsk Region
The Nizhni Novgorod
Region
The Novosibirsk Region
The Samara Region
Android 8%
IOS
Desktop 80%
Apparel
Desktop IOS
37%
35%
8%
6%2%
2%
2%
2%
35%
10%
6%
3%
3%
2%
2%
31%
24%
48%
9%
6%
2%
2%
1%
1%

13. 13
according to the data
Share of sales by segments
Android 7%
IOS
Desktop 81%
Moscow
St.Petersburg
The Vladimir Region
The Sverdlovsk Region
Other regions
The Moscow Oblast
The Irkutsk Region
The Nizhni Novgorod
Region
The Krasnodar Territory
The Rostov Region
Household goods and furniture
Desktop IOS
24% 42%
8%8%
3%
2%
2%
2%
2%
28%
42%
10%6%
0.2%
4%
2%
2%
2%
20%
55%
11%
5%
0.8%
2%
0.8%
1%
1%

14. 14
according to the data
Share of sales by segments
Moscow
St.Petersburg
The Tomsk Region
The Krasnodar Territory
Other regions
The Moscow Oblast
The Nizhni Novgorod
The Rostov Region
The Krasnoyarsk Territory
The Kemerovo Region
Android 20%
IOS
Desktop 70%
Health & Beauty
Desktop IOS
24% 37%
22%
5%
2%
2%
2%
1%
1%
31% 42%
11%6%1%
3%
1%
1%
19%
48%
22%
5%
2%
0.3%
0.1%
1%
14

15. 15
according to the data
Share of sales by segments
Android 14%
IOS
Desktop 62%
Moscow
The Moscow Oblast
The Nizhni Novgorod Region
The Krasnodar Territory
Other regions
St.Petersburg
The Sverdlovsk Re-
gion
The Chelya-
binsk Re-
gion
The Rostov Region
The Samara Region
Kids
Desktop IOS
21%
56%
10%
6%
1%
1%
1%
1%
1%
23%
50%
7%
1%
2%
1%
1%
1%
14%
65%
8%
2%
0.4%
0.7%
1%
0.3%
15

16. 16
according to the data
Share of sales by segments
Android 11%
IOS 9%
Desktop 80%
Moscow
St.Petersburg
The Novosibirsk Region
Tatarstan
Other regions
The Moscow Oblast
The Sverdlovsk Region
The Samara Re-
gion
The Krasnodar Territory
The Nizhni Novgorod
Region
Books
Desktop IOS
42%
24%
11%
7%
3%2%2%2%
2%
37%
23%
11%
9%
1%2%5%
2%
3%
35%
26%
14%
8%2%
2%
3%
2%
2%

17. 17
according to the data
Share of sales by segments
Android 13%
IOS
Desktop 69%
Moscow
St.Petersburg
The Samara Region
The Rostov Region
Other regions
The Moscow Oblast
The Krasnodar Territory
The Novosibirsk Region
Bashkortostan
The Sverdlovsk Region
Accessories
Desktop IOS
26% 43%
11%6%
2%
2%
2%
2%
2%
24%
43%
14%
4%
2%
3%
1%
2%
22% 44%
10%
4%
4%
0.6%
2%
4%
2%

18. 18
according to the data
Share of sales by segments
Moscow
The Moscow Oblast
The Krasnodar Territory
The Samara Region
Other regions
St.Petersburg
The Sverdlovsk Region
The Novosibirsk Region
The Rostov Region
The Nizhni Novgorod
Region
Android 4%
IOS 6%
Desktop 90%
Gifts and Flowers
Desktop IOS
25% 46%
10%
9%
2%
1%
1%
1%
1%
26% 37%
3%
8%
3%1%1%
1%
0.3%
12%
66%
3%
9%
5%
1%
18

19. 19
according to the data
Share of sales by segments
Food delivery
Android 4%
IOS 5%
Desktop 91%
Moscow
St.Petersburg
The Rostov Region
The Sverdlovsk Region
Other regions
The Moscow Oblast
The Novosibirsk Re-
gion
Tatarstan
The Samara Region
The Voronezh Region
Desktop IOS
25%
54%
14%
4%
2%
2%
2%
2%
2%
14%
56%
18%
3%
1%
3%
1.5%
1.5%
0.6%
8%
67%
14%
5%
1.5%
1.5%
0.7%
19

20. 20
according to the data
Share of sales by segments
Pets
Android 8%
IOS 17%
Desktop 75%
Moscow
The Moscow Oblast
The Kaluga Region
The Voronezh Region
Other regions
St.Petersburg
The Yaroslavl Region
The Vladimir Region
The Tula Region
The Novosibirsk Region
Desktop IOS
6%
64%
14%
11%
1%
1%
1%
0.7% 5%
67%
9%
15%
0.3%
6%
71%
9%
14%
0.1%
0.1%
20

21. 21
according to the data
Share of sales by segments
Android 11%
IOS 7%
Desktop 82%
Moscow
St.Petersburg
The Samara Region
The Rostov Region
Other regions
The Moscow Oblast
The Krasnodar Territory
The Sverdlovsk Re-
gion
Tatarstan
The Nizhni Novgorod
Region
Desktop IOS
29% 38%
12%5%
3%
2%
2%
2%
2%
29% 40%
13%2%
3%
1.4%
3%
4%
2%
21% 43%
14%
5%
3%
1%
2%
4%
2%
Digital equipment and home appliances
21

22. 22
according to the data
Share of sales by segments
Android 8%
IOS
Desktop 78%
Sport
Moscow
St.Petersburg
Chuvashia
The Perm Region
Other regions
The Moscow Oblast
The Sverdlovsk Region
The Rostov Region
Bashkortostan
The Krasnodar Territory
Desktop IOS
39% 28%
16%
5%2%2%
2%
2%
2%
38% 30%
18%
4%
0.1%
3%
1.5%
28% 38%
18%4%
0.3%
0.8%
22

23. 23
according to the data
Share of sales by segments
1% Android
1% IOS
Desktop 98%
Moscow
The Moscow Oblast
The Nizhni Novgorod Region
The Samara Region
Other regions
St.Petersburg
The Sverdlovsk Region
The Kaluga Re-
gion
The Krasnodar Territory
The Novosibirsk Region
Goods for creativity
Desktop IOS
27% 36%
14%
11%
1.6%
1.3%
1.3%
1%
21% 41%
9%
18%
0.7%
3%
4%
0.1%
16%
55%
10%
10%
1.5%
2%
1%
23

24. 24
according to the data
Share of sales by segments
Android 14%
IOS 6%
Desktop 80%
Tatarstan
The Chelyabinsk Region
The Samara Region
Bashkortostan
Other regions
The Orenburg Region
Moscow
The Nizhni Novgorod
Region
The Sverdlovsk Region
The Kaluga Region
Desktop IOS
Cars & Auto
38%
16%
7%
7%
6%
5%4%
4%
41%
16%
4%
3%
10%
6%7%
39%
13%
1%
1%
13%
7%8%
0.1%
24

25. 25
according to the data
Share of sales by segments
3% Android
2% IOS
Desktop 95%
St.Petersburg
Moscow
The Ryazan Region
The Nizhni Novgorod Region
Other regions
The Moscow Oblast
The Leningrad Region
The Krasnodar Terri-
tory
The Sverdlovsk Region
The Novosibirsk Region
Desktop IOS
Tools and gardening equipment
28% 36%
19%
4%
2%
2%
2%
1.7%
36% 21%
26%
2%1%
3%
3%
2%
37% 19%
26%
3%
1.5%
3%
6%
25

26. 26
according to the data
Share of sales by segments
Moscow
St. Petersburg
The Samara Region
The Krasnodar Territory
Other regions
The Moscow Oblast
The Rostov Region
The Sverdlovsk Re-
gion
The Chelyabinsk Region
The Nizhni Novgorod
Region
3% Android
5% IOS
Desktop 92%
Desktop IOS
Malls
37% 33%
10%
5%3%
2%
2%
37%
41%
6%
1.4%3%
1%
25%
44%
6%3%
1.4%
4%
6%
0.1%
26

27. 27
according to the data
The geography of the click/ action with the accuracy up to a specific Russian territorial entity
Time of the click/ action with the accuracy up to a second
An e-commerce segment of the admitad advertiser
The total amount of sale by cart that is collected via sales tracking
Platform: desktop/android/iOS based on UserAgent
The main source of data is the internal statistics of admitad
affiliate network ( 3% share of the entire Russian e-commerce
in 2016)
If you need more information and/or details please send your
requests to - analytics@admitad.com
Methodology
27