E-Commerce in Russia

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E-COMMERCE IN RUSSIA A lot of interesting facts gathered from the whole year till

OCTOBER 2013

2

E-COMMERCE in Russia. Content.

Market current situations and its prognosis Page. 3 - 4 Data in general . October 12-13 Page. 6 - 9 Electronics Page. 10 - 15 Classifieds / Market Page. 16 - 21 Focus: Classifieds / Market: Local players VS International giants Page. 22 - 23 Clothing Page. 24 - 29 Children / Children clothes , Health, Cosmetic Page. 30 - 34 On-line malls Page. 35 - 39 DIY, For Home Page. 40 - 42 Airline services, Hotels Page. 43 - 45 Group buying sites Page. 46 - 48 Chancery , Office, Books (+ Delivery-Club.ru) Page. 49 - 51 Focus: Payment systems. Web money VS PayPal Page. 52 - 53 Users by behavior Page. 54 - 57 Focus: TA: Middle income / Upper middle income. Leaders by the Audience composition Page. 58 - 59

3

E-COMMERCE. Russia’s market

At present in Runet there are 2000 shops which has more than 10 completed orders by users per twenty

four hours and less than 100 shops which has more than 1000 completed orders by users per day.

* Data source: analytic agency “DataInsight”research

Market facts and prognosis

*

* - Prognosis of Russia’s online retailing market size ($ milliard )

4

E-COMMERCE. Russia’s market

* Source of data: Analysis by CSR Enter through SMI data

LEADERS IN RUSSIA’S MARKET BY REVENUE IN 2012

Changes : period of 2011 / 2012 years Leader of last Center of Students Initiatives rating – Ulmart (Юлмарт) - descended on the third position (9,6 million. RUB / 14,3 million. RUB) Currently the leader is Citilink (Ситилинк), last year he was on the second position (8 million. RUB / 18,9 million. RUB)

5

Sites, included in study in OCTOBER 2013

*Source: gemiusAudience Fusion study. October 2013

WEB-SITE CATEGORY WEB-SITE CATEGORY WEB-SITE КАТЕГОCATEGORYРИЯ 220-volt.ru DIY, Home Lamoda.ru Clothes Webmoney.ru Payment system

Aliexpress.com Market Laredoute.ru Clothes Wikimart.ru Online mall Alloy.ru Classifieds Mail.ru - Torg Market Wildberries.ru Clothes

Amazon.com Market Mamsy.ru Toys, Clothes, Children Yandex.ru - Market Market Aviasales.ru Avia, Hotel Mediamarkt.ru Electronics Yves-Rocher.ru Cosmetics

Avito.ru Classifieds Mnogo.ru Bonus system Metro-cc.ru Online mall Avon.ru Cosmetics Molotok.ru Market Farpost.ru Classifieds

Barahla.net Classifieds Mvideo.ru Electronics Groupon.ru Group buying Bay.ru Market My-shop.ru Online mall Holodilnik.ru Electronics

Biglion.ru Group Buying Nix.ru Electronics Ikea.com DIY, Home Bonprix.ru Clothes Oriflame.com Cosmetics Irr.ru Classifieds

Booking.com Avia, Hotels Ozon.ru Online mall Komus.ru Chancery , Office, Books Butik.ru Clothes Paypal.com Payment system Kipivip.ru Clothes

Delivery-club.ru Food delivery Piluli.ru Health Kuponator.ru Group buying Detmir.ru Toys, Clothes, Children Price.ru Classifieds Labirint.ru Chancery , Office, Books Dmir.ru Classifieds Pulscen.ru Classifieds Taobao.com Market

Dns-shop.ru Electronics Quelle.ru Clothes Technosila.ru Electronics Doska.com Classifieds Sapato.ru Clothes Tiu.ru Classifieds

E5.ru Online mall Shoptime.ru Clothes Top-shop.ru DIY, Home Ebay.com Market Skyscanner.ru Avia, Hotel Ulmart.ru Electronics

Eldorado.ru Electronics Softkey.ru Software Unibo.ru Classifieds Enter.ru Online mall Sotmarket.ru Electronics Vigoda.ru Group buying

Euroset.ru Electronics Sportmaster.ru Clothes, Sport goods Vseinstrumenti.ru DIY, Home Exist.ru Auto spares Svyaznoy.ru Electronics Vsemayki.ru Clothes

6

Penetration of the Internet – Europe and Russia

Source: : IAB Europe, Adex Benchmark 2011 & 2012, 7+, EE: TURU-UURINGUTE AS research, 15-74, LV: SKDS, 15-74. LT: RAIT, 7-74, SI: Valicon, 10-75, BY: National Statistical Committee of the Republic of Belarus, 15-74, BG:

IPSOS, 15-69, SK: Gemius & Mediaresearch, 12+, CZ: Gemius & Mediaresearch, 10+, PL: Net Track Millward Brown SMG/KRC, 7+, HU: IPSOS, 15+, RU: FOM, 18+, HR: FOM, 18+, UK: GFK, 14-69, TR: Ipsos, 12+

94% 90% 90%

86% 82% 80% 80% 77% 76% 76% 73% 71% 71% 70% 70% 69% 69% 69%

64% 62% 62% 57% 56% 54% 52% 51% 49%

46% 44%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%Penetration is increasing thanks to growth of the regions– mobile devises

IF YOUR SHOP DON’T HAVE ANY MOBILE APPLICATION – WE HARDLY RECOMMENDED YOU TO HAVE ONE

7

Average number of E-commerce sites’ users per day, million people

6,81

6,79

5

5,5

6

6,5

7

7,5

8

January February March April May June July August September October

2012

2013

Source: gemiusAudience Fusion research. January 2012 – October 2013

Average number of visitors per day. 2012 - 6,39 million people/ 2013 – 6,99 million people

Comparing with last year we can see that number of users is increased

8

E-COMMERCE in RUSSIA. Over all data.

OCTOBER 2012 OCTOBER 2013

39 625 214 Users 44 862 307 Users 13,21%

NUMBER OF VISITORS (REAL USERS)

AVERAGE TIME BY VISITOR

AVERAGE NUMBER OF VIEWS BY ONE VISITOR

109,24 Page views 149,60 Page views

1 hour 32 min. 42 sec. 2 hour 07 min. 31 sek.

36,94%

Source: gemiusAudience Fusion research, October2012- October2013. Based on data gathered from the e-commerce web-sites, that were included to this research.

29,91%

The number of visitors has increased on 5 237 093 people. Users’ interest to the content is also increased – you can notice the growth of average number of views and amount of time spending by the users.

9

Audience composition, by Regions. October 2012 – October 2013

Oct. 12: 13,59% Oct. 13: 16,38%

Oct. 12: 10,44% Oct. 13: 11,16%

Oct. 12: 13,87% Oct. 13: 14,94%

Oct. 12: 14,69% Oct. 13: 13,75%

Oct. 12: 3,22% Oct. 13: 4,34%

Oct. 12: 12,54% Oct 13: 13,79%

Oct. 12: 8,78% Oct. 13: 9,09%

Moscow: October 2012 – 17,94%. October 2013 – 11,35% Saint-Petersburg: October 2012 – 4,92%. October 2013 – 5,21%

Almost all regions are showing the positive growth dynamics. Big fall of Moscow in composition

10

E-COMMERCE in Russia. By Category. October 12 - 13

ELECTRONICS

11

E-COMMERCE in Russia. Electronics, in mln. Real Users. October 12 - 13

5,68

3,59 4,08

5,02

2,64 3,07

1,5 0,96 0,86 0,85 0,84 0,86

16,31

0

2

4

6

8

10

12

14

16

18

Oct 12

Oct 13

Dynamic of growth through all market players, except Sotmarket. Good growth for Mvideo and Eldorado

19,8%

*Source: gemiusAudience Fusion study. October 2012 - October 2013

12

E-COMMERCE in Russia. Electronics, By Gender, in % from Audience composition. October 13

54,21% 52,71% 53,19% 46,46%

60,36% 60,71% 57,01% 55,31%

83,01%

41,08%

55,59% 50,32%

45,79% 47,29% 46,81% 53,54%

39,64% 39,29% 42,99% 44,69%

16,99%

58,92%

44,41% 49,68%

0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

70,00%

80,00%

90,00%

100,00%

Men Women


13

E-COMMERCE in Russia. Electronics, By Age, in % from Audience composition. October 13

19,76%

17,01%

20,76%

19,19%

22,08%

14,33%

20,06%

2,79%

11,51%

9,93%

10,62%

30,86%

39,75%

35,93%

34,71%

37,07%

38,19%

37,50%

35,22%

46,88%

50,83%

43,17%

34,77%

40,20%

21,72%

25,48%

26,58%

20,96%

24,17%

28,42%

35,86%

27,57%

21,34%

24,36%

24,03%

16,90%

14,22%

17,71%

12,60%

14,50%

9,36%

12,70%

5,59%

13,55%

8,74%

13,42%

9,75%

7,03%

4,55%

3,88%

5,34%

8,27%

6,20%

7,04%

3,27%

9,22%

7,58%

9,12%

20,83%

5,00%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Svyaznoy.ru

Sotmarket.ru

Mvideo.ru

Eldorado.ru

Dns-shop.ru

Ulmart.ru

Euroset.ru

Holodilnik.ru

Nix.ru

Technosila.ru

Softkey.ru

Mediamarkt.ru

18-24 25-34 35-44 45-54 55+


14

E-COMMERCE in Russia. Electronics, By Age and Income, in % from audience composition. October 13

31,15%

32,38%

32,13%

32,50%

35,62%

25,21%

36,43%

30,73%

25,55%

47,46%

30,90%

30,86%

35,41%

29,69%

34,13%

31,17%

42,23%

37,96%

39,11%

34,95%

36,46%

18,37%

20,84%

16,69%

16,24%

20,41%

16,42%

18,52%

14,27%

20,00%

13,41%

23,86%

25,31%

17,02%

17,34%

18,27%

3,87%

6,51%

4,33%

5,60%

0,76%

5,72%

3,27%

6,73%

10,89%

10,86%

9,03%

3,95%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Svyaznoy.ru

Sotmarket.ru

Mvideo.ru

Eldorado.ru

Dns-shop.ru

Ulmart.ru

Euroset.ru

Holodilnik.ru

Nix.ru

Technosila.ru

Softkey.ru

Mediamarkt.ru

0 - 15 000 Rub 15 001 - 30 000 Rub 30 001 - 60 000 Rub More than 60 000 Rub

Source: gemiusAudience Fusion study. October 2013. In table we don’t present data about users, who haven’t filled their Income level or marked the answer like: “No Income”

15

26,38%

Окт. 12: 10,44% 16,09%

14,76% 35,98%

5,70%

24,53%

12,73%

Moscow: 25,03% Saint-Petersburg: 19,40%

E-COMMERCE in Russia. Electronics, Leaders by Regions, in % from audience composition. October 13


16

CLASSIFIEDS / MARKET


17

E-COMMERCE in Russia. Classifieds / Market, in mln. Real Users. October 12 - 13

18,69

14,68

10,07 9,33

4,91

1,04 1,14

5,2

35,72

0

5

10

15

20

25

30

35

40

Oct 12

Oct 13

Market segment is growing, No change for TOP-3. BUT we can see a growth for international market players – Ebay.com, Amazon.com, Taobao.com, Aliexpress.com

18,04%


18

E-COMMERCE in Russia. Classifieds / Market, By Gender, in % from Audience composition. October 13

46,51%

53,66%

46,13%

47,15%

59,31%

54,93%

55,40%

44,34%

49,46%

48,54%

58,53%

40,01%

46,75%

47,34%

24,46%

51,80%

41,40%

37,76%

48,51%

53,49% 46,34%

53,87%

52,85%

40,69%

45,07%

44,60%

55,66%

50,54%

51,46%

41,47%

59,99%

53,25%

52,66%

75,54%

48,20%

58,60%

62,24%

51,49%

0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

70,00%

80,00%

90,00%

100,00%

Women

Men


19

E-COMMERCE in Russia. Classifieds / Market, By Age, in % from Audience composition. October 13

25,77%

22,13%

17,06%

21,62%

12,24%

14,22%

23,38%

24,96%

32,15%

16,43%

10,30%

3,56%

24,63%

25,15%

29,48%

18,20%

15,03%

14,47%

23,21%

38,82%

32,09%

37,96%

39,12%

42,47%

32,99%

33,59%

29,25%

22,63%

40,30%

35,97%

69,31%

38,29%

22,28%

42,21%

45,42%

40,18%

58,21%

38,98%

18,03%

20,42%

20,21%

20,28%

27,34%

22,82%

24,75%

19,40%

19,80%

17,98%

22,58%

13,22%

20,80%

31,22%

14,43%

25,44%

20,97%

12,23%

19,22%

13,11%

18,49%

17,13%

14,06%

11,90%

17,43%

11,58%

18,28%

14,20%

17,80%

21,35%

10,24%

12,36%

13,84%

8,56%

5,48%

18,63%

9,67%

14,54%

4,27%

6,87%

7,65%

4,92%

6,04%

12,53%

6,70%

8,11%

11,22%

7,50%

9,80%

3,67%

3,91%

7,51%

5,32%

5,47%

5,20%

5,42%

4,05%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Avito.ru

Yandex - Market

Irr.ru

Tiu.ru

Pulscen.ru

Dmir.ru

Ebay.com

Mail.ru - Torg

Molotok.ru

Amazon.com

Price.ru

Alloy

Doska.com

Bay.ru

Taobao.com

Barahla.net

Farpost.ru

Unibo.ru

Aliexpress.com

18-24 25-34 35-44 45-54 55+


20

E-COMMERCE in Russia. Classifieds / Market, By Age and Income, in % from audience composition. October 13

33,79%

29,90%

31,90%

29,87%

26,33%

38,20%

26,84%

38,12%

43,35%

32,72%

33,40%

39,23%

27,82%

12,56%

23,83%

37,10%

19,05%

39,12%

31,43%

31,79%

30,93%

33,82%

30,83%

35,11%

27,99%

37,01%

27,88%

32,21%

37,75%

33,47%

18,89%

27,68%

39,22%

29,66%

37,49%

43,50%

33,68%

35,58%

14,40%

19,15%

15,70%

17,49%

19,85%

17,58%

17,78%

14,15%

20,41%

17,03%

15,15%

21,14%

20,06%

17,06%

8,90%

11,28%

18,80%

11,45%

18,33%

4,38%

6,78%

4,23%

4,96%

9,10%

8,37%

4,77%

4,53%

3,50%

2,75%

4,58%

14,26%

3,49%

4,80%

3,13%

4,73%

4,86%

3,71%

3,72%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Avito.ru

Yandex - Market

Irr.ru

Tiu.ru

Pulscen.ru

Dmir.ru

Ebay.com

Mail.ru - Torg

Molotok.ru

Amazon.com

Price.ru

Alloy

Doska.com

Bay.ru

Taobao.com*

Barahla.net

Farpost.ru

Unibo.ru

Aliexpress.com


*Taobao.com: + 34,48% in category of answer: «No Income» / «Don’t Know, Refuse to answer» Source: gemiusAudience Fusion study. October 2013. In table we don’t present data about users, who haven’t filled their Income level or marked the answer like: “No Income”

21

19,34%

Окт. 12: 10,44% 26,58%

29,95% 28,72%

39,72%

20,19%

15,79%


E-COMMERCE in Russia. Classifieds / Market, Leaders by Regions, in % from audience composition. October 13


22

E-COMMERCE in Russia. Local Players VS International Giants October 2012 - 2013

Do we need any consolidation in fight from International giants?

23

E-COMMERCE in Russia. Local Players VS International Giants October 2012 - 2013

LOCAL PLAYERS, ТOP-4

The total audience coverage: OCTOBER 2012 – 47,66%

OCTOBER 2013 - 46,87%

INTERNATIONAL GIANTS, TOP-4

The total audience coverage:

OCTOBER 2012 – 4,57%

OCTOBER 2013 - 15,20%

International Players – growth of audience reach more than for 300%!!. What will be next? GRROWTH OF THE NUMBER OF REAL USERS from 2,69 mln. to 10 mln.

VS


24

CLOTHES


25

E-COMMERCE in Russia. Clothes, in mln. Real Users. October 12 - 13

4,47

5,34

1,95

2,74

1,18

3,22

1,88 1,01 0,99

0,37 0,9

14,19

0

2

4

6

8

10

12

14

16

18

Oct 12

Oct 13

Fall in the number of Real Users, and change of the Leader. Wildberries is giving the First Place to Lamoda, great loss of audience

16,04%


26

E-COMMERCE in Russia. Clothes, By Gender, in % from Audience composition. October 13

35,08% 34,23%

21,30% 24,46% 21,00% 21,74%

46,83%

11,00%

53,45%

20,34%

39,90%

64,92% 65,77%

78,70% 75,54% 79,00% 78,26%

53,17%

89,00%

46,55%

79,66%

60,10%

0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

70,00%

80,00%

90,00%

100,00%

Women

Men


27

E-COMMERCE in Russia. Clothes By Age, in % from Audience composition. October 13

15,96%

21,10%

12,78%

14,37%

9,11%

16,43%

18,16%

13,89%

34,32%

15,21%

18,05%

33,21%

36,97%

21,53%

39,31%

35,45%

29,84%

45,41%

22,29%

31,38%

30,76%

37,92%

25,93%

19,26%

31,26%

23,17%

34,02%

21,00%

18,60%

23,45%

12,86%

25,81%

22,38%

25,49%

16,11%

27,28%

16,40%

12,06%

25,49%

10,75%

33,47%

19,10%

21,89%

10,54%

8,74%

6,55%

7,16%

6,75%

9,36%

7,24%

7,08%

6,90%

2,34%

6,34%

11,11%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Wildberries.ru

Lamoda.ru

Kupivip.ru

Bonprix.ru

Sapato.ru

Quelle.ru

Sportmaster.ru

Laredoute.ru

Vsemayki.ru

Shoptime.ru

Butik.ru

18-24 25-34 35-44 45-54 55+


28

E-COMMERCE in Russia. Clothes, By Age and Income, in % from audience composition*. October 13

26,87%

29,81%

36,47%

37,51%

34,73%

39,17%

21,62%

25,63%

20,83%

31,01%

29,50%

32,67%

27,15%

30,56%

31,49%

32,54%

30,56%

30,35%

45,68%

32,95%

27,92%

31,46%

18,74%

16,87%

14,08%

15,02%

21,38%

13,44%

22,13%

16,71%

15,58%

15,23%

23,04%

6,08%

7,02%

3,65%

3,82%

7,29%

3,75%

5,80%

1,66%

1,00%

3,87%

4,49%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Wildberries.ru

Lamoda.ru

Kupivip.ru

Bonprix.ru

Sapato.ru

Quelle.ru

Sportmaster.ru

Laredoute.ru

Vsemayki.ru

Shoptime.ru

Butik.ru


*A big % of Audience in category: «No Income» / «Don’t Know, Refuse to answer» Source: gemiusAudience Fusion study. October 2013. In table we don’t present data about users, who haven’t filled their Income level or marked the answer like: “No Income”

29

24,40%

Окт. 12: 10,44% 13,46%

29,84% 25,20%

5,48%

21,47%

13,99%


E-COMMERCE in Russia. Clothes, Leaders by Regions, in % from audience composition. October 13


30

KIDS and KIDS CLOTHES, HEALTH, COSMETICS


31

E-COMMERCE in Russia. Kids / Kids Clothes, Health Cosmetics in mln. Real Users. October 12 - 13

1,97

1,44 1,3

2

0,95 0,83

7,15

0

1

2

3

4

5

6

7

8

Piluli.ru Yves-Rocher.ru Oriflame.com Avon.ru Mamsy.ru Detmir.ru Total

Oct 12

Oct 13

Extremely positive growth - 50,84%

50,84%


32

E-COMMERCE in Russia. Kids / Kids Clothes, Health Cosmetics By Gender, in % from Audience composition. October 13

34,26%

8,64% 12,87%

22,75% 31,19%

35,88%

65,74%

91,36% 87,13%

77,25% 68,81%

64,12%

0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

70,00%

80,00%

90,00%

100,00%

Piluli.ru Yves-Rocher.ru Oriflame.com Avon.ru Mamsy.ru Detmir.ru

Women

Men


33

E-COMMERCE in Russia. Kids / Kids Clothes, Health Cosmetics By Age and Income, in % from audience composition. October 13

20,86%

24,46%

25,24%

33,15%

6,39%

17,97%

41,57%

44,29%

34,71%

32,72%

51,46%

45,35%

15,32%

19,97%

18,66%

13,97%

17,36%

27,41%

15,25%

7,51%

19,55%

19,42%

7,51%

9,19%

6,99%

6,55%

1,83%

0,74%

4,35%

0,08%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Piluli.ru

Yves-Rocher.ru

Oriflame.com

Avon.ru

Mamsy.ru

Detmir.ru

18-24 25-34 35-44 45-54 55+AGE

34,75%

53,06%

35,63%

23,75%

30,96%

24,55%

33,74%

20,75%

26,22%

29,17%

40,32%

28,43%

13,02%

14,54%

11,41%

8,52%

18,72%

24,10%

9,50%

0,97%

0,95%

2,15%

1,44%

3,54%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Piluli.ru

Yves-Rocher.ru

Oriflame.com

Avon.ru

Mamsy.ru

Detmir.ru

0 - 15 000 Rub 15 001 - 30 000 Rub 30 001 - 60 000 Rub Более 60 000 Rub INCOME

Source: gemiusAudience Fusion study. October 2013. In table we don’t present data about users, who haven’t filled their Income level or marked the answer like: “No Income”

34

29,61%

Окт. 12: 10,44% 19,19%

28,85% 18,53%

14,21%

20,63%

9,74%


E-COMMERCE in Russia. Kids / Kids Clothes, Health Cosmetics Leaders by Regions, in % from audience composition. October 13


35

ONLINE MALLS


36

E-COMMERCE in Russia. Online Malls, in mln. Real Users. October 12 - 13

6,82

2,36

4,33

0,79

1,97

0,75

12,9

0

2

4

6

8

10

12

14

Ozon.ru E5.ru Enter.ru My-Shop.ru Wikimart.ru Metro-cc.ru Total

Oct 12

Oct 13

Market segment has grown for 42,07%. Enter.ru – very high temp of growth

42,07%


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E-COMMERCE in Russia. Online Malls, By Gender, in % from audience composition. October 13

44,02% 38,61%

46,56%

37,08%

56,87%

46,39%

55,98% 61,39%

53,44% 62,92%

43,13%

53,61%

0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

70,00%

80,00%

90,00%

100,00%

Ozon.ru E5.ru Enter.ru My-Shop.ru Wikimart.ru Metro-cc.ru

Women

Men


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E-COMMERCE in Russia. Online Malls By Age and Income, in % from audience composition. October 13

13,95%

17,78%

16,28%

8,34%

16,22%

17,40%

33,60%

31,22%

40,05%

32,29%

30,71%

30,40%

27,03%

32,46%

17,46%

37,03%

29,95%

34,47%

16,73%

10,85%

14,66%

15,58%

15,05%

14,03%

8,69%

7,69%

11,55%

6,75%

8,07%

3,71%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Ozon.ru

E5.ru

Enter.ru

My-Shop.ru

Wikimart.ru

Metro-cc.ru

18-24 25-34 35-44 45-54 55+AGE

30,68%

25,85%

32,00%

25,87%

19,15%

30,83%

36,59%

34,79%

30,13%

33,42%

30,50%

28,76%

19,83%

19,34%

18,72%

21,52%

28,26%

25,87%

4,80%

5,53%

5,03%

5,46%

6,74%

1,74%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Ozon.ru

E5.ru

Enter.ru

My-Shop.ru

Wikimart.ru

Metro-cc.ru

0 - 15 000 Rub 15 001 - 30 000 Rub 30 001 - 60 000 Rub More than 60 000 RubINCOME

Source: gemiusAudience Fusion study. October 2013. In table we don’t present data about users, who haven’t filled their Income level or marked the answer like:“No Income”

39

23,35%

Окт. 12: 10,44% 11,68%

18,21% 15,43%

5,63%

19,95%

8,55%


E-COMMERCE in Russia. Online Malls Leaders by Regions, in % from audience composition. October 13


40

DIY, HOME


41

E-COMMERCE in Russia. DIY / Home, in mln. Real Users and Gender, in % from Audience Composition. October 12 - 13

1,66

0,94

1,15

0,85

4,05

0

0,5

1

1,5

2

2,5

3

3,5

4

4,5

Ikea.com Vseinstrumenti.ru Top-shop.ru 220-volt.ru Total

Oct 12 Oct 13

26,16%

31,81%

69,46%

44,27%

93,86%

68,19%

30,54%

55,73%

6,14%

0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

70,00%

80,00%

90,00%

100,00%

Men Women


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E-COMMERCE in Russia. DIY / Home By Age and Income, in % from audience composition. October 13

18,10%

6,29%

8,58%

1,12%

46,51%

37,61%

37,71%

43,32%

20,69%

22,52%

25,42%

19,48%

10,08%

18,77%

11,69%

29,11%

4,63%

14,81%

16,60%

6,96%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Ikea.com

Vseinstrumenti.ru

Top-shop.ru

220-volt.ru

18-24 25-34 35-44 45-54 55+AGE

20,60%

26,98%

33,38%

19,05%

38,82%

46,73%

29,00%

39,84%

17,94%

16,55%

24,10%

29,34%

4,29%

5,52%

2,17%

9,59%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Ikea.com

Vseinstrumenti.ru

Top-shop.ru

220-volt.ru



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AVIA, HOTELS


44

E-COMMERCE в России. Avia / Hotels, in mln. Real Users and Gender, in % from Audience Composition. October 12 - 13

2,49

1,31 1,23

4,15

0

0,5

1

1,5

2

2,5

3

3,5

4

4,5

Booking.com Aviasales.ru Skyscanner.ru Total

Oct 12 Oct 13

196,6%

41,27% 36,97%

46,28%

58,73% 63,03%

53,72%

0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

70,00%

80,00%

90,00%

100,00%

Booking.com Aviasales.ru Skyscanner.ru

Men Women


45

E-COMMERCE in Russia. Avia / Hotels By Age and Income, in % from audience composition. October 13

22,20%

15,54%

11,87%

30,64%

39,09%

41,74%

20,17%

24,25%

6,08%

17,40%

17,66%

31,22%

9,60%

7,14%

5,41%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Booking.com

Aviasales.ru

Skyscanner.ru

18-24 25-34 35-44 45-54 55+AGE

15,84%

45,85%

21,50%

32,05%

25,83%

26,06%

27,53%

18,49%

21,28%

9,60%

4,64%

27,98%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Booking.com

Aviasales.ru

Skyscanner.ru



46

GROUP BUYING


47

E-COMMERCE in Russia. Group Buying sites, in mln. Real Users and by Age, in % from Audience Composition. October 12 - 13

4,71

1,41 1,12

1,99

7,52

0

2

4

6

8

10

12

Biglion.ru Groupon.ru Vigoda.ru Kuponator.ru Total

Oct 12 Oct 13

25,77%

42,86% 34,02%

45,01%

29,49%

57,14% 65,98%

54,99%

70,51%

0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

70,00%

80,00%

90,00%

100,00%

Biglion.ru Groupon.ru Vigoda.ru Kuponator.ru

Men Women

Fall for all web sites, except Kuponator.ru


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E-COMMERCE in Russia. Group Buying sites By Age and Income, in % from audience composition. October 13

21,21%

17,76%

22,70%

29,72%

35,64%

37,70%

33,70%

29,13%

20,84%

22,84%

21,64%

24,86%

15,72%

16,69%

13,84%

9,72%

6,60%

5,01%

8,12%

6,57%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Biglion.ru

Groupon.ru

Vigoda.ru

Kuponator.ru

18-24 25-34 35-44 45-54 55+AGE

28,88%

27,21%

33,61%

41,22%

33,99%

26,69%

30,88%

25,79%

18,62%

28,53%

20,55%

16,96%

3,02%

10,76%

3,64%

4,27%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Biglion.ru

Groupon.ru

Vigoda.ru

Kuponator.ru



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CHANCERY, OFFICE, BOOKS + FOOD DELIVERY


50

E-COMMERCE in Russia. Chancery, Office, Books + Food Delivery, in mln. Real Users and by Gender, in % from audience composition Оctober 12 - 13

0

0,5

1

1,5

2

2,5

3

3,5

4

4,5

5

Labirint.ru Komus.ru Delivery-club.ru Total

oct.13

oct.13

40,97% 37,66% 39,84%

59,03% 62,34% 60,16%

0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

70,00%

80,00%

90,00%

100,00%

Labirint.ru Komus.ru Delivery-club.ru

Men Women


51

E-COMMERCE in Russia. Chancery, Office, Books + Food Delivery By Age and Income, in % from Audience Composition. October 13

18,97%

13,16%

38,23%

31,80%

42,84%

36,85%

26,24%

21,49%

10,10%

16,90%

14,93%

9,42%

6,09%

7,58%

5,41%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Labirint.ru

Komus.ru

Delivery-club.ru

18-24 25-34 35-44 45-54 55+AGE

40,30%

20,16%

33,05%

26,62%

34,18%

21,55%

17,92%

25,89%

17,39%

3,49%

11,54%

5,50%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Labirint.ru

Komus.ru

Delivery-club.ru

0 - 15 000 Rub 15 001 - 30 000 Rub 30 001 - 60 000 Rub More 60 000 RubINCOME


52

VS

E-COMMERCE in Russia. Payment Systems

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E-COMMERCE in Russia. Payment Systems

October 2013 Real Users: 1,97 mln. Average time per visitor: 24 min Depth of view: 31,16 Max. % from audience composition: GENDER: WOMEN, 51.44% AGE: 25 – 34, 32.56% INCOME: 15 001 – 30 000 RUB, 31.83% OCCUPATION: Student, 22.88%

October 2013

Real Users: 0,75 mln. Average time per visitor: 12 min

Depth of view: 14,11

Max. % from audience composition:

59.44%, MEN :GENDER 27.67%, 25-34 :AGE

38,69%, 15 001 – 30 000 RUB :INCOME 29,14%. Specialist / Chief Specialist:OCCUPATION

Audience Duplication: 86 192 Real Users


54

E-COMMERCE in Russia. Real Users by Job Position.TOP-3, in % from Audience Composition. October 2013

55

TOP-MANAGEMENT (Including owners of small business)

MIDDLE-MANAGEMENT / HEAD OF DEPARTMENTS

SPECIALISTS / CHIEF SPECIALISTS

26,25%

20,46%

20,16%

36,51%

22,55%

20,71%

40,85%

30,97%

30,64%



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OFFICE WORKERS / ASSISTANTS

«BLUE COLLARS»

WORKERS OF GOVERNMENTAL STRUCTURES

32,12%

29,75%

29,45%

16,29%

16,18%

14,90%

18,48%

10,77%

10,54%



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HOUSEWIFES

STUDENTS

PENSIONERS

20,09%

12,79%

9,76%

27,88%

22,88%

21,60%

33,48%

21,87%

21,69%



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TG - Income Average / More than Average*. October 13 (*from 29,811 RUB due to the data from Roskomstat, All Russia)

Real Users number: 4 033 947

TG in Runet: 6,09% Page Views: 7 560 273 729 Average time per Visit: 09 min 14 sec

We can see a really big interest through the audience with good income level to online-shops

Real Users number: 8 690 120

TG in Runet: 13,13% Page Views: 14 392 681 097 Average time per Visit: 09 min 50 sec

Runet, Women Runet, Men

E-commerce, Women E-commerce, Men

Real Users number: 3 189 475 Audience composition: 7,11%

Runet, Reach: 72,74%

Real Users number: 5 934 385 Audience composition: 13,23%

Runet, Reach: 70,10%


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E-commerce. October 13. Top by Audience composition, by Gender (TG – Income Average / Upper Average*from 29,811 RUB due to Roskomstat data, All Russia)

TOP-10 Rankings

36,20%

35,99%

32,98%

31,81%

24,40%

23,59%

23,51%

21,58%

21,49%

21,26%

21,88%

19,53%

18,44%

16,69%

16,49%

14,76%

14,58%

13,75%

13,26%

13,24%


60

THANK YOU FOR ATTENTION!

Contact: Anton Melekhov [email protected] +7(926)166-77-02

mailto:[email protected]




E-Commerce in Russia

Marketing

Transcript of E-Commerce in Russia