俄罗斯电子商务研究报告（英文）-2017.9-59页-5mb

Summary of E-Commerce in Russia

Core Content

This report provides an overview of the Russian e-commerce market in 2016, focusing on market trends, growth drivers, and challenges faced by both domestic and international players. It highlights the importance of adapting to local conditions, understanding consumer behavior, and leveraging the right strategies for success in this evolving market.

Key Market Trends and Figures

• Market Size: In 2016, the total market size for physical goods in Russia's domestic e-commerce was approximately 800 billion rubles (about $12 billion), representing a 23% increase from 2015.
• Number of Orders: There were 195 million orders in 2016, up 20% from the previous year.
• Online Consumers: Around 50 million Russians accessed the Internet via smartphones and tablets in 2016, with the number of online consumers increasing steadily.
• Average Order Value (AOV): The AOV was approximately 4,050 rubles in 2015, and this trend continued into 2016.
• Market Penetration: E-commerce accounted for about 3% of the total Russian retail market, indicating significant growth potential.

Market Insights

1. The Russian Internet Market

• Internet Penetration: Internet usage in Russia increased rapidly, reaching 70% by 2015, with 84 million Russians aged 16 or older using the Internet.
• Mobile Internet Growth: Mobile Internet usage continued to grow, with 56 million Russians accessing the Internet via smartphones and tablets in 2016.
• Regional Differences: Internet penetration and usage patterns differ significantly between urban centers like Moscow and St. Petersburg and the regions, where the rate was 57% in 2016.
• Consumer Behavior: Younger, higher-income, and more educated individuals are more likely to engage in online shopping.

2. The Domestic Online Retail Market

• Growth Drivers: The domestic market grew in both volume and value, with categories like sporting goods, leisure items, pet goods, children's goods, clothing, and groceries seeing the most growth.
• Economic Impact: The economic crisis of 2014-2015 affected some players, leading to suspensions or bankruptcies, while others like Ozon.ru and Lamoda.ru continued to grow.
• Market Fragmentation: The Russian e-commerce market is fragmented, with many small players and limited competition compared to major foreign e-commerce platforms.
• User Growth: The number of active e-commerce users in Russia increased significantly, with individuals in regions, low-income groups, and new Internet users driving the growth.

3. Cross-Border Sales

• Market Size: Cross-border sales of physical goods to Russia reached $4.3 billion in 2016, up from $3.4 billion in 2015.
• Growth Drivers: Price differences and product availability are key factors driving cross-border sales. Chinese retailers like AliExpress and JD.COM have gained significant traction.
• Tax Regime: A favorable tax regime allows orders under 31 kg and 1,000 euros per month to avoid customs duties, encouraging cross-border trade.

4. Operations and Infrastructure

• Fulfillment Centers: Major players continue to invest in fulfillment centers, improving delivery infrastructure and expanding access to remote areas.
• Delivery Services: Companies like DPD Russia offer comprehensive delivery services, including coverage to over 20,000 destinations, evening and weekend delivery, and cash-on-delivery options.

5. Legal and HR Aspects

• Legal Environment: The legal landscape is evolving, with increasing focus on online payments and data protection.
• HR Challenges: HR is cited as one of the most painful issues for e-commerce companies, affecting their ability to scale and operate efficiently.

Special Focus

• Cross-Border Sales Resumption: Western e-commerce companies saw a dramatic resumption of cross-border sales to Russia in 2016-2017.
• Payment Adaptation: Adapting payment options to meet the needs of Russian online consumers is crucial for success in the market.

Key Players and Data

• Top E-Commerce Sites in 2016:
  • Wildberries.ru (1st): Specializes in clothing, footwear, and accessories, with the highest sales volume and average order value.
  • Ulmart.ru (2nd): Non-specialized, with a significant number of orders.
  • Citilink.ru (3rd): Non-specialized, with a large number of orders and a higher average order value.
  • Mvideo.ru (4th): Specializes in electronic appliances, with a strong average order value.
  • Lamoda.ru (6th): Specializes in clothing, footwear, and accessories, showing strong growth.

Conclusion

The Russian e-commerce market, while still in its early stages, presents significant opportunities for both domestic and international players. With increasing Internet penetration, growing mobile usage, and a favorable tax regime, the market is poised for continued growth. However, challenges such as market fragmentation, HR issues, and the need for localized payment and logistics solutions remain critical for long-term success.