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Ozon.ru takes #1 spot as e-commerce booms

0 24 April 2013

InSales.ru has released its annual review of e-commerce in Russia. Despite the challenges of delivering goods across an enormous territory with a notoriously hapless postal service, and the reluctance of many Russians to pay electronically, the outlook for the sector appears very bright. In total, $11.1 billion were spent in Russian online stores, an increase of 36% on 2011. The total number of stores increased by 30%, to 32,500, and ozon.ru passed utkonos.ru to become the most popular retailer. 

Electronic and household appliances generated the most income, while clothes and shoes were by far the most popular goods, with twice as many sales per day (53,000) than any other category. 


The fastest growing sectors, albeit from a low starting point, were products for the home, cosmetics & perfumes, products for pets, and presents. In each of these categories the absence of a market leader made room for lots of small retailers trying to claim a share of the market. However, perhaps the most significant growth was achieved by mobile phone and car parts retailers, which increased by 83% and 56% respectively from a much higher starting point. Probably as a result of the rapidly increasing popularity of e-books, online book sales actually fell by 7%. 

growthWhile Ozon.ru, a copycat of Amazon, became the number one retailer on the Russian internet, the dramatic rise of clothes stores wildberries.ru, which climbed 6 places, and lamoda.ru, which climbed 23 places, is particularly impressive. You can read more about all these companies in RusBase's database.

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Timofei Gorshkov, general director of InSales.ru, offers a positive outlook on the future of Russian online retail:

“In 2013 we expect a similar level of growth across the whole market.  The penetration of international online retailers is likely to increase competition. However, Russian retailers have every chance of maintaining their dominant position thanks to their ability to develop targeted marketing strategies, their ability to overcome the challenge of delivering goods and their constantly increasing range of products. We therefore expect the number of retailers to continue to rise, along with the turnover of those stores that already exist”. 

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