E-commerce penetration in Russia 2018, by area

Even though Russia’s retail e-commerce revenues are expected to grow from 17.1 billion U.S. dollars in 2018 to 24.9 billion U.S. dollars in 2023, it still lags behind most of its BRIC counterparts. As a share of Russia’s GDP, B2C e-commerce grew from 0.6% in 2012 to 1.71% in 2018. Predictably, affluent cities such as Moscow and St. Petersburg with better internet connectivity and higher purchasing power, not only dominate the market with shares of 37% and 34% respectively but also in terms of the number of B2C merchants. However, as the share of e-commerce sales in rural areas in Russia increases, the average retail e-commerce revenue per user is expected to grow from 179.17 U.S. dollars in 2018 to 235 U.S. dollars in 2023.

According to an article in Russia post, cross-border sales still account for a majority of e-Commerce purchases in the country with major global players such as Alibaba, Amazon and eBay dominating the market. However, domestic companies such as Wildberries, which has been at top position in terms of online footwear and apparel sales, over the last few years, are fast gaining ground.

E-commerce market penetration* in Russia in 2018, by area

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In cooperation with
Data Insight (RU)
Release date

November 2018



Survey time period


Number of respondents

937 respondents

Age group

14-54 years

Method of interview

Online survey

Supplementary notes

* Market penetration can be defined as a success rate of selling a product or a service in a target market. In other words, it reflects the volume of sales of a good respective to the total target market for thereof.

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Statistics on "Online shopping in Russia "

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