Ranking of fashion items' online stores in Russia 2018, by orders volume

As for 2018, Moscow-based Wildberries was the largest online retailer in Russia, which has been experiencing exponential growth since its foundation. In 2018, the e-store was the leading destination site for online shopping in the region and the market leader by the number of orders, as well as by online sales value. By 2019, the company reported for over 223 billion Russian rubles in revenues, marking 88 percent increment relative to the 2018 figures. Lamoda.ru ranked in the second place with over 8.7 billion online orders in 2018.

Market segmentation and trends

Apparel, footwear, and accessories were the most prominent segments of online retail by sales value in Russia and Europe during 2018. Fashion items were the most profitable business segment for Wildberries as well, which accounted for 67 percent of the company's total turnover in 2019. Gradually growing household spending on apparel and footwear across the country over the last years was one of the underlying drivers of such market dynamics. Thereof was also the key to the clothing retail industry recovery in Russia after a significant drop in 2016.  

E-payments

Despite the growing popularity of e-Wallet as a means of e-commerce payment in Russia, debit cards still prevailed by usage share for such purposes. As for popular online payment services in the country, Sberbank Online was the most preferred e-payment facility as per 83 percent of Russian online shoppers in 2019.