Online financial services, which include digital banking, e-wallets, and contactless payments, had the largest revenue among other digital service segments, forecasted at over 1.3 trillion Russian rubles in 2019. Russia had the highest fintech adoption rate among European countries in 2019, while a mobile banking application was the most popular smart service across Russia, used by over 80 percent of the population and 60 percent of smartphone users. Russians mostly paid online for mobile connection services, internet shopping orders, and household utilities.
Transportation and food delivery services have an increasing impact on Russian society, with 44 percent of the population not able to imagine their lives without taxi and car sharing. Two major internet corporations compete on the food delivery market: Mail.Ru Group with their services Delivery Club and ZakaZaka and Yandex with Yandex.Eats, which has merged with the Russian division of Uber.Eats. In 2019, for the first time, the taxi and food delivery businesses of Yandex reached a positive EBITDA.
eTravel sales, which refer to electronic commerce in transportation tickets, accommodation, package tours, and excursions, steadily increased in the country since the beginning of 2010s. While the majority of Russian travelers looked up information about accommodation services on the internet, the largest share of travel products purchased online was plane tickets. Package tours had a lower electronic sales share, especially among more expensive offers.
The online education market is largely represented in Russia by private e-learning schools which prepare courses, seminars, trainings, and materials for adult certifications. In 2018, Russian online students allocated the largest share of spending on business and programming courses, while the highest turnover share was occupied by language courses. In most cases, between 71 and 100 percent of those enrolled in courses stayed in them until the end.
Digital healthcare is an emerging trend in Russia, offering services such as telemedicine, online appointment booking, wearables, distant guidance, and monitoring via wearables. Online sales and delivery of medical products and telemedicine were named among the most demanded internet services in the country. In 2018, approximately 25 million orders were made in online pharmacies. The most popular wearable device was a fitness tracker, with sales revenue amounting to four billion Russian rubles over the first nine months of 2019.