As for e-shopper demographics, Russians aged from 23 to 26 years were the most likely to shop online at least once a month, while an older generation, between 32 to 36 years of age, were active users of online shopping platforms on a weekly basis as of 2018. Consumer electronics and apparel accounted for the major share of online versus offline shoppers, which can be explained by the customer’s predilection to research consumer electronics and household appliances on the internet rather than offline, since online platforms make the process more simple.
Even though smartphone ownership outstripped that of laptop or desktop computers in Russia in 2019, tablet computers accounted for over 75 percent of internet traffic countrywide. Accordingly, desktop devices were the most popular appliances for online shopping among Russians. The largest desktop traffic share was recoded on Lamoda.ru in 2019, while Wildberries - the major online retailer in the country, reported desktop-generated traffic at nearly 50 percent in the same year.
From the customers’ perspective, the availability of free and multiple delivery options were the major motivating factors for online shopping in Russia in 2018, while express delivery was essential for food and cosmetic orders. Half of the delivery operators in the country were providing long shipment periods, with Russian Post being the slowest logistics company. However, the post office remained the most used channel for online order returns by 2018, most of which were apparel, appliances and electronics.