Who are the Russian online shoppers?When looking at the users' demographics, every second e-shopper in the country was between 25 and 45 years old as of 2020, most likely earning above-average income and more often than not shopping fashion items online. That is, apparel along with consumer electronics were the segments that accounted for the largest share of online versus offline shoppers. Such tendency can be explained by the customers' predilection to research and compare products before purchase thus e-stores provide a very convenient format for such a shopping experience.
Even though Russians enjoy the traditional shopping experience, the coronavirus outbreak in the first half of 2020 left the majority rather reluctant to offline shopping. Moreover, almost every customer had intentions of keep buying from the online stores they have discovered during the lockdown period.
Logistics and shopping devicesIn 2020, the volume of online orders saw a notable surge as the pandemic-induced restrictions directly contributed to the e-commerce growth countrywide. Courier delivery was the most employed delivery method, with nearly every online shop providing such service. Interestingly, the capital was not the leading city in the country by the number of online orders per capita – ranking in fifth place as of the first half of 2020.
Even though smartphone ownership outstripped that of laptop or desktop computers in Russia as of January 2021, desktop and laptop computers accounted for over 70 percent of internet traffic countrywide. Accordingly, desktop devices were the most popular appliances for online shopping among Russians. The largest desktop traffic share was recorded 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.