According to survey data from Yandex Market and Gfk Rus, the majority of Russians (67%) bought something from online stores in 2023.
According to the survey, the number of online store users is growing fastest in small towns and villages (+12 people). Moscow became the leader in the number of buyers in marketplaces (78% of residents).
Analysts noted that marketplace users are starting to use loyalty programs (74%) and discounts (76%) more frequently.
According to the research, approximately one-third (27%) of users prefer products that can be purchased in installments. Most often, this method is used when purchasing smartphones and accessories (26%), computers and laptops (16%) and clothes and shoes (13%).
The survey also showed that just over a third (39%) of buyers in 2023 will go to marketplaces to look for discounted items, 38% to look for interesting products, and 31% of users looking for inspiration.
The most important things for Russians when choosing online stores are low prices, fast delivery and a wide range of products. Users’ choice is also influenced by the ability to compare prices and reviews.
Yandex Market research also showed that Russians shop via market apps on smartphones rather than computers.
3.4 thousand participants participated in the research of Yandex Market and Gfk Rus. All participants purchased something from marketplaces in 2023. The research also includes the results of a telephone survey conducted among 1.8 thousand people.