Russian Shoppers Turn to Brand-Outlet Purchases via Intermediaries
In recent months, a noticeable trend has emerged as Russians increasingly place orders for products from brands that have exited the Russian market, leveraging intermediary buyers to facilitate the purchases. This shift has drawn attention from major Russian media, with Izvestia reporting on how digital platforms that broker such services have become central to this activity. The story points to a growing demand driven by the desire to access brands that are no longer directly available within Russia, using proxy services to bridge the gap between availability and consumer demand.
According to Avito, one of Russia’s leading online marketplaces, the surge in requests is striking. In the first quarter of 2023, the number of ads from buyers spiked to more than 13,000, a substantial increase from the several hundred ads reported earlier. Avito also noted a clear rise in Russian consumers seeking to purchase goods from companies that had departed the Russian market. The platform highlighted a dramatic jump in activity: tens of thousands of requests for buyers were posted in January through March 2023, compared with roughly 1,000 in the previous year. YouDo, another marketplace, confirmed a 17% rise in demand for buyer services during the first quarter of 2023 versus the same period in 2022, as stated by a platform representative to the newspaper.
The article lists notable brands that are commonly pursued through buyer services, noting that, beyond IKEA, customers are buying items from Zara, Massimo Dutti, H&M, Uniqlo, Nike, and others via intermediaries. The willingness to pay for such services is evident, with Russians reportedly ready to spend between 5,000 and 25,000 rubles for the support of buyers who can secure desired products despite brand exits in the domestic market.
Industry observers, including Leo Shevchenko, who is the general manager of the Mercatus dealer school, observed that parallel imports can’t completely replace the full catalog previously available in Russia. This limitation persists despite growing demand for goods that brands have chosen to withdraw from the market. The ongoing dynamic reflects a broader tension between consumer appetite for familiar brands and the practical constraints of supply tied to international brand policies and regional distribution agreements.
Experts cited by the publication also flagged potential downsides of relying on intermediary buyers. Delivery timelines can be prolonged, and there is a non-negligible risk of scams or financial losses during the purchasing and shipping process. Consumers are warned to weigh these risks against the perceived value of accessing popular brands that are no longer officially offered within Russia. The situation underscores a broader shift in consumer behavior as individuals adapt to changing retail landscapes and explore alternative routes to obtain desired products. (Source attribution: Izvestia and participating platform representatives)