Recent findings from large-scale market research conducted in Russia reveal clear shifts in how people buy online, and these trends resonate across North America as well. The data show that a sizable majority of consumers engaged in online shopping in the previous year, with purchase activity tracked through major platforms and marketplaces. The growth is especially noticeable in smaller towns and rural communities, where online store usage expanded noticeably, while metropolitan areas remained leaders in marketplace participation. In a notable development, Moscow emerged as the city with the highest concentration of buyers on marketplace platforms, illustrating how urban centers continue to drive online commerce adoption.
Analysts observe that loyalty programs and promotional discounts are becoming standard tools for shoppers on marketplaces. Buyers are increasingly enrolled in loyalty schemes and respond to discount incentives, signaling a stronger emphasis on value and long-term savings when choosing where to shop. This behavioral shift aligns with broader consumer expectations for accessible deals and rewards that compound over repeat purchases.
Installment payments have gained traction as a financing option among a meaningful portion of users. About one in four shoppers express a preference for paying in installments, a trend most evident when purchasing technology items such as smartphones and accessories, as well as computers, laptops, and apparel. This financing approach helps spread costs and broaden accessibility to higher-priced items, contributing to higher average order values and greater shopping flexibility.
The research also highlights motives for marketplace visits: a portion of buyers searches for discounted goods, another segment seeks interesting or novel products, and a noticeable share looks for inspiration when planning future purchases. These findings underline marketplaces as multifaceted discovery platforms, not just places to buy discounted items. Consumers use them to explore new brands, compare options, and gather ideas that shape their shopping plans.
When evaluating online stores, consumers prioritize price competitiveness, swift delivery, and a broad assortment. The ability to compare prices side by side and read product reviews further influences the selection process, reinforcing the importance of transparent information and reliable seller ratings. These factors contribute to a shopping environment where trust and efficiency determine where buyers ultimately transact.
Phone-based shopping continues to outpace computer-based activity, reflecting the growing role of mobile apps in everyday commerce. Consumers increasingly navigate marketplaces through smartphone applications, preferring the convenience of mobile access for browsing, selection, and checkout. This mobile-first behavior shapes how retailers design user experiences, emphasizing quick loading times, intuitive interfaces, and seamless payment options.
In a comprehensive study involving thousands of participants, the marketplace research covered a wide range of buying behaviors and preferences. The large sample included both online shoppers and those contacted via telephone surveys to capture a broad view of marketplace engagement. Across the board, the results point toward a robust and evolving online retail landscape where convenience, value, and discovery converge. The findings mirror similar dynamics observed in North American markets, where consumers also favor speed, price transparency, and flexible payment options when shopping online. Overall, the research paints a picture of marketplaces as dynamic hubs that support diverse shopping goals and adapt to the needs of different consumer segments.