In 2023, online jewelry purchases by Russians reached over 366 billion rubles, marking an 18% rise from 2022. This trend is supported by a joint study from the analytical center SOKOLOV and the logistics operator SDEK, with a copy available to the editorial team at socialbites.ca. The figures reflect a broader shift toward digital shopping, a pattern that has become increasingly relevant for North American markets as well, where online jewelry sales have been steadily gaining traction in Canada and the United States due to wider access to marketplaces, digital wallets, and efficient delivery networks.
Forecasts for 2024 suggested the jewelry market could grow by about 6-7 percent, potentially reaching 380 billion rubles, with online sales accounting for roughly a quarter of total sales. The growth would be driven by rising activity on marketplaces and general e-commerce, alongside lingering delayed demand and a revived consumer mindset carried over from 2022. North American retailers can draw a parallel, where marketplace platforms and cross-border e-commerce are expanding the reach of jewelry brands to a broader audience, including Canada and the United States.
According to SDEK data, Russians placed the most orders for jewelry deliveries before March 8, with shipments increasing 34% month over month. The year-end holiday period and the autumn shopping season also showed notable gains, with demand peaking in October, November, and December and recording growth of 18%, 20%, and 15% respectively. For Canadian and American shoppers, seasonal promotions and holiday timing often mirror these patterns, underscoring the importance of efficient fulfillment and reliable logistics during peak periods.
In terms of purchase channels, jewelry was acquired predominantly from marketplaces (51%), followed by manufacturers’ websites (42%) and social networks (4%). The preferred delivery method across Russian cities was pick-up points (46%), with brand retail stores close behind (32%). Courier delivery was chosen by 17%, while parcel machines accounted for 4%. For North American consumers, marketplaces continue to rise in prominence, but direct-to-consumer channels and curated omnichannel experiences also drive strong engagement, especially when paired with transparent return policies and insured shipping.
Market activity had already shown strong demand for gold preceding this period, reflecting a robust appetite for precious metals and high-value jewelry. Analysts note that gold and luxury jewelry remain resilient even amid broader economic shifts, a dynamic that resonates with collectors and investment-minded buyers in Canada and the United States who value authenticity, provenance, and long-term value.
Experts have also explored practical questions for prolonging jewelry life, emphasizing care routines, storage to prevent damage, and periodic professional inspections to maintain brilliance and structural integrity. For consumers in North America, educational resources about care, repair options, and warranty considerations can help buyers make informed decisions and protect their investments over time.
As the market evolves, a cross-border perspective highlights how online jewelry shopping continues to mature worldwide. In Canada and the United States, shoppers benefit from expanded payment methods, improved shipping speed, and clearer information about authenticity and gemstone grading. Retailers that combine accurate product information, strong customer support, and easy returns will likely perform well in both the local and global markets. The ongoing shift toward digital storefronts and marketplace ecosystems suggests a sustained opportunity for brands to reach new audiences while maintaining the trusted service expectations that accompany high-value purchases.