Russia Sees Decline in Online Alcohol Purchases Amid Regulations and Market Shifts
Recent survey data indicate a noticeable drop in the share of Russian consumers who choose to buy alcohol online. Romir researchers, cited by the newspaper Vedomosti, report that online interest among the public stood at 54 percent, down from 63 percent the year before. This shift reflects broader changes in consumer behavior and retail dynamics that have shaped the online alcohol market over the past 12 months.
Looking back, major retail chains highlighted a period of online alcohol demand. Krasnoye i Beloe accounted for 52 percent of online interest, Pyaterochka for 34 percent, and Ozon for 26 percent. In the latest figures, their shares declined to 24 percent, 23 percent, and 22 percent respectively. Analysts from Romir tie this decline to evolving product assortments within physical stores and rising alcohol prices, which may drive shoppers to reevaluate where and how they buy their beverages. Research leader Artem Sokolov of the Internet Commerce Companies Association noted another factor: the expanding illicit alcohol market. The Russian Finance Ministry has estimated the shadow market to be around 30 billion rubles, leading Sokolov to suggest that current demand online could already be saturated by illicit channels that are operating beyond official oversight.
Russia presently imposes a ban on home delivery of alcohol ordered online. Customers may place orders online, but the goods must be picked up later at a designated location rather than delivered to their homes. The study finds that a sizable portion of respondents were unaware of this prohibition, with 43 percent reporting no knowledge of the ban. In addition, 51 percent of participants disagreed with the ban, indicating that they did not view this policy as an effective measure to curb alcohol consumption or related health concerns.
There have been attempts to revisit the online alcohol sale rules in Russia. Authorities previously discussed an experiment to sell domestic wine through the Russian Post starting in November, but the proposal was dropped in July and the corresponding bill was removed from consideration. These developments reflect ongoing debates about how best to regulate online access to alcohol while balancing consumer convenience, public health, and law enforcement considerations.
Earlier reports also noted that there is no significant shortage of whiskey and cognac in the Russian market, suggesting that supply constraints are not the primary driver behind shifts in online buying patterns. Instead, a combination of regulatory actions, pricing dynamics, and the evolving illicit trade landscape appears to be shaping consumer behavior and the overall online alcohol market in the country.
As the market adapts, retailers and policymakers alike are watching closely to understand how these factors influence purchasing decisions, brand availability, and the future role of online channels in alcohol distribution across Russia.