The trajectory of online food sales in Russia is cooling, with early 2023 figures suggesting only modest gains. Projections from Infoline analysts cited by Kommersant indicate a growth rate of around 4% in the first quarter of 2023, year over year, a pace that still keeps the sector well below the brisk fourth quarter of 2022. In Vilious terms, the e-market turnover for Q1 2023 is expected to hover near 182 billion rubles, far shy of the four-quarter high. For context, the same market logged about 163 billion rubles in Q1 2022, then 138 billion in Q2, 142 billion in Q3, and 182 billion in Q4, marking a notable deceleration from a doubling pace seen in earlier periods to roughly a 30% annual growth by year end. (Kommersant)
Analysts note that the fourth quarter of 2022 saw a robust push from advertisers and marketplace players alike, with increased investment in promotional efforts and marketing activity helping to lift the sector. Consumer enthusiasm for the marketplace channel also contributed to the rapid late-year expansion, signaling the importance of promotions and a broadening product assortment in driving consumer choice. (Kommersant)
Industry observers point out that market participants are actively sharpening the relevance of their offerings, expanding both the breadth of products and the channels through which they reach customers. Some additional sales growth has been supported by expanding warehouse capacity, a move that helps ensure faster delivery and better stock availability. Experts emphasize that buyers remain highly price-sensitive, which makes periodic promotions and marketing incentives a central engine of market momentum. (Kommersant)
Media coverage in mid-December drew on Infoline’s data, projecting a cooling trend for 2023. The analysis suggested that delivery market growth in the Moscow region could slow to about 40% in 2023, compared with more than 50% the previous year, while nationwide expansion was anticipated to fall to approximately 44%. The figures reflect a broader shift in consumer behavior and competitive dynamics within Russia’s online food sector. (Kommersant)