Across Russian online marketplaces, most shoppers encounter a narrow set of tools and features. A recent study conducted by analysts at Market Papa, with results summarized by socialbites.ca, reveals that many users still lack integrated options to enhance their shopping experience on e-commerce platforms. The findings highlight a consumer landscape hungry for smarter solutions that could streamline conversations, recommendations, and purchases, all within a single familiar storefront.
The appeal of social interaction online remains strong. A substantial portion of respondents expressed interest in initiating chats for dating or casual communication, with 24% prioritizing conversations as a key aspect of their online shopping journey. Close behind, 23.8% seek product selections that feel curated by experts such as stylists or interior designers, suggesting a demand for professional guidance as part of the shopping process. A notable share, about one in five, desires the option to order alcohol and cigarettes through marketplaces, while roughly 14% want ready-made ideas for products and purchases. Additional priorities include the ability to pay bills for utilities (12%), search for employment (12%), and explore real estate options through a single, trusted platform. This signals a shift toward multifunctional marketplaces that blend shopping with everyday life tasks.
Respondents envisage that introducing new technologies could significantly simplify online shopping. Nearly one-third of users would welcome a robot stylist on marketplaces to aid wardrobe choices (32%), and a quarter want smart gift suggestions (25%). The ability to place automated orders (18%) and reduce the time spent scrolling through pages (12%) also resonate as appealing efficiency boosts. When problems arise, about one in five users expect the platform to warn buyers about spending controls (17%) and to provide parental controls (12%), demonstrating a preference for built-in safeguards that enhance confidence in digital commerce. These expectations point to a future where marketplaces act as proactive shopping companions rather than passive catalogs.
Meanwhile, the role of artificial intelligence is viewed as a source of added value. A majority of survey participants believe AI can help place orders with less human intervention (34%), tailor product selections to individual interests (16%), streamline the overall shopping experience (16%), and improve safety (15%). Some respondents also voice concerns about the rapid adoption of technology, noting that shopping expenditures could rise (19%) and that online shopping might become riskier (10%). These sentiments underscore the need for transparent AI practices and user controls to maintain trust as automation expands.
Despite concerns, most buyers still trust AI to aid in selecting and paying for purchases due to convenience (31%) and time savings (12%). About 20% anticipate relying on AI for decision-making while verifying outcomes on their own before finalizing payments. Another 18% are prepared to delegate the purchase of clothing, footwear, and small items to AI assistance. Yet mistrust persists among a portion of consumers—roughly 20% believe AI cannot fully comprehend their needs, and 16% remain uncertain about the safety of AI-powered shopping. The dialogue around AI in commerce thus combines optimism about efficiency with caution about autonomy and security.
Industry voices emphasize that the latest technologies have already begun reshaping the e-commerce landscape. Neural networks underpin recommendation engines, fraud detection, and chatbots, signaling a broader adoption of AI across marketplaces. This technological shift promises more convenient and secure shopping experiences and can help sellers promote products without resorting to questionable tactics. The prospect of expanded functionality, including social eco-mechanics that blend social features with shopping, is cited as a compelling trend for the near future. Market Papa founder Vasily Bumagin remarks that these developments are just the beginning, forecasting meaningful growth in how marketplaces operate and interact with buyers.
Longitudinal data show a rise in online business activity in the region, suggesting ongoing momentum in digital commerce and consumer engagement across marketplaces. This trajectory aligns with broader patterns of increased online purchasing and the ongoing integration of AI-driven tools that personalize experiences while maintaining user trust and safety. As platforms evolve, shoppers can expect increasingly intuitive interfaces, smarter product curation, and more robust protection features that collectively enhance the value proposition of online marketplaces for everyday users.