Recent market research reveals that roughly one third of Russians remain hesitant to purchase goods from the United States when shopping abroad, with about 19 percent hesitating to buy from the European Union and 15 percent and 13 percent expressing reluctance to buy from China and Turkey, respectively. A notable share simply does not want to accept foreign products, while a little under a quarter show no interest in Russian-made goods at all. These observations come from a study conducted by Kokos Group and reviewed by socialbites.ca, reflecting evolving consumer attitudes toward cross-border shopping in the current climate.
The Kokos Group also explored willingness to pay a premium for overseas goods. Nearly half of respondents indicated they would not consider paying more for foreign products, while about 22 percent believed there are enough Russian alternatives available at home. A small portion, around 7 percent, felt that Russian prices had already matched or exceeded the cost of foreign goods. Conversely, 21 percent were prepared to spend up to half the price of comparable items abroad, and 4 percent were willing to pay any amount for foreign merchandise, signaling a segment open to premium foreign options despite higher costs.
The reasons behind a cautious stance toward foreign purchases include a reluctance to send money overseas (approximately 37 percent), longer delivery times (around 24 percent), challenges with returning items (about 15 percent), and customs clearance hurdles (roughly 10 percent). An additional 14 percent did not perceive any obstacles, underscoring a nuanced mix of practical and perceptual factors shaping buying decisions in the Russian market.
Today, acquiring products from international sites is often feasible only if a foreign bank card is available. In practice, shopping abroad is frequently handled by private buyers or firms with automation that facilitates transactions. Yet these services usually come with a marked exchange rate obligation and an extra processing fee of about 6 percent of the purchase price. Many consumers find it simpler to rely on Russian marketplaces. Data from ZoneSmart, a Kokos Group platform, show that the top product categories ordered by Russians abroad through OZON Global and Wildberries include laptops and related components, clothing, smartphones, small household appliances, and sports accessories. In choosing a product, buyers are driven mainly by item availability and price differentials. While the selection of foreign goods from new collections can be broader, longer delivery times remain a consideration when comparing to local Russian sellers from the previous year.
Analysts note that for Russian buyers foreign-store shopping remains the exception rather than the rule. The high exchange rate, extended delivery periods, and customs procedures generate doubt about the value of ordering from abroad. Typically, such purchases are made by a smaller audience that understands a product is unavailable locally or would cost significantly more from foreign sellers. This perspective reflects a pragmatic approach to cross-border shopping in an environment where price, availability, and convenience strongly influence consumer choices. Gleb Tolstov, Director of Operations at ZoneSmart, part of the Kokos Group, summarized the sentiment by noting that foreign purchases are often pursued by a niche audience who recognizes the unique value offered by international sellers, even if that value comes with extra costs and delays.
Recent policy discussions in Russia also touched on the government stance toward corporate contributions when companies exit the country, highlighting shifts in the broader economic landscape that can affect consumer confidence and cross-border trade dynamics over time. The evolving regulatory and macroeconomic context continues to shape how Russians engage with international markets and decide where to allocate their shopping budgets.