Russian Consumers Expand Cross-Border Shopping in 2023
A study by CDEK.Shopping, reviewed by socialbites.ca, shows that in 2023 Russians ordered goods from abroad at a pace 3.5 times higher than the year before. The appeal centered on limited editions, items not available domestically, and consistently lower prices.
Across all product groups, apparel and footwear drew the largest share of orders, accounting for more than half of all purchases at 50.5%. Healthcare items represented 20.79%, electronics 12.75%, and perfumes 7.6% of orders.
Clothing from brands that had exited the Russian market proved especially popular. Among men, Uniqlo, Nike, and Asos led the field, while women gravitated toward Massimo Dutti and brands like Uniqlo and ZARA.
In accessories, bags stood out as the top category. Women predominantly chose models from Michael Kors, Coach Outlet, and Uniqlo, whereas men favored options from H&M, Nike, and Tommy Hilfiger.
Another strong category was sneakers, with men driving the majority of purchases. The leading sneaker brands for 2023 were Nike, New Balance, Adidas, Puma, Asics, and Vans.
Perfumes also saw a noticeable uptick in orders from abroad. Women showed a preference for Chanel, Lacoste, and Lancome, with the top five fragrances including Lancome Pour Femme, Lacoste L.12.12 Pour Elle Sparkling, Zadig & Voltaire This Is Her, Chanel Chance Eau Fraiche, and Calvin Klein Everyone.
Among popular scents for men, Chanel Allure Homme Sport, Hugo Boss Boss Bottled, Tom Ford Lost Cherry, Lacoste L.12.12 Blanc, and Dunhill Icon emerged as favorites.
Electronics saw rising interest in gadgets from overseas, driven by new releases not available in the domestic market. Smartphones and laptops topped the list. Apple was the dominant smartphone brand, making up about two-thirds of orders. Other notable brands included Samsung, Xiaomi, Google, Huawei, Realme, and Honor.
Laptops followed a familiar pattern, with Apple MacBooks leading purchases. The top five models included the MacBook Pro 14 M3 Pro (2023), MacBook Air 15″ M2 (2023), MacBook Pro 14 M2 Pro (2023), Xiaomi RedmiBook 15 Pro 2023, and Asus Zenbook OLED. There was also a strong demand for gaming laptops from abroad.
Overall, the spending trend shows Russians increasingly turning to cross-border shopping to access new products, exclusive lines, and competitive pricing. The shift reflects a nuanced consumer landscape where price, availability, and novelty drive online buying abroad. [Citation: CDEK.Shopping study, reviewed by socialbites.ca]