In the online marketplace landscape within Russia, a clear pattern emerges when shoppers consider the source of the products they buy. A large share of buyers take time to review information about the manufacturer before finalizing a purchase. About 57 percent of respondents report checking the maker’s details during their shopping sessions, illustrating that brand transparency is not optional but a practical part of the decision process for many consumers. When consumers understand who makes a product, they feel more confident about quality, safety, and reliability. This preference for manufacturer information appears across a wide range of product types and prices, suggesting that trust in the producer contributes to a smoother shopping experience on online platforms. Sellers who highlight credible manufacturer information can bolster buyer engagement and ease the path to checkout.
This emphasis shows up most in the food category, where 65 percent of buyers look for maker information, followed by care and decorative cosmetics at 44 percent, household goods at 32 percent, children’s goods at 30 percent, products for animals at 22 percent, and clothing at 19 percent. The pattern reveals how information about origin and production can influence purchasing choices, even among items with varying price points and use cases. Shoppers tend to gravitate toward clear signals about who stands behind a product, which can translate into higher trust and lower hesitation in the cart at checkout.
When origin is a factor, only a small share—3 percent—always buys imported goods. The vast majority favor goods produced locally, with 97 percent indicating a preference for Russian manufacturers. In certain product categories, 88 percent buy only domestic brands, and 9 percent consistently choose local options. This dynamic underscores a strong domestic preference that shapes how products are marketed, labeled, and positioned on Russian marketplaces.
If faced with a choice between two Russian brands, 66 percent express a preference for a manufacturer from their own region. Consequently, 83 percent pay close attention to sections such as Made in Ivanovo, Made in Moscow, and similar regional markings on product cards when shopping. The emphasis on regional origin can steer consumer attention toward labels and cards that highlight geography, creating a practical cue for buyers to compare options quickly and confidently.
Shoppers name regional icons like Tula gingerbread, Gzhel ceramics, Adyghe cheese, Kuban wines, Vologda butter, and Ivanovo knitwear among the strongest regional brands. This list reflects a blend of traditional crafts and regional specialties that resonate with consumers seeking authenticity, texture, and story behind the products they purchase. The appeal of these regional brands often stems from long-standing reputations, cultural significance, and perceived quality linked to place of origin.
Additionally, there is interest in collagen-rich foods, which aligns with broader wellness trends and consumer interest in functional ingredients within the food segment. The presence of such products on marketplaces highlights how health-oriented attributes can influence shopping behavior and product selection, especially when quality signals appear directly on cards and in product descriptions.
For platforms serving large audiences, these patterns emphasize the value of clear origin labeling, accessible maker information, and region-specific product cards. Marketers and sellers can benefit from highlighting credible manufacturer details, region tags, and traditional product narratives that help buyers feel informed and confident at every step of the shopping journey. In markets with diverse regional tastes, presenting transparent origin signals can reduce friction and support a smoother path from browse to purchase.
For marketplaces expanding into broad North American audiences, the emphasis on domestic production and region-based labeling can translate into stronger consumer trust and higher conversion rates when similar signals are applied to products in Canada and the United States. Clear origin information, familiar regional markers, and authentic product stories can help buyers connect with items that feel local or regionally crafted, even when sourced from across borders.