Market Opportunities and Business Strategies in Online Retail in Russia

Due to increasing internet penetration, recent improvements in the country’s telecommunications infrastructure and general economic growth, online retail is growing rapidly in Russia. Consequently, an increasing number of companies are progressing beyond merely using the internet for online marketing and are now also establishing online retail platforms. During the review period (2007–2011), Russian online retail sales recorded a compound annual growth rate (CAGR) of 18.92%. As of 2011, 80% of Russia’s online retail companies are based in Moscow and St. Petersburg, as a result of the high levels of internet penetration in these cities. The majority of Russia’s online retailers require cash on delivery or credit card payment.

Synopsis
The report provides top-level market analysis, information and insights, including:

• Historic and forecast market size of the entire Russian online retail industry
• Current and future market size of the Russian online retail industry by product category and region
• Insights into the recent consumer buying trends of online retail covering buying preferences based on product, region, and gender
• Detailed analysis of operational, marketing and pricing strategies adopted by online retailers in Russia
• Information on factors that drive the overall online retail industry in Russia
• Analysis of upcoming trends that are expected to drive the future of the online retail industry in Russia

Scope

• This report provides an extensive analysis on the online retail industry in Russia
• It details historical values for the Russian online retail industry for 2007–2011, along with forecast figures for 2012–2016
• It provides top-level analysis of the overall online retail industry, as well as product category values for both the 2007–2011 review period and the 2012–2016 forecast period
• The report provides a detailed analysis on growth drivers, operational, marketing and pricing strategies, challenges and future trends in the Russian online retail industry
• The report profiles top online retail companies in Russia and provides case studies

Key Highlights

• The Russian online retail channel expanded significantly during the review period with a CAGR of 18.92%.
• Russian online retailers are localizing their warehousing facilities and partnering with local courier and delivery companies in order to easily provide timely delivery services. Online retailers are also offering multiple payment options, including secured payment gateways and authenticated card payments.
• Competitive price fluctuation is the pricing strategy most often adopted by Russian online retailers.
• In 2011, home appliances was the most popular online retail product category, forcing online retailers such as Ozon.ru, Utkonos.ru, and 003.ru to offer attractive offers and deals on home appliances and electronic goods, especially during the festive season.
• The business factors considered the most important drivers of Russian online retail growth include the increasing cost of real estate and geographical expansion through online retail sales.
• Supply chain optimization and the implementation of effective warehousing processes remain key challenges for Russian online retailers.

Reasons to Buy

• Take strategic business decisions using top-level historic and forecast market data related to the Russian online retail industry and each product category within it
• Understand the consumer and business drivers of the Russian online retail industry, along with key market trends and growth opportunities
• Assess business strategies (operational, marketing and pricing strategy) in the online retail industry in Russia
• Identify the growth opportunities and industry dynamics within the online retail industry’s key product categories
• Identify the growth opportunities presented by the region-wise adoption of online retail in Russia, changing consumer attitudes and online retail dynamics

Featured Companies

• Ozon.ru
• Utkonos.ru
• 003.ru
• zakazhi24.ru
• vasko.ru
• Top-shop.ru
• KupiVIP.ru
• Sapato.ru

1 Executive Summary

2 Russia Online Retail Market Environment
2.1 Macroeconomic Fundamentals
2.2 Development of Russian Retail Industry
2.3 Retail Industry Dynamics
2.4 Regulatory Framework

3 Market Size and Growth Potential of Russian Online Retail Channel
3.1 Market Share of Online Retail Channel
3.2 Market Size and Future Prospects
3.3 Market Size by Region
3.4 Market Size by Product Category
3.5 Online Share of Total Retail Sales by Product Category
3.6 Market Attractiveness Benchmarking
3.6.1 Russian online retail vs. other countries
3.6.2 Russian online retail vs. emerging economies

4 Strategies Adopted by Russian Online Retailers
4.1 Operational Strategies
4.2 Marketing Strategies
4.2.1 Social media marketing strategies
4.3 Market Segmentation and Targeting
4.4 Pricing Strategies
4.4.1 Price setting
4.4.2 Other charges

5 Case Studies
5.1 Business Strategies of Russian Leading Online Retailer – Ozon.ru
5.1.1 Approach to using online space by Ozon.ru
5.1.2 Security and payment options offered
5.1.3 Organization and layout
5.1.4 Online tools to help browse and compare products
5.1.5 Online loyalty schemes
5.1.6 Mobile version
5.2 Utkonos.ru Online Hypermarket
5.2.1 Approach to using online space
5.2.2 Organization and layout
5.2.3 Online tools to help browse and compare products
5.2.4 Online loyalty schemes
5.2.5 Security and payment options offered
5.2.6 Mobile version
5.3 KupiVip

6 Emerging Consumer Trends in Russian Online Retail Channel
6.1 Online Buying Behavior – Product Preference
6.2 Online Shopping Preference by Gender
6.3 Online Buying Preference by Region
6.4 Preferred Online Payment Methods – Cash on Delivery (COD) Still Dominates

7 Consumer Attitudes and Online Retail Dynamics in Russia
7.1 Price
7.2 Convenience
7.3 Services

8 Key Growth Drivers
8.1 Business Drivers
8.1.1 Increasing cost of real estate
8.1.2 Entry into online retail channel supports geographical expansion and helps to increase customer base
8.1.3 Use of webpage space for advertising allows companies to generate revenue
8.2 Infrastructure Drivers
8.2.1 Growing internet penetration
8.2.2 Increasing mobile and 3G subscriber base
8.2.3 Increasing use of social media

9 Challenges

10 Future of Online Retail in Russia

11 Profile of Russian Online Retailers

11.1 Ozon.ru
11.1.1 Ozon.ru – Company overview
11.1.2 Ozon.ru – Key facts
11.1.3 Ozon.ru – Product categories available on website

11.2 003.ru
11.2.1 003.ru – Company overview
11.2.2 003.ru – Key facts
11.2.3 003.ru – Product categories available on website

11.3 BayRu
11.3.1 BayRu– Company overview
11.3.2 BayRu– Key facts
11.3.3 BayRu – Product categories available on website

12 Appendix
12.1 About BRICdata
12.1.1 Definitions
12.1.2 Areas of expertise
12.2 Methodology
12.3 Disclaimer

List of Tables
Table 1: Russia GDP at Constant Prices (US$ Billion), (Base Year 1999–2000), 2007–2016
Table 2: Russian Retail Industry (RUB Billion), 2007–2011
Table 3: Russian Retail Industry (RUB Billion), 2012–2016
Table 4: Russian Retail Industry (US$ Billion), 2007–2011
Table 5: Russian Retail Industry (US$ Billion), 2012–2016
Table 6: Russian Online Retail Channel (RUB Billion), 2007–2011
Table 7: Russian Online Retail Channel (US$ Billion), 2007–2011
Table 8: Russian Online Retail Channel (RUB Billion), 2012–2016
Table 9: Russian Online Retail Channel (US$ Billion), 2012–2016
Table 10: Delivery Cost of Ozon.ru in Moscow (In Rubles)
Table 11: Online Payment Methods Offered by Russia’s Leading Online Retailers
Table 12: Retail Price Comparison of Selected Products – Online vs. Offline
Table 13: Services Offered by Russian Online Retailers to Attract Consumers
Table 14: Future Trends in Russian Online Retail
Table 15: Ozon.ru – Key Facts
Table 16: Product Categories Available on the Ozon.ru Website
Table 17: 003.ru. – Key Facts
Table 18: Product Categories Available on 003.ru Website
Table 19: BayRu. – Key Facts
Table 20: Product Categories Available on BayRu Website
Table 21: Russia Exchange Rate RUB – US$ (Annual Average), 2007–2016

List of Figures
Figure 1: Russia GDP Growth (US$ Billion), 2007-2016
Figure 2: Russia Inflation (%), 2007-2016
Figure 3: Russian Annual Per Capita Disposable Income (US$), 2007–2016
Figure 4: Russian Population Distribution by Age (%), 2007 –2016
Figure 5: Development of Russian Retail Industry
Figure 6: Russian Retail Industry (RUB Billion), 2007–2011
Figure 7: Russian Retail Industry (RUB Billion), 2012–2016
Figure 8: Russia Overall Retail Market Dynamics by Channel, 2007–2016
Figure 9: Russian Online Retail Channel (RUB Billion), 2007–2016
Figure 10: Russian Online Retail Use by Region (RUB Billion), 2011
Figure 11: Russian Online Retail Use by Region (%), 2011
Figure 12: Online Retail Market Size by Product Category (RUB Billion), 2011 and 2016
Figure 13: Russia Retail Sales, Online vs. Offline, 2011
Figure 14: Russia Online Retail Sales International Comparison – 2011
Figure 15: Russia Online Retail Sales Emerging Economies Comparison, 2007–2011
Figure 16: Russia Online Retail Sales as a Percentage of Total Retail Sales, 2011 and 2016
Figure 17: BayRu Customer Referral Program
Figure 18: Example of Online Product Comparison Tool
Figure 19: Product Comparison Option on Online Retail Store
Figure 20: “Deal of the Day” Offer from zakazi24.ru
Figure 21: Discount offer from 003.ru on Amazon Kindle Wi-Fi
Figure 22: Attractive Site Layout of One Russian Online Retailer
Figure 23: Relationship Between Age Group and Frequency of Online Shopping (%) in Russia
Figure 24: Relationship Between Income Level and Frequency of Online Shopping (%) in Russia
Figure 25: Babyboom.ru Exclusive Retailers for Baby Products – Home page
Figure 26: Ozon.ru – Homepage
Figure 27: Ozon.ru – Site Layout
Figure 28: Ozon.ru – Product View
Figure 29: Ozon.ru – Product Comparison Tool
Figure 30: Ozon.ru – Gift Section
Figure 31: Utkonos.ru – Home Page
Figure 32: Utkonos.ru – Children’s Section
Figure 33: Utkonos.ru – Product Layout
Figure 34: Online Buying Trends and Forecast
Figure 35: Online Buying Trends and Forecast by Gender, 2011
Figure 36: Russia Internet Users by Gender and Region, 2011
Figure 37: Consumer Online Buying Preference by Region – 2011
Figure 38: Payment Methods Used by Russian Online Consumers – 2011
Figure 39: Product Comparison Tool on a Russian Online Retail Website
Figure 40: Key Growth Drivers of Online Retail Channel
Figure 41: Prime Retail Rent in Moscow and Saint Petersburg (RUB Square Meter Per year)
Figure 42: Marketing Activity on 003.ru by Kofevarki.ru
Figure 43: Russian Internet Penetration Rate (%), 2007–2016
Figure 44: Russia Mobile Phone Penetration (%), 2007–2016
Figure 45: Russia 3G Penetration (%), 2007–2012
Figure 46: Number of Social Networking Users in Russia (Million), 2007–2016