Consumer Attitudes & Online Retail Dynamics in Russia

This report is the result of ICD’s extensive market research covering the online retail industry in Russia. “Consumer Attitudes & Online Retail Development in Russia” provides the magnitude, growth, share, and dynamics of the online retail market and is an essential tool for companies either active in this sector or which are seeking to target this channel.

The report provides core insights into consumer behaviour and highlights the latest online trends and their impact on online product sales. Core data sets give both historical context and a view into the future - providing data from 2005 through to 2015 and allowing marketers to update their strategic planning and fill gaps in their knowledge about this rapidly evolving channel.

By examining best practice from leading national large-scale online retailers (but specifically excluding the likes of Amazon whose sites are well-known and vary little by country), as well as reviewing innovative approaches from smaller players, the report also provides insights and ideas about how best to approach growing online sales for your business.

Together these three core elements; market dynamics, consumer understanding and best practice examples will allow readers to easily understand the nature and development of online retail in Russia and provide insight into how best to exploit the opportunities in the market.

Report Highlights
Despite a slowdown due to the global crisis in 2008, the core growth of Russia’s economy remains strong. According to a World Bank report for 2010 in Russia, after a 4% growth in 2010, real output is expected to grow 4.4% in 2011, driven by domestic demand. Goods production was the main factor in Russia’s gross domestic product (GDP) expansion in 2010, contributing around 60% to aggregate growth.

In Russia, consumer spending has risen rapidly over the past few years, mainly driven by an increase in disposable income. The flourishing economy has given rise to an expanding middle and upper class, and although the economic crisis hit Russian household spending, consumers were able withstand the impact and survive the period of crisis. The government announced stimulus packages and increased pensions and wages. According to Statistics of Russia (Rosstat), poverty declined in the first quarter of 2010 compared to the first quarter of 2009 and is expected to fall further in the coming period. Russian consumers have relatively high disposable incomes, a major factor behind the rapid growth of the Russian retail environment. According to Thomas White International, Russian disposable income in 2009 was estimated at 65% of earned income, compared to 43% in Western European countries.

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1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.3 Summary Methodology
1.3.1 Overview
1.3.2 The triangulated market sizing method
1.3.3 Industry surveys in the creation of retail market data
1.3.4 Quality control and standardized processes
2 Consumer Insight: Online Shopping Attitudes and Behaviours
2.1 Overview of the Russian Online Shopping Environment
2.1.1 Internet penetration in Russia holds significant growth opportunities
2.1.2 Broadband internet users to record double-digit growth in 2010
2.1.3 4G launch expected in the near future
2.2 Consumer Attitudes and Behaviour
2.2.1 The global economic crisis in 2008 was a major factor driving online retailing in Russia
2.2.2 Information search is the most popular online activity among Russians
2.2.3 Moscow dominates the online population
2.2.4 Low-touch products are the most popular for online sales
2.2.5 Online retail sales are set to account for nearly 10% of total retail sales in 2015
2.2.6 Mobile e-retailing will gain wider acceptance during the forecast period
2.2.7 Cash on delivery is the most popular mode of payment among Russians
3 Online Channel Dynamics
3.1 Online Share of Total Retail Sales
3.1.1 Russia online vs offline channel forecasts
3.1.2 Online penetration: global and regional comparisons
3.1.2.1 Russia online retail sales penetration compared to global average
3.1.2.2 Russia online retail sales penetration compared with Central and Eastern European average
3.2 Channel Dynamics
3.2.1 Russia retail dynamics: future performance
3.2.2 Channel group share development
3.2.3 Individual channel performance
3.3 Category Dynamics
3.3.1 Online vs offline retail sales comparison by category group, 2010
3.3.2 Online retail market dynamics by category group
3.3.3 Online retail sales share by category group
3.3.4 Online retail sales growth by individual product category
3.3.5 Food and grocery categories: market size and forecasts
3.3.6 Electrical and electronics categories: market size and forecasts
3.3.7 Music, video and entertainment software categories: market size and forecasts
3.3.8 Apparel, accessories and luxury group categories: market size and forecasts
3.3.9 Books, news and stationery categories: market size and forecasts
3.3.10 Sports and leisure equipment categories: market size and forecasts
3.3.11 Furniture and floor coverings categories: market size and forecasts
3.3.12 Home and garden products categories: market size and forecasts
4 Case Studies: Leading Online Retailers in Russia
4.1 Retailer 1: Utkonos
4.1.1 Business description
4.1.2 Site experience
4.2 Retailer 2: Ozon
4.2.1 Business description
4.2.2 Site experience
4.3 Other Innovative Retailers in Russia
4.3.1 KupiVip
4.3.2 Holodilnik
5 Appendix
5.1 Methodology
5.2 Contact us
5.3 About ICD Research
5.4 Disclaimer

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Table 1: Russia Exchange Rate RUB – US$ (Annual Average), 2005–2010
Table 2: ICD Research Retail Channel Definitions
Table 3: ICD Research Retail Category Definitions
Table 4: ICD Research Retail Country Coverage
Table 5: Russia Online vs Offline Retail Sales and Forecast (RUB Billion), 2005–2015
Table 6: Russia Online vs Offline Retail Sales and Forecast (US$ Billion), 2005–2015
Table 7: Russia Online vs Offline Retail Sales and Forecast (% Share), 2005–2015
Table 8: Russia Online Sales vs Global Average, 2005–2015
Table 9: Russia Online Sales vs Central and Eastern Europe, 2005–2015
Table 10: Russia Overall Retail Segmentation (RUB Billion) by Channel Group, 2005–2015
Table 11: Russia Retail Sales and Forecast (RUB Billion) by Channel Group, 2005–2015
Table 12: Russia Retail Sales and Forecast (US$ Billion) by Channel Group, 2005–2015
Table 13: Russia Retail Sales and Forecast (% Share) by Channel Group, 2005–2015
Table 14: Russia Channel Retail Sales and Forecast (RUB Billion) by Channel, 2005–2015
Table 15: Russia Channel Retail Sales and Forecast (US$ Billion) by Channel, 2005–2015
Table 16: Russia Retail Sales Split (RUB Million), Online vs Offline, 2010
Table 17: Russia Retail Sales Split (US$ Million), Online vs Offline, 2010
Table 18: Russia Online Retailers Market Dynamics by Category Group, 2005–2015
Table 19: Russia Online Retail Sales and Forecast (RUB Million) by Category Group, 2005–2015
Table 20: Russia Online Retail Sales and Forecast (US$ Million) by Category Group, 2005–2015
Table 21: Russia Total and Online Retail Sales in Food and Grocery Categories (RUB Million), 2005–2015
Table 22: Russia Total and Online Retail Sales in Food and Grocery Categories (US$ Million), 2005–2015
Table 23: Russia Total and Online Retail Sales in Electrical and Electronics Categories (RUB Million), 2005–2015
Table 24: Russia Total and Online Retail Sales in Electrical and Electronics Categories (US$ Million), 2005–2015
Table 25: Russia Total and Online Retail Sales in Music, Video and Entertainment Categories (RUB Million), 2005–2015
Table 26: Russia Total and Online Retail Sales in Music, Video and Entertainment Software Categories (US$ Million), 2005–2015
Table 27: Russia Total and Online Retail Sales in Apparel, Accessories and Luxury Goods Categories (RUB Million), 2005–2015
Table 28: Russia Total and Online Retail Sales in Apparel, Accessories and Luxury Categories (US$ Million), 2005–2015
Table 29: Russia Total and Online Retail Sales in Books, News and Stationery Categories (RUB Million), 2005–2015
Table 30: Russia Total and Online Retail Sales in Books, News and Stationery Categories (US$ Million), 2005–2015
Table 31: Russia Total and Online Retail Sales in Sports and Leisure Equipment Categories (RUB Million), 2005–2015
Table 32: Russia Total and Online Retail Sales in Sports and Leisure Equipment Categories (US$ Million), 2005–2015
Table 33: Russia Total and Online Retail Sales in Furniture and Floor Coverings Categories (RUB Million), 2005–2015
Table 34: Russia Total and Online Retail Sales in Furniture and Floor Coverings Categories (US$ Million), 2005–2015
Table 35: Russia Total and Online Retail Sales in Home and Garden Products Categories (RUB Million), 2005–2015
Table 36: Russia Total and Online Retail Sales in Home and Garden Products Categories (US$ Million), 2005–2015

Figure 1: The Triangulated Market Sizing Methodology
Figure 2: Total Internet Users (Millions) in Russia, 2005–2010
Figure 3: Total Fixed Broadband Internet Subscribers (Millions) in Russia, 2005–2010
Figure 4: Mobile Phone Penetration in Russia, 2005–2010
Figure 5: Active Commercial Russian Websites, 2006–2013
Figure 6: Russia Online Consumer Activity, 2009
Figure 7: Internet Penetration by City, 2009
Figure 8: Online vs Offline Sales by Category Group, 2010
Figure 9: Russia Online Retail Sales as a Percentage of Total Retail Sales, 2010
Figure 10: Russia Preferred Online Payment Methods, 2009
Figure 11: Russia Online vs Offline Retail Sales and Forecast (US$ Billion), 2005–2015
Figure 12: Russia Online Sales vs Global Average (% of Total Retail), 2005–2015
Figure 13: Russia Online Sales vs Central and Eastern Europe Countries Average (% of Total Retail)
Figure 14: Russia Overall Retail Market Dynamics by Channel Group, 2005–2015
Figure 15: Russia Retail Sales and Forecast (RUB Billion) by Channel Group, 2005–2015
Figure 16: Russia Retail Sales, Online vs Offline, 2010
Figure 17: Russia Online Retailers Market Dynamics by Category Group, 2005–2015
Figure 18: Russia Online Retail Sales and Forecast (US$ Million) by Category Group, 2005–2015
Figure 19: Utkonos – Catalog
Figure 20: Utkonos – Children’s Section
Figure 21: Utkonos – Product Layout
Figure 22: Ozon – Homepage
Figure 23: Ozon – Site Layout
Figure 24: Ozon – Product View
Figure 25: Ozon – Compare Tool
Figure 26: Ozon – Gift Section
Figure 27: KupiVup – Home Page
Figure 28: Holodilnik – Product filter

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