PwC presents the key findings of our annual retail survey Total Retail 2017: 10 retailer investments for an uncertain future

Moscow, 30 May 2017 – The majority of consumers in Russia and around the world now buy goods offline and online in equal proportions. While investments are under pressure in the current economic climate, retailers need to make significant investments if they want to provide consumers with a true omnichannel experience. This is one of the key highlights of PwC annual survey Total Retail 2017: 10 retailer investments for an uncertain future. This year, we surveyed over 24,000 consumers in the online shopping sector from 29 countries.

Main findings on Russia

E-commerce is one of the very few retail areas that continued to expand in real terms in 2016. The majority of traditional retailers reported declines of in-store sales, with e-commerce as the only source of growth.

Consumer electronics and computers have long been the leading online shopping segments in Russia (according to 47% of respondents) There is an evident trend towards the spread of online shopping in the grocery segment, as mentioned by 14% of respondents in Russia.

Convenience (according to 36% of respondents in Moscow and St Petersburg and 25% of respondents in other Russian regions), assortment width and availability continue to be more important factors for buying online than price, despite the economic crisis. 

“The changes in behaviour in Russia are now less pronounced year to year, a sign that the market is maturing, with consumer behaviour converging with other markets. Consumer behaviour in Russia is now primarily driven by regional differences in consumer maturity and available retail alternatives. We see that consumers in Moscow demand faster delivery speeds and greater convenience, while customers in other regions pay more attention to product availability and variety.”

Martijn Peeters, Partner, Retail & Consumer Leader, PwC Russia

Our survey demonstrates that the main growth driver is the increasing frequency of online purchases made by late adopters.

In Russia, like in the rest of the world, mobile shopping is on the rise: mobile sites are the real transaction drivers and the fastest growth channel.

To access the full report, please visit:

About PwC Russia

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