No Match Found
Total Retail 2016
shoppers surveyed in 25 countries
buy products online weekly or monthly
agree that their mobile phone will become their main purchase tool
say that social media reviews and comments influences their online shopping behavior
E-commerce is one of the very few retail sectors that continued to expand in real terms in 2015. The forces behind the growth in e-commerce include the still rising penetration of the Internet in large cities and, more importantly, the increasing frequency of purchases as people get comfortable with shopping online and become more active in this area.
Convenience is a main consideration when people make purchases online. The convenience of online shopping is a more important factor for making a purchase online (47%) than price (45%).
The mobile phone is getting more popular as a purchasing tool. This has largely been driven by improving mobile customer experience. However, the dissatisfaction rate in Russia is still above that in many countries a year ago.
The web-to-store movement (i.e. when customers research products online and then make purchases at a physical retailer) highlights that shoppers expect to take full advantage of the omni-presence of their favourite retailer.
Globally, brand trust is the No. 3 reason for going with a favourite retailer while in Russia this is still not the case, as brand trust is not even among the Top-5 reasons for selecting a favourite retailer. However we believe branded retailers are expected to start playing a greater role on Russian online shopping market.
“Russia has been included in our global e-commerce consumer survey for four years now. Over the previous three years, we had been seeing booming growth, while this year we are seeing a greater level of maturity in the market. We believe that Russia’s e-commerce sector is moving toward an environment where companies with strong brands that have an omni-channel presence will enjoy the greatest growth opportunities.”