E-commerce in Russia, 2013

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E-COMMERCE IN RUSSIA 2013

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What is the potential of Russian e-commerce market?

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Size of online retailing market is on the rise

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Prognosis regarding the size of online retailing market in Russia ($ milliard)

2010 2014 2011

Source: Data Insight research agency

At present, in Runet there are 2000 shops with

more than 10 completed orders per day and

fewer than 100 shops with more than 1000

completed orders per day.

According to Anton Melekov, head of the

Russian branch of Gemius, those numbers

allow to take seriously into consideration a

consolidation of Russian e-commerce market.

Which e-commerce company earns the most?

Changes on the podium

Citilink (Ситилинк) overtook the last year’s leader of the Center of Strategic Research “Enter” rating— Ulmart (Юлмарт). Its revenues increased from 8 million RUB in 2011 to 18.9 million RUB in 2012. Ulmart (Юлмарт) descended on the third position (9.6 million RUB in 2011/ 14.3 million RUB in 2013). It is also worth noting that four out of the top 10 online shops belong to the RTV/AGD category.

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Company Category E-shop launch

date

Ситилинк RTV, AGD 2008 18.9 124 13

Exist.ru Automotive 1999 14.7 265 66

Юдмарт RTV, AGD 2008 14.3 94 15

Утконос Varied 2000 8.7 45 1

Связной RTV, AGD 2002 7.8 2852 77

OTTO* Clothes & Shoes 2006 6.9 25 20

Ozon.ru** Varied 1998 5.8 184 46

холодильник.ру RTV, AGD 2003 5.7 8 3

Комус Office articles 2000 4.8 56 4

Wildberries Clothes 2005 4.8 114 55

*Revenues together in Otto.ru & Quelle.ru ** Revenues only in Ozon.ru Source : Analysis by CSR Enter through SMI data

No. of regions with online shops

Which e-commerce company earns the most?

Number of offline shops

Revenues (net bln RUB)

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E-commerce websites measured in gemiusAudience research

Source: gemiusAudience, Fusion Panel, October 2013

220-volt.ru

WEB-SITE

Exist.ru

Euroset.ru

Enter.ru

Eldorado.ru

Ebay.com

E5.ru

Doska.com

Dns-shop.ru

Dmir.ru

Detmir.ru

Delivery-club.ru

Butik.ru

Booking.com

Bonprix.ru

Biglion.ru

Bay.ru

Barahla.net

Avon.ru

Avito.ru

Aviasales.ru

Amazon.com

Alloy.ru

Aliexpress.com

DIY, Home

CATEGORY

Auto spares

Electronics

Online mall

Electronics

Market

Online mall

Classifieds

Electronics

Classifieds

Toys, Clothes, Children

Food delivery

Clothes

Avia, Hotels

Clothes

Group Buying

Market

Classifieds

Cosmetics

Classifieds

Avia, Hotel

Market

Classifieds

Market

Lamoda.ru

WEB-SITE

Svyaznoy.ru

Sportmaster.ru

Sotmarket.ru

Softkey.ru

Skyscanner.ru

Shoptime.ru

Sapato.ru

Quelle.ru

Pulscen.ru

Price.ru

Piluli.ru

Paypal.com

Ozon.ru

Oriflame.com

Nix.ru

My-shop.ru

Mvideo.ru

Molotok.ru

Mnogo.ru

Mediamarkt.ru

Mamsy.ru

Mail.ru - Torg

Laredoute.ru

Clothes

CATEGORY

Electronics

Clothes, Sport goods

Electronics

Software

Avia, Hotel

Clothes

Clothes

Clothes

Classifieds

Classifieds

Health

Payment system

Online mall

Cosmetics

Electronics

Online mall

Electronics

Market

Bonus system

Electronics

Toys, Clothes, Children

Market

Clothes Webmoney.ru

WEB-SITE

Vsemayki.ru

Vseinstrumenti.ru

Vigoda.ru

Unibo.ru

Ulmart.ru

Top-shop.ru

Tiu.ru

Technosila.ru

Taobao.com

Labirint.ru

Kuponator.ru

Kipivip.ru

Komus.ru

Irr.ru

Ikea.com

Holodilnik.ru

Groupon.ru

Farpost.ru

Metro-cc.ru

Yves-Rocher.ru

Yandex.ru - Market

Wildberries.ru

Wikimart.ru

Payment system

CATEGORY

Clothes

DIY, Home

Group buying

Classifieds

Electronics

DIY, Home

Classifieds

Electronics

Market

Chancery , Office, Books

Group buying

Clothes

Chancery , Office, Books

Classifieds

DIY, Home

Electronics

Group buying

Classifieds

Online mall

Cosmetics

Market

Clothes

Online mall

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E-commerce websites gain on popularity

Source: gemiusAudience, Fusion Panel, January - October 2013

6.81

6.49 6.79

8.28

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6

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January February March April May June July August September October

2012

2013

Number of Real Users (mln)

Average daily number of users on e-commerce sites

Compared with the last year, the number of people visiting e-commerce websites has increased. The average number of visitors per day in 2012 was 6.39 million people and in 2013 – 6.99 million people.

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Internet users are increasing their egagement on e-commerce websites

Source: gemiusAudience, Fusion Panel, January - October 2013

OCTOBER 2012 OCTOBER 2013

39 625 214 Users 44 862 307 Users 13.21%

NUMBER OF VISITORS (REAL USERS)

AVERAGE TIME BY VISITOR

AVERAGE NUMBER OF VIEWS BY ONE VISITOR

109.24 Page views 149.60 Page views

1 hour 32 minutes 42 seconds 2 hours 7 minutes 31 seconds

36.94%

29.91%

Compared with the last year, not only the number of people visiting e-commerce websites has increased, but also more websites are visited and more time is spent on them.

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Most visitors of e-commerece websites come from Central Federal District

Source: gemiusAudience, Fusion Panel, January - October 2013

Oct. 12: 13.59% Oct. 13: 16.38%

Oct. 12: 10.44% Oct. 13: 11.16%

Oct. 12: 13.87% Oct. 13: 14.94%

Oct. 12: 14.69% Oct. 13: 13.75%

Oct. 12: 3.22% Oct. 13: 4.34%

Oct. 12: 12.54% Oct 13: 13.79%

Oct. 12: 8.78% Oct. 13: 9.09%

Moscow: October 2012 – 17.94%. October 2013 – 11,35% Saint-Petersburg: October 2012 – 4.92%. October 2013 – 5.21%

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Mobile applications are the future

Source: gemiusAudience, Fusion Panel, October 2013, gemiusRanking, October 2013 (http://www.rankingru.com)

If your e-shop does not have any mobile application yet … …we recommend you create one!

Over 66 million of Russians are online! Internet penetration in this country has increased from 47% in January 2012 to 57% in October 2013. Mobile devices traffic constitutes around 7% off all traffic and is gradually increasing!

47% 48%

51% 50% 51%

49% 49% 49% 50% 50% 51%

52% 52% 53% 53% 53% 54% 54% 55% 55% 55%

57%

42% 44% 46% 48% 50% 52% 54% 56% 58%

Internet penetration in Russia

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Number of Real Users: 4 033 947

TG in Runet: 6.09% Page Views: 7 560 273 729 Average time per visit: 9 min 14 sec

There is a really big interest through the audience with good income level to online-shops!

Number of Real Users: 8 690 120

TG in Runet: 13.13% Page Views: 14 392 681 097

Average time per visit: 9 min 50 sec

Runet, Women Runet, Men

E-commerce, Women E-commerce, Men

Number of Real Users: 3 189 475 Audience composition: 7.11%

Runet, Reach: 72.74%

Number of Real Users: 5 934 385 Audience composition: 13.23%

Runet, Reach: 70.10%

Source: gemiusAudience Fusion Panel. October 2013

Income Level – Average, More than Average (from 29 811 RUB per person/monthly. According to Roskomstat. All Russia

Which gender buys more online?

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Do we need any consolidation in fight from international giants?

LOCAL PLAYERS, ТOP-4

The total audience coverage: OCTOBER 2012 – 47.66%

OCTOBER 2013 - 46.87%

INTERNATIONAL GIANTS, TOP-4

The total audience coverage:

OCTOBER 2012 – 4.57%

OCTOBER 2013 - 15.20%

International giants– growth of audience reach by more than 300%!! What will be next? GROWTH IN THE NUMBER OF REAL USERS from 2.69 mln to 10 mln.

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*Source: gemiusAudience Fusion Panel. October 2012 - October 2013

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Different categories = different audience

Source: gemiusAudience, Fusion Panel, October 2012- October 2013. Based on data gathered from the e-commerce web-sites included in the research.

TOP-MANAGEMENT (Including owners of small businesses)

MIDDLE-MANAGEMENT / HEAD OF DEPARTMENTS

SPECIALISTS / CHIEF SPECIALISTS

26.25%

20.46%

20.16%

36.51%

22.55%

20.71%

40.85%

30.97%

30.64%

OFFICE WORKERS / ASSISTANTS

18.48%

10.77%

10.54%

TOP 3 visited e-shops by Occupation

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Different categories = different audience

Source: gemiusAudience, Fusion Panel, October 2012- October 2013. Based on data gathered from the e-commerce web-sites included in the research.

14.90%

«BLUE COLLARS»

CIVIL WORKERS

32.12%

29.75%

29.45%

16.29%

16.18%

HOUSEWIFES

33.48%

21.87%

21.69%

STUDENTS

27.88%

22.88%

21.60%

PENSIONERS

20.09%

12.79%

9.76%

TOP 3 visited e-shops by Occupation

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October 2013 REAL USERS: 1.97 mln AVERAGE TIME PER VISITOR: 24 min DEPTH OF VIEW: 31.16 Max. % from audience composition: GENDER: WOMEN, 51.44% AGE: 25 – 34, 32.56% INCOME: 15 001 – 30 000 RUB, 31.83% OCCUPATION: Student, 22.88%

October 2013

0.75 mln: REAL USERS 12 min: AVERAGE TIME PER VISITOR

14.11: DEPTH OF VIEW

Max. % from audience composition:

59.44%, MEN: GENDER 27.67%, 25-34: AGE

38.69%, 15 001 – 30 000 RUB: INCOME 29.14%, Specialist / Chief Specialist: OCCUPATION

Audience Duplication: 86192 Real Users

*Source: gemiusAudience Fusion study. October 2013

vs

Payment Systems in Russia

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Over 2 500 clients

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in +30 markets

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based on +2 bln clicks measured monthly

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publishers serving +35 bln impressions with AdOcean

monthly

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WEBSITE MEASUREMENT

CAMPAIGN MONITORING

ADSERVING RECOMMENDATION SYSTEM

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Video / Web TV / Mobile

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Anton Melekhov

Country Manager

e-mail: [email protected]

mobile: +7(926)166-77-02

Gemius Russia Ltd. ул. Дружинниковская, д. 15 123242, г. Москва

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