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What and how did Russians buy on the Internet in 2019?

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Online shopping is becoming a more and more common thing: the share of Russians ordering goods online has already exceeded 40%; just like other routine stuff, online purchases are more and more often done ‘on-the-go’, from smartphones and tablets; even FMCG are more and more often ordered online. This is proven by another study by Yandex.Market and GfK Rus.

Online trade penetration

From a year earlier, the share of Russians aged 16 to 55 who buy online has grown by one-tenth, equal to 42%—this is twice as much as in 2015.

Growth of online buyers

Percentage of all Russian residents aged 16-55.

According to GFK Rus Omnibus, 2019

The major reasons why Russians buy in online shops do not change: this seems to be a rational way to spend their money and time. Nearly 60% of respondents see an opportunity to compare prices and buy goods cheaper than in a common store as an advantage. Almost half of respondents tell that they like learning reviews of other people, shopping in any place and at any time, and not wasting their effort on shopping trips.

Every third respondent made his or her last online purchase from a smartphone or a tablet. Compared with a year earlier, the share of such orders has grown by half.

Purchases are made from mobile devices more and more often

The share of respondents who made their last order in an online shop this way.

Study by GFK Rus and Yandex.Market, 2019. Residents of 100K+ cities, 16-55 years

Types of goods

The goods the online demand for which grows best are FMCG: baby care goods, food and drinks, household goods, chemicals, and dishes. In 2019, these goods were ordered by 30% more respondents. The slowest demand increase is for color cosmetics and perfumes (+4%), as well as on mobile devices (+9%).

Top 15 popular types of goods

Percentage of respondents who bought at least one thing in this category for 12 months.

Study by GFK Rus and Yandex.Market, 2019. Residents of 100K+ cities, 16-55 years

Payment and delivery

The popularity of prepayment by card is growing: while two years ago this method was used by half of the buyers at least once a year, there are almost two-thirds of them already this year. At that, the share of respondents who named this way as the most convenient one grew just a little, from 25% to 27%. Most people consider card payment upon receipt of goods the most preferable payment method, and their share is growing: 36% buyers said so last year and 43% this year. This method was used by 48% of respondents.

Popular methods of payment

Percentage of respondents who used this payment method in a Russian online shop at least once during 12 months.

Study by GFK Rus and Yandex.Market, 2019. Residents of 100K+ cities, 16-55 years

The most widespread way of delivery is pickup from a store, a pick-up point, or a parcel terminal. At least one of these options was used by more than 90% of respondents. Parcels from parcel terminals are now received by a relatively small part of online buyers, but their share is growing—this year, it has exceeded 20%. While, according to the results of a last year study, this delivery method was called preferable by 6.5% of respondents, there are already 11% of them this year. Other popular delivery methods, on the contrary, began being called most convenient a bit less often.

Popular methods of delivery

Percentage of respondents who used this method of delivery from a Russian online shop at least once during 12 months.

Study by GFK Rus and Yandex.Market, 2019. Residents of 100K+ cities, 16-55 years

Source: https://yandex.ru/company/researches/2019/market-gfk

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About the Author

Marketing Director, editor-in-chief of the RMAA Agency Blog

Author Yulia Vasilyeva
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