Online marketplaces in Russia - statistics & facts
Online marketplaces have become a major sales channel in Russia, with e-commerce's share in retail steadily increasing each year. As of 2023, online sales accounted for 19 percent of all retail sales, while seven out of ten Russians reported making their latest e-commerce purchase from universal online marketplaces. Major players in this evolving industry include Wildberries, Ozon, Yandex.Market, Megamarket, AliExpress Russia, and Magnit Market. Around 60 percent of the leading 100 online retailers are universal marketplaces.
The country's already strong online marketplace landscape will continue its growth in the following years, with large and niche platforms reshaping the way millions of Russians shop.
More orders and lower receipts than in other e-commerce segments
Eight out of ten e-commerce orders in Russia are made from large marketplaces selling various product categories, significantly outnumbering e-grocery, e-pharma, and other online store categories. Furthermore, in monetary terms, the online marketplace segment occupies more than half of the sales. One of the reasons behind the consumer preference for these platforms is lower costs. The average receipt value in online marketplaces stood at 1,090 Russian rubles in 2023, which was 430 Russian rubles below the B2C e-commerce total.Wildberries leads the pack
Wildberries has established itself as the undisputed leader in the market, reaching six out of ten Russians monthly in 2024. This dominance is further reflected in the company's financial performance. In 2023, Wildberries reported the largest net profit among Russian online marketplaces, totaling 18.9 billion Russian rubles. The company's success is also evident in its revenue figures, with Wildberries having ranked first among major marketplaces in Russia in 2023.Ozon suffers losses despite its large user base
Ozon, also known as Internet Solutions LLC, is one of the first online stores in Russia, established in 1998. It is the third-most valuable internet company in the country, ranking behind Yandex and Wildberries, and the second-largest e-commerce platform in terms of revenue. Thanks to its large reach, only slightly lower than that of Wildberries, Ozon was the 10th-most visited online marketplace worldwide. Nevertheless, the company has suffered a net loss in recent years due to its expenses on storage infrastructure and personnel.Shopping habits of Russian online marketplace users
Most Russians who ordered goods on online marketplaces made purchases two to three times a month, as per 36 percent of respondents, followed by one to two times per week as the second-most frequent pattern. Gender differences were observed across various product categories. For instance, women dominated the children's goods category, making up 70 percent of shoppers, while men constituted about half of the consumers purchasing small electronic appliances on these platforms.The country's already strong online marketplace landscape will continue its growth in the following years, with large and niche platforms reshaping the way millions of Russians shop.
