The average bill in Russian e-commerce in 2024 amounted to 1.4 thousand rubles, decreasing by 6% compared to 2023 and by 20% compared to 2022, Kommersant reports, citing research by Go Mobile and MTS Ads.
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Experts note that the average bill on the online trading market is steadily declining due to the growing share of marketplaces, where spending is lower than on other platforms.
According to the Check Index service (part of the OFD Platform), marketplaces account for 60–62% of the total turnover of the entire online trade market. In January–June 2024, the total spending of Russian consumers on such platforms reached 5.2 trillion rubles, or 50% of the total turnover of e-commerce. But the average check on marketplaces, according to analysts, is two times lower than in specialized and niche online stores. On marketplaces in the first half of 2024, consumers spent an average of 1.9 thousand rubles per purchase, in specialized online stores — 6.9 thousand rubles.
Ozon and MegaMarket did not respond to the matter. Wildberries did not provide data on the average check, indicating that the average price of goods purchased on the platform for January-August increased by 4.5% year-on-year. This is lower than the inflation rate, which in August, according to Rosstat, was 9.05%.
Go Mobile and MTS Ads believe that users prefer to buy expensive goods in specialized online stores. Russian clothing manufacturers have already felt the trend. Gloria Jeans CEO Maxim Basov explained that within two to three years the company expects to sell 75-80% of its products on its own online platforms. Baon CEO Ilya Yaroshenko noted that his brand's entire collection is presented only in the company's own online store and niche marketplace Lamoda.
Finn Flare President Ksenia Ryasova expects to reduce the number of marketplaces where the retailer is present. The chain plans to remain on Lamoda, and intends to sell only stocks on one of the major marketplaces.
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In three retail categories, the average bill has grown by more than a third over the year