According to the analytical report of Ashmanov and Partners, the volume of original mentions is top 20 online stores in 2023 grew by 13.5% compared to 2022 – to 345 thousand.
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The increase in the number of posts is associated with a 25% increase in the number of authors. The total number of message views reached 442 million (+6% by 2022), with an average of 1,280 views per mention. The leaders in mentions are marketplaces. The overwhelming number of customer messages (79%) and views (70%) came from three sites: Wildberries, Ozon and AliExpress.
The total share of Wildberries and Ozon increased by 15% and amounted to 65%; the share of AliExpress, on the contrary, halved from 26% to 13%. Online stores outside the top three, including large marketplaces, were mentioned much less frequently. The shares of mentions of Yandex Market and SberMegaMarket were 2.6% and 1.6%; the total share of message views is 14%. The e-grocery category, which is represented in the sample by VkusVill, Yandex Lavka, Samokat and SberMarket, accounted for 6% of mentions and 8% of views. Compared to 2022, the number of mentions of Samokat increased by 82%, SberMarket by 42%, and VkusVilla by 11%. Mentions decreased slightly only for Yandex Shop – minus 2%.
The share of mentions of themed online stores decreased from 16% to 11%. The greatest decline in mentions was recorded for three stores: Svyaznoy, which closed in 2023 (-63%), Sima-land (-51%) and Petrovich (-29%). The smallest decline was for Lamoda (-3%), VseInstrumenty.ru (-3.5%) and Leroy Merlin (7.5%).
The share of negativity in reviews and discussions in 2023 decreased from 46.7% to 44.4% due to an increase in the share of neutral messages; the share of positive messages remains at 11.5%. The distribution of sentiment across views looks different: 18% of views are for messages with a positive tone, 35% for negative ones, 47% for neutral messages. Most likely, this distribution is due to the fact that positive messages are published less often in general, but sometimes in sources with very high coverage, while negative messages are published significantly more often in general and often in sources with low coverage. On average, authors of positive messages have an 80% larger audience than authors of negative ones. However, it cannot be said that the most popular authors publish positive things more often than negative ones.
Over the past year, Telegram's share as a source of information has grown significantly, but Instagram* still leads in views. The two key sources for the number of messages within the sample in 2023 were VKontakte and Telegram – 56% and 17%, respectively. The share of VKontakte decreased due to the growth of Telegram from 10.5% to 17% – the number of messages in the messenger increased by 92% over the year.
The number of messages on YouTube, Odnoklassniki and Instagram* decreased by 58%, 17% and 15%, respectively. At the same time, Instagram* leads in the number of message views – 53%; Telegram is in second place – 31%. The share of views of mentions on VKontakte is only 8%, of which 96% occurred in the 4th quarter.
“Zen” became a new source, which accounted for 4.5% of messages in 2023 – it showed the most dynamic growth, but as an independent resource it started in 2022 from a zero base. “Yandex” and “Google Maps” are a significant source mainly for thematic online stores. If we consider the structure of sources, excluding the largest marketplaces, here, in addition to VKontakte and Telegram, a significant share of about 13% is represented by mapping services – Yandex Maps (8%) and 2GIS (4%). For online stores from the sample that are not related to marketplaces and e-gocery, mapping services are in second place after VKontakte as a source of comments – their share is 17%.
According to a survey conducted by Ashmanov and Partners in 2024, the reputation of companies is important to 73% of buyers, of which 37% give it high importance, and 36% – above average. The top 3 factors that determine the formation of reputation among Russian buyers: experience using goods or services (75%), reading reviews (59%) and searching for information on the Internet (49%).
- *activities of the platform operator of the Transnational holding company Meta Platforms Inc. banned in the Russian Federation for reasons of extremist activity.
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