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Russiane-commerce trends 2017 FLYING LYNX Oy Provides sales channels for international companies Russiane-commerce |Numbers • Russianpopulation 143,7million • Internet-penetration59% • Totalamountofonlineshoppingin 2016:16,3billion USD • Russiannationale-commerce 12billion USD • Cross-bordere-commerce4,3billion USD • Over30milliononlineshoppers • 195million ordersannually • Averageprice foranorderappr.65USD • Littlemorethan 40%ofordersweremadebymobiledevices KEYRUSSIANINTERNETTRENDS Internetpenetration|Regional distribution http://www.ewdn.com/e-commerce/insights.pdf Internetbehaviour |Usergroups http://www.ewdn.com/e-commerce/insights.pdf Internetbehaviour|Purchase motivations Internetbehaviour|Majortrends • Theorganic trafficofthe onlineshopsisclearlythe major channelfor the purchasingcustomers • Theuseofmobiledevicesisincreasing.Mostlyanonlinepurchaseis madeonacomputer,afterfirstvisitingtheshoponamobiledevice • Discountsandcompetitivepricearethemostsignificantfactors promotingsales • Generatingtrusttowardstheonlineshop,authenticityoftheproduct, paymentmethodsanddeliveriesareveryimportant RUSSIANONLINEMARKETS E-commerce inRussia|Situation • Despite the economic situation the online sales in Russia is increasing. Growth 2015-2016 14% (USD) • Reasons for growth: • • • • The prices have gone up in ground floor shops Weakened supply in ground floor shops Generalisation of the Internet use and improvement of the internet penetration Development of services (payment, deliveries) • Market has been dominated by Russian online shops, no specific market leader. The biggest Russian online shops are Ozon, Wildberries, Ulmart and KupiVIP Russianeconomy |Purchasing power ofruble andprice ofoil - ThepurchasebehaviouroftheRussian consumers haschangedduetothepoor economicsituationofRussiaandweakexchange rateofruble - Consumption,alsoone-commerce,isfocused moreonproductsthatareneededineveryday lives - Russians alsotravellessabroadandspend morefundsonactivitiesinhomeland Foreign onlineshops inRussia |Situation • Marketshareofforeign onlineshopsinRussiais 36%oftotalsales • Growthofforeigntrade in2015-2016was26%(USD) • Chineseonlineshopsdominatethe market • Chineseshareof cross-bordersalesin2016was80% • SalesoftheChineseonlineshopsisgrowing strongly • SecondplaceisobtainedbyAmericanonlineshops • Europeanshaveclearlyamarginalposition.Themarketsharehas decreasedsince2014duetotheweakenedruble Russiane-commerce market http://www.ewdn.com/e-commerce/insights.pdf Consumption behaviour|Most popular product groups by seller country PAYMENTANDLOGISTICS Payment methods|Distribution Payment |Russianspecial features • Nearly 70% of online shopping is paid by ”cash-on-delivery” • Electric prepayment is most common in cross-border sales • Inactive payment methods are the essential barrier for sales • Problem is the Russian banks' rate agreements outside Russia • Solution is using Russian payment method partners on e-commerce Deliveries|Refunds • Delivery costs are a major part in the trade price for the consumer • Russian national deliveries are cheap (free), fast and reliable • Chinese offer cost-free deliveries with long delivery times • Delivery costs are based on volume • When regarding refunds, Russian Consumer Protection Act is favouring online trader's "side" • No automatic right for returns • Returns are often with consumers own expense • The products that are unfit are often sold to friends or on local C2C platforms Cross-border e-commerce |Deliveries SUMMARY Russiane-commerce |Challenges andstrengths forFinland • Market, competition • Language: specifications and products presented in Russian • Trust: 40 000 online shops on the market, only a part of them are operational • Finns have a good reputation but we are "out of sight" • Marketing • Finns should take marketing seriously • Visibility: building visibility in many channels • Marketing method: reaching target groups • Sales processes • Localised payment methods available, making payments is easy to build • Finland has the best infrastructure, cooperation network and location • Customer service in Finland is easy to organise, we have plenty of know-how in Russia AREYOUINTERESTEDINRUSSIAN E-COMMERCE? CONTACTUS! MarkoKangaskolkka,CEOFlying LynxOy Email:[email protected] Tel:+358 405317595
