From January to September 2021, the share of online sales within the total retail turnover in Russia amounted to 4.2%. This is higher than the average value of the previous year (3.9%).
The indicator reflects the share of online purchases for all Russian retailers, including food retail. The Federal Statistical Service doesn’t report on the online share of sales of non-food products separately. It is known, however, that the indicator’s value is much higher for manufactured goods, particularly for furniture.
Currently, the key impetus for this is a strong development of marketplace platforms that began in 2019-2020 and is ongoing, with more and more people buying furniture and home goods through marketplaces.
Previously, the share of online retail sales has been steadily growing over the years, as more consumers and households have been connected to the Internet in Russia.
Internet penetration and share of online sales varies across the country, with significant differences in numbers between Moscow, other major cities, and areas with lower population density. We are tracking this indicator more closely, particularly the performance of various Russian regions, within our extended Market Reports.