Russian E-Commerce Market 2010-2011
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Russian E-Commerce Market 2010-2011
- 1. E-commerce in Russia:Market overview Boris Ovchinnikov Fedor Virin Data Insight Research Agency
- 2. Agenda Market size Digital gap: capitals vs. regions Who are online shoppers? What do they buy? Market forecasts
- 3. Russian e-commerce market*reached $8bn. in 2010* B2C retail only
- 4. Market size Since autumn 2010 we see conformity in estimates* of e-commerce market size: $7-8 bn. whole market $5.5-6.5 bn. material goods * estimates byData Insight, Public Opinion Foundation, Insales, Chamber of Commerce and Industry
- 5. Online&Offline, Russia &World 14% of Russian adult population shopped online in 2010; e-commerce accounts for 1,6% of all retail sales These numbers are comparable to some European countries, but they are 3-5 times lower than the EU average or United States level
- 6. Online shoppers share Source:Eurostat;Data Insight
- 7. E-commerce as share of retail (2010) Source:Forrester; Centre for Retail Research;Data Insight
- 8. Some specifics of the market Fragmented market without strong leaders High significance of Yandex.Market price comparison service High significance of price factor Cash payments still dominate
- 9. Moscow &S.-Petersburg account for only 30%of Internet usersbutalmost 60% of e-commerce volume
- 12. Limited offer from online shops
- 13. Share of online shoppers is lower
- 14. Frequency of online purchases is lower
- 15. Online purchases are not diversified
- 18. E-commerce geography Russian e-commerce market split by macroregions
- 19. Leading cities Leaders in terms of e-commerce market volume:
- 20. Capitals vs. regions Despite current lag, regions will generate main growth for e-commerce in next years
- 21. Every month 7-8 mn. peopleare shopping online in Russia
- 24. Place of residence:capitals or regionsIf all three factors coincide, online shoppers share could reach 90% All 3 factors have a positive effect also on frequency of online purchases and on volume of online spending
- 25. Income as a shopping driver Obvious dependence: with higher income more people buy online Online shoppers share against monthly income capitals regions Source:Data Insightusing МАСМИ data
- 26. Experience as a shopping driver Share of online shoppers is also growing along with the growth of the online experience Online shoppers share against internet experience capitals regions Source:Data Insightusing МАСМИ data
- 27. How quickly users become buyers? Time gap betweenbecoming Internet userand becoming online shopper Source:telephone survey, 3200 respondents, Moscow & SPB, 04.2011 60% of online shoppers have made their first online purchase more than 3 years later than they got Internet access
- 28. Tickets and electronicsare two biggest piecesof Russian e-commerce market
- 29. What Shoppers Buy Online?
- 30. Where are the money? Purchases of more than 15 ths. roubles account for 15% of deals and63% of market volume. Expensive purchases are concentrated in six segments Distribution of purchasesabove 15K RUR (~$500) Source:telephone survey, 3200 respondents, Moscow & SPB, 04.2011
- 31. Market segments: capitals vs. regions High share of regions: books, CD/DVD, digital content, clothing & footwear Leadership of capitals: housewares, baby goods, portable electronics, computers, air & train tickets Dominance of capitals: household appliances, “black” electronics, food, concert tickets
- 32. Two groups of market segments
- 33. Russian e-commerce market will grow 2,5 times (+145%)in 5 years
- 34. Growth forecast Number of online shoppers will growfrom 14m in 2010 to 28m in 2015 CAGR 15% Market volume will grow from $8bn. in 2010to $18.5 bn. In 2015 CACR 18%
- 35. Growth factors Growth of Internet audience (+75% in 5 years) Growing online experience =>higher % of online shoppers, higher spending, higher frequency and diversity of online purchases Income growth (more money to spend)
- 37. share of online shoppers from regions will grow from 60% to 73%
- 38. e-commerce in regions will grow 2.9 times in 5 years, while in capitals it will grow only 1.9 times
- 40. Contacts Tel. +7 495 7254946 www.datainsight.ru Common questions: a@datainsight.ru Subscriptions for news monitorings: editor@datainsight.ru Fedor Virin facebook.com/fedor.virin luchiaen.livejournal.com twitter.com/#!/luchiaen Boris Ovchinnikov facebook.com/boris.ovchinnikov barouh.livejournal.com twitter.com/#!/barouh_boris
Notes de l'éditeur
- Или не average,а total?
- The market volume of e-commerce in 2010 was 240
- Или не average,а total?
- В %% от населения Россия на уровне Италии и Прибалтики, но выбивается вверх, если в %% от инетчиков. Отчасти это можно обяъяснить тем, что Россия – не совсем Европа, а в остальном мире доля онлайн-покупателей в интернет-аудитории выше: В Азии (Китай, Корея) 95% интернетчиков покупает онлайн, в Штатах и Бразилии – 85%
- Или не average,а total?
- По всей выборке доля покупателей в столицах выше, чем в регионах, на 57% - а внутри групп по стажу в среднем на 40%, групп по доходам – на 43%, групп по стажу и доходам – 31%Стаж и доходы объясняют 47% различия между столицами и регионами
- В идеале график переделать на доллары (по курсу 30 рублей). Подписать прирост - +127 млрд (или сколько там в баксах) для столиц и +182 млрд для регионов
- категория «москвичи 25-44 лет, не менее 5 лет интернет-стажа, доход 45 тыс.руб. и более»(~2% от российской интернет-аудитории)90% из них покупают в онлайне55% делают это регулярно(в среднем раз в месяц и чаще)
- Speed? Intensity?
- Высокая доля регионов – это 60-70% от покупателей (столицы – 30-40%)Преобладание столиц – 50-60% в столицах, 40-50% в регионахДоминирование столиц – 65-80% в столицах, 20-35% в регионах
- Если успеем, перед этим слайдом еще 1-2 слайда про оплату карточками
- Сюда несколько буллетов – основные прогнозы по росту (в людях и деньгах) из отчета по рынку e-commerce