Shopping online is increasingly popular amongst Internet users in Russia. According to data gathered by Gemius, in October last year over 44.9 mln Russian Internet users visited e-commerce websites. This is an increase of 5.2 mln compared to the same month the previous year. The time spent on e-commerce websites in Russia has grown from an average of 1.32 minutes per visitor in October 2012 to 2.07 minutes in October 2013.

1. We support knowledge driven
business decisions.com
E-COMMERCE IN RUSSIA 2013

2. 2
What is the potential of
Russian e-commerce market?

3. 3
Size of online retailing market is on the rise
8
13
25
Prognosis regarding the size of online
retailing market in Russia ($ milliard)
2010 20142011
Source: Data Insight research agency
At present, in Runet there are 2000 shops with
more than 10 completed orders per day and
fewer than 100 shops with more than 1000
completed orders per day.
According to Anton Melekov, head of the
Russian branch of Gemius, those numbers
allow to take seriously into consideration a
consolidation of Russian e-commerce market.

4. Which e-commerce company earns the most?
Changes on the podium
Citilink (Ситилинк) overtook the last year’s leader of the Center of Strategic Research
“Enter” rating— Ulmart (Юлмарт). Its revenues increased from 8 million RUB in
2011 to 18.9 million RUB in 2012. Ulmart (Юлмарт) descended on the third position
(9.6 million RUB in 2011/ 14.3 million RUB in 2013).
It is also worth noting that four out of the top 10 online shops belong to the RTV/AGD
category.

5. 5
Company Category
E-shop launch
date
Ситилинк RTV, AGD 2008 18.9 124 13
Exist.ru Automotive 1999 14.7 265 66
Юдмарт RTV, AGD 2008 14.3 94 15
Утконос Varied 2000 8.7 45 1
Связной RTV, AGD 2002 7.8 2852 77
OTTO* Clothes & Shoes 2006 6.9 25 20
Ozon.ru** Varied 1998 5.8 184 46
холодильник.ру RTV, AGD 2003 5.7 8 3
Комус Office articles 2000 4.8 56 4
Wildberries Clothes 2005 4.8 114 55
*Revenues together in Otto.ru & Quelle.ru
** Revenues only in Ozon.ru Source : Analysis by CSR Enter through SMI data
No. of regions
with online shops
Which e-commerce company earns the most?
Number of
offline shops
Revenues
(net bln RUB)

6. 6
E-commerce websites measured in gemiusAudience research
Source: gemiusAudience, Fusion Panel, October 2013
220-volt.ru
WEB-SITE
Exist.ru
Euroset.ru
Enter.ru
Eldorado.ru
Ebay.com
E5.ru
Doska.com
Dns-shop.ru
Dmir.ru
Detmir.ru
Delivery-club.ru
Butik.ru
Booking.com
Bonprix.ru
Biglion.ru
Bay.ru
Barahla.net
Avon.ru
Avito.ru
Aviasales.ru
Amazon.com
Alloy.ru
Aliexpress.com
DIY, Home
CATEGORY
Auto spares
Electronics
Online mall
Electronics
Market
Online mall
Classifieds
Electronics
Classifieds
Toys, Clothes, Children
Food delivery
Clothes
Avia, Hotels
Clothes
Group Buying
Market
Classifieds
Cosmetics
Classifieds
Avia, Hotel
Market
Classifieds
Market
Lamoda.ru
WEB-SITE
Svyaznoy.ru
Sportmaster.ru
Sotmarket.ru
Softkey.ru
Skyscanner.ru
Shoptime.ru
Sapato.ru
Quelle.ru
Pulscen.ru
Price.ru
Piluli.ru
Paypal.com
Ozon.ru
Oriflame.com
Nix.ru
My-shop.ru
Mvideo.ru
Molotok.ru
Mnogo.ru
Mediamarkt.ru
Mamsy.ru
Mail.ru - Torg
Laredoute.ru
Clothes
CATEGORY
Electronics
Clothes, Sport goods
Electronics
Software
Avia, Hotel
Clothes
Clothes
Clothes
Classifieds
Classifieds
Health
Payment system
Online mall
Cosmetics
Electronics
Online mall
Electronics
Market
Bonus system
Electronics
Toys, Clothes, Children
Market
Clothes
Webmoney.ru
WEB-SITE
Vsemayki.ru
Vseinstrumenti.ru
Vigoda.ru
Unibo.ru
Ulmart.ru
Top-shop.ru
Tiu.ru
Technosila.ru
Taobao.com
Labirint.ru
Kuponator.ru
Kipivip.ru
Komus.ru
Irr.ru
Ikea.com
Holodilnik.ru
Groupon.ru
Farpost.ru
Metro-cc.ru
Yves-Rocher.ru
Yandex.ru - Market
Wildberries.ru
Wikimart.ru
Payment system
CATEGORY
Clothes
DIY, Home
Group buying
Classifieds
Electronics
DIY, Home
Classifieds
Electronics
Market
Chancery , Office, Books
Group buying
Clothes
Chancery , Office, Books
Classifieds
DIY, Home
Electronics
Group buying
Classifieds
Online mall
Cosmetics
Market
Clothes
Online mall

7. 7
E-commerce websites gain on popularity
Source: gemiusAudience, Fusion Panel, January - October 2013
6.81
6.496.79
8.28
5
6
7
8
January February March April May June July August September October
2012
2013
Number of Real
Users (mln)
Average daily number of users on e-commerce sites
Compared with the last year, the number of people visiting e-commerce websites has increased.
The average number of visitors per day in 2012 was 6.39 million people and in 2013 – 6.99 million people.

8. 8
Internet users are increasing their egagement on e-commerce websites
Source: gemiusAudience, Fusion Panel, January - October 2013
OCTOBER 2012 OCTOBER 2013
39 625 214 Users 44 862 307 Users 13.21%
NUMBER OF VISITORS (REAL USERS)
AVERAGE TIME BY VISITOR
AVERAGE NUMBER OF VIEWS BY ONE VISITOR
109.24 Page views 149.60 Page views
1 hour 32 minutes 42 seconds 2 hours 7 minutes 31 seconds
36.94%
29.91%
Compared with the last year, not only the number of people visiting e-commerce websites has increased,
but also more websites are visited and more time is spent on them.

9. 9
Most visitors of e-commerece websites come from Central Federal District
Source: gemiusAudience, Fusion Panel, January - October 2013
Oct. 12: 13.59%
Oct. 13: 16.38%
Oct. 12: 10.44%
Oct. 13: 11.16%
Oct. 12: 13.87%
Oct. 13: 14.94%
Oct. 12: 14.69%
Oct. 13: 13.75%
Oct. 12: 3.22%
Oct. 13: 4.34%
Oct. 12: 12.54%
Oct 13: 13.79%
Oct. 12: 8.78%
Oct. 13: 9.09%
Moscow: October 2012 – 17.94%. October 2013 – 11,35%
Saint-Petersburg: October 2012 – 4.92%. October 2013 – 5.21%

10. 10
Mobile applications are the future
Source: gemiusAudience, Fusion Panel, October 2013, gemiusRanking, October 2013 (http://www.rankingru.com)
If your e-shop does not have any mobile application yet …
…we recommend you create one!
Over 66 million of Russians are online! Internet penetration in this country has increased from 47% in January 2012 to
57% in October 2013. Mobile devices traffic constitutes around 7% off all traffic and is gradually increasing!
47% 48%
51% 50% 51%
49% 49% 49% 50% 50%
51%
52% 52% 53% 53% 53% 54%
54% 55% 55% 55%
57%
42%
44%
46%
48%
50%
52%
54%
56%
58%
Internet penetration in Russia

11. 11
Number of Real Users: 4 033 947
TG in Runet: 6.09%
Page Views: 7 560 273 729
Average time per visit: 9 min 14 sec
There is a really big interest through the audience with good income level to online-shops!
Number of Real Users: 8 690 120
TG in Runet: 13.13%
Page Views: 14 392 681 097
Average time per visit: 9 min 50 sec
Runet, Women Runet, Men
E-commerce, Women E-commerce, Men
Number of Real Users: 3 189 475
Audience composition: 7.11%
Runet, Reach: 72.74%
Number of Real Users: 5 934 385
Audience composition: 13.23%
Runet, Reach: 70.10%
Source: gemiusAudience Fusion Panel. October 2013
Income Level – Average, More than Average (from 29 811 RUB per person/monthly.
According to Roskomstat. All Russia
Which gender buys more online?

12. 12
Do we need any consolidation in fight from international giants?
LOCAL PLAYERS, ТOP-4
The total audience
coverage:
OCTOBER 2012 – 47.66%
OCTOBER 2013 - 46.87%
INTERNATIONAL GIANTS, TOP-4
The total audience
coverage:
OCTOBER 2012 – 4.57%
OCTOBER 2013 - 15.20%
International giants– growth of audience reach by more than 300%!! What will be next?
GROWTH IN THE NUMBER OF REAL USERS from 2.69 mln to 10 mln.
VS
*Source: gemiusAudience Fusion Panel. October 2012 - October 2013

13. 13
Different categories = different audience
Source: gemiusAudience, Fusion Panel, October 2012- October 2013. Based on data gathered from the e-commerce web-sites included
in the research.
TOP-MANAGEMENT
(Including owners of small businesses)
MIDDLE-MANAGEMENT / HEAD OF DEPARTMENTS
SPECIALISTS / CHIEF SPECIALISTS
26.25%
20.46%
20.16%
36.51%
22.55%
20.71%
40.85%
30.97%
30.64%
OFFICE WORKERS / ASSISTANTS
18.48%
10.77%
10.54%
TOP 3 visited e-shops by Occupation

14. 14
Different categories = different audience
Source: gemiusAudience, Fusion Panel, October 2012- October 2013. Based on data gathered from the e-commerce web-sites included
in the research.
14.90%
«BLUE COLLARS»
CIVIL WORKERS
32.12%
29.75%
29.45%
16.29%
16.18%
HOUSEWIFES
33.48%
21.87%
21.69%
STUDENTS
27.88%
22.88%
21.60%
PENSIONERS
20.09%
12.79%
9.76%
TOP 3 visited e-shops by Occupation

15. 15
October 2013
REAL USERS: 1.97 mln
AVERAGE TIME PER VISITOR: 24 min
DEPTH OF VIEW: 31.16
Max. % from audience composition:
GENDER: WOMEN, 51.44%
AGE: 25 – 34, 32.56%
INCOME: 15 001 – 30 000 RUB, 31.83%
OCCUPATION: Student, 22.88%
October 2013
0.75 mln: REAL USERS
12 min: AVERAGE TIME PER VISITOR
14.11: DEPTH OF VIEW
Max. % from audience composition:
59.44%, MEN: GENDER
27.67%, 25-34: AGE
38.69%, 15 001 – 30 000 RUB: INCOME
29.14%, Specialist / Chief Specialist: OCCUPATION
Audience Duplication: 86192 Real Users
*Source: gemiusAudience Fusion study. October 2013
vs
Payment Systems in Russia

16. 16
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14 years of experience
Over 2 500 clients
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measurement currency
in +30 markets
+3 000 online camapaigns
measured by gemiusDirectEffect
monthly
first page optimization
based on +2 bln clicks
measured monthly
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publishers serving +35 bln
impressions with AdOcean
monthly
+450 thousand websites
measured per year

17. 17
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18. Anton Melekhov
Country Manager
e-mail: anton.melekhov@gemius.com
mobile: +7(926)166-77-02
Gemius Russia Ltd.
ул. Дружинниковская, д. 15
123242, г. Москва
Contact us!
www.gemius.com