In 2024, the average check in Russia’s e-commerce sector decreased by 6% compared to 2023, and by 20% compared to 2022, according to a study by Go Mobile and MTS Ads. The current average purchase amount is 1.4 thousand rubles.
Experts attribute this steady decline to the growing influence of marketplaces, where the average check is significantly lower—about half of what it is in specialized or niche online stores. In the first half of this year, Russian consumers spent a total of 5.2 trillion rubles on marketplaces, accounting for 50% of the country’s total e-commerce turnover.
Despite the dominance of marketplaces, consumers still prefer specialized online stores when purchasing expensive goods.
This trend has been particularly noticeable among Russian clothing manufacturers, many of whom have reduced their sales on marketplaces. These brands are finding it challenging to position their products as premium items on large platforms, which typically cater to lower-cost purchases.
Nevertheless, marketplaces continue to evolve. Recently, Yandex Market introduced its updated application for buyers, dubbed Market 2.0, aimed at enhancing the customer experience.
Source: Kommersant
