Trends in online behavior

Internet users in Russia spend more money on buying online and often make orders in foreign stores. The data of the OnLife'2017 research

Trends in online behavior

Ipsos Comcon publishes the data on shopping online from the OnLife'2017 survey studying online behavior of the Russian people aged 16+ in Russian cities with 100 000+ population. 

In the group of active Internet users the proportion of those who buys online has increased by 3 percentage points over the past year. According to the OnLife'2017 research 77% of respondents made purchases on the Internet at least once every 3 months.

The average spendings on online purchases are growing: in the 1st half. 2017 the average amount of online purchases for 3 months was 12 412 RUR (compared to 11 786 RUR in 1st half of 2016). 

The popularity of foreign retailers has increased by 15 percentage points over the last 3 years. In the 1st half of 2015 28% of active Internet users made purchases in the foreign Internet-stores. In the 1st half. 2017 the proportion increased to 43%. The leader among foreign online shops is the AliExpress: 42% of online shoppers made a purchase on AliExpress at least once in 3 months. The number of those who had bought something on AliExpress over the past two years has increased more than twice. 

Most of the purchases in foreign online stores are made because of lower prices compared to Russian stores (81%), a wider range of products (41%) and the availability of exclusive products that are absent in Russia (29%).

At the same time, 23% of active online users still refrain from online purchases. The main reason is the lack of need to shop online (43%). 18% of the respondents explain the abandonment of online shopping by lack of funds, 14% don't buy products online, because there is no ability to see / test the item before the purchase. Approximately one in ten do not trust online shopping or afraid of difficulties with the return-exchange.

The undisputed leaders in online shopping are clothing, shoes and accessories.

Every second of the respondents buys a product in the Internet using a mobile phone or tablet. Among those who shop online using smartphone or tablet, 62% do it via a special mobile app, and 52% through Internet browsers. 

The majority of Russians making purchases over the Internet, pay with a card online. According to the OnLife'2017 survey the propotion of those who pay for purchases by credit card in the Internet has increased from 60% in the 1st half of 2015 to 70% in the 1st half of 2017. The proportion of those who pay by card to the courier/in the delivery point has also increased from 21% to 26%. At the same time the number of those who pay for online orders by cash decreased from 53% in the 1st half of 2015 to 46% in the 1st half of 2017. The proportion of those who use electronic money, cash on delivery by mail or via the payment terminal has also decreased. 

Customer Experience