Insights into the growth of Russian eCommerce


Russia is home to 144.32 million people with a total GDP of 1.28 trillion USD and GDP per capita of 11,248 USD, which is expected to reach 12,932 USD by 2022.

Digital User Insights

There are currently 50.03 million eCommerce users in Russia, who spend $360.06 USD online annually. Four years from now, an expected 61.55 million online shoppers will spend approximately $403.91 USD.

Internet usage

Dividing internet usage into age groups gives a better picture of the Russian eCommerce market – 95% of 16-24 year olds, 88% of 25-34 year-olds and 83% of 35-44 year-olds log on daily. The older generations also log on regularly with 45-54 year-olds and over 55s showing a 70% and 68% daily penetration rate, respectively.

Product Categories

Total Russian eCommerce revenue across all product categories is 18.01 billion USD, and is expected to grow to 24.86 billion USD by 2022. Fashion is currently the leading product category in Russia, accounting for 5.38 billion USD market share, followed by Toys, Hobby & DIY, which generates 4.58 billion USD in sales.

By 2022, Fashion will still be the most purchased online category, with an estimated value of 7.66 billion USD, and second favorite, Toys, Hobby & DIY, will have an expected worth of 5.80 billion USD.


In 2016, Russia was ranked 99th in the World Bank Logistics ranking.

Preferred Online Payments

42% of Russian shoppers like to pay via debit card when shopping online.

Where does Russia buy from?

China supplies Russia with 37.3 billion USD in imports – ranging from cars to machinery. Russia's other key import partners are Germany ($23.6 billion), Belarus ($10.9 billion), Italy ($7.44 billion) and the United States ($5.79 billion).

Internet and Device Usage

Internet penetration in Russia is currently 62.4%, and should reach 64.4% by 2022. Smartphone penetration is a little less (57.5%), but is projected to grow to 65.5% in the next four years.

90% of online shoppers in Russia buy via desktop, a stark contrast to the amount of smartphone (4%) and tablet (4%) shoppers.


In 2018, an estimated 3 billion USD of Russia's ad spend will be spent on internet advertising.

Social Media

72.32 million people in Russia are active social network users, thanks to YouTube, VKontakte and Odnoklassniki, which are the leading social networks.

For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets.

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