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~ Welcome ~

FOREWORD

getting used to purchasing their daily commodities online.

3. Buys in sales, uses coupons and promo codes
71% of Russians have purchased something at a discount recently.
Online shops’ loyalty programs are very popular among Russian
customers, and 61% of Russians use them. In addition, Russians
also like promo codes, coupons and cashback services.

4. Is family-oriented
More than 50% of Russian consumers shop not just for
themselves, but for the whole family. As it turns out, this is 8%
higher than the global average. A third shops for themselves
regularly. That means family-oriented marketing activities may be
your competitive advantage in the Russian market.

5. Uses mobile phone frequently
Russian consumers are using their mobile phones more and more
ZDRAVSTVUJTE! Having a mobile version of a website is a must to be successful in
each year to search for a product online and to make a purchase.
the Russian market: big city residents do not spend much time
(THAT MEANS “HELLO!” IN RUSSIAN)
at home and shop online while on the subway or in a queue. Due
to the COVID-19 pandemic, 22% of Russian consumers have
onsumers all over the world have different started using credit cards as their primary payment method.
wishes and expectations when it comes to online
Cshopping. That is why it is of great importance Bearing in mind all of the above, remember, logistics is key if you
to identify these differences and thus gain a competitive are going to enter the Russian market. So, choose a reliable and
advantage within different markets across the world. The well-known delivery service – Boxberry International is a perfect
Russian market is vast and welcoming. Ninety million match. Last month, we also started working with Magento and
active internet users are your potential customers, think Google, so if you are afraid of a complicated integration process,
about that! Understanding the people in this market may we’ve got you covered.
give a significant boost to your sales. May I present to you
– a Russian customer, and the critical facts you need to Best,
get to know them.
Alex Krasnov
1. Likes foreign goods Alex Krasnov is CCO at Boxberry International.
The typical Russian consumer loves foreign goods and often
prefers them over local goods. The most popular product
categories Russians buy from abroad are clothing and footwear,
digital and home appliances, accessories, gifts, goods for pets/
plants, and health & beauty products. (Find out more about the
Russian customer journey when he/she buys something from
abroad in our article further in this issue).

2. Purchases online regularly
The proportion of Russians who bought something online in the
past six months is 42% (the same percentage for Moscow is 60%).
This number is increasing every year. The COVID-19 pandemic
has also affected the e-commerce market – more Russians are

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