More than 50% of Russians shop online on their own initiative

After joining forces with Yula to survey more than 1,200 Russian respondents, the analysis agency ResearchMe found that e-commerce in Russia is booming, with more and more Russian consumers starting to shop online on their own initiative.

The COVID-19 pandemic is the biggest driving force for consumers to spontaneously start making online purchases. Research shows that about one-third of respondents have started to shop online more frequently since the pandemic .

ResearchM 's survey results show that more than 50% of respondents said they would make spontaneous purchases on the Internet . The most frequently purchased product categories are clothing and electronics, and cosmetics and jewelry are also popular categories for spontaneous purchases by Russian consumers .

Frequently purchased product categories differ depending on the consumer's gender. Almost every second male respondent noted that he spontaneously purchased electronic products, while a third of female respondents spontaneously purchased clothing products . Almost one in five respondents made such purchases weekly, and about once every 2-3 months.

A psychotherapist said that spontaneous shopping is an effective way to temporarily reduce anxiety, which is also an important reason why more and more Russian consumers are starting to spontaneously shop online. The psychotherapist also said that the demand for psychotherapy services in Moscow has doubled in the past year, and the main demands of customers are "anxiety, anxiety, and difficulty in managing anxiety.

During the holidays, this spontaneous shopping behavior is even more obvious. Especially on promotional days such as Black Friday , people tend to double their spontaneous shopping behavior .

This psychological behavior may cause consumers to blindly buy some goods they don’t need. During the ResearchMe survey, 70% of the respondents said that they faced the situation of buying items that were useless. These things can only be given to friends or resold through social networks and resale platforms.

In addition, during the research process of ResearchMe , it was found that two-thirds of the respondents had a positive attitude towards November sales , believing that they could buy goods at a large discount, which was profitable for them.

Russia

Market Dynamics

E-commerce