Top 30 Russian e-commerce platforms in 2020: Chinese platforms top the list

Recently, Brand Analytics analyzed more than 28 billion Russian posts published on social media such as Facebook, Instagram, TikTok, Twitter, YouTube, Telegram, etc. in 2020. Based on these data, Brand Analytics screened out the information related to e-commerce discussed by Russians on various social media, and rated the top 30 most popular Russian e-commerce platforms and the changes in Russians' online shopping interests .

The most popular Russian e-commerce platform list is released, with AliExpress leading the pack

According to its public data, AliExpress has topped the Russian popularity list and has become the e-commerce platform that Russians pay the most attention to. Data shows that users have discussed e-commerce platforms on social media for a total of about 26 million times , of which more than 12.42 million times were about AliExpress. As can be seen from the figure below, AliExpress's data is far ahead of other e-commerce platforms.

The red box is the AliExpress data

Ozon, which successfully went public in the United States in November last year, ranked second on the list despite only receiving 2.25 million discussions . 2020 is of great significance to Ozon. In the first three quarters of last year, Ozon's order volume increased by 130% compared with the same period in 2019. At the end of November, Ozon was successfully listed on the Nasdaq Stock Exchange. After the listing, its market value rose rapidly, reaching US$10.954 billion in mid-January this year.

In third place is Wildberries , which was mentioned 1.96 million times by Russians. Although it ranks third, Wildberries also made a lot of "big moves" last year. Last year, Wildberries opened three new sites in Poland, Slovakia and Ukraine, accelerating its expansion in the European market.

Check out the full list here↓

"Russian e-commerce platform popularity list" (compiled by Yien.com)

Demand for food delivery, groceries explodes

Brand Analytics ' study also analyzed the changes in Russians' online shopping needs. As shown in the figure below, food delivery (rose-red curve) and grocery products (yellow curve) surged in July and August last year, respectively. Although grocery products have ups and downs, they are generally on an upward trend like food delivery. In December last year, food delivery reached a new peak, receiving 133,000 discussions. The popularity of food delivery has also changed the demand for the Russian labor market, and food delivery drivers have become one of the most popular professions in Russia.

Russian online shopping interest change curve

According to the data in December, books (blue curve) ranked second. When the first wave of the epidemic began abroad, people's interest in books surged . Although it declined overall after March, the data in December has gradually returned to the same level as last January. Another strong proof of the popularity of books is that among the top 30 e-commerce companies in Figure 1, only Labirint (ranked fifth) and LitRes (ranked eighth) two book vertical e-commerce companies received 1.35 million discussions, ranking second in the "Classification E-commerce Popularity List" .

The red box represents the total popularity of the "Books" e-commerce platform

We can also obtain more market information from Figure 2. For example, although children's products (purple curve) are the least discussed, this type of product does not fluctuate much overall, and the sales data of e-commerce platforms also show that the demand for children's products is relatively stable.

In addition, the popularity of clothing and footwear (orange curve) has declined most significantly , plummeting when the epidemic broke out and still showing a downward trend in December. The decline in popularity is also reflected in the market. According to data previously released by Fashion Consulting Group, the retail sales of the Russian clothing and footwear market in 2020 fell sharply by about 25% compared with 2019 , reaching only 1.7 trillion rubles (about 149.3 billion yuan).

Russia

Wildberries

Ozon

AliExpress