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The growth rate of this segment, however, slowed down due to the departure of  foreign companies

The total turnover of the online retail market in Russia at the end of 2022 amounted to 5.7 trillion rubles, according to a study by the analytical company Data Insight, which was reviewed by Vedomosti. Compared to the year before, this figure increased by 38%. In physical terms, the growth is even more noticeable - about 65% to 2.8 billion orders. Infoline-analytics agrees with the Data Insight assessment, but the Association of Internet Trade Companies (AKIT) previously published a figure of 4.98 trillion rubles.

Despite significant growth, the pace of development of this market has slowed down. In 2021, the total turnover of this segment increased by 52% in monetary terms and by 104% in physical terms compared to the previous year.

Such a decrease in the Data Insight study is explained by the departure from the market of a significant part of the players, especially premium ones. In fact, online sales grew solely due to the transition of consumers from conventional retail to online, says Fyodor Virin, partner of this company. He recalls that the players in this segment have done a lot for this, investing heavily in infrastructure (warehouses, logistics, etc.) in 2019-2022. It is online companies, especially marketplaces, that have become the main beneficiaries of the departure of international suppliers and retailers from the Russian market, as well as a decrease in traffic in shopping centers, Mikhail Burmistrov, CEO of Infoline Analytics, agrees.

The Data Insight study also says that the main growth in online sales in 2022 was provided by large universal marketplaces. In the second half of 2022, their share reached a record 73% in the total number of orders. Similar data for "Infoline-analytics".

According to the forecast of Data Insight, in 2023 the total share of the two market leaders - Wildberries and Ozon - will average 53% in online sales and 77% in orders for the year. The representative of Wildberries does not agree with this. He recalls that, according to Rosstat, three players in this segment (including Yandex projects) at the end of 2022 occupied only 39.4% of the online sales market. Ozon did not respond to a request. The representative of Yandex only noted that last year the turnover of the company's e-commerce segment (it includes Market, Lavka, Food and Delivery Club since September 8, 2022) almost doubled compared to the year before – up to 308 billion rubles. A noticeable increase was shown by categories such as household goods and clothing and footwear, he said. Increased sales of goods by 40% and "Avito".

Among the main market trends in 2022-2023 Data Insight sees a decrease in the share of impulsive and premium purchases and a noticeable decrease in the average check (now it is 2010 rubles, which is 16% less than it was in 2021).

“In 2023, we expect the market to grow by 33–34% to RUB 7.6 trillion,” says Burmistrov. Of these, according to his forecast, the segment of food products will increase by 45% (up to 900 billion rubles) and by 31-32% (up to 6.6-6.65 trillion rubles) - non-food. Data Insight assessment - market growth to 7.4 trillion rubles. Even taking into account a slight slowdown in the growth rate of the Russian e-commerce market, they still exceed the global ones, says AKIT President Artem Sokolov. According to him, we have a higher potential, since this channel in Russia began to develop a little later than in other countries.

Online trading is a relatively new format, but the stage of active growth has been passed for it, says Andrey Karpov, President of the Russian Association of Retail Market Experts. In his opinion, this segment will develop in the near future, but not at such a rapid pace as in the past few years.

Source: https://www.vedomosti.ru/business/articles/2023/03/23/967746-onlain-prodazhi-v-rossii-po-itogam-2022-goda-uvelichilis?utm_campaign=newspaper_23_3_2023&utm_medium=email&utm_source=vedomosti