Tinkoff eCommerce, as part of the Tinkoff Data analytical project, conducted a study of the development of online trading in Russian cities with a population of over a million. The study presents data on anonymous transactions of Tinkoff clients for the first quarter of 2024, which are compared with the same period in 2023.
On average in Russia, the turnover of sellers on marketplaces increased by 42%. The fastest growing cities, where turnover on marketplaces grew the most significantly, were:
- Omsk – by 64%;
- Krasnoyarsk – by 63%;
- Novosibirsk – by 56%;
- Chelyabinsk – by 55%;
- Perm and Kazan – by 53%.
The rest of the million-plus cities are ranked in the following order: Ufa ( +50%), Volgograd (+47%), Krasnodar (+45%), Yekaterinburg (+44%), Samara (+43%), St. Petersburg (+42%), Rostov-on-Don (+40 %), Nizhny Novgorod (+38%), Voronezh (+36%). Moscow closed the list (+31%).
The number of orders on marketplaces also increased in all cities with a population of one million – the average increase in Russia was 38%.
The top five also included Omsk (+57%), Krasnoyarsk (+53%), Novosibirsk< /b> (+49%), Chelyabinsk (+48%), Perm (+46%).
Moscow showed the smallest increase in the number of transactions on marketplaces among the regions under consideration – it amounted to 26%.
The study also analyzed the popularity of six universal marketplaces in million-plus cities. In almost all regions, more than half of purchases on marketplaces are made on Wildberries, with the exception of four cities – Moscow, Yekaterinburg, Kazan and St. Petersburg. In the latter, Wildberries lost the championship to Ozon, which accounts for 52% of orders on marketplaces.
As for online stores, over the past year they showed an increase in turnover by 7% on average in Russia. In almost all million-plus cities, with the exception of four, the dynamics were positive – from +2% to +16%.
The top three in terms of increasing turnover in online stores included:
- Ekaterinburg – an increase of 16%;
- Moscow – by 15%;
- St. Petersburg – 14%.
Negative indicators for:
- Volgograd – reduction by 7%;
- Ufa – by 5%;
- Novosibirsk – by 1%.
If we talk about the number of transactions, it grew only in three regions – Krasnoyarsk (+6%), Perm (+1%) and Samara (+1 %). In other regions, this figure decreased, and on average in Russia the number of payments in online stores decreased by 17%.
Ilya Kretov, Director of Tinkoff eCommerce:
“Marketplaces remain the main drivers of online commerce in Russia, and we see that the regions are now playing a key role in their development. The market is experiencing a flow of traffic from capitals to million-plus cities due to the oversaturation of the former and the strong growth of the latter. We believe that online entrepreneurs need to look for new clients outside of Moscow and St. Petersburg.
In addition, according to Tinkoff eCommerce, we see that the average bill for an online order has grown in online stores (+24%) and on marketplaces (+3%). This suggests that consumer demand in the regions has returned to a level where people are willing to spend more on online shopping and are not afraid to make expensive purchases.”
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