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ロシアの消費者意識とオンライン小売業の動向:2014年〜2019年

Consumer Attitudes and Online Retail Dynamics in Russia, 2014-2019

発行 Conlumino 商品コード 290626
出版日 ページ情報 英文 97 Pages
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ロシアの消費者意識とオンライン小売業の動向:2014年〜2019年 Consumer Attitudes and Online Retail Dynamics in Russia, 2014-2019
出版日: 2015年08月31日 ページ情報: 英文 97 Pages
概要

ロシアのオンライン小売市場は、停滞気味の経済環境にもかかわらず、急速なペースで拡大しています。インターネット基盤の整備によって、インターネットへ手頃にアクセスできるようになり、所得水準の上昇、コンピューターリテラシーの増加に伴って、発展途上にある都市が、将来は潜在的な小売市場になると予測されています。

当レポートでは、ロシアのオンライン小売業の動向とオンラインショッピングへの消費者の意識について調査分析し、オンラインショッピング環境、消費者のオンラインショッピングへの意識と行動、オンラインチャネルの市場シェア、販売商品のカテゴリー別の市場規模 (実績/予測) 、競合環境、主要オンライン小売業者のケーススタディなどについて、体系的な情報を提供しています。

第1章 イントロダクション

第2章 エグゼクティブサマリー

第3章 市場概要

第4章 消費者に関する考察:オンラインショッピングへの意識と行動

  • ロシアのオンラインショッピング環境
    • インターネット普及率の拡大で成長促進
    • ブロードバンドサービスの拡大がエクスペリエンスを後押し
    • 貧弱な物流インフラから、独自の製品配送システムを構築する必要がある
  • 消費者の意識と行動
    • マルチチャネルの小売業が優勢
    • ソーシャルメディアが顧客と関わる十分な機会を提供
    • オフショア小売購入が拡大
    • モバイル機器によるインターネットアクセスの人気の高まりが、モバイルショッピングへの扉を開く
    • 最も人気のある支払方法は代引き (COD)
    • 都市部の中産階級人口の増加が成長を促進

第5章 オンラインチャネルの動向

  • 小売販売全体に対するオンラインチャネルのシェア
    • オンライン vs. オフラインチャネルの予測
    • オンラインの普及率:世界 vs. 地域の比較
  • チャネルの動向
    • 小売チャネルの動向:将来の実績
    • チャネルグループのシェアの発展
    • 個別チャネルの業績
  • カテゴリー別の動向
    • オンライン vs. オフライン小売販売比較:カテゴリーグループ別
    • オンライン小売市場の動向:カテゴリー別
    • オンライン小売販売のシェア:カテゴリーグループ別
    • オンライン小売販売の成長:個別カテゴリー別
    • 食品・食料雑貨カテゴリー:市場規模と予測
    • 電気・電子機器カテゴリー:市場規模と予測
    • 音楽・ビデオ・娯楽ソフトウェアカテゴリー:市場規模と予測
    • アパレル・アクセサリー・バッグ・皮革商品カテゴリー:市場規模と予測
    • 書籍・新聞・文房具カテゴリー:市場規模と予測
    • スポーツ・レジャー用品カテゴリー:市場規模と予測
    • 家具・床材カテゴリー:市場規模と予測
    • 家庭・園芸用品カテゴリー:市場規模と予測
    • 健康・美容用品カテゴリー:市場規模と予測

第6章 ケーススタディ:ロシアの主要オンライン小売業者

  • Utkonos
    • 事業内容
    • サイトエクスペリエンス
  • Ozon
    • 事業内容
    • サイトエクスペリエンス
  • Wildberries
    • 事業内容
    • サイトエクスペリエンス
  • M.Video
    • 事業内容
    • サイトエクスペリエンス
  • その他の革新的小売業者
    • Mango Russia
    • E5.ru
    • Shoppable walls from Media Markt

第7章 付録

図表

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目次
Product Code: RT0215IS

Summary

The online retail market in Russia is expanding at a rapid pace despite a gloomy economic environment. Cash-strapped Russian shoppers are looking for cheaper deals and value for money and in the process are purchasing more goods online, where cash on delivery is the most preferred payment method. Until recently, the country's tier I cities, such as Moscow and Saint Petersburg, were responsible for the majority of online retail sales in the country. However, improvements in internet infrastructure, affordable access to the internet, rising income levels, and increasing computer literacy, developing cities will be potential retail markets in the future.

Key Findings

Retailers continue to strategize on multi-channel convergences to make the shopping experience more convenient and easy

Rising cross-border sales fuelling Russian e-commerce growth

Cash on delivery continues to be the most preferred and commonly accepted mode of payment among the Russians

Rising internet penetration (70.5%) and increasing accessibility through mobile devices will open doors to the mobile shopping

Electrical and electronics will continue to lead with a share of 51.6% of the overall online market in 2019, while health and beauty will be fastest growing category over 2014-2019

Synopsis

"Consumer Attitudes and Online Retail Dynamics in Russia, 2014-2019" provides data for historic and forecast online retail sales, and also includes information on the business environment and country risk related to the Russian online retail environment. In addition, it analyses the key consumer trends influencing the Russian online retail industry.

What else does this report offer?

It provides in-depth analysis of the latest trends in online consumer shopping, covering the factors driving online shopping, consumer insights, market dynamics (covering 26 product categories), and reviews of the latest best practice in online retail site design

Based on the latest data, the report not only provides details of the size and growth of this increasingly important channel, it also provides essential context on the penetration of online sales by product groups, how growth has developed over time, and key factors, with forecasts, that will drive this market in the future

Reasons To Buy

Improve market and strategic planning using highly granular, forward-looking market data across 26 categories under nine product groups that include: Apparel, Accessories, Luggage and Leather Goods, Books, News and Stationery, Electricals and Electronics, Food and Grocery, Health and Beauty, Furniture and Floor Coverings, Home and Garden Products, Music, Video and Entertainment Software, and Sports and Leisure Equipment

Understand which products will be the major winners and losers in the online arena in the coming years

Get an in-depth analysis of the latest trends in online retailing in the US, covering the factors driving online spending across the categories

Learn from best practice approaches outlined in the case studies of leading online retailers by examining their unique retailing attitudes and review innovative retailers, providing insights and ideas to remain competitive and profitable

Table of Contents

1. Introduction

  • 1.1. What is this Report About?

2. Executive Summary

3. Market at a glance

4. Consumer Insight: Online Shopping Attitudes and Behaviors

  • 4.1. Overview of Russia Online Shopping Environment
    • 4.1.1. Increasing internet penetration will help the growth of online retailing
    • 4.1.2. Growing broadband service adoption will improve online shopping experience
    • 4.1.3. Russia's poor logistical infrastructure is forcing online retailers to invest in building their own product delivery system
  • 4.2. Consumer Attitudes and Behaviour
    • 4.2.1. Multi-channel retailing gaining ground among the retailers
    • 4.2.2. Social media provides ample opportunity for online retailers to engage customers
    • 4.2.3. Offshore retail purchases increased as consumers preferred international retailers
    • 4.2.4. Increasing popularity of internet access through mobile devices will open doors to mobile shopping
    • 4.2.5. Cash on delivery is the most popular mode of payment
    • 4.2.6. Rising number of urban middle class population will fuel the growth in online retail

5. Online Channel Dynamics

  • 5.1. The Online Channel's Share of Total Retail Sales
    • 5.1.1. Russia online vs. offline channel forecasts
    • 5.1.2. Online penetration: global and regional comparisons
  • 5.2. Channel Dynamics
    • 5.2.1. Russia retail channel dynamics - future performance
    • 5.2.2. Channel group share development
    • 5.2.3. Individual channel performance
  • 5.3. Category Dynamics
    • 5.3.1. Online vs. offline retail sales comparison by category group, 2014
    • 5.3.2. Online retail market dynamics by category
    • 5.3.3. Online retail sales share by category group
    • 5.3.4. Online retail sales growth by individual category
    • 5.3.5. Food and grocery categories: market size and forecasts
    • 5.3.6. Electrical and Electronics categories: market size and forecasts
    • 5.3.7. Music, video, and entertainment software categories: market size and forecasts
    • 5.3.8. Apparel, accessories, luggage and leather goods categories: size and forecasts
    • 5.3.9. Books, News and Stationery categories: Market Size and Forecasts
    • 5.3.10. Sports and Leisure equipment categories: market size and forecasts
    • 5.3.11. Furniture and floor coverings categories: market size and forecasts
    • 5.3.12. Home and Garden categories: market size and forecasts
    • 5.3.13. Health and Beauty categories: market size and forecasts

6. Case Studies: Leading Online Retailers in Russia

  • 6.1. Retailer 1: Utkonos
    • 6.1.1. Business description
    • 6.1.2. Site experience
  • 6.2. Retailer 2: Ozon
    • 6.2.1. Business description
    • 6.2.2. Site experience
  • 6.3. Retailer 3: Wildberries
    • 6.3.1. Business description
    • 6.3.2. Site experience
  • 6.4. Retailer 4: M.Video
    • 6.4.1. Business description
    • 6.4.2. Site experience
  • 6.5. Other Innovative Retailers in Russia
    • 6.5.1. Mango Russia
    • 6.5.2. E5.ru
    • 6.5.3. Shoppable walls from Media Markt

7. Appendix

  • 7.1. Definitions
    • 7.1.1. This report provides 2014 actual sales; while forecasts are provided for 2015 - 2019
  • 7.2. Summary Methodology
    • 7.2.1. Overview
    • 7.2.2. The triangulated market sizing method
    • 7.2.3. Industry surveys in the creation of retail market data
    • 7.2.4. Quality control and standardized processes
  • 7.3. About Conlumino
  • 7.4. Disclaimer

List of Tables

  • Table 1: Online Retail Sales in Russia, 2014 and 2019
  • Table 2: Russia Online vs. Offline Retail Sales and Forecast (RUB billion), 2009-2019
  • Table 3: Russia Online vs. Offline Retail Sales and Forecast (US$ billion), 2009-2019
  • Table 4: Russia Online vs. Offline Retail Sales and Forecast (% Share), 2009-2019
  • Table 5: Russia Online Sales vs. Global Average, 2009, 2014 and 2019
  • Table 6: Russia Online Sales vs. Central and Eastern Europe, 2009, 2014 and 2019
  • Table 7: Russia Overall Retail Segmentation (RUB billion) by Channel Group, 2009-2019
  • Table 8: Russia Channel Retail Sales and Forecast (RUB billion) by Channel Group, 2009-2019
  • Table 9: Russia Channel Retail Sales and Forecast (US$ billion) by Channel Group, 2009-2019
  • Table 10: Russia Channel Retail Sales and Forecast (% Share) by Channel Group, 2009-2019
  • Table 11: Russia Channel Retail Sales and Forecast (RUB billion) by Channel, 2009-2019
  • Table 12: Russia Channel Retail Sales and Forecast (US$ billion) by Channel, 2009-2019
  • Table 13: Russia Retail Sales Split (RUB million), Online vs. Offline, 2014
  • Table 14: Russia Retail Sales Split (US$ million), Online vs. Offline, 2014
  • Table 15: Russia Online Market Dynamics by Category Group, 2009-2019
  • Table 16: Russia Online Retail Sales and Forecast (RUB million) by Category Group, 2009-2019
  • Table 17: Russia Online Retail Sales and Forecast (US$ million) by Category Group, 2009-2019
  • Table 18: Russia Total and Online Retail Sales in Food and Grocery Categories (RUB million), 2009-2019
  • Table 19: Russia Total and Online Retail Sales in Food and Grocery Categories (US$ million), 2009-2019
  • Table 20: Russia Total and Online Retail Sales in Electrical and Electronics Categories (RUB million), 2009-2019
  • Table 21: Russia Total and Online Retail Sales in Electrical and Electronics Categories (US$ million), 2009-2019
  • Table 22: Russia Total and Online Retail Sales in Music, Video and Entertainment Categories (RUB million), 2009-2019
  • Table 23: Russia Total and Online Retail Sales in Music, Video and Entertainment Categories (US$ million), 2009-2019
  • Table 24: Russia Total and Online Retail Sales in Apparel, Accessories, Luggage and Leather Categories (RUB million), 2009-2019
  • Table 25: Russia Total and Online Retail Sales in Apparel, Accessories, Luggage and Leather Categories (US$ million), 2009-2019
  • Table 26: Russia Total and Online Retail Sales in Books, News and Stationery Categories (RUB million), 2009-2019
  • Table 27: Russia Total and Online Retail Sales in Books, News and Stationery Categories (US$ million), 2009-2019
  • Table 28: Russia Total and Online Retail Sales in Sports and Leisure Equipment Categories (RUB million), 2009-2019
  • Table 29: Russia Total and Online Retail Sales in Sports and Leisure Equipment Categories (US$ million), 2009-2019
  • Table 30: Russia Total and Online Retail Sales in Furniture and Floor Coverings Categories (RUB million), 2009-2019
  • Table 31: Russia Total and Online Retail Sales in Furniture and Floor Coverings Categories (US$ million), 2009-2019
  • Table 32: Russia Total and Online Retail Sales in Home and Garden Products Categories (RUB million), 2009-2019
  • Table 33: Russia Total and Online Retail Sales in Home and Garden Products Categories (US$ million), 2009-2019
  • Table 34: Russia Total and Online Retail Sales in Health and Beauty Categories (RUB million), 2009-2019
  • Table 35: Russia Total and Online Retail Sales in Health and Beauty Categories (US$ million), 2009-2019
  • Table 36: Russia Exchange Rate RUB-US$ (Annual Average), 2009-2014
  • Table 37: Russia Exchange Rate RUB-US$ (Annual Average), 2015-2019 Forecasts
  • Table 38: Conlumino Retail Channel Definitions
  • Table 39: Conlumino Retail Category Definitions

List of Figures

  • Figure 1: Share of Online Retail Sales in Total Retail Sales, 2014 and 2019
  • Figure 2: Total Internet Users and Penetration, 2009-2014
  • Figure 3: Total Fixed Broadband Subscribers and Penetration, 2009-2014
  • Figure 4: Russian Social Media Market Insights
  • Figure 5: Use of Mobile Devices in Russia is on the Rise
  • Figure 6: Regional Fixed Broadband Users and its Penetration, 2012 and 2017
  • Figure 7: Regional Mobile Broadband Users and its Penetration, 2012 and 2017
  • Figure 8: Russia Online and Offline Retail Sales and Forecast (RUB billion), 2009-2019
  • Figure 9: Russia Online Sales vs. Global Average (% of Total Retail)
  • Figure 10: Russia Online Sales vs. Central and Eastern Europe Countries Average (% of Total Retail)
  • Figure 11: Russia Overall Retail Market Dynamics by Channel Group, 2009-2019
  • Figure 12: Russia Retail Sales and Forecast (RUB billion) by Channel Group, 2009-2019
  • Figure 13: Russia Retail Sales, Online vs. Offline, 2014
  • Figure 14: Russia Online Market Dynamics by Category Group, 2009-2019
  • Figure 15: Russia Online Retail Sales and Forecast (RUB million) by Category Group, 2009-2019
  • Figure 16: Utkonos - Home Page
  • Figure 17: Utkonos - Product Category Page
  • Figure 18:Utkonos: Customer reviews
  • Figure 19: Utkonos: Delivery options
  • Figure 20: Ozon - Homepage
  • Figure 21: Ozon - Category Page
  • Figure 22: Ozon - Product View
  • Figure 23: Ozon: Customer reviews
  • Figure 24:Ozon: Mobile apps
  • Figure 25: Wildberries: Homepage
  • Figure 26: Wildberries: Organization and layout
  • Figure 27: Wildberries: Compare and browse products
  • Figure 28: Wildberries: Loyalty schemes
  • Figure 29: Wildberries: Customer reviews
  • Figure 30: Wildberries: Payment options
  • Figure 31: Wildberries: Delivery options
  • Figure 32: Wildberries: Apps
  • Figure 33: M.Video: Homepage
  • Figure 34: M.Video : Organization and layout
  • Figure 35: M.Video: Compare and browse products
  • Figure 36: M.Video: Loyalty schemes
  • Figure 37: M.Video: Customer reviews
  • Figure 38: M.Video: Delivery options
  • Figure 39: Mango - Lookbook
  • Figure 40: E5 - Wide Range Of Delivery Options
  • Figure 41: Media Marts shoppable walls in Moscow's subway
  • Figure 42: The Triangulated Market Sizing Methodology
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