Russian home appliance platform Holodilnik.RU has 6.3 million users

Data shows that the platform's online store traffic increased by 16% in the third quarter, with 6.3 million users, a 21% increase in the number of transactions, more than 89,000 orders, and a 33.8% increase in online channel sales. In the third quarter, the platform also continued its regional expansion, opening warehouses in Ufa, Kazan and Voronezh.

In terms of product categories, refrigerators and freezers , built-in appliances are popular . Coupled with the drastic change in weather conditions this year, sales of climate equipment products have doubled: air conditioners ( +90%), water heaters (+50%), humidifiers and air purifiers (+29%), fans (+36%).

In terms of TV product selection , high-end models of 55 inches and above are more popular , consumer demand for outdated HD and Full HD screens has dropped by 5-6%, and sales of 4K Ultra HD and 8K TVs have increased by 35%.

Due to the previous lockdown, people stayed at home for a long time, which led to an increase in demand for gardening and renovation. Various DIY products were very popular , and the demand for gardening equipment accessories increased by more than 600%, among which water filtration systems increased by more than 200%. Also in high demand were hand and power tools, construction vacuum cleaners and washing machines, as well as smart home and security-related products.

Laptops have shown negative dynamics this year , against the backdrop of strong demand in 2020, but at the same time, categories related to them have grown significantly: printers, scanners, monitors, laptop accessories. The growth rates of these products range from 2 to 10 times.

In addition, demand for personal care products and products related to kitchen furniture remained high , with growth in individual product groups exceeding 50%. Thus, the "Fitness" category grew by 348% in the third quarter , and sales of fitness equipment increased by 961%.

These results are largely due to the company’s advertising policy and social network activities , with intensive advertising campaigns on Yandex.Zen and Tik Tok , with the total reach of promotions exceeding 15 million unique users and the number of transactions related to these sources exceeding 15,000 .

Holodilnik.RU also successfully launched its own mobile application at the beginning of the year , and in the third quarter of this year, sales made by consumers via smartphones tripled compared to the second quarter .

This is all based on the development boom of e-commerce in Russia, and relevant sellers can use it as a reference.

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