Russian e-commerce sales trends: electronics and sports products are popular

According to a report by SimilarWeb, global e-commerce website traffic increased by 32% in 2020, while sales also grew exponentially. The peak sales season is the last three months of the year, mainly due to the Double 11, Black Friday, New Year and Christmas promotions.

This situation is reflected in the Russian market. Admitad statistics show that its partners' e-commerce sales in 2020 increased by 26% compared with 2019. The sales were the highest on Double 11 and Black Friday, with orders in November 2 times higher than the annual average, and in December 40% higher than the annual average. It is worth mentioning that due to the impact of the epidemic, the e-commerce order amount last year was higher than the same period of the previous year, but the growth rate was different.

According to SimilarWeb, global demand for electronics and sports products grew significantly in 2020. Electronics sales showed steady growth throughout the year, while sales of sports and fitness products soared last spring. A similar trend was seen in the Russian market.

Admitad data shows that people suddenly turned to remote learning and working in March last year, which led to a surge in sales in this category, with order volume jumping 48% in one month . In December, sales of electronics and home appliances increased by 1.5 times the average annual sales.

Due to the closure of fitness centers, the demand for sporting goods in Russia surged in the spring and summer. In April and May, users' spending in this category was 86% and 77.5% higher than the average level last year, respectively.

SimilarWeb also predicts two e-commerce advertising trends for 2021:

1. Media ads are more likely to gain consumer trust. Taboola's research shows that users are more likely to trust ads on websites than on social networks. Following this trend, advertisers increased their spending on native ads on news websites in 2020 to take advantage of the halo effect of existing media brands.

2. Data analysis is crucial. More and more advertisers are using reader data to develop their strategies. SimilarWeb gave an example of an advertiser who noticed that a food ingredient used in a recipe had a 62% increase in user attention, so it increased advertising costs and successfully achieved higher profits.

Russia

E-commerce