Russia's online fashion sales exceeded 40 billion yuan, with e-commerce platforms performing best

Data shows that last year, online sales of fashion products in Russia increased by 124 billion rubles (about 10.9 billion yuan), a year-on-year increase of 37% to 457 billion rubles (about 40.1 billion yuan).

According to a previous report by a fashion consulting group, sales of fashion categories in Russia last year fell sharply by nearly 25% compared to 2019, but sales in online channels increased, and e-commerce platforms became a major contributor to the growth of online channels.

DataInsight found that sales of fashion products on e-commerce platforms grew most significantly , from 157 billion rubles in 2019 to 246 billion rubles in 2020, a year-on-year increase of 56% . At the same time, sales of vertical online stores in the fashion category increased by 22% year-on-year, from 160 billion rubles in 2019 to 195 billion rubles in 2020.

With this growth momentum, e-commerce penetration in the Russian fashion market has almost doubled, from 14.5% to 26.7%.

Among all e-commerce platforms, Wildberries is still the leader in fashion sales, contributing 52% of the growth in this area. 30% of the growth was made up of other e-commerce platforms, and the remaining 18% was contributed by ordinary online stores.

In the online sales of fashion products in Russia, Wildberries, Lamoda, Ozon, AliExpress Russia, and Bonprix ranked in the top five in terms of sales contribution. Among them, Ozon and AliExpress Russia grew the fastest.

DataInsight expert Boris Ovchinnikov said that looking at the overall situation last year, single-brand online stores grew faster than multi-brand stores, and omnichannel sellers grew faster than sellers in pure online channels.

Regarding sales trends in 2021, DataInsight predicts the following changes: platforms and sellers will need to provide system flexibility; demand for home delivery will increase; and prepayment for goods will become the norm.

In addition, DataInsight experts said that competition among e-commerce platforms will intensify in the future, the DTC sales model will become more and more popular, and the sales share of offline channels will also decline.

Russia

E-commerce