Russian Online Retailers: Yearly Review Pavel Tuchinsky June 2016
The Market Intelligence Company of the Digital World
Introduction
2
To effectively understand the Russian retail industry’s online marketing strategies, you will need accurate, up-to-date digital marketing intelligence. SimilarWeb helps marketing managers, agencies and business analysts discover actionable, data-driven insights to decide which website and app improvements they can make, and then deploy to optimize their online marketing efforts. This report looks at engagement statistics, traffic sources, seasonality and mobile web shares of Russia’s leading retail websites across 15 different shopping categories. These include: • General Merchandise
• Furniture
• Antiques and Collectibles
• Classifieds
• Consumer Electronics
• Home and Garden
• Clothing
• Coupons
• Sports
• Children
• Wedding
• Office Products
• Flowers
• Gifts
• Jewelry
3
Engagement
4
Shopping Overall Overall, shopping
Apr. 2015
Apr. 2016
websites in Russia saw increases in visitor engagement, Shopping websites improved on desktop across every metric compared to the previous year. The
00:09:07
bounce rate had the biggest improvement,
Engagement - Visit Duration
10.53%
00:10:05
deceasing nearly 23%.
10.71
34.11%
Engagement – Avg. Pages/Visit
21.32%
Engagement – Bounce Rate
-22.92%
12.99
26.29%
5
Shopping Overall Retailers’ website visits
Apr. 2015
Apr. 2016
from mobile devices in Russia saw significant YoY decreases. The average visit duration and average pages per visit declined more than 11% each, while the
00:07:56
bounce rate climbed almost 4%.
9.39
38.09%
Engagement - Visit Duration
-11.32%
Engagement – Avg. Pages/Visit
-11.29% Engagement – Bounce Rate
3.88%
00:07:02
8.33
39.57%
6
Antiques and Collectibles Antiques and Collectibles is the retail category in Russia that saw the second biggest
Apr. 2015 0.23%
desktop relative traffic share increase, with
Apr. 2016 Relative Traffic Share
31.40%
0.30%
additional increases for two key engagement metrics. It still remains one of the smallest retail categories analyzed in terms of
00:06:06
relative traffic share.
5.78
49.53%
Engagement - Visit Duration
-1.96%
Engagement – Avg. Pages/Visit
5.22%
Engagement – Bounce Rate
-9.16%
00:05:59
6.08
45.00% 7
Antiques and Collectibles On the mobile web, the Antiques and Collectibles category experienced a similar
Apr. 2015 0.18%
increase for relative share in Russia as it did
Apr. 2016 Relative Mobile Traffic Share
32.09%
0.24%
on desktop. Mobile web engagement, however, decreased for two out of three metrics.
00:02:26
2.49
61.40%
Engagement - Visit Duration
1.32%
Engagement – Avg. Pages/Visit
-10%
Engagement – Bounce Rate
4.55%
00:02:28
2.24
64.20% 8
Children The relative share of
Apr. 2015
Russian traffic to online retailers who sell children’s products
1.88%
increased YoY by more than 12%. With the
Apr. 2016 Relative Traffic Share
12.06%
2.11%
exception of an improvement in bounce rate metrics, however, engagement decreased considerably. A decline of nearly 19% in average
00:05:54
pages per visit suggests
Engagement - Visit Duration
-3.86%
00:05:40
that even though online demand for children’s items is rising, the variety of available products is not as engaging for shoppers
10.46
as the year before.
38.48%
Engagement – Avg. Pages/Visit
-18.59%
Engagement – Bounce Rate
-6.65%
8.52
35.92% 9
Children Mobile web traffic in
Apr. 2015
Russia to children’s retailers followed the desktop trend, with an even bigger share of
2.03%
comparative growth.
Apr. 2016 Relative Traffic Share
27.58%
2.58%
Although traffic increased, the YoY data revealed that mobile web engagement quality decreased for every metric.
00:04:56
5.83
45.21%
Engagement - Visit Duration
-9.44%
Engagement – Avg. Pages/Visit
-3.2%
Engagement – Bounce Rate
5%
00:04:28
5.64
47.48% 10
Classifieds Classifieds represent
Apr. 2015
Russia’s second biggest online shopping category for desktop. With more than 31% of
26%
all visits to shopping
Apr. 2016 Relative Traffic Share
21.10%
31.48%
websites in the country, the Classifieds category substantially increased its relative traffic share. At more than 12 minutes, Classifieds
00:12:17
have the longest
Engagement - Visit Duration
-1.63%
00:12:05
average visit duration, as well as the highest number of average pages per visit.
15.38
23.46%
Engagement – Avg. Pages/Visit
5.02%
Engagement – Bounce Rate
9.49%
16.16
21.24% 11
Classifieds When it comes to
Apr. 2015
mobile web traffic, Classifieds have an even bigger relative share (37%) than desktop,
31.80%
making it Russia’s
Apr. 2016 Relative Traffic Share
16.58%
37.07%
largest shopping category on mobile. Classified mobile web engagement statistics declined slightly YoY.
00:09:55
12.24
31.28%
Engagement - Visit Duration
-5.85%
Engagement – Avg. Pages/Visit
-6.53%
Engagement – Bounce Rate
1.72%
00:09:21
11.44
31.81% 12
Clothing Online Clothing retailers
Apr. 2015
saw YoY increases in all desktop engagement metrics for Russia, as well as an increase in
7.19%
the relative share of
Apr. 2016 Relative Traffic Share
5.20%
7.57%
desktop traffic. After classifieds, the country’s visits to Clothing websites saw the second highest average pages per visit for any
00:08:02
shopping category.
11
32.68%
Engagement - Visit Duration
9.40%
Engagement – Avg. Pages/Visit
20.61%
Engagement – Bounce Rate
-13.31%
00:08:47
13.27
28.33% 13
Clothing Online Clothing retailers
Apr. 2015
saw YoY decreases in Russia on the mobile web for visitor engagement and
7.99%
relative share of traffic.
Apr. 2016 Relative Traffic Share
-0.87%
7.92%
The data shows that online Clothing retailers in Russia have not engaged shoppers as well on the mobile web as on desktop.
00:04:30
4.83
39.95%
Engagement - Visit Duration
-4.82%
Engagement – Avg. Pages/Visit
-12.28%
Engagement – Bounce Rate
5.29%
00:04:17
4.24
42.05% 14
Consumer Electronics The Consumer
Apr. 2015
Electronics category saw a YoY decrease in relative traffic share to
12.25%
less than 11%. However, all Russian desktop
Apr. 2016 Relative Traffic Share
-11.24%
10.88%
engagement statistics rose substantially. The average number of pages per visit saw a YoY increase of more than 50% –- the highest
00:05:05
among all the shopping
Engagement - Visit Duration
12.31%
00:05:43
categories analyzed –with more than 8 pages per visit. This suggests that the decrease in demand prompted shoppers to spend
5.45
more time browsing websites to find exactly
Engagement – Avg. Pages/Visit
52.53%
8.31
what they wanted.
42.29%
Engagement – Bounce Rate
-23.39%
32.39% 15
Consumer Electronics Unlike desktop traffic, all
Apr. 2015
of Russia’s YoY mobile web traffic to Consumer Electronics websites, and corresponding
10.48%
engagement metrics
Apr. 2016 Relative Traffic Share
-7.58%
9.69%
decreased.
00:04:35
5.06
42.51%
Engagement - Visit Duration
-11.88%
Engagement – Avg. Pages/Visit
-11.89%
Engagement – Bounce Rate
9.19%
00:04:02
4.46
46.42% 16
General Merchandise Russia’s biggest online
Apr. 2015
shopping category, General Merchandise, includes big players like Ozon.ru, Ulmart.ru and
42.64%
Aliexpress. The category
Apr. 2016 Relative Traffic Share
-12.17%
37.45%
saw a YoY decrease in relative traffic share, but major increases for all engagement metrics, including the biggest decrease in desktop
00:07:30
bounce rate out of all
Engagement - Visit Duration
14.03%
00:08:33
online retail categories analyzed.
8.13
41.37%
Engagement – Avg. Pages/Visit
26.18%
Engagement – Bounce Rate
-23.61%
10.26
31.60% 17
General Merchandise Similar to the country’s
Apr. 2015
overall market trend, Russian mobile web traffic for the General Merchandise category
38.57%
saw YoY decreases in
Apr. 2016 Relative Traffic Share
-14.52%
32.97%
relative traffic share and engagement metrics. Nevertheless, this category still accounts for 33% of the country’s mobile web traffic.
00:06:33
7.11
45.30%
Engagement - Visit Duration
-29.66%
Engagement – Avg. Pages/Visit
-30.75%
Engagement – Bounce Rate
10.23%
00:04:36
4.92
49.93% 18
Coupons The year over year relative share of
Apr. 2015
desktop traffic to Coupon websites decreased the most
2.28%
among all shopping categories. However,
Apr. 2016 Relative Traffic Share
-28.81%
1.62%
the category also saw simultaneous increases for all engagement, metrics, reinforcing a Russian trend towards decreased, but more
00:04:33
selective consumption.
4.98
49.27%
Engagement - Visit Duration
8.45%
Engagement – Avg. Pages/Visit
1.52%
Engagement – Bounce Rate
-19.02%
00:04:53
5.05
39.90% 19
Coupons Like the majority of online shopping
Apr. 2015
categories in Russia, mobile web traffic to Coupon websites saw a
1.85%
YoY decrease in relative traffic share, along with
Apr. 2016 Relative Traffic Share
-12.98%
1.61%
general decreases for the category’s engagement metrics.
00:04:32
4.09
47.65%
Engagement - Visit Duration
-10.62%
Engagement – Avg. Pages/Visit
-13.62%
Engagement – Bounce Rate
-0.51%
00:04:03
3.53
47.41% 20
Home and Garden Russia’s relative share of YoY desktop web traffic
Apr. 2015
in the Home and Garden shopping category nearly
2.23%
doubled. Every engagement metric for
Apr. 2016 Relative Traffic Share
46.69%
3.27%
the category rose.
00:06:06
6.33
35.52%
Engagement - Visit Duration
3.08%
Engagement – Avg. Pages/Visit
12.26%
Engagement – Bounce Rate
-9.11%
00:06:18
7.11
32.28% 21
Home and Garden Home and Garden’s YoY relative share of mobile
Apr. 2015
web traffic share in Russia increased 61%, but experienced slight
1.57%
decreases for all engagement metrics.
00:04:30
4.77
46.06%
Apr. 2016 Relative Traffic Share
60.85%
Engagement - Visit Duration
-2.54%
Engagement – Avg. Pages/Visit
-8.82%
Engagement – Bounce Rate
1.57%
2.53%
00:04:23
4.35
46.78% 22
Furniture Websites in the Furniture category
Apr. 2015
increased their desktop YoY relative traffic share in Russia by almost 2%,
1.50%
while seeing slight decreases for all
Apr. 2016 Relative Traffic Share
1.75%
1.52%
engagements metrics.
00:07:51
11.23
29.29%
Engagement - Visit Duration
-14.39%
Engagement – Avg. Pages/Visit
-10.90%
Engagement – Bounce Rate
3.47%
00:06:43
10.01
30.31% 23
Furniture Russian mobile web traffic to online
Apr. 2015
Furniture retailers showed a modest YoY increase of nearly 5%.
1.36%
All mobile engagement metrics decreased for
Apr. 2016 Relative Traffic Share
4.66%
1.43%
the category.
00:06:09
10.82
35.63%
Engagement - Visit Duration
-13.14%
Engagement – Avg. Pages/Visit
-22.20%
Engagement – Bounce Rate
8.57%
00:05:20
8.42
38.69% 24
Flowers The Flowers online shopping category in
Apr. 2015
Russia saw a YoY decrease in its relative share of desktop traffic.
0.08%
While there also were decreases in average
Apr. 2016 Relative Traffic Share
-32.30%
0.05%
visit duration and average pages per visit, the improved bounce rate suggests slightly higher shopping intent from visitors.
00:05:49
5.22
46.97%
Engagement - Visit Duration
-20.91%
Engagement – Avg. Pages/Visit
-2.27%
Engagement – Bounce Rate
-8.69%
00:04:36
5.10
42.89% 25
Flowers Russian mobile web traffic to Flower retailers
Apr. 2015
dropped more than 23%. However, the category had less than a
0.07%
1% relative share of traffic to all retail
Apr. 2016 Relative Traffic Share
-23.24%
0.05%
websites. Engagement metrics generally showed YoY decreases, with the biggest drop being a 35 seconds drop the average time
00:02:27
per mobile web visit.
2.69
47.05%
Engagement - Visit Duration
-23.63%
Engagement – Avg. Pages/Visit
1.03%
Engagement – Bounce Rate
9.20%
00:01:52
2.72
51.38% 26
Jewelry Jewelry is the biggest YoY desktop loser
Apr. 2015
among Russia’s online shopping website categories. There was a
0.49%
significant decrease in the category’s already
Apr. 2016 Relative Traffic Share
-21.23%
0.39%
minimal relative traffic share, as well as downturns for all engagement metrics.
00:05:56
7.57
32.48%
Engagement - Visit Duration
-15.34%
Engagement – Avg. Pages/Visit
-0.60%
Engagement – Bounce Rate
6.55%
00:05:01
7.53
34.61% 27
Jewelry Online Jewelry retailers in Russia set YoY mobile
Apr. 2015
web records for negative decreases in relative traffic share
0.89%
(down 39%), and major double-digit decreases
Apr. 2016 Relative Traffic Share
-38.50%
0.55%
for visitor engagement.
00:04:50
7.26
41.85%
Engagement - Visit Duration
-21.18%
Engagement – Avg. Pages/Visit
-37.06%
Engagement – Bounce Rate
21.20%
00:03:49
4.57
50.72% 28
Sports Online shopping for Sports items in Russia
Apr. 2015
registered a 15% YoY increase for the relative share of desktop traffic.
2.21%
Engagement metrics showed relative minor
Apr. 2016 Relative Traffic Share
14.56%
2.54%
changes, except for a 9% improvement in bounce rate.
00:05:36
8.02
29.10%
Engagement - Visit Duration
1.99%
Engagement – Avg. Pages/Visit
-3.10%
Engagement – Bounce Rate
-9.25%
00:05:43
7.78
26.41% 29
Sports All Russian mobile web engagement metrics for
Apr. 2015
Sports retailers experienced YoY double-digit decreases,
2.19%
while showing a rise of move than 17% in the
Apr. 2016 Relative Traffic Share
17.12%
2.57%
category’s relative share of shopping traffic.
00:04:43
7.98
36.19%
Engagement - Visit Duration
-14.87%
Engagement – Avg. Pages/Visit
-37.15%
Engagement – Bounce Rate
15.88%
00:04:01
5.02
41.94% 30
Gifts Russia’s relative share of YoY desktop traffic in
Apr. 2015
the Gifts category decreased 22% while corresponding
0.31%
engagement metrics saw double-digit surges.
00:02:50
3.44
59.42%
Apr. 2016 Relative Traffic Share
-21.69%
Engagement - Visit Duration
19.89%
Engagement – Avg. Pages/Visit
20.89%
Engagement – Bounce Rate
-12.23%
0.25%
00:03:24
4.15
52.15% 31
Gifts Year over year Russian mobile web relative
Apr. 2015
traffic share and all engagement metrics for Gift websites suffered
0.47%
major loses.
00:02:33
2.70
62.77%
Apr. 2016 Relative Traffic Share
-21.04%
Engagement - Visit Duration
-20.17%
Engagement – Avg. Pages/Visit
-14.71%
Engagement – Bounce Rate
4.48%
0.37%
00:02:02
2.31
65.58% 32
Office Products The relative share of desktop traffic in Russia
Apr. 2015
to online retailers selling Office Products decreased less than 5%.
0.36%
Engagement rates decreased slightly for
Apr. 2016 Relative Traffic Share
-4.60%
0.34%
two out of three metrics, with the bounce rate improving nearly 5%.
00:06:51
10.07
37.65%
Engagement - Visit Duration
-10.84%
Engagement – Avg. Pages/Visit
-3.76%
Engagement – Bounce Rate
-4.84%
00:06:06
9.69
35.60% 33
Office Products The relative share of Russian mobile web
Apr. 2015
traffic to online Office Products retailers had a negligible YoY decrease,
0.22%
with even stronger declines in engagement.
00:03:29
4.41
53.65%
Apr. 2016 Relative Traffic Share
-2.57%
Engagement - Visit Duration
-28.86%
Engagement – Avg. Pages/Visit
-18.86%
Engagement – Bounce Rate
4.66%
0.21%
00:02:29
3.58
56.15% 34
Wedding Wedding websites saw the biggest decrease in
Apr. 2015
the relative desktop traffic share for retailers in Russia, although the
0.33%
shares themselves were small to begin with. All
Apr. 2016 Relative Traffic Share
-33.73%
0.22%
the YoY engagement metrics improved in this category, including a major 46% increase in average pages per visit.
00:05:17
8.14
47.61%
Engagement - Visit Duration
0.65%
Engagement – Avg. Pages/Visit
46.33%
Engagement – Bounce Rate
-13.35%
00:05:19
11.92
41.25% 35
Wedding On the mobile web, YoY Russian engagement
Apr. 2015
metrics for the Wedding category decreased significantly: a 25%
0.33%
decrease in average visit duration, and 17%
Apr. 2016 Relative Traffic Share
-35.29%
0.22%
decrease in average pagers per visit. Relative traffic share declined 35% YoY, but was small to begin with.
00:04:08
6.74
53.05%
Engagement - Visit Duration
-25.0%
Engagement – Avg. Pages/Visit
-16.97%
Engagement – Bounce Rate
2.71%
00:03:06
6.34
54.48% 36
Traffic Sources
37
All Shopping By April 2016, 27.5% of traffic to all Shopping websites in Russia
Direct
arrived directly via
Referrals
users either typing in an URL or returning to a bookmarked page, accounting for 8% YoY
Apr. 2015
29.96%
decrease. Reliance on referral traffic fell 8.5% YoY. Organic search grew even more,
Apr. 2016
27.45%
Apr. 2015
32.96%
Apr. 2016
30.17%
-8%
-8.5%
Search
Social
accounting for 26.6% of all traffic shopping traffic. Social visits increased 56% YoY.
Apr. 2015
24.91%
7%
Apr. 2016
26.58%
Apr. 2015
3.11%
Apr. 2016
4.86%
56%
38
Antiques and Collectibles Antiques and Collectibles saw a substantial decrease in
Direct
Direct visits, increasing
Referrals
traffic from Search, Referrals, and Social sources. While YoY desktop Search traffic rose only 2%, it still accounts for the vast majority of the category’s traffic at
Apr. 2015
22.86%
Apr. 2016
17.04%
Apr. 2015
11.47%
Apr. 2016
11.75%
-25.5%
2.5%
Search
Social
more than 65%. Social traffic rose 159%, but this increase can be explained by the already low total share of traffic from social media.
Apr. 2015
64.14%
2%
Apr. 2016
65.45%
Apr. 2015
0.50%
Apr. 2016
1.30%
159%
39
Children Russian desktop visits in to retailers selling products for Children
Direct
experienced big
Referrals
decreases in Direct and Referral traffic. Social visits rose 21%. At 48%, Search still drove the largest share of visits to the category.
Apr. 2015
20.07%
Apr. 2016
13.55%
Apr. 2015
25.05%
Apr. 2016
19.97%
-32.5%
-20%
Search
Social
Apr. 2015
47.65%
Apr. 2016
47.94%
0.6%
Apr. 2015
2.79%
Apr. 2016
3.36%
21%
40
Classifieds The share of desktop visits in Russia to Classified websites
Direct
decreased YoY among
Referrals
Direct, Referral, and Search sources. Social drove 4.4% of visits to the category for a 21%
Apr. 2015
29.52%
YoY increase.
Apr. 2015
Apr. 2016
28.42%
Apr. 2015
28.52%
Apr. 2016
23.94%
-4%
-16%
Search
Social
38.36%
Apr. 2016
34.24%
-11%
Apr. 2015
2.56%
Apr. 2016
4.38%
21%
41
Clothing Despite gains in the relative share of Russia’s online shopping traffic,
Direct
Clothing retailers saw an
Referrals
enormous 34% YoY decrease in Direct traffic, accounting for just 21% of visits in the category. Search traffic drove nearly 24% of all desktop visits with a 3% YoY increase, while
Apr. 2015
31.80%
Apr. 2016
20.97%
Apr. 2015
28.57%
Apr. 2016
25.06%
-34%
-12%
Search
Social
Social and Referral traffic experienced double-digit decrease in direct visits.
Apr. 2015
23.63%
3%
Apr. 2016
24.39%
Apr. 2015
6.98%
Apr. 2016
5.51%
-21%
42
Consumer Electronics Consumer Electronics is another online shopping category in Russia
Direct
where desktop Search is
Referrals
the key traffic driver. With 43% of all visits coming from shoppers looking for products, the
Apr. 2015
23.80%
category saw a 16% YoY increase in traffic share. Social visits grew 86% YoY on desktop, but the
Apr. 2016
23.29%
Apr. 2015
28.20%
Apr. 2016
21.77%
-2%
-12%
Search
Social
category still accounts for less than 3% of traffic. Although both decreased, visits from Referral and Direct traffic remain significant.
Apr. 2015
37.22%
Apr. 2016
43.11%
16%
Apr. 2015
1.58%
Apr. 2016
2.43%
86%
43
General Merchandise Following a general trend of decreases in Direct visits from Russia
Direct
to shopping websites,
Referrals
General Merchandise became the category with the highest percentage of Organic Search growth. The majority of the category’s traffic still comes from Referrals,
Apr. 2015
30.15%
Apr. 2016
26.99%
Apr. 2015
36.89%
Apr. 2016
37.45%
-10.5%
1.5%
Search
Social
followed by Direct visits at 27%. Social visits drove 5.6% of all traffic.
Apr. 2015
16.89%
Apr. 2016
19.73%
17%
Apr. 2015
3.18%
Apr. 2016
5.57%
75%
44
Coupons The Coupons shopping category in Russia had a huge 47% YoY desktop
Direct
Referral decrease for
Referrals
desktop traffic. Direct visits also decreased substantially. Although Search and Social sources increased their respective traffic shares slightly, this category still has room to grow.
Apr. 2015
32.04%
Apr. 2016
25.72%
Apr. 2015
31.13%
Apr. 2016
16.52%
-20%
-47%
Search
Social
Apr. 2015
25.66%
Apr. 2016
29.27%
14%
Apr. 2015
Apr. 2016
3.60%
3.87%
7%
45
Home and Garden Russia’s Home and Garden shopping category saw strong YoY
Direct
growth in desktop
Referrals
Search traffic with a modest increase in Social visits. Direct and Referral channels experienced doubledigit traffic decreases.
Apr. 2015
18.49%
Apr. 2016
16.24%
Apr. 2015
23.87%
Apr. 2016
19.33%
-12%
-19%
Search
Social
Apr. 2015
51.60%
8%
Apr. 2016
55.78%
Apr. 2015
1.22%
Apr. 2016
1.47%
20%
46
Furniture While the relative share of YoY desktop traffic to Russia’s Furniture
Direct
shopping category
Referrals
increased, Direct, Referral, and Search traffic all declined, Social traffic showed a
Apr. 2015
21.36%
47% increase.
Apr. 2015
Apr. 2016
20.47%
Apr. 2015
27.88%
Apr. 2016
24.97%
-4%
-10.5%
Search
Social
44.62%
Apr. 2016
41.92%
-6%
Apr. 2015
3.05%
Apr. 2016
4.46%
46.5%
47
Flowers Desktop traffic to Russia’s online Flowers sites saw major
Direct
decreases in visits from
Referrals
Referral and Direct sources, but with strong growth in Search (53% of all traffic) and a106% YoY rise in Social traffic.
Apr. 2015
21.87%
Apr. 2016
14.81%
Apr. 2015
23.78%
Apr. 2016
17.71%
-32%
-25.5%
Search
Social
Apr. 2015
47.37%
Apr. 2016
52.97%
11.8%
Apr. 2015
1.86%
Apr. 2016
3.83%
106.5%
48
Jewelry Online Jewelry retailers saw significant YoY double-digit traffic
Direct
decreases in Russian
Referrals
desktop traffic via Direct and Search. Visits from Referrals remained essentially flat, while Social desktop visits saw a 20% YoY rise.
Apr. 2015
21.18%
Apr. 2016
15.82%
Apr. 2015
20.82%
Apr. 2016
20.87%
-25%
0.3%
Search
Social
Apr. 2015
48.32%
Apr. 2016
43.43%
-10%
Apr. 2015
4.15%
Apr. 2016
5.03%
21%
49
Sports Russian desktop traffic to Sports retailers’ websites received 84%
Direct
of their visits from
Referrals
Direct, Referral and Search sources. Two of these sources saw major YoY decreases, while Social grew to 4.8% of all visits.
Apr. 2015
24.98%
Apr. 2016
20.53%
Apr. 2015
22.69%
21.49%
-18%
-5%
Search
Social
Apr. 2015
42.20%
Apr. 2016
42.12%
-0.2%
Apr. 2015
3.72%
Apr. 2016
Apr. 2016
4.77%
28%
50
Gifts Despite shrinking in relative share, online desktop traffic in Russia
Direct
in the Gifts category was
Referrals
the only one that saw YoY growth in Direct visits. Search traffic decreased slightly, but with 74% of all desktop visits, it remains the primary traffic source to this category. Social
Apr. 2015
10.77%
Apr. 2016
12.39%
Apr. 2015
11.12%
Apr. 2016
9.72%
15%
-13%
Search
Social
traffic grew slightly.
Apr. 2015
75.10%
Apr. 2016
73.71%
-2%
Apr. 2015
1.03%
Apr. 2016
1.45%
41%
51
Office Products Desktop Search visits in Russia for Office Products increased by
Direct
7%, bringing more than
Referrals
half of all visits. Direct and Referral traffic declined, while Social visits saw a negligible
Apr. 2015
20.64%
increase.
Apr. 2016
19.39%
Apr. 2015
23.75%
Apr. 2016
18.19%
-6%
-23%
Search
Social
Apr. 2015
51.37%
7%
Apr. 2016
55.03%
Apr. 2015
Apr. 2016
0.97%
0.99%
2%
52
Wedding Social media was the only growth source for Russian desktop traffic
Direct
to Wedding retailers.
Referrals
Search still drives the majority of visits to the category, but this traffic resource decreased 8.5% YoY, together with slight declines in shares of visits from Direct and Referral sources.
Apr. 2015
23.68%
Apr. 2016
23.33%
Apr. 2015
16.13%
Apr. 2016
16.11%
-1.5%
-0.1%
Search
Social
Apr. 2015
53.01%
Apr. 2016
48.46%
-8.5%
Apr. 2015
5.48%
Apr. 2016
6.62%
21%
53
Seasonality
54
Shopping Categories Seasonality Seasonal trends for 13 months of desktop
12.00%
shopping traffic in Russia reveal a slight recovery, with steady
11.00%
upward trends in the “Antiques and Collectibles” and
10.00%
“Classifieds” categories. The data also shows
9.00%
pronounced seasonal peaks in the “Coupons” and “Children” shopping
8.00%
categories. 7.00%
6.00%
5.00%
4.00%
Apr-15
May-15
Shopping All
Jun-15
Jul-15
Aug-15
Sep-15
Antiques and Collectibles
Children
Classifieds
Oct-15 Clothing
Nov-15
Dec-15
Consumer Electronics
Jan-16
Feb-16
Mar-16
General Merchandise
Apr-16
Coupons
55
Shopping Categories Seasonality This graph shows the seasonality of Russian
18.00%
desktop traffic increases to the “Home and Garden” and
16.00%
“Sports” shopping categories, along with noticeable seasonal
14.00%
peaks for “Flowers”, “Gifts” and “Jewelry.” 12.00%
10.00%
8.00%
6.00%
4.00%
Apr-15
May-15
Shopping All
Jun-15
Jul-15
Home and Garden
Aug-15 Furniture
Sep-15 Flowers
Oct-15 Jewlery
Nov-15 Sports
Dec-15 Gift
Jan-16
Feb-16
Office Products
Mar-16
Apr-16
Wedding
56
Shopping Categories Seasonality Overview Categories/Date
Apr-15
May-15
Jun-15
Jul-15
Aug-15
Sep-15
Oct-15
Shopping All
6.97%
6.83%
6.84%
7.51%
7.54%
8.16%
7.84%
7.90%
Antiques and Collectibles
6.24%
5.97%
5.18%
6.15%
7.46%
6.70%
7.23%
Children
6.03%
5.83%
5.08%
6.19%
6.96%
6.96%
Classifieds
6.81%
6.33%
6.16%
6.76%
7.27%
Clothing
7.28%
6.93%
5.70%
6.33%
Consumer Electronics
7.22%
6.51%
6.03%
General Merchandise
6.99%
7.18%
Coupons
7.19%
Home and Garden
Nov-15 Dec-15
Jan-16
Feb-16
Mar-16
Apr-16
7.70%
7.96%
7.95%
8.55%
8.27%
7.77%
8.04%
9.33%
9.82%
10.33%
9.79%
7.97%
9.33%
11.14%
8.61%
8.53%
8.99%
8.39%
7.60%
7.67%
7.72%
7.37%
8.21%
8.83%
9.63%
9.66%
7.86%
8.13%
8.27%
8.18%
7.87%
7.59%
8.04%
8.88%
8.93%
6.69%
7.11%
6.89%
7.41%
8.18%
9.30%
9.38%
8.70%
8.86%
7.73%
7.51%
8.31%
7.78%
8.80%
7.97%
7.95%
7.70%
7.59%
7.23%
7.73%
7.26%
9.28%
7.56%
6.53%
7.47%
11.05%
9.14%
7.01%
6.72%
7.53%
7.09%
6.99%
6.46%
5.91%
6.42%
6.18%
6.94%
7.00%
6.74%
7.09%
7.66%
7.70%
8.66%
9.10%
10.00%
10.59%
Furniture
5.98%
5.67%
6.09%
7.55%
8.48%
7.83%
8.06%
8.48%
8.29%
9.62%
8.44%
8.19%
7.31%
Flowers
7.47%
7.60%
7.12%
6.91%
7.45%
7.02%
7.00%
7.38%
6.51%
6.10%
10.01%
13.18%
6.25%
Jewelry
6.58%
5.52%
5.07%
6.26%
7.83%
6.93%
7.08%
7.86%
12.46%
9.80%
9.49%
9.58%
5.54%
Sports
7.31%
7.86%
7.28%
7.40%
7.03%
6.21%
6.57%
7.07%
7.63%
8.82%
7.93%
8.83%
10.06%
Gift
5.77%
5.24%
4.88%
5.21%
6.23%
6.96%
7.44%
9.44%
16.09%
7.64%
12.12%
7.61%
5.37%
Office Products
7.16%
6.10%
6.63%
6.93%
7.37%
8.17%
8.02%
7.88%
8.73%
7.17%
8.78%
8.85%
8.21%
Wedding
8.98%
8.22%
8.80%
9.97%
9.86%
8.02%
6.73%
6.15%
5.18%
6.69%
7.16%
7.21%
7.03%
Monthly relative share of Russian online shopping traffic 57
Mobile Share
58
Mobile Share All Categories Apr. 2015
32.98%
Apr. 2016
31.30%
Children
Antiques and Collectibles Apr. 2015
29.40%
Apr. 2016
26.32%
Apr. 2015
33.82%
Classifieds Apr. 2016
35.35%
Apr. 2015
36.55%
Apr. 2016
34.08%
-5.09%
-10.47%
4.53%
-6.74%
Clothing
Consumer Electronics
General Merchandise
Coupons
Apr. 2015
34.92%
Apr. 2016
31.78%
-8.99%
Apr. 2015
29.07%
Apr. 2016
29.06%
-0.03%
Apr. 2015
29.74%
Apr. 2016
27.75%
-6.69%
Apr. 2015
27.57%
Apr. 2016
30.42%
10.34%
Shopping mobile web traffic in Russia decreased for the vast majority of retail categories. Only four out of fifteen categories analyzed showed increases in mobile web traffic shares. These came with corresponding decreases in mobile engagement statistics for all four of them, with a partial exception for the “Flowers” category.
59
Mobile Share Home and Garden Apr. 2015
24.88%
Apr. 2016
25.65%
Apr. 2015
Apr. 2016
30.22%
29.40%
Jewelry
Flowers
Furniture Apr. 2015
29.11%
Apr. 2016
30.92%
Apr. 2015
50.01%
Apr. 2016
40.36%
3.08%
-2.72%
6.20%
-19.28%
Sports
Gifts
Office Products
Wedding
Apr. 2015
32.49%
Apr. 2016
31.46%
-3.17%
Apr. 2015
42.73%
Apr. 2016
41.45%
-2.99%
Apr. 2015
22.33%
Apr. 2016
21.75%
-2.62%
Apr. 2015
31.97%
Apr. 2016
30.50%
-4.62%
How is Mobile Web traffic doing in the UK? SimilarWeb knows! Get the report now.
60
Leaders
61
All Shopping
Antiques and Collectibles
Children
Top Websites Apr 2016
Top Websites Apr 2016
Top Websites Apr 2016
1
Avito.ru
1
Raritetus.ru
1
Detmir.ru
2
Aliexpress.com
2
Ww2.ru
2
Dochkisinochki.ru
3
Market.yandex.ru
3
Rus-coins.ru
3
Mamsy.ru
4
Alibaba.com
4
Numizmatik.ru
4
Mytoys.ru
5
Wildberries.ru
5
Coins.su
5
Lego.com
6
Ozon.ru
6
Moneta-russia.ru
6
Kidstaff.com.ua
7
eBay.com
7
Arhivmonet.ru
7
Korablik.ru
8
Dns-shop.ru
8
Coolcoins.ru
8
Babadu.ru
9
Ulmart.ru
9
Rucoin.ru
9
Akusherstvo.ru
10
Mvideo.ru
10
Coins-shop-orel.ru
10
Esky.ru
62
Classifieds Top Websites Apr 2016
Clothing Top Websites Apr 2016
Consumer Electronics Top Websites Apr 2016
1
Avito.ru
1
Wildberries.ru
1
Dns-shop.ru
2
Irr.ru
2
Lamoda.ru
2
Mvideo.ru
3
Blizko.ru
3
Quelle.ru
3
Eldorado.ru
4
Flagma.ru
4
Laredoute.ru
4
Svyaznoy.ru
5
Dmir.ru
5
Asos.com
5
Mediamarkt.ru
6
Moyareklama.ru
6
Hm.com
6
Nix.ru
7
Sindom.ru
7
Ostin.com
7
Pleer.ru
8
Bazarpnz.ru
8
Vsemayki.ru
8
Euroset.ru
9
Dorus.ru
9
Zara.com
9
Sidex.ru
10
Buyreklama.ru
10
Izobility.com
10
E96.ru
63
General Merchandise Top Websites Apr 2016
Coupons
Home and Garden
Top Websites Apr 2016
Top Websites Apr 2016
1
Aliexpress.com
1
Biglion.ru
1
Leroymerlin.ru
2
Market.yandex.ru
2
Groupon.ru
2
Vseinstrumenti.ru
3
Alibaba.com
3
Taker.im
3
220-volt.ru
4
Ozon.ru
4
Kupikupon.ru
4
Obi.ru
5
eBay.com
5
Gilmon.ru
5
Hoff.ru
6
Ulmart.ru
6
Vkupon.ru
6
Maxidom.ru
7
Citilink.ru
7
Kuponator.ru
7
Castorama.ru
8
Amazon.com
8
Boombate.com
8
Lifemebel.ru
9
Tehnosila.ru
9
Vigoda.ru
9
Metrika.ru
10
E-katalog.ru
10
Kupongid.ru
10
Jkuhnya.ru
64
Furniture
Flowers
Jewelry
Top Websites Apr 2016
Top Websites Apr 2016
Top Websites Apr 2016
1
Ikea.com
1
Florist.ru
1
Love-sl.ru
2
Mnogomebeli.com
2
Sendflowers.ru
2
Pandora.net
3
Stolplit.ru
3
Megaflowers.ru
3
Zoloto585.ru
4
Mebelvia.ru
4
Dimetris.com.ua
4
Karatov.ru
5
Mosdommebel.ru
5
Flower-shop.ru
5
Mineralmarket.ru
6
Lazurit.com
6
Flowers-sib.ru
6
Valtera.ru
7
Qpstol.ru
7
Flora2000.ru
7
Clockshop.ru
8
Mnogomeb.ru
8
Floraexpress.ru
8
Miuz.ru
9
Nadommebel.com
9
Cyber-flora.ru
9
Regiongold.ru
10
Ronikon.ru
10
Patioflower.ru
10
Busiki-kolechki.ru
65
Sports Top Websites Apr 2016
Gifts Top Websites Apr 2016
Office Products Top Websites Apr 2016
Weddings Top Websites Apr 2016
1
Sportmaster.ru
1
Millionpodarkov.ru
1
Komus.ru
1
Gorko.ru
2
Adidas.ru
2
Podarki.ru
2
Foroffice.ru
2
Nevesta.info
3
Trial-sport.ru
3
Redcube.ru
3
Xerox.com
3
My-svadba.ru
4
Decathlon.ru
4
Telegraf-spb.ru
4
Informat.ru
4
Svadebka.ws
5
Proskater.ru
5
Sweethelp.ru
5
Ipointer.ru
5
The-wedding.ru
6
Reebok.ru
6
Dom-podarka.ru
6
Imprints.ru
6
Unassvadba.ru
7
Nike.com
7
Pum-pu.ru
7
Ofsystem.ru
7
Svadba-msk.ru
8
Air-gun.ru
8
Drugiepodarki.com
8
Tverkanctovary.ru
8
Svadbaspb.ru
9
Activizm.ru
9
Podarkix.ru
9
Copiamos.ru
9
Nastyarai.ru
10
Sport.wikimart.ru
10
Rusvelikaia.ru
10
3dquality.ru
10
Svadba-online.ru
66
Takeaways
:
• Shopping websites obtain visits from Russia primarily via Referral, Direct and Search traffic. • Social is gradually growing in importance, while Referral traffic is decreasing. • Russian mobile web traffic represents more than 30% of all visits to shopping websites, but most online retail categories have not successfully grown mobile web engagement. • Overall, year over year Russian online shopping traffic increased slightly, but some categories (Jewelry, Flowers and Weddings) lost considerable market share.
Read our latest report about the “State of Online Retail” for 2016. Click here to get the report.
67
Get Actionable E-Commerce Shopping Insights SimilarWeb’s desktop and mobile web data insights enable marketing managers, agencies, SEO professionals, PPC experts, and others to: • Discover the strengths and weaknesses of their competitors’ marketing strategies • Reveal their traffic sources • Decide which engagement metrics can be improved • Deploy targeted methods to effectively engage new and existing users. To learn more about how we can help you improve your online shopping traffic, engagement, and conversion, call SimilarWeb at 800-540-1086, or contact us online.
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69
Methodology
:
This report examines Russian desktop and mobile web traffic data for 15 different categories in the online shopping industry. The period studied covers 13-months from April, 2015 through April 2016, The data analyzed includes traffic sources, engagement metrics, and looks at leading industry players. Search metrics refer to organic search. The data in this report involved an anonymous set of desktop and mobile Web users based in Russia.
70
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