Russia is Eastern Europe’s leading ecommerce market, but digital buyers in the country typically make a purchase only once a year or less often. Their biggest concerns are reliability and safety, according to research from Landor Associates conducted by Toluna.
Among digital buyers in the country, 56.8% said they would purchase more online if doing so were more reliable, and 51.0% indicated better safety would encourage more digital shopping.
Logical issues like speed and convenience were relatively unproblematic for respondents, even in a country where vast geographic size is often considered a hindrance to online buying.
For now, these concerns may be keeping down ecommerce in the country. While 44.6% of respondents said they made a purchase at least monthly, including 7.2% who did so at least weekly, it’s much more common to buy online less often.
eMarketer estimates that 30.6 million people in Russia will make at least one digital purchase in 2014, and will collectively spend $16.9 billion on retail ecommerce transactions next year.
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