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In Russia, where most people still rely on brick-and-mortar stores for their shopping needs, the consumer electronics category was No. 1 for retail site visits in July 2015.
comScore reported that 17.8 million unique visitors shopped for consumer electronics online in Russia that month, 3 million more than shopped for apparel. Comparison shopping sites were No. 3 in the retail category for July.
According to April 2015 polling from Google and TNS, 60% of internet users in Russia said stores were the primary location where they purchased a list of consumer goods, vs. 28% who said the internet. eMarketer estimates that 32.9 million people in Russia, or 42.5% of internet users, will make at least one digital purchase this year.
Ecommerce sales in Russia will reach $16.78 billion this year, eMarketer projects, up 16.2% over 2014. Growth will continue at a similar rate throughout our forecast period, with sales nearing $30 billion by 2019. That will still represent just 3.6% of retail sales in the country, however.
Russia accounts for over a third of all ecommerce sales in Central and Eastern Europe. Other markets in the region have slightly higher ecommerce penetration, with digital representing a greater share of total retail sales and digital buyers accounting for a bit more of the population.
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