Insights into the growth of Russia eCommerce with payment methods, target audiences, marketing, social media, economy and logistics all profiled



Russia is home to 144 million people with a total GDP of 1.3 trillion USD. GDP per capita is currently 8,664 USD and expected to reach 10,991 USD by 2021. Russia is ranked as the 85th richest country by the World Bank GDP per capita rankings.

Digital User Insights

There are currently 46 million eCommerce users in Russia, with an additional 12.7 million users to be shopping online by 2021. These 58.7 million eCommerce users will represent 51.9% of the total population. The average user spends 349 USD online, which will grow to 399 USD by 2021.

Russia eCommerce Insights - Number of Users in Millions

A closer look at the gender breakdown of internet users in Russia, shows that Females are marginally more likely to be online. However, the percentage difference between males and females is minimal with just 2% separating the genders.

Age groups offer a more varied picture of internet users. 25-34 year olds account for 31% of all internet usage, with those aged 15-24 accounting for 25%. Those aged 35-44 represent 22% of internet use, with the older generations logging on considerably less.

Russia eCommerce Insights - distribution of internet users by age group

Product Categories

Total eCommerce revenue across all product categories is 16.1 billion USD, expected to reach 23.4 billion by 2021. Fashion is currently the leading product category, accounting for 4.8 billion USD market share. Toys, Hobby & DIY is second, accounting for 4.2 billion USD.

By 2021, Fashion will still lead the charge, valued at 7.1 billion USD. Toys, Hobby & DIY will also grow, reaching 5.5 billion USD.

Russia eCommerce Insights - Revenue by Product Category


In 2016, Russia was ranked 99th in the World Bank Logistics ranking. 73% of Russia’s population reside in urban areas.

Preferred Online Payments

28% of shoppers used Visa when shopping online, and a further 26% used an eWallet. Cash on Delivery was used for 15% of online payments.

Russia eCommerce Insights - preferred payment methods

Where does Russia buy from?

China supplies Russia with 50 billion USD in imports. Other key import partners are Germany (37.3 billion USD), the United States (16.5 billion USD), Belarus (14.9 billion USD) and Italy (12.4 billion USD).

Russia eCommerce Insights - top import countries

Internet and Device Usage

Internet penetration in Russia is currently at 68%, and should reach 73% by 2021. Smartphone penetration is 46% and is projected to grow to 67% by 2021.

90% of online shoppers in Russia shop online via desktop. 4% of shoppers make purchases via smartphone, and 4% made their most recent purchase via tablet.

Russia eCommerce Insights - devices for most recent purchase


Total Marketing spend in Russia has risen in recent years, as advertisers steadily invest more in digital and television advertising. Digital has grown to the second highest market spend reaching 3.2 billion USD. Television is the highest market spend accounting for 5.7 billion USD.

Russia eCommerce Insights - advertising

Social Media

Russia’s Social Media Penetration is just 53% of the population, with this expected to reach 57% by 2021. Popular networks include Vkontakte, Odnoklassniki, Facebook, GooglePlus and Skype.

Russia eCommerce Insights -social media insights

For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets. 

*Insights derived from eShopWorld data, Statista, WorldBank, OECD and other industry sources.