Regions has overtaken Moscow as the pace of growth in online sales

Regions has overtaken Moscow as the pace of growth in online sales


Center behind

The largest market of Internet trading by the end of 2016 remains the Central Federal district. It amounted to 290,8 billion rubles, of which 83% occurred in Moscow and the Moscow region, said in a joint study of the Association of companies the Internet-trade (AKIT), and network affiliate programs affiliate link (have). Thus, in the structure of Russian market of online-sales of the Central Federal district took 48.2 per cent. However, its share in comparison with the year 2015 has decreased by 2.5 p. p. Online sales in the Central Federal district grew much more slowly than in most Federal districts — by 15.3%. It was mainly due to cross-border trade, which rose by 37.1%, while domestic sales — only 6.3%, according to the study authors.

For comparison, the dynamics of the second volume (135 bn) region North-Western Federal district amounted to 25.4% in 2016. The comparable rate of 26.2% is demonstrated and the Siberian Federal district, where the market volume of e-Commerce has reached 62.5 billion RUB.

The record, according to AKIT, steel Privolzhsky and southern Federal districts, online sales increased 37.2 and 38.1%, to 114 billion and 59.2 billion rubles. respectively. And weaker than in CFD, online sales developed only in the Ural and North Caucasian Federal districts, where they increased by 11.4 and 9.2%, to 62.7 billion and 14.2 billion rubles.

Where to buy more

Among the regions of Russia in the top 5 markets in e-Commerce entered Moscow, St. Petersburg, Moscow oblast, Krasnodar Krai and Sverdlovsk region, says the CEO of admitad Alexander Bachmann. These findings are supported by statistics of “Mail of Russia”. According to the postal operator, in 2016 the maximum number of foreign shipments with commodity investments (30,31%) were delivered in Moscow, the Moscow region, Saint Petersburg and Leningrad oblast. However, their combined share rose more than 2 p. p. Among other Russian regions, which often take the commodity shipments from abroad, in 2016, as a year earlier, was Krasnodar Krai (4,84%), Rostov (2,75%) and Sverdlovsk (2,68%).

Had money

“The development of the regions more rapidly than the growth of the Central district, from the point of view of a young market — a natural process. Optimized delivery of goods, online players in the regions. While Moscow and St. Petersburg is now saturated,” — concludes the President of AKITA Alexei Fedorov. High rates of PFD and SFD, he connected with a large number of investments that go in these regions, in particular in Sochi, Krasnodar and Kazan.

Investment in the region indirectly stimulate the online trade, agree Executive Director Oborot.ru Ivan Kurguzov, because local residents “have the money”. Indicators of Volga region he also explains the neighborhood of Moscow. In some product categories such as household appliances and electronics, the capital market has reached saturation, and many online retailers are embracing in the first place the surrounding area, explains Kurguzov. However, he believes that sales of Russian online stores in the CFA for the year grew on average by 10-15%, that is two times more than the estimates of AKITA.

Interviewed retailers in General agreement with the findings of AKITA. “In 2016 the dynamics of online sales in the “Connected” in the regions was higher than in Moscow and St. Petersburg”, — said the representative of the company. According to him, in 2016, began to recover the purchasing power of the population in the regions in capitals, this process started earlier. “Also played its role and the growth of investment attractiveness of some regions of the Volga Federal district and the SFD, associated in particular with large sporting events”, — said the representative of “Coherent,” adding that the high growth of online sales, the retailer was observed in the Volga region.

In turn, the press service of “Children’s world”, said that most online sales grew in the southern Federal district and the northwestern Federal district, “because retail is mostly used to open stores there.” A representative Ozon.ru noted that most sales have grown in the northwestern Federal district, 32%, “due to the launch of a fixed charge for the whole Leningrad region, and also to increase the network of points of issue”.

Another reason for the increase in regional sales in the proliferation of high-speed Internet, said the representative of KupiVip. According to the company “TMT Consulting” in General, the penetration of broadband Internet access in Russia amounted to 56% at the end of 2016. During the year the number of subscribers increased by 4.7%, to 31.3 million.

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