Russoffline store sales sank by 30% in 2025
Shift in Consumer Preferences Drives Online Spending Boom in Russia
In an analysis of anonymized banking data, MTS Bank has identified a significant shift in consumer spending habits in Russia from spring 2024 to 2025, with a 22% increase in online purchases on marketplaces and less frequent offline shopping. The average online checkout amount decreased by 9% to 1710 rubles.
Online shopping has had a noticeable impact on sectors such as cosmetics, footwear, clothing, electronics, and household appliances. Offline sales in cosmetics stores decreased by 38%, though the average checkout amount increased by 28% to 2240 rubles. Footwear stores saw a 29% reduction in purchases, with the average checkout adding 3% to 4220 rubles. Russians purchased clothing offline 24% less, with the average checkout decreasing by 16% to 3300 rubles. Electronics store purchases were made 24% less frequently, with the average checkout increasing by 20% to 5160 rubles, and household appliances 23% less (with a 5% increase in average checkout to 8490 rubles).
Analysts attribute this decrease in offline cosmetics and clothing sales to the growth of new Russian brands that make marketplaces their primary sales channel and the option for consumers to buy products from brands that have left Russia.
Previously, the Association of Retail Companies (AKORT) urged the Russian government to address marketplace pricing tactics, which offer large discounts of up to 30-50%. Offline retailers point to the negative consequences of these "price dumping" strategies for sellers, producers, consumers, and the Russian economy as a whole, and they seek to limit marketplace discounts to 10%.
The electronic commerce market in Russia has grown 7.5 times in five years, reaching 12.6 trillion rubles. This expansion is driven by increasing consumer preference for online shopping among millennials, who prioritize convenience, speed, and personalized experiences. This demographic shift, along with the opportunity for easy product comparisons, reviews, and recommendations online, boosts digital sales for categories like cosmetics, clothing, and electronics.
Russia's leading online marketplaces, Wildberries and Ozon, have seen a significant increase in active sellers, with an estimated 494,000 as of May 2024. This growth in sellers corresponds with increasing online sales volume across various product categories. Additionally, the number of Shopify stores in Russia rose by 26% year-over-year in Q1 2025, signaling an expanding e-commerce presence.
In conclusion, the rise of online shopping in Russia from spring 2024 to 2025 has significantly impacted the sales dynamics of various sectors, with notable growth in the digital sales of cosmetics, footwear, clothing, electronics, and household appliances. This trend has had a corresponding impact on offline sales, leading to declines or slower growth in physical retail outlets for these product groups.
- The shift in consumer preferences towards online shopping in Russia has also extended to the landscape of finance, as more businesses are venturing into e-commerce, such as the 26% year-over-year increase in Shopify stores in Q1 2025.
- As a result of this digital boom, general-news outlets have been coverage areas like the growth of online marketplaces, such as Wildberries and Ozon, which experienced a significant increase in active sellers, reaching an estimated 494,000 by May 2024.
- The influence of technology on lifestyle changes, such as the convenience and speed offered by online shopping, has contributed to a growing interest in business opportunities within the tech sector, as more Russian brands are choosing marketplaces as their primary sales channel.
