Global Ecommerce Summit-2015: Russia Ecommerce

  • Published on
    11-Apr-2017

  • View
    272

  • Download
    1

Embed Size (px)

Transcript

  • CEOBoris Lepinskikh

    russiane-commerce

    marketoverview

    E96.RUThe Global E-commerce Summit, 2015

  • The results of 2014: growth

    $10,6 BSource: Data Insighte, Russian e-commerce. Annual Report 2014

    size of the market

    excluding cross-border trade

    The Global E-commerce Summit, 2015

  • The results of 2014: growth

    The

    shar

    e of

    e-c

    omm

    erce

    in th

    e re

    tail

    sec

    tor o

    f the

    cou

    ntry

    (201

    3), %

    Growth rate 2012-2016 (CAGR),%

    5

    Russian e-commerce

    to grow has the potential

    times

    The Global E-commerce Summit, 2015

  • The results of 2014: growth

    billio

    n ru

    b

    0

    150

    300

    450

    600

    2010 2011 2012 2013 2014

    marketcontinuesto ascend

    35%+Source; Data Insighte, Russian e-commerce. Annual Report 2014The Global E-commerce Summit, 2015

  • The results of 2014: audience

    Source: Public Opinion Foundation, 2014

    user

    , milli

    on p

    eopl

    e

    2005Fall

    2006Fall

    2007Fall

    2008Fall

    2009Fall

    2010Fall

    2011Fall

    2012Fall

    2013Fall

    2014Fall

    the annual growth of the number of users, % (18+)

    penetration, %

    The Global E-commerce Summit, 2015

    audience and Internet penetration in russia

  • The results of 2014: audience

    Source:TNS Web Index, 2015The Global E-commerce Summit, 2015

    dynamics of internet penetration (Monthly Reach,%)

    MoscowSaint PetersburgRussia

  • 37%+growthcustomers

    Source: Data Insighte, Russian e-commerce. Annual Report 2014Y/Y

    The Global E-commerce Summit, 2015

    The results of 2014: audience

    The Global E-commerce Summit, 2015

  • 25,4 Mthe numbersof customersin the age18-64 years Source: Data Insighte, Russian e-commerce. Annual Report 2014

    old

    The results of 2014: audience

    The Global E-commerce Summit, 2015

  • Source: Data Insighte, Russian e-commerce. Annual Report 2014

    7,7 number ofpurchasesper customerper yearThe results of 2014: audience

    The Global E-commerce Summit, 2015

  • New users live outside Moscow

    Source: TheRunet

    Moscow

    St.Petersburg

    Villages

    Big Cities(1MM)

    500K-1MM

    100K-500K

  • Source: PricewaterhouseCoopersThe Global E-commerce Summit, 2015

    The results of 2014: audience

    price

    deliverytrust

    stock

    Usabilityrussia5keycriteriaforchoosingonlinestorein

  • Source: PricewaterhouseCoopers

    The results of 2014: audience

    pricedelivery

    trust

    stockUsability

    The Global E-commerce Summit, 2015

    5 UKkeycriteriaforchoosingonlinestorein

  • 195 M of orderscross-borderdelivered,includingThe results of 2014: cross-border

    The Global E-commerce Summit, 2015 Source: Data Insighte, Russian e-commerce. Annual Report 2014

  • The results of 2014: cross-border

    115%+ Growthof cross-bordertradeThe Global E-commerce Summit, 2015 Source: Data Insighte, Russian e-commerce. Annual Report 2014

  • $1,6 bshareof cross-bordershopping

    The results of 2014: cross-border

    The Global E-commerce Summit, 2015 Source: Data Insighte, Russian e-commerce. Annual Report 2014

  • the number

    fromeorders

    abroad

    47,7MThe results of 2014: cross-border

    The Global E-commerce Summit, 2015 Source: Data Insighte, Russian e-commerce. Annual Report 2014

  • 72%from China

    The results of 2014: cross-border

    The Global E-commerce Summit, 2015

    The shareof orders

    Source: Data Insighte, Russian e-commerce. Annual Report 2014

  • share of the total online-market

    share of cross-border sales in the category

    share of domestic orders

    lothing for adults

    electronics white goods & household goods

    The results of 2014: top categories

    children's productscomputers, laptops & accessories

    Source: Data Insighte, Russian e-commerce. Annual Report 2014The Global E-commerce Summit, 2015

    top-5 product categoriesrussia e-commerce market

  • 2007 2007-2011 2011-2015Federal competition

    Market consolidation; Strengthening players from regions;

    Strong regional competition;

    Price competition; First M&A; Moscow companies starts shipping to regions.

    First local startups;

    Offline retail entry e-commerce only for branding;

    High margins.

    GrowthVacuum

    The Global E-commerce Summit, 2015

    Features: regional markets

    roadmap regional markets

  • Features: marketing

    The Global E-commerce Summit, 2015

    targeting really important

    12

    Russia has 10 cities withpopulations over 1M people

    the distance betweenthe end of more than2000 kilometers

  • Features: logistics

    The Global E-commerce Summit, 2015

    barelona-tallin3317km

    Features: logistics

  • Features: logistics large in size

    no advanced 3PL-operatorslogistics extremely expensiveOnly one operator with national coverage - state postal service

    practically everybody company has to build its own logistics

    The Global E-commerce Summit, 2015

    3226kmown logistics network of E96

  • Features: localization

    The Global E-commerce Summit, 2015

    localization really important

    Source: Levada-Center, 2014

    only 11% of russiansare more or lessspeak englishIn 2014 Aliexpress hit the top-10 most popular websites in Russia

  • Features: localization

    The Global E-commerce Summit, 2015

    localization really importantInternational retail sales now represent 63% of total sales with international revenues jumping 47% year-on-year in the company's fourth quarter. It comes after Asos launched a site in Russia on 1 May 2013.

    EssentialRetail.com

  • Features: marketing

    The Global E-commerce Summit, 2015

    local not globalLocal services number one in Russia

    VK.comyandex.ru VSfacebooK.comgoogle.comyandex.market google merchantyandex.money pay pal

  • Features: marketing

    The Global E-commerce Summit, 2015

    cream skimming

    acquisition

    Fast growing Russian stores focus on new customers

  • Features: payment

    The share of prepaid orders

    The share of orders paid cards

    preferredis mostCash ondelivery

    payment

    The Global E-commerce Summit, 2015 Source: Data Insighte, Russian e-commerce. Annual Report 2014

    method

  • Features: behavioral characteristics

    The Global E-commerce Summit, 2015

    up to 20%of the orders are made by phone.Each order online store need to be confirmed by phone.

  • About us: local touch, global ambitions

    2007 - company foundation

    2013 - net revenue 4,6 B rubles (+65% Y/Y)

    2013 - raising round from IQ One Holdings for expansion and business development

    2014 - 200 000 SKU

    2013 MAU - 1 MM (+75% Y/Y)

    2011 - start conquering regions

    2014 - Top-15 most effective online stores (Forbes Russia)

    The Global E-commerce Summit, 2015

  • Boris Lepinskikh, CEO e96

    boris@e96.ru

    slideshare.net/Lepinskikh/@BorisLepinskikh