(1) Consumption characteristics
The age of Russian online shoppers is between 16 and 55 years old. More than half of Russian online shoppers are between 25 and 34 years old. They are mainly concentrated in Moscow (46%) and St. Petersburg (11%). 51% of online shoppers are women. Russia is a multi-ethnic country. From a geographical perspective, it can be divided into the Russian territory in Europe and the Russian territory in Asia. The Russian territory in the Asian plate is close to China, so consumers in this part of the region prefer Chinese cross-border products with high quality, low prices and multiple categories.
Relevant data show that the most popular product categories for Russians to buy online are clothing, shoes, electronic products and beauty products. In addition, automotive products, perfumes, cosmetics and sports products are also very popular. Russian consumption has the following characteristics.
① Warmth products are essential in winter. The winter in Russia is very cold, and warmness products such as hats, scarves and gloves are essential. Sellers should keep a good inventory of warmness products in Russia in winter and pay attention to the warmth performance of the products.
② Home furnishings are hot-selling. Russians will change their home clothes and home shoes at home, wear bathrobes after taking a bath, and like to wear thin pajamas when sleeping. Therefore, sellers need to understand the living habits of Russians and dig deep into different home furnishings.
③ Russians who love vacations. Russians have the habit of vacations, especially young people and children. When it comes to holidays, they will take their families and friends to travel destinations; in summer, vacation items such as swimsuits, beach clothes, and beach shoes are indispensable.
④ Sports are an important part of Russian life. Russians often buy sportswear, sports shoes, swimsuits and other sports goods. The Russian brand “Forward” is the first national sportswear brand in Russia and is deeply loved by Russians.
⑤ Russian women prefer fashion and beauty products. Russian women like to catch up with trends and always pay attention to new clothing, shoes and bags. Some popular and hot-selling products of the season, novel, creative and popular products are more popular. In addition, Russian women also love beauty, accessories and headwear products.
⑥ During important traditional Russian holidays, such as New Year’s Day, Christmas, and Baptism Day, Russians will buy gifts for their family and friends. Merchants can launch suitable gifts for different holidays to meet their gift-giving needs.
In addition, for Russian consumers, waiting for express delivery is quite painful. Because Russian express delivery costs are high, delivery time is long and unsafe, even if the package arrives safely at the destination, the contents may not be consistent with the products ordered by consumers.
(2) Payment methods
According to public information on the Internet, among the most commonly used payment methods for Russians, online bank payments account for 83%, accounting for the vast majority, followed by bank card payments, accounting for 82.8%, and electronic currency payments account for 66.3%. The most active online payments are mainly concentrated in mobile communications, property fees, remittances and online shopping.