Ozon e-commerce platform: the new trendsetter in the Russian home furnishing market
In recent years, the Russian home furnishing market has shown a trend of prosperity and development, among which ozon furniture has become an important force leading the consumer purchasing revolution. According to AMZ123 survey data, 35% of Russians buy various furniture every few years, and 11% of them even replace furniture at least once a year, further highlighting the activity of the Russian home furnishing market. At the same time, 6% of Russians even said that they would change furniture multiple times within a year, demonstrating people’s continuous pursuit and optimization of their home environment.
Furniture style preference
In terms of furniture style preference, modern style has become the most popular choice, accounting for up to a quarter. Minimalism, Scandinavian style, and retro style also received support from 21% and 16-17% respectively. Elegant furniture is also chosen by 13%, demonstrating consumers’ enthusiasm for diverse styles. However, 53% of the respondents said they were able to buy furniture they liked, but 25% said it was difficult to find satisfactory choices, which also echoes the coexistence of style diversity and personalized needs in the market.
Online purchasing trends
Consumers’ choices have changed significantly in furniture purchasing channels. In the past, IKEA was the main place to buy furniture. Only 20% of Russians said they had purchased furniture at IKEA. On the contrary, more and more consumers are turning to online channels, with 23% of buyers choosing to buy the furniture they need online, and 26% of buyers prefer to buy in offline stores, reflecting the changes in modern consumer shopping habits. Diversification.
As one of Russia’s largest online retail platforms, Ozon’s rise in the furniture field is also eye-catching. In the past year, Ozon furniture has become one of the fastest growing product categories on the platform, with sales of various furniture categories showing significant growth. The sales of living room furniture sets have increased by an astonishing 600% year-on-year, and the sales of tables, beds, sofas and other furniture have also achieved nearly 400% to 330% growth. In addition, among the TOP100 best-selling furniture, sales of flooring, clothes racks, bathroom shelves, kitchen cabinets, office chairs, bookshelves and desks have also remained high.
Purchase considerations
As for the factors to consider when purchasing furniture, the price-quality ratio is considered the most important by 40% of the respondents, the quality and appearance of the furniture account for 28% of the support respectively, and the delivery time accounts for 27%. At this point, Ozon furniture just meets the many needs of consumers. The platform not only provides cost-effective products, but also pays attention to the quality and appearance of furniture, as well as timely delivery services. Since this year, Ozon has been providing furniture delivery and assembly services to buyers, providing consumers with a more convenient shopping experience.
Consumer Spending
In terms of spending, AMZ123 learned that 23% of Russians spend between 300,000 and 500,000 rubles on furniture every year. And one fifth of people spend 500,000-700,000 rubles in this category every year. At the same time, 13% of consumers spend 700,000-1 million rubles and 100-1.5 million rubles annually, which also shows that consumers are increasingly investing in creating a home environment.
Taken together, ozon furniture, as a new force in the Russian home furnishing market, is gradually leading the furniture purchasing trend of Russian consumers with its diversified style choices, cost-effective products and convenient shopping experience. In the future, as more and more consumers choose online channels to purchase furniture, ozon furniture is expected to continue to achieve greater success in the Russian home furnishing market.