Guía E-Commerce Rusia

De compras por el mundo
Hábitos de consumo en la venta a distancia

E-COMMERCE
Rusia
República federal con gobierno
presidencial.
PIB: 1.178 M.M.€ (-0,6% en 2015)
Moscú Habitantes: 143,4 millones
IVA: 18%
55%
Previsión de crecimiento
e-Commerce 2014 vs. 2018
Penetración en Internet Sectores más importantes

Datos durante el año. La elección de compra de una de las categorías
no excluye la posibilidad de comprar otra.
72% 43%
de la población
17% 10%
Por dispositivo Por buscadores
Yandex
5%
83% 58% 1 3 5
12% Google 2 4 R
34% 7,9%
Electrónica Ropa y Piezas de
complementos automóvil
Compras online vs. acceso a Calendario de venta online

internet 2016/17
43% 24 de noviembre: Black Friday
compra
online 26 de noviembre: Día de la madre
103 mill.
671 €
por persona/año
28 de noviembre: Cyber Monday
1 de enero: Año Nuevo
7 de enero: Celebración de la Navidad
14 de febrero: San Valentín
35,8% 46,4% 17,8% 23 de febrero: Día del padre
<30 años 30-49 años >50 años
8 de marzo: Día internacional de la mujer
Devoluciones Facturación
Datos 2015 en $. 21 de marzo: Empieza la primavera
21 de junio: Empieza el verano
3%
de las compras 20,3 Agosto: Vuelta al cole
Muy inferior a la media global del 6%.

bill.
E-COMMERCE
Métodos de pago ofrecidos en Principales marketplaces

tienda Orden de las empresas online rusas más importantes.
Ulmart.ru (supera en ventas a Amazon)

Contra rembolso 49% DNS-shop.ru
Tarj. débito 24% Wildberries.ru
Tarj. crédito 21% Citilink.ru
Microbilling 18% Svaznoy.ru

Exist.ru
Paypal 9%
Mvideo.ru
Transferencia online 8%
Eldorado.ru
Alternativas online 7%
Ozon.ru
Otros métodos 7%
Holodilnik.ru
Métodos de pago preferidos

5%
Visa 69%
12% Contra Si necesita más
Otros rembolso información visite
www.exportacondhl.com
14%
eWallets
Información de interés
9,6 envíos
se realizaron de media al año y por
persona en 2015.
4:40 horas
Uso medio de internet por persona al día.
Las empresas que trabajan con Correos Rusia

se quejan sobre la lentitud del servicio y de la BUY
pérdida o robo de paquetes, en parte debido
a la vasta geografía.
SA
LE
Fuentes: World Trade Organisation (World Bank); Statista; Hermes Nex Tec; DPDHL; Dhl
Shop the World (2014); StatCounter y CyberSoure.
Country
Information
Russia
Margarita, Jenya and Ilyana
Russian eCommerce customers are mostly fe-

male, young, working, and relatively high
earning. They use catalogs for shopping-
inspirations.
Country information Russia Country profile · Media Use · Distance selling · “Customer jour- Shop the World
ney“ · Drivers & barriers in distance selling · Cross-border shopping ·
Dialog marketing
Russian economy *
COUNTRY PROFILE RUSSIA
Russian politicians and econo- The ten largest conurbations in Russia · 2011 in thousand. **
mists are unsatisfied with the Population, total · 2013 in mn. 142.7 ***
domestic economic trend.
Growth has been declining Age distribution · 2013 in mn.
for three years in a row - from
4.3% in 2011 to 1.3% in 2013. Population 0 - 15 years
For 2014, a 2.5% increase of 23.5
GDP is expected. The IMF de- Population 16 - 64 years
mands reforms as Russia is 100.8
living off its capital. In the fu- Population 65 years and older
ture, investments are planned 18.4
to be the preferred driver for
growth, as stated by the Cen-
Saint Petersburg Number of households · 2013 in mn. 49.4
tral Bank of the Russian Feder-
4,842 Ø Household size · 2013 2.9
ation. The ruble is to be carefully Yekaterinburg
Unemployment rate · 2013 in % 5.6
Nizhniy 1,348
devalued so as to offer Russian Novgorod
Inflation rate · 2013 in % 6.8
industrial goods cheaper on the 1,253 Chelyabinsk
Moscow 1,128 Novosibirsk Economic growth · in % ****
world markets. Nevertheless, an 11,472 Kazan 1,472
>
increase of the unemployment Samara 1,142 Omsk
1,153
rate is expected for 2014 due to 1,165
the closing of non-profitable in- Rostov-on-Don
dustrial companies. 1,089
4.3
3.4
1.3
>
2011 2012 2013
* Source: Fischer World Almanac 2014, Germany Trade & Invest ** Source: Metropolitan areas with 1 million inhabitants and more; United Nations, Department of Economic and Social Affairs, Po-
pulation Division (2012). World Urbanization Prospects: The 2011 Revision, CD-ROM Edition.*** Source: Copyright © IHS, 2013. All rights reserved **** Source: Copyright © IHS, 2013. All rights
reserved
Dialog marketing
Internet use
A solid majority of all Russian

MEDIA USE IN RUSSIA
citizens is using the internet;
However, the quality of the in- Total advertising expenditure Share of adspend by medium
ternet access heavily depends
on the location. The Rus-
sians' favorite toy is the mobile
· in EUR bn. *
49+5+2122336
· in % *
5.2 1.8
12.8
10.1
phone, particularly the intelli-
9.4
8.7
gent smartphone. In large cit-
8.0
ies such as Moscow, market 49.2
7.2
penetration is at western level

6.3
22.5
already; smaller regions still lag
behind.
No.1 driver of growth in 2.7

5.8
Eastern Europe
TV Internet
The Russian advertising market Radio Newspapers
2011 2012 2013 2014 2015 2016 Movies Magazines
continues to grow at 8% - 9% Outdoor advertising
per year. Until 2016, media rev-
Internet users · 2012 per 100 people ** Smartphone market penetration · in % *****
enues in Russia account for 53.3 Representative domestic population 16+, n = 1,000
almost half of all Eastern Eu-
>
36.2
ropean adspends. By absolute
numbers, however, the market Permanent access to broadband internet · 2012 per 100 people ***
still lags far behind Western Eu- 14.5
ropean countries such as Ger-

19.4
many or France. Cellphones · 2012 per 100 people ****
183.5
>
2012 2013
* Source: Zenith Optimedia, 2013 ** Source: Copyright © IHS, 2013. All rights reserved *** Source: The World Bank **** Source: Copyright © IHS, 2013. All rights reserved **** Source: Our Mobile
Planet: Google Global Smart phone Study 2013, http://www.thinkwithgoogle.com/mobileplanet/
Dialog marketing
Everything for homes and

gardens DISTANCE SELLING Distance selling purchases in 2013 - trend for 2018
· in EUR mn. *
2013 2018
Russia is the largest distance
selling market in Eastern Eu-
IN RUSSIA Apparel and footwear 2,723.2
rope. Russian customers order 4.681.6
consumer electronics in dis- Consumer electronics, 2.763.4
tinctly above-average num- computers + equipment 4.495.8
bers. Also, they enjoy working
Media products (books, CDs, 1,971.7
in their homes and gardens, as
Development of distance selling and DVDs, etc.) 2,439.3
shown by the comparably high
share of total retail 2011 - 2018
orders of household appliances · in EUR bn. *
Housewares and home 950.7
and gardening equipment. furnishings + textiles 1,473.3
CAGR: 11.9%
Food + beverages 346.0
832.8
Household and consumer 736.4
3.4
appliances 1,244.8
Beauty and personal care 550.3
716.5
3.3
DIY and gardening 950.3
3.2
1,309.5
2.8
Home shopping OTC drugs and dietary supple- 210.6
2.6
ments 389.7
Traditional toys and games 131.3
Online shopping 249.1
6.5 8.8 11.2 13.8 21.9
2011 2012 2013e 2014e 2018e House cleaning (detergent, 32.1
Share of total retail · in % 2.8 3.2 3.6 4.1 5.0 chastener, etc.) 60.1
* Source: Euromonitor International

Dialog marketing
Great potential
More than three quarters of

DISTANCE SELLING IN RUSSIA
all respondents order via dis- Number of orders in the previous year Future ordering behavior Non-users of distance selling - future plans
tance selling. In the future, an in- · in % * (current users) · in % * · in % *
Russia Globally Russia Globally Russia
crease in both the number of
customers and the frequency of More than 20 4.5 12.0 49.6 38.8
ordering is expected. More frequently
orders
10.0 than in the last
Yes
12 months
Use of distance selling 71.4
· in % *
15.2
Yes No 11 to 20 15.1
orders
Russia No
28.6
78+22 +16
20.5
22.0
6 to 10
orders Globally
78.0 48.5
35.9 Just as frequently

Globally as in the last 55.2 Yes
1 to 5 12 months 45.3 70.5
orders
16.5
84
No
Less frequently 29.5
83.5 No than in the last
orders 22.0 16.5 12 months 6.1
5.1
* Source: DHL Global Mail 2013 ∙ n Global from 1,275 to 11,265 ∙ n Russia from 70 to 512
Dialog marketing
DISTANCE SELLING Heavy users* Global heavy users*

36.7
Russia* Globally*
Gender · in % Male 47.6 50.0
IN RUSSIA ***
Female 63.3 52.4 50.0
Age · in % <30 yrs. 35.8 27.4 28.6
30-49 yrs. 46.4 44.0 44.3
50 yrs. + 17.8 28.7 27.1
Heavy users are female
Occupation · in % Employed 86.3 78.3 70.6
Almost wo thirds of the Russian Unemployed 13.7 21.7 29.4
heavy users are female. Com- Education · in % Lower educational level 1.5 2.3 14.4
pared with the global aver- Medium and higher level of education 98.5 97.7 85.6
age, they are rather young, well Community size · in % Rural (<50,000 inhabitants) 12.9 15.0 36.4
educated, live in households Non-rural/urban (>50,000 inhabitants) 87.1 85.0 63.6
with children and have an com-
Minors in the household · Ø 1.0 0.7 0.7
parably high household in-
come. Affinity towards media Household type · in % Single 4.6 6.3 11.2
is rather high, especially dialog 2-person household without children 17.0 22.9 23.4
Household with children 63.8 49.8 43.0
marketing is particularly popu- 21.1 22.4
Household with 3 adults 14.6
lar in this target group.
Mobile Internet usage · in % Yes 64.5 53.2 54.3
No 35.5 46.8 45.7
Gross household income · in %

Low income 18.8 34.9 32.1
Medium income 27.0 29.4 34.2
High income 54.1 35.7 33.7
Media affinity: Online · in % yes** 88.5 84.1 80.8
Media affinity: Classic · in % yes** 37.7 35.4 36.5
Media affinity: Dialog marketing · in % yes** 57.0 51.2 46.9
* Source: DHL Global Mail 2013 ∙ n Global from 2,661 to 11,265 ∙ n Russia from 111 to 512 ** media affinity for online / classic / dialog marketing, if at least one medium from the respective area was rated 5 or 6 on a scale of 1
"absolutely not useful" to 6 "very useful" *** the top third of most active users
Dialog marketing
Catalog highly popular

In Russia, the use of online “CUSTOMER JOURNEY“ – SEARCHING FOR
marketplaces is still relatively
insignificant. Instead, catalogs
PRODUCT INFORMATION Criteria for choosing a vendor
are used comparatively often to · Russia in % *
Globally
find inspiration for purchases. Search for product information Large selection of products 30.2 20.7
· Russia in % * Globally
Recommendation and experiences of
Search engines 50.6 53.2 friends, acquaintances, and colleagues 18.0 13.7
Customer ratings in blogs or forums

41.6 35.5 Official test seals, reviews, and test 7.5 8.8
reports of independent institutions
Product test ratings / expert test reports 28.3 23.4
Positive customer ratings on the 28.5 26.6
internet
Price comparison sites 40.9 44.2
Attractive product line 20.9 14.9
Product check in a retail store 22.3 23.9
Retailer or manufacturer website Favorable prices, promotions, & 54.7 51.7

42.4 45.8 special offers
Online marketplace 29.8 42.5 Straightforward return process 11.1 12.9
Catalog 36.9 25.1

Free returns 12.4 20.8
Mail advertising 15.3 15.1
Choice of preferred payment methods 24.3 22.6
Social media platforms such as Face- 18.3 15.1
book and Twitter
Fast delivery 20.3 25.7
Apps (on smartphone, iPad, or tablet) 6.0 9.7
Recommendations from friends, 36.3 37.8 Free delivery 44.9 45.2

acquaintances, and colleagues
Customer ratings on the supplier‘s 36.3 40.6 Good customer service 15.5 18.5
website
* Source: DHL Global Mail 2013 ∙ n Global from 9,386 to 10,617 ∙ n Russia from 399 to 477, multiple mentioning
Dialog marketing
ACCEPTANCE OF Usefulness of advertising media

· in % *, **
ADVERTISING 1 and 2 3 and 4 5 and 6
Television
1 and 2 3 and 4 5 and 6
MEDIA Online advertising Ø

Russia 3.2 34.2 44.0 21.8
advertising
Russia
Ø
3.5 29.1 42.8 28.1
Useful research tools Globally 3.4 30.6 41.8 27.6 Globally 3.6 26.1 43.8 30.1
In Russia, research via search Advertising letters

engines and price-comparison Russia 2.9 44.4 38.9 16.8
Social media Globally 3.1 38.7 40.4 20.9
sites is seen as the most useful
source when searching for de- Russia 3.5 28.5 40.4 31.1 Household advertising
sired products. The high affinity Globally 3.4 33.9 37.6 28.5 Russia 3.1 35.2 46.7 18.1
towards catalogs comes again Globally 3.4 29.9 43.9 26.2
visible: 45.3% assign top grades Advertisements in mag-
for their usefulness. Product suggestions in azines and periodicals
online shops Russia 3.3 31.2 46.4 22.5
Russia 4.1 14.9 40.9 44.2 Globally 3.4 29.0 46.7 24.3
Globally 3.9 18.9 45.1 36.0
Advertisements in
newspapers
Russia 3.0 42.6 40.4 17.0
Globally 3.2 34.8 43.1 22.1
Internet search engines
Billboard advertise-
ments
Russia 4.9 4.5 27.5 68.1 Russia 3.0 40.1 43.1 16.9
Globally 4.8 6.5 28.7 64.8 Globally 3.0 41.8 40.7 17.6
Radio
Price comparison sites Russia 2.8 45.7 37.9 16.4
Globally 2.9 44.3 38.8 16.9
Russia 4.6 9.4 32.4 58.2
Globally 4.6 9.1 31.7 59.1 Catalogs from vendors
Russia 4.2 12.5 42.2 45.3
Globally 3.9 19.3 44.2 36.6
* Source: DHL Global Mail 2013 ∙ n Global from 10,218 to 10,384 ∙ n Russia from 460 to 473 ** scale from 1 "absolutely not useful" to 6 "very useful“
Dialog marketing
Ordering method: Online!
Russian distance selling clients

“CUSTOMER JOURNEY“– PLACING ORDERS
primarly place orders online,
whether via PC (73.9%) or mo- Order channels Use of different suppliers
· in % * Russia Global · in % *
bile devices (8.6%). Ordering in
Online PC 73.9
a store and having the product Never Seldom Occasionally Frequently /
delivered home is also popu- 75.0 very frequently
lar in Russia compared to the Russia
Online shop of a
global average. Russians prefer manufaturer or
18.6 18.0 35.0 28.4
to oder from online shops or Online mobile 8.6 retailer
marketplaces, even though the (tablet, smartphone) 10.5
frequency is significantly lower 15.4 16.8 36.6 31.2
Globally
compared to global references.
Online marketplace
2.5
By telephone
24.4 17.4 30.3 27.9
3.2
9.9 8.7 27.0 54.3
2.5
In writing (by post, fax) Mail order company from
2.1 which I received a catalog
47.5 25.1 17.9 9.6
5.3 38.5 22.8 26.1 12.6

By email 4.4
Merchant who advertises on TV
70.1 18.2 7.5 4.2
Order in store & delivery 7.2
to home
4.8 60.2 17.6 15.7 6.6
Dialog marketing
No favorite payment method
Cash on delivery and prepay-

“CUSTOMER JOURNEY“– PAYMENT METHODS
ment are the most widely-used
payment otions in Russia. Payment options Never Seldom Occasionally Frequently / very frequently
· in % *
Credit cards and online pay-
Credit card Russia 57.7 15.5 14.3 12.5
ment is used much less fre-
Globally 29.3 9.8 18.7 42.3
quently compared to the global
average and about half of clients
Cash on delivery 24.4 26.7 26.7 22.2
never use them.
55.8 16.3 16.1 11.7
Prepayment 36.4 23.4 23.4 16.8

53.4 16.1 15.5 15.0
Direct debit 78.9 8.8 8.3 4.1

56.0 15.5 16.4 12.1
Invoice 44.7 21.6 20.6 13.2

54.4 15.8 16.3 13.4
Online payment systems 44.5 17.4 18.5 19.6

33.3 12.9 20.1 33.7
Installment purchase / financing 90.0 4.1 3.6 2.3

78.0 9.5 8.1 4.4
Debit card 51.1 13.4 20.3 15.2

55.1 10.8 15.7 18.4
Dialog marketing
3.8 4.5
“CUSTOMER JOURNEY“ Requirements for The option of selecting the shipping
delivery · Ø *,** company
– DELIVERY
Russia
Globally The vendor only works with reliable 4.7 5.0
Long distances take time delivery companies
Russians show a high tolerance
for delivery-times. At an aver- Detailed information regarding de-
age of 12.4 days, the accepted livery period & delivery date when 4.9 5.0
order time is almost twice as ordering
long as in global average. How-
ever, there are high demands to 5.1 5.1
Fast delivery
logistics.
Free delivery 5.3 5.3
Max. accepted order time

· Ø in days *
4.8 4.8
Russia Tracking information
Globally
3.7 4.0
Delivery to a retail store
12.4
Delivery to a parcel locker or drop 3.5 4.3

box
6.5 Other collection points (supermar-

ket, kiosk, gas station) 3.6 4.0
1 2 3 4 5 6
* Source: DHL Global Mail 2013 ∙ n Global from 10,270 to 10,462 ∙ n Russia from 461 to 473 ** scale from 1 "absolutely not important“ to 6 "very important“
Dialog marketing
Hardly any returns
In Russia, returns are hardly of

“CUSTOMER JOURNEY“– RETURNS
any importance. Only 13% have
returned products; globally, the Percentage of users who returned goods · in % * Reasons for returns Globally
13+87
Yes No · Russia in % *
average is more than twice as
72
high. When returning a prod- Russia Globally Defective product 37.7 32.3
uct, the most common reasons
are non-fitting products, defects 12.5
27.5 Deficient product quality 32.1 30.0
or poor product quality.
87.5 72.5
Differing product 26.1 17.8
description
28 + Delivery of the wrong
product
8.0 13.3
Wrong product was ordered 8.5

4.0
Number of returns per capita per year · Ø *
Russia
Globally Product did not fit 38.1 37.7
0.3
0.8
Product was not liked 30.1 29.9
Return rate · in % *
Ordered multiple variants 8.0 15.5
Russia
to choose from
Globally
3.2 Delivery period too long 8.0 5.8

5.9
Found less expensive product 2.0 3.9
ney“ · Drivers & barriers in distance selling · Cross-border
shopping · Dialog marketing
Exclusive products
Exclusivity of the products is a DRIVERS & BARRIERS
strong driver for eCommerce
in Russia. Major barriers are IN DISTANCE SELLING Barriers
the questionable product qual-
ity and concerns about product High delivery costs 35.3 36.6
piracy.
Uncertain delivery 28.2 24.2
Concern about misuse of payment data 22.0 34.4
Drivers No demand because all products are obtainable 3.8 3.9

· Russia in % * locally
Globally
46.3 25.8
Product can only be obtained via Long delivery periods
67.3 50.8
distance selling
62.6 48.5
Unknown product quality
Easy price comparison 44.8 54.6
66.4 64.9
No try-on possible before purchase
Shopping 24/7 68.8 72.6

Complicated return of the products 48.4 44.1
Location-independent 56.1 63.5 21.5

No personal advice 19.0
ordering
6.1 7.8 No personal contact person for 24.1 22.0

Higher product quality
problems
Lower prices 55.4 59.1
Doubts regarding data protection or the 28.7 29.8
dissemination of data to third parties
Greater selection 48.1 46.0
Concern about counterfeited products, 51.1 34.1

Option to deliver to a preferred 40.7 67.3 product piracy
location
ney“ · Drivers & barriers in distance selling · Cross-border shop-
ping · Dialog marketing
CROSS-BORDER SHOPPING – OVERVIEW
5535+10
Grand nations among them-
selves
Half of all Russian distance sell- Use of cross-border eCommerce Previous and future orders abroad by country
ing customers (54.8%) have · in % * · in % *
purchased in foreign coun- Yes, already ordered ** Russia
tries. Another 35% can imagi- No, but future orders planned Previous orders abroad Future orders abroad
ne themselves ordering from No, no future orders planned
abroad in the future. Only 10% 1 China USA

remain cautious, much less than [65.6] [64.1]
9.9
the global comparison. The US
and China remain the top tar-
get countries for cross-border 35.3 2 USA China
shopping, both at present and [49.5] [63.1]
in the future.
54.8
3 Germany Germany
[26.4] [52.2]
4 Great Britain Great Britain

[20.4] [37.5]
5 Hong Kong France

[19.9] [32.1]
* Source: DHL Global Mail 2013 ∙ n Global from 4,738 to 8,807 ∙ n Russia from 216 to 363 ** split into "further orders planned“ 53.1% Russia and "no further orders planned“ 1.7% Russia
Lower prices are tempting
The strongest drivers for foreign

CROSS-BORDER SHOPPING – Barriers to ordering abroad
orders are lower prices and the

availability of products. How-
DRIVERS & BARRIERS High delivery costs 46.1 53.7
ever, some of the major barriers
Language problems 37.0 31.6
for purchasing abroad include
long delivery times and compli-
Customs clearance 39.0 41.3
cated returns processes.
Non-transparent costs 43.7 41.3
Uncertainty with problems 34.0 33.3
No demand because all products are obtainable 12.3 12.5

locally
Long delivery times 60.2 56.1
Drivers for ordering abroad

Unknown product quality 41.2 35.7
Products not obtainable domestically 68.9 73.3 Complicated return process 52.7 50.8
Concerns regarding data protection 21.5 24.5

Higher quality of the products 46.4 24.2
Fear of fraud 35.7 41.6

Lower prices 73.5 62.9
Uncertain delivery 34.3 39.5

Greater selection 53.6 41.2
Concern about misuse of payment data 17.9 31.6
Assurance against product counter- 33.2 11.7
feiting Uncertainty regarding warranty terms, payment
38.3 39.3
process, legal situation, etc.
Cautious behavior
Mailing frequency in Russia is

DIALOG MARKETING
slightly below the global aver- Receipt of mailings and catalogs Response channel for mailings and catalogs
age. Russians also read and re- · Russia in % * Globally · Russia in % *
spond to direct marketing ini- Globally
One or more times per week 22.1 26.9
tiatives less often. By far the
One or more times per month 36.7 33.7 Website visits 77.6 73.4
most common response chan-
nel is visiting the provider‘s Less than once per month 29.9 27.7
website. Clients also pay a visit
Never 11.3 11.6 Visits to stores or
to the local store. branch offices
41.5 48.6
Reading mailings and catalogs

Other online
· in % *,**
response (e.g. chat,
1 and 2 3 and 4 5 and 6
Twitter, Facebook, 31.3 30.0
Russia newsletter
27.4 35.5 37.0 registration, etc.)
Globally
22.1 35.2 42.7
Response to mailings and catalogs Email 21.1 24.5
· in % *,**
1 and 2 3 and 4 5 and 6
Russia Phone call 15.9 18.4

31.1 44.9 24.1
Globally
29.0 45.8 25.3 Business reply card 13.0 12.6
* Source: DHL Global Mail 2013 ∙ n Global from 8,788 to 11,265 ∙ n Russia from 383 to 512 ** scale from 1 "never“ to 6 "almost always“

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De compras por el mundo

Hábitos de consumo en la venta a distancia

Penetración en Internet Sectores más importantes

Compras online vs. acceso a Calendario de venta online

Muy inferior a la media global del 6%.

Métodos de pago ofrecidos en Principales marketplaces

Ulmart.ru (supera en ventas a Amazon)

Microbilling 18% Svaznoy.ru

Métodos de pago preferidos

Las empresas que trabajan con Correos Rusia

Margarita, Jenya and Ilyana

Russian eCommerce customers are mostly fe-

A solid majority of all Russian

penetration is at western level

No.1 driver of growth in 2.7

ropean countries such as Ger-

Everything for homes and

* Source: Euromonitor International

More than three quarters of

35.9 Just as frequently

DISTANCE SELLING Heavy users* Global heavy users*

Gross household income · in %

Media affinity: Online · in % yes** 88.5 84.1 80.8

Media affinity: Classic · in % yes** 37.7 35.4 36.5

Media affinity: Dialog marketing · in % yes** 57.0 51.2 46.9

Catalog highly popular

Customer ratings in blogs or forums

Retailer or manufacturer website Favorable prices, promotions, & 54.7 51.7

Online marketplace 29.8 42.5 Straightforward return process 11.1 12.9

Catalog 36.9 25.1

Recommendations from friends, 36.3 37.8 Free delivery 44.9 45.2

ACCEPTANCE OF Usefulness of advertising media

MEDIA Online advertising Ø

In Russia, research via search Advertising letters

Ordering method: Online!

Russian distance selling clients

9.9 8.7 27.0 54.3

5.3 38.5 22.8 26.1 12.6

No favorite payment method

Cash on delivery and prepay-

Prepayment 36.4 23.4 23.4 16.8

Direct debit 78.9 8.8 8.3 4.1

Invoice 44.7 21.6 20.6 13.2

Online payment systems 44.5 17.4 18.5 19.6

Installment purchase / financing 90.0 4.1 3.6 2.3

Debit card 51.1 13.4 20.3 15.2

Free delivery 5.3 5.3

Max. accepted order time

Delivery to a parcel locker or drop 3.5 4.3

6.5 Other collection points (supermar-

Hardly any returns

In Russia, returns are hardly of

Wrong product was ordered 8.5

3.2 Delivery period too long 8.0 5.8

Found less expensive product 2.0 3.9

Concern about misuse of payment data 22.0 34.4

Drivers No demand because all products are obtainable 3.8 3.9

Shopping 24/7 68.8 72.6

Location-independent 56.1 63.5 21.5

6.1 7.8 No personal contact person for 24.1 22.0

Concern about counterfeited products, 51.1 34.1

CROSS-BORDER SHOPPING – OVERVIEW

abroad in the future. Only 10% 1 China USA

4 Great Britain Great Britain