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俄罗斯电子商务:更多的参与者,更多的付款选择,更好的物流 |出海俄罗斯电商岛群第24期

2020-01-24 02:04:53

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我上一次在2014年的“俄罗斯的电子商务:另一个新兴市场?”中写了关于俄罗斯电子商务市场的文章,其中谈到了有限的付款方式和原始物流基础设施。

 

这些条件已经逐渐改善。俄罗斯人现在可以使用多种本地付款方式。国内顶级市场正在建造仓库,并越来越多地使用技术来改善物流。新的递送方式已经出现-办公室和储物柜的自动取货很受欢迎,因为它们为在线购物者提供了不可靠的俄罗斯邮政(俄罗斯邮政)的替代方案。然而,电子商务的销售增长缓慢,反映出经济不景气。

 

根据俄罗斯研究公司Data Insight的数据,预计2019年国内实物商品在线在线销售额将达到220亿美元。今年跨境销售(进口商品)预计将达到70亿美元。 Statista的数据显示,2018年美国国内电子商务销售额约为5040亿美元。

 

购买驱动程序

俄罗斯产品以质量差和价格高而著称。更优惠的价格是俄罗斯跨境电子商务购买的主要驱动力。 Growth from Knowledge(一家德国研究公司)和Yandex.Market(位于俄罗斯的市场)在2018年进行的一项调查发现,近60%的受访者表示他们在线购物是因为在线购物比在线购物便宜。

 

额外的折扣和免费送货是其他促使俄罗斯购物者在国内和国际购物的动机。俄罗斯人最常在网上购买的商品是消费类电子产品,服装和配件。

 

25至34岁的俄罗斯消费者是最常上网的购物者。

 

国内球员

根据Data Insight的数据,2018年国内电商市场的实物商品销售额为180亿美元(含增值税)。前四名在线零售商的销售额合计占总数的27%。与2014年相似,俄罗斯的电子商务领域仍然是零散的,只有两个最大的国内市场领导者-Wildberries和Citilink-在2018年创造了超过10亿美元的销售额。

 

专注于时尚商品的Wildberries和销售电子产品的DNS-Shop分别在2018年增长了74%和83%。Wildberries连续三年成为俄罗斯最大的在线商店,并且正在向家电领域扩展。该公司将收入增长与产品线的扩展和接货点的发展联系起来。在2019年的前三个月中,Wildberries开设了800个新的接载点,总数达到3700个。 Wildberries成立于2004年,拥有15,000名员工。

 

俄罗斯电子商务领域仍然零散

 

多渠道播放器Citilink在莫斯科拥有20多家商店,其网站专门研究消费类电子产品和家用电器。

 

Ozon是一家老牌公司,于2018年9月改变了其商业模式,成为其他卖家的市场,目前拥有6,000名商人。该公司在2018年的增长率为73%,并正在大力投资其履行能力。

 

Yandex是一家大型俄罗斯跨国公司,专门研究与互联网相关的产品和服务,包括电子商务。 Yandex市场集团成立于2018年,是Yandex与俄罗斯最大的国有银行Sberbank的合资企业。该组包括三个实体:Yandex.Market;另一个国内市场Beru; Bringly是一个拥有超过400万种产品并直接与速卖通竞争的国际市场。

 

上个月,俄罗斯在线新闻提供商Bell报道说:“ Sberbank和Yandex可能退出其电子商务合资企业……而Sberbank可能正在寻找该地区的另一家公司-Ozon或Avito。” Avito是一家机密广告网站,类似于Craigslist。在2019年初,南非互联网集团Naspers收购了Avito。

 

跨境电子商务

中国公司通过最大的阿里巴巴拥有的全球速卖通(AliExpress)占领了国际市场,这是最成功的。俄罗斯人还从另一个中国市场天猫购买商品。中国卖家提供最低价格,俄罗斯在线购物者对价格极为敏感。俄罗斯购物者在速卖通上下的订单由阿里巴巴集团物流服务聚合商菜鸟的授权运输合作伙伴交付给俄罗斯。

 

2018年9月,阿里巴巴与俄罗斯领先的互联网公司Mail.ru Group结盟。这两个合作伙伴旨在创建一个涵盖电子商务,社交通讯和游戏的生态系统。其他投资者包括俄罗斯电信公司MegaFon和国有的俄罗斯直接投资基金。

 

在过去的一年中,土耳其电子商务商人进入了俄罗斯市场。

 

俄罗斯邮政运送了73%的跨境购买商品。根据《 2018年知识更新》调查,跨境购买的可接受交付时间约为三周。但是,俄罗斯主要城市的消费者希望在三到五天内交货。

 

但是,俄罗斯繁琐的物流流程是跨境电子商务的障碍。许多国际销售商雇用当地的物流合作伙伴来导航流程。

 

付款方式

对于国内采购,货到付款(现金或借记卡)仍然占主导地位,占电子商务付款的70%。国内购买的其他付款方式包括国家支持的银行卡Mir(与Visa和Mastercard竞争)和电子钱包,例如Yandex.One和WebMoney。但是,由于对电子商务的信任度提高以及其他付款方式的可用性增加,货到付款正在下降。

 

对于国内采购,货到付款(现金或借记卡)仍然占主导地位……

 

大多数外国卖家不提供货到付款。对于国际采购,俄罗斯的消费者使用借记卡和信用卡或其他电子支付方式进行预付款。

 

Apple Pay,Samsung Pay和Google Pay于2016-2017年进入俄罗斯市场。在2018年,大约15%的在线消费者使用了每种付款方式,主要是城市地区的智能手机所有者。

 

注意事项

大多数俄罗斯人收入不高。由于种类繁多且价格低廉,速卖通出售的廉价中国商品尤其有吸引力。俄罗斯消费者通常会从速卖通购买商品,然后在Avito上转售。灰色市场巨大,超过了官方的实物商品电子商务市场几倍。

 

从2019年1月开始,俄罗斯将国际卖家免税购买的人均门槛从1,000欧元下调至500欧元。超出500欧元的上限,政府将征收30%的税。政府正在考虑再次降低这一数额。

 

根据荷兰研究公司Ecommerce Foundation的数据,2018年个人平均跨境购买金额仅为25美元。国内整体平均订单价值为63美元。


俄罗斯电商活动分享报名


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Ecommerce in Russia: More Players, More Payment Choices, Better Logistics

 

I last wrote about the Russian ecommerce market in 2014, in “Ecommerce in Russia: Another Emerging Market?,” where I addressed the limited payment options and primitive logistics infrastructure.

 

Those conditions have gradually improved. Russians now have access to diverse local payment choices. The top domestic marketplaces are building warehouses and increasing their use of technology to improve logistics. New delivery formats have emerged — self-pickup from offices and lockers are popular because they offer online shoppers an alternative to the unreliable Russian Post, the national mail service. Nevertheless, ecommerce sales have grown slowly, reflecting an ailing economy.

 

Domestic online sales of physical goods are expected to reach $22 billion in 2019, according to Russian research firm Data Insight. Cross-border sales (imported goods) are expected to account for $7 billion this year. This compares to roughly $504 billion domestic U.S. ecommerce sales in 2018, according to Statista.

 

Purchase Drivers

Russian products have a reputation for poor quality and high prices. More favorable pricing is the primary driver of cross-border ecommerce purchases in Russia. A 2018 survey by Growth from Knowledge (a German research firm) and Yandex.Market (the Russia-based marketplace) found that almost 60 percent of the respondents said they shop online because it is cheaper than offline.

 

Additional discounts and free delivery are other factors that motivate Russian shoppers, both for domestic and international purchases. The items Russians purchase most frequently online are consumer electronics and apparel and accessories.

 

Russian consumers aged 25 to 34 years are the most frequent online shoppers.

 

Domestic Players

The domestic ecommerce market generated $18 billion (including VAT) in physical goods sales in 2018 according to Data Insight. The sales of the top four online retailers combined comprised 27 percent of the total. Similar to 2014, The Russian ecommerce scene remains fragmented, with only the top two domestic market leaders — Wildberries and Citilink — generating more than $1 billion in sales in 2018.

 

Wildberries, which focuses on fashion items, and DNS-Shop, which sells electronic goods, grew 74 percent and 83 percent respectively in 2018. Wildberries has been Russia’s largest online store for three consecutive years and is expanding into appliances. The company linked the revenue growth to the expansion of its product line and the development of pick-up points. During the first three months of 2019, Wildberries opened 800 new pick-up points, bringing the total number to 3,700. Established in 2004, Wildberries has 15,000 employees.

 

The Russian ecommerce scene remains fragmented…

 

Multichannel player Citilink has more than 20 shops in Moscow, and its website specializes in consumer electronics and household appliances.

 

Ozon, an established player that changed its business model in September 2018 to become a marketplace for other sellers, now has 6,000 merchants. The company had a 73-percent growth rate in 2018 and is investing heavily in its fulfillment capabilities.

 

Yandex is a large Russian multinational corporation specializing in internet-related products and services, including ecommerce. The Yandex Market Group was established in 2018 as a joint venture by Yandex and state-owned Sberbank, the largest bank in Russia. The group comprises three entities: the Yandex.Market; Beru, another domestic marketplace; and Bringly, an international marketplace that claims over 4 million products and directly competes with AliExpress.

 

Last month Russian online news provider Bell reported that “Sberbank and Yandex may exit their e-commerce joint venture… while Sberbank may be eyeing another player in the area — Ozon or Avito.” Avito is a classified advertising website, similar to Craigslist. In early 2019 South African internet conglomerate Naspers purchased Avito.

 

Cross-border Ecommerce

Chinese companies dominate the international market with AliExpress, the huge Alibaba-owned marketplace, being the most successful. Russians also buy from Tmall, another China-based marketplace. Chinese sellers offer the lowest prices, and Russian online shoppers are extremely price sensitive. Orders placed by Russian shoppers on AliExpress are delivered to Russia by authorized shipping partners of Cainiao, the logistics service aggregator of Alibaba Group.

 

In September 2018 Alibaba allied with Mail.ru Group, a leading Russian internet company. The two partners aim to create an ecosystem that would encompass ecommerce, social communications, and gaming. Additional investors include Russian telco MegaFon and state-owned Russian Direct Investment Fund.

 

In the past year, Turkish ecommerce merchants have entered the Russian market.

 

Seventy-three percent of cross-border purchased goods are delivered by Russian Post. Acceptable delivery time for cross-border purchases is about three weeks, according to a Growth from Knowledge 2018 survey. However, consumers in major Russian cities expect delivery in three to five days.

 

Nonetheless, the cumbersome logistics process in Russia is a barrier to cross-border ecommerce. Many international sellers employ a local logistics partner to navigate the process.

 

Payments

For domestic purchases, payment on delivery (either by cash or debit card) is still dominant, accounting for 70 percent of ecommerce payments. Other payment options for domestic purchases include the state-supported bank card Mir (which competes with Visa and Mastercard) and e-wallets such as Yandex.One and WebMoney. Payment on delivery is declining, however, due to increased trust in ecommerce and the increased availability of other methods of payment.

 

For domestic purchases, payment on delivery (either by cash or debit card) is still dominant…

 

Most foreign sellers do not offer payment on delivery. For international purchases, Russia-based consumers prepay using debit and credit cards or other electronic payment methods.

 

Apple Pay, Samsung Pay, and Google Pay entered the Russian market in 2016-2017. In 2018, each of these payment methods was used by around 15 percent of online consumers, mostly by smartphone owners in urban areas.

 

Caveats

Most Russians have modest incomes. The inexpensive Chinese goods sold by AliExpress are especially appealing because of the large assortment and low prices. Often Russian consumers buy goods from AliExpress and resell them on Avito. The grey market is huge, exceeding the official ecommerce market for physical goods several times over.

 

Starting in January of 2019, Russia lowered the per-person threshold for tax-free purchases from international sellers to €500 from €1,000. Beyond the €500 limit, the government assesses a 30 percent tax. The government is considering lowering the amount again.

 

The average individual online cross-border purchase was only $25 in 2018, according to the Ecommerce Foundation, a Netherlands-based research firm. The overall domestic average order value was $63.

 

 


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