Online Sales of Clothing and Footwear in Russia 2010
This report is an integral part of ” E-commerce in Russia – 2010” research. The report covers in detail one of the product categories that make up the Russian e-commerce market namely the online sales of clothing, footwear and accessories.
The study in general as well as the report on the clothing and footwear segment are based on integration of the wide range of available sources:
This integrated approach creates a complete picture and provides maximum accuracy and reliability of conclusions and forecasts.
A feature of this study is the wide use of online surveys data (particularly MASMI’s Online Monitor survey conducted with a sample size of about 40k people). It allows to look at the market from the side of the customers and to analyze all segments of the e-commerce market by a single methodology; such approach reduces researchers’ dependency on the transparency and openness of online retailers and on the peculiarities of each store’s accounting system.
Data collected and received throughout 2010 is used in this study, with a portion (e.g. data from the MASMI survey) belonging to the first half or the middle of the year. For the usage in the analytical models and assessments, all raw data has been corrected and extrapolated so that the resulting estimates would reflect the market situation at the end of the year and would take into account the rapid growth of the market during 2010.
“E-commerce in Russia - 2010” study investigates the scope and audience of online retail sales of physical and digital goods as well as online sales of train/airplane tickets. “Online sales” in the report mean transactions where the buyer chooses products on the site of an online retailer and pre-orders them (via the website, e-mail or phone); this definition includes any form of delivery (by courier, mail service or in-store pickup). Furthermore “online stores” mean websites with the option for online ordering of products and a “shopping cart” button/link (or an “order” button/link for some product/service categories) should be on the page of the product of interest.
The study in general as well as the report on the clothing and footwear segment are based on integration of the wide range of available sources:
- Online surveys of Internet users and online shops customers
- Offline surveys of Internet users
- Traffic statistics of retail websites
- Search keyword statistics related to online shopping
- Internal statistics of some online retailers
- Payment systems data
- Expert estimates
This integrated approach creates a complete picture and provides maximum accuracy and reliability of conclusions and forecasts.
A feature of this study is the wide use of online surveys data (particularly MASMI’s Online Monitor survey conducted with a sample size of about 40k people). It allows to look at the market from the side of the customers and to analyze all segments of the e-commerce market by a single methodology; such approach reduces researchers’ dependency on the transparency and openness of online retailers and on the peculiarities of each store’s accounting system.
Data collected and received throughout 2010 is used in this study, with a portion (e.g. data from the MASMI survey) belonging to the first half or the middle of the year. For the usage in the analytical models and assessments, all raw data has been corrected and extrapolated so that the resulting estimates would reflect the market situation at the end of the year and would take into account the rapid growth of the market during 2010.
“E-commerce in Russia - 2010” study investigates the scope and audience of online retail sales of physical and digital goods as well as online sales of train/airplane tickets. “Online sales” in the report mean transactions where the buyer chooses products on the site of an online retailer and pre-orders them (via the website, e-mail or phone); this definition includes any form of delivery (by courier, mail service or in-store pickup). Furthermore “online stores” mean websites with the option for online ordering of products and a “shopping cart” button/link (or an “order” button/link for some product/service categories) should be on the page of the product of interest.
1. SUBJECT AND METHODOLOGY OF RESEARCH
2. MARKET SIZE AND NUMBER OF SHOPPERS
2.1. Market size and number of shoppers
2.2. Online shoppers distribution by consumer segments
2.3. Online shoppers distribution by spending
3. SHOPPERS SOCIO-DEMOGRAPHIC CHARACTERISTICS
3.1. Distribution by gender and age
3.2. Distribution by income level
3.3. Distribution by job position
3.4. Distribution by family status
3.5. Distribution by education level
3.6. Distribution of clothing and footwear shoppers by Internet experience
3.7. Segment audience vs. overall e-commerce audience: comparison of demographic characteristics
3.8. Online shoppers of clothing and footwear vs. Internet users: comparison of demographic characteristics
3.9. Online shoppers of clothing and footwear vs. Russian population: comparison of demographic characteristics
4. SHOPPERS FROM CAPITALS AND REGIONS: AUDIENCE COMPARISON
4.1. Shoppers distribution between capitals and regions
4.2. Shoppers behavior and activity: capitals/regions comparison
4.3. Average spending: capitals/regions comparison
4.4. Market size distribution between capitals and regions
4.5. Shoppers in capitals and regions: comparison of distribution by gender and age
4.6. Shoppers in capitals and regions: comparison of distribution by income level
4.7. Shoppers in capitals and regions: comparison of distribution by education
4.8. Shoppers in capitals and regions: comparison of distribution by Internet experience
5. MARKET GEOGRAPHY: DISTRIBUTION BY MACROREGIONS
5.1. Shoppers distribution by macroregions
5.2. Average spending: comparison by macroregions
5.3. Market size distribution by macroregions
5.4. Cities with the largest numbers of online shoppers
6. RELATED PRODUCT CATEGORIES
7. POPULAR PRODUCT SUBCATEGORIES
8. ONLINE SHOPS AND THEIR GEOGRAPHY
8.1. Number of online shops
8.2. Market structure: retailers specialization
8.3. Market structure: leaders and outsiders
8.4. Geography of online retailers
9. MARKET LEADERS
9.1. The largest online retailers and their website traffic 59
9.2. Largest online retailers: number of orders and market share
9.3. Delivery service: methods and geography
9.4. Methods of payment
10. KEY FINDINGS AND MARKET DEVELOPMENT FORECASTS
2. MARKET SIZE AND NUMBER OF SHOPPERS
2.1. Market size and number of shoppers
2.2. Online shoppers distribution by consumer segments
2.3. Online shoppers distribution by spending
3. SHOPPERS SOCIO-DEMOGRAPHIC CHARACTERISTICS
3.1. Distribution by gender and age
3.2. Distribution by income level
3.3. Distribution by job position
3.4. Distribution by family status
3.5. Distribution by education level
3.6. Distribution of clothing and footwear shoppers by Internet experience
3.7. Segment audience vs. overall e-commerce audience: comparison of demographic characteristics
3.8. Online shoppers of clothing and footwear vs. Internet users: comparison of demographic characteristics
3.9. Online shoppers of clothing and footwear vs. Russian population: comparison of demographic characteristics
4. SHOPPERS FROM CAPITALS AND REGIONS: AUDIENCE COMPARISON
4.1. Shoppers distribution between capitals and regions
4.2. Shoppers behavior and activity: capitals/regions comparison
4.3. Average spending: capitals/regions comparison
4.4. Market size distribution between capitals and regions
4.5. Shoppers in capitals and regions: comparison of distribution by gender and age
4.6. Shoppers in capitals and regions: comparison of distribution by income level
4.7. Shoppers in capitals and regions: comparison of distribution by education
4.8. Shoppers in capitals and regions: comparison of distribution by Internet experience
5. MARKET GEOGRAPHY: DISTRIBUTION BY MACROREGIONS
5.1. Shoppers distribution by macroregions
5.2. Average spending: comparison by macroregions
5.3. Market size distribution by macroregions
5.4. Cities with the largest numbers of online shoppers
6. RELATED PRODUCT CATEGORIES
7. POPULAR PRODUCT SUBCATEGORIES
8. ONLINE SHOPS AND THEIR GEOGRAPHY
8.1. Number of online shops
8.2. Market structure: retailers specialization
8.3. Market structure: leaders and outsiders
8.4. Geography of online retailers
9. MARKET LEADERS
9.1. The largest online retailers and their website traffic 59
9.2. Largest online retailers: number of orders and market share
9.3. Delivery service: methods and geography
9.4. Methods of payment
10. KEY FINDINGS AND MARKET DEVELOPMENT FORECASTS
