Tele-stores in Russia

Digitalization of tele-stores

Main article: Digitalization of tele-stores

2022: Tele-shop market in Russia: What products are in greatest demand

In June 2023, the market research agency GuideMarket published a report on the tele-store market and listed the categories of goods that lead in sales through this distribution channel.

According to experts' estimates for 2022, the sale of clothing and shoes accounts for a third of the total volume of the tele-shop market (33.3%). This segment of goods is dominated by women's collections, which are in great demand among an economically active audience.

Beauty and health products such as cosmetics, over-the-counter medicines and special tools (15.5%) are also popular. Jewelry also holds a significant market share (15.4%), but is sold mainly in specialized tele-stores.

Household goods, including textiles, cleaning products and inventory, account for 10.5% of the market. Electronics took a small market share - about 6.3% - in 2022. Goods for summer cottages and gardens are less often sold in "shops on the sofa" due to their seasonal specifics (share in 2022 - 3.2%).

In the regional context, the structure of consumption in the tele-shop services market is primarily represented by the sale of goods in the Central Federal District (29%), the Volga Federal District (21%) and the North-West Federal District (17%). This form of trade is in the least demand in the Far Eastern and North Caucasian Federal District (2%).

Analysts note that on the rapid development of online commerce, the tele-store market is forced to focus on online services for the sale of goods and create competitive advantages, including high quality and uniqueness of goods, simplicity and clarity of submitting information about the proposed products, speed and convenience of ordering and delivery systems. Also, to maximize the audience of potential customers, tele-stores are trying to get into the broadcasting network of each pay-TV operator.^[1]

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