Online food sales in Russia

2024: VTB launches food and food delivery service

On October 7, 2024, it became known that VTB would launch a food and food delivery service. It will be available through the mobile application "Food at VTB Online." Read more here

2023

The leaders of the Russian market for the delivery of consumer goods are named

At the end of February 2024, the analytical company Infoline published a study on the Russian market for online delivery of consumer goods. The first place among such services was taken by Samokat, which at the end of 2023 recorded sales at 165.3 billion rubles (an increase of two times compared to 2022). Read more here.

Growth of online food sales by 47% to 917.5 billion rubles

Online food sales in Russia in 2023 soared by 47% compared to 2022 and reached 917.5 billion rubles. This is evidenced by the data of the analytical company "Infoline Analytics," published at the end of February 2024.

As Vedomosti writes with reference to this study, in 2022, Russians spent about 625 billion rubles to order products via the Internet. The publication notes that despite the growth of the market at the end of 2023, the demand for it decreased by its end, but the popularity of procurement for future use and pickup increased. This happened thanks to promotions, an increase in online orders of alcoholic beverages with pickup and a shortage of couriers, which increased the cost of delivery, especially fast, explained Mikhail Burmistrov, General Director of Infoline Analytics.

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According to experts, marketplaces in the segment of delivery for future use, planned delivery and pickup increased in 2023 accounted for 56% of the market, which is 6.7 pp more than a year earlier. During this time, the share of Sberbank market rose by 4.5 pp to 33%, and the share of other players on an annualized basis decreased by 11.2 pp to 11%. The share of online orders in the total retail sales of products and drinks on the Russian market in 2023 increased by 1.3 pp to 4.7%.

From the publication of the newspaper it follows that the analytical company Data Insight estimated the volume of delivery of perishable products in 2023 at 781 billion rubles. This accounted for the largest share of the online food delivery market. At the same time, Data Insight experts did not include the dry-food category (for example, the delivery of cereals and other similar products) in their calculations, the newspaper writes.

Ozon confirmed to the newspaper the trend towards an increase in the number of food orders through pickup channels, but noted that it entailed a reduction in Ozon fresh courier delivery.^[1]

2021

Online sales of consumer goods in Russia increased 2.5 times, to 329 billion rubles

Online sales of consumer goods (this category includes food, drinks, household chemicals, etc.; eGrocery market) in Russia in 2021 amounted to a record 329 billion rubles, which is 2.5 times more than a year earlier. Data Insight analysts released such data in early February 2022.

According to experts, in December 2021 alone, retailers were able to sell more than 46 billion rubles of goods, which is 1.5 times more than in the entire 2019. It is noted that the launch of new formats and the expansion of geography in combination with marketing activity caused a significant growth in the eGrocery market in 2021. Compared to the previous year, the number of orders increased by 244% and amounted to 237 million, the volume of sales, including VAT and delivery, reached 329 billion rubles (+ 159% of the level of 2020). The reduction in the share of large purchases "for future use" led to the fact that the average check as a whole in the market decreased by a quarter (-25%) - from 1845 rubles in 2020 to 1385 rubles at the end of 2021, the study says.

Online sales of consumer goods in Russia increased by 2.5 times in 2021, to 329 billion rubles

Approximately 80% of online sales of consumer goods in 2021 came from six players:

• O2O holding (a joint venture between Sberbank and VK, includes Delivery Club, Samokat services);
• "Sabermarket";
• «Vkusville»;
• Kh5 Group (Vprok.ru services, delivery of Pyaterochka and Perekrestok);
• Yandex (Food, Shop);
• «Severgroup» («Tape», «Duck-bill»).

Analysts also noted the acceleration of delivery and the expansion of the geography of eGrocery services. Of the 12 market players in the top order count, 11 players (all but Vprok.ru) are either already providing, or testing express delivery in less than an hour. At the same time, the share of orders whose delivery time exceeds 2 hours decreased from 23% by the end of 2020 to 12% a year later.^[2]

The volume of the Russian e-grocery market at the end of 2021 will amount to 300 billion rubles.

On December 24, 2021, AliExpress Russia announced that, together with the Center for Expertise and Integrated Models (CEIM), they conducted a study of the Russian e-grocery market. According to experts, the volume of the Russian e-grocery market by the end of 2021 will amount to 300 billion rubles, by 2023 it can reach 500-600 billion rubles, and while maintaining growth rates by 2025 - 1 trillion rubles. The main sales channels will remain traditional retail, express delivery, online stores, marketplaces and specialized stores (local delivery). As of December 2021, marketplaces are leading in the range of food products, although in monetary terms they account for only 15% of the market.

The volume of the Russian e-grocery market at the end of 2021 will amount to 300 billion rubles. Photo: mdmag.ru.

According to data to the study, from 2018 to 2020. the e-grocery market grew by an average of 148.5% per year. This was facilitated by a number of factors, the main of which is the demand for delivery of consumer goods in connection with. pandemic Despite the high growth rates, in Russia, the online product market food accounts for no more than 1% of the total product market. Factors that will contribute to the growth of the market in the coming years may be the legalization of online, trade alcohol the development of online sales of goods of the fresh and ultra fresh categories and the consolidation of most of the turnover of each of the segments around several major players.

Online penetration from 1% will reach 10-15% in the next 3-5 years. The market will be formed around 2-4 major players by a wide margin from the rest. For services, it will be important to combine express delivery of the main high-speed SKUs and a wide range on one platform. noted Ivan Didus, Head of FMCG & Beauty at AliExpress Russia

According to forecasts of AliExpress experts Russia and CEIM, the market volume by the end of 2021 will amount to 300 billion rubles, by 2023 it can reach 500-600 billion rubles, and while maintaining growth rates by 2025 - 1 trillion rubles. The Russian online food trading market is divided into five segments (based on data AliExpress Russia for 2020): traditional retail (36% of the market in monetary terms, volume of 59.9 billion rubles), express delivery (30%, volume of 46.9 billion rubles), online stores (18%, volume of 29.9 billion rubles), marketplaces (15%, volume of 25.2 billion rubles) and specialized stores (local delivery, 1%; volume of 3 billion rubles). According to experts, in the coming years, other segments will not appear, but there will be a trend towards the enlargement of players and an increase in the share of marketplaces. As of December 2021, marketplaces are the market leaders in terms of the number of products presented: on average, the range of food products (SKU) on marketplaces is 162.4 thousand goods.

Despite SKU's performance, the potential for growth has not been exhausted. In second place in terms of the range of food products are online stores with an average assortment of 15.6 thousand products. The average range of food products in traditional retail is 11.4 thousand goods, and in the segment of specialized stores with local delivery - 2.1 thousand.

At the same time, according to the authors of the study, online stores are ahead of marketplaces in the assortment of fresh and ultra fresh products. But marketplaces are also mastering this market by launching express food delivery (section "There!" from AliExpress Russia, Ozon Express, and so on). Consequently, in the future, marketplaces will compete with online stores and in the perishable goods segment, developing their own logistics for this or integrating sellers with suitable logistics. An important advantage of marketplaces will be the audience and a wide range of tools for retaining buyers.

Marketplaces have one of the largest audiences online, so for brands, marketplaces are media through which you can reach the end consumer. The wide coverage audience is the key to the lower price of attracting the user, which in the medium and long term will concentrate all online traffic on them. The trend is similar to the flow of buyers to hypermarkets in 2012-2015. supplemented by Ivan Didus of AliExpress Russia

Experts highlight short-term, medium-term and long-term trends in the study. Short-term ones include erasing the boundaries between segments (for example, online stores entering marketplaces), entering online discounters (the main call for them is the cost of assembling orders) and using voice technologies in shopping.

In the medium term, there will be a trend of shifting the focus from turnover to profitability, services will adapt to age consumers, expand the network of offline points for issuing orders, deliver by subscription and automate assembly. Buyers will gradually shift the focus of loyalty from familiar brands to those that offer the best service.

Over the next decade, the trend towards sustainable development, conscious consumption and personalization based on data on the health of buyers will intensify.

Together with AliExpress, we conducted an up-to-date study of e-grocery, one of the fastest growing, technologically advanced and promising markets in Russia. The processes we are observing will determine its development in the next few years. Therefore, we paid close attention to both the peculiarities of segment transformation and the trends that become drivers of e-grocery segments in Russia. told Olga Filippova, Deputy General Director of TsEIM

Speaking about the geography of the market, the researchers note that as of December 2021, e-grocery is growing more at the expense of Moscow and St. Petersburg, but, despite the market saturation, the potential for growth in these regions has not yet been exhausted. In addition to the leading cities, a number of the most promising regions for geographical expansion can be distinguished: Sverdlovsk Region, Krasnodar Territory, Yamalo-Nenets Autonomous Okrug, Khanty-Mansiysk Autonomous Okrug, Primorsky Territory, Kamchatka Territory, Irkutsk Region, Khabarovsk Territory. The main criteria for determining the prospects of the regions for the development of e-grocery: the share of the urban population, the level of income, the number of players already present, the level of consumer request for grocery delivery services.

According to Ivan Didus from AliExpress Russia, in the coming year everyone will actively invest in the development of free delivery in order to attract users. He says this is facilitated by the flow of investment, the growth of the market itself and the penetration of services, and another challenge is to find the optimal solution for the last-mile logistics costs. The expert concludes that given the expansion of the market, delivery is becoming more and more popular and is rapidly increasing in volumes and costs^[3].

Russians began to spend less time on online grocery purchases

In 2021, the time that consumers spend on choosing and buying products on the Internet has decreased, analysts at the advertising program Platforma (Big Data Platform) found out. The company announced this on October 21, 2021. Compared to 2020, Russians began to spend 22% less time on the websites and applications of the largest online sellers of everyday goods, logging in from a mobile, and 5% less from a stationary device. The number of visits per user has also decreased.

In March-August 2021, Russians spent an average of 18.6 minutes a month choosing products from a mobile. Compared to the same period in 2020, this time decreased by 22%. Instead of almost 4 sessions per month in March-August 2020 in 2021, Russians began to cost 2.7 per month. The number of calls per user from stationary computers has also decreased - from 4.4 sessions a year ago to 3.3 sessions in March-August 2021. The total time spent on grocery store websites from stationary devices is almost 10 minutes more than from mobile - 28.5 minutes. Over the year, it decreased by 5%.

The situation differs from region to region. Thus, residents of Moscow and the Moscow region spend 2.5 times more time on shopping for products from a mobile than the average Russian - 49 minutes a month (+ 39% to last year) at the 4 session (versus 5 a year ago). At the same time, they take even more time from stationary devices to choose food - 71 minute per month (+ 60%) for 5 sessions (5.8 in 2020).

However, the Moscow agglomeration is the only one of the analyzed territories where the time for buying products on the Internet is higher than the national average. For example, in St. Petersburg and the Leningrad Region, consumers spend 14 minutes a month on three sessions to choose products from a mobile phone. Compared to the same period in 2020, this figure increased by 65%, the number of sessions increased by 0.6. Stationary devices have slightly lower dynamics, but the final indicator is higher - 22 minutes per month (an increase by 2020 by 23%) at the 3.7 session (versus three a year ago).

In the Nizhny Novgorod region, they spend even less time choosing food and everyday goods on the Internet than in St. Petersburg - 10 minutes from mobile devices and 18.5 minutes from stationary ones per month. Compared to 2020, this is 2 and 2.5 times more. At the same time, the number of sessions increased slightly - by 0.2 to 2 from mobile and by 0.25 to 2.6 from stationary.

In the Primorsky Territory, the number of sessions per user coincides with the indicator of the Nizhny Novgorod Region, despite a slight decrease in relative 2020 - by 0.2 for mobile devices and 0.4 for stationary ones. However, the total duration of choosing and buying goods from mobile is lower here than among residents of the Nizhny Novgorod region - 7.5 minutes (+ 27% to last year). And with stationary, on the contrary, higher and almost coincides with the average national indicator - 28 minutes (an increase of 3.3 times per year).

The Novosibirsk region is inferior to Primorye in terms of the time that residents of the region spend on choosing products, but is ahead of the number of sessions per user. So, in the region, within a month, one user makes approximately 2.6 visits to the website or application of online grocery stores from a mobile and 3.3 times from a stationary device and spends 7 and 17.5 minutes there, respectively (an increase of 3 and 5 times).

Platforma specialists analyzed the behavior of users during the selection and purchase of products via the Internet using the example of the largest online grocery stores and marketplaces. The study was conducted in March-August 2021, the data obtained were compared with the same period in 2020. Analysts of the company studied the behavior of users in the context of the entire country and separately in the capital regions of federal districts (with the exception of the North Caucasus Federal District).

2020

Rating of the largest sellers of food products in the Russian Federation via the Internet - Infoline

In mid-February 2021, Infoline analysts published a rating of the largest food sellers in Russia via the Internet at the end of 2020.

The first place was taken by X5 Retail Group with a turnover of 21.9 billion rubles, and the top 3 leaders in the online food sales market included Sberbank Market (20.7 billion rubles) and Utkonos (16.4 billion rubles). In fourth position is Vkusville with a turnover of 14.9 billion rubles.

According to Infoline estimates, the share of the ten largest companies amounted to about 80% against 70% in 2019. In total, the top five account for 86.5 billion turnover - more than 55% of the online food sales market in Russia in 2020.

Infoline analysts called the rapid development of express grocery delivery services one of the trends in 2020.

As Kommersant writes with reference to Infoline CEO Ivan Fedyakov, Sberbank became the leader in the rating in the second half of 2020 and may stay in this place for the whole of 2021. According to him, it is not yet clear which of the business models will be more effective in the long term. So, "Sberbank" is only a service company that does not manage the distribution infrastructure, "Utkonos" is already engaged in the purchase, storage and sale, and federal networks control the entire chain, the expert says. Fedyakov explains the results of Vkusville by a loyal audience and the timely launch of his delivery before the rapid growth of the market in 2020.

Senior analyst at Gazprombank Marat Ibragimov, in a conversation with the publication, expressed the opinion that competition in the online product ordering market is intensifying, as companies strive to become a "first choice" online retailer among buyers. At the same time, the main struggle will be between X5 and "Sberbank," the expert believes.^[4]

Growth of online food sales in the Russian Federation by 314%, to 135 billion rubles - InfoLine

Online food sales in Russia at the end of 2020 soared by 314% compared to 2019 - from 43 billion to 135 billion rubles. This was reported in a study by InfoLine.

Russians began to buy food more often via the Internet due to the COVID-19 coronavirus pandemic, which led to the fact that people began to spend much more time at home. The largest volume of online food sales in most regions of Russia was recorded in May. In the summer, indicators traditionally decreased for this time of year, and in the fall, market growth resumed and exceeded spring values, Forbes reports, citing InfoLine data.

Moscow and St. Petersburg remained the leaders among the regions in 2020: the share of online sales in the total turnover of food products there amounted to 2-2.2% and 2.3-2.5%, respectively. Internet sales of food products in the Moscow region amounted to 81.9 billion rubles at the end of 2020. About 21 billion fell on St. Petersburg and the Leningrad region. Krasnodar closes the top three with a turnover of 2.1 billion rubles.

The largest number of e-grocery players is represented on the Moscow region market. Here, the leader at the end of 2020 was the online retailer Utkonos (its share in the turnover of online food sales in Moscow and the Moscow region was 18%).

The leader in the market St. Petersburg is the delivery service from retail chains igooods with a share of 20%, in other largest cities the leader. " Sabermarket At the same time, in the overall rating in terms of sales volume in Russia, the leader, X5 Retail Group which nevertheless does not occupy a leading position in any region of presence. This is due to different strategies of companies - some concentrate on specific regions, others rely on a wide distribution network, explained the head of InfoLine Ivan Fedyakov.^[5]

2019: Russian online grocery delivery market up 50%

In 2019, the volume of the Russian market for online delivery of food and consumer goods by retailers and delivery services amounted to 35 billion rubles, an increase of 50% compared to 2018, when the turnover was measured at 23 billion rubles. Taking into account food packages, the market in 2019 exceeded 40 billion rubles, TASS reports the Russian Information Agency with reference to the general director of Infoline-Analyst Mikhail Burmistrov.

The largest provider of product delivery services via the Internet is Utkonos, whose share in 2019 amounted to 10 billion rubles with a turnover. In 2020, the online hypermarket plans to increase sales by at least 30%.

Utkonos is named the largest provider of product delivery services via the Internet

If at the end of 2018, analysts gave Ozon the second place (turnover in 2018 more than doubled, to 3 billion rubles), and the third place - to an online supermarket (turnover in 2018 amounted to 1.3 billion rubles), then in 2019 they changed places.

In 2020, Perekrestok.ru plans to take first place in online orders and grocery delivery, a company spokesman said.

The share of delivery services in the online product sales market was about 15%, 7% of which belongs to the iGooods service. In 2020, competition among delivery services will significantly increase due to the entry into the delivery market of Delivery Club, Yandex.Eda products and the development of Instamart.

In 2019, iGooods delivered 2.6 billion rubles. This is more than 2 times higher than in 2018 (1.2 billion rubles). The turnover was increased due to the expansion of the number of retail chains and the growth of the client base in the cities of presence, the company told TASS.

According to Mikhail Burmistrov, several players are leaving the market, which is associated with difficulties in attracting investments in these projects. Investors revised their approach to grocery delivery companies after it became clear that Sberbank, which entered this market, would invest a lot to achieve leadership positions, and it turned out to be quite difficult to compete in financial capabilities with such a large player, he added.^[6]

Notes