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Performance indicators

2024: 6th place in online electronics sales in Russia - 14.8 billion rubles

In November 2025, TAdviser prepared an infographic dedicated to the largest Internet retailers in the electronics market in Russia. The data presented is based on a study by the analytical company Data Insight. Read more here.

2021: Revenue growth by 13% to RUR 28 billion

On February 10, 2022, the online hypermarket electronic engineers and household appliances HOLODILNIK.RU presented preliminary results for 2021.

According to the company, the total growth sales retailer in 2021 amounted to 13% compared to 2020, the company's revenue exceeded 28 billion. rubles The retailer's gross profit also showed an 8% year-on-year increase.

Turnover in its own online channel grew by 25%, reaching almost 10 billion rubles. Traffic on the site also increased by 13%: the number of users amounted to 23 million people in 2021 against 20.3 million in 2020. The number of transactions in the Internet channel (website and mobile application) increased by 9%.

The average retailer's check grew online by 11% to 31.6k rubles, which retains one of the provisions of HOLODILNIK.RU in Russian retail. The share of repeated purchases also increased - from 17.7% to 18.1%, which is a good indicator for the dominant segment in sales of large household appliances.

The share of the mobile application in the total turnover from January 2021 to January 2022 increased by more than 3 times.

For our company, social media activities are relatively not a typical destination, and that's where we're seeing the biggest audience growth. For example, in TikTok in 2021, it was possible to attract more than 170to subscribers who watched our videos more than 20 million times. We also implemented a channel on Yandex.Zen, the materials on which collected more than half a million additional readings, with coverage of more than 5 million users. shared Denis Egorov, Marketing Director HOLODILNIK.RU

As for its own offline channel, the company continues to follow the strategy of expanding its presence in the regions - in 2021 HOLODILNIK.RU entered the market of Ufa, Kazan and Voronezh. In 2022, it is planned to open its darkstores in several regional centers at once, including Pyatigorsk, Stavropol, Krasnoyarsk, Chelyabinsk, Surgut.

The leader in terms of turnover growth in 2021 was Sochi (growth 136%), decent organic growth was shown (Moscow 17%), (15%) and Chelyabinsk(10 Perm %).

In 2021, the number of brands represented on the HOLODILNIK.RU site increased by 20%, now there are more than a thousand of them against 850 at the end of 2020. The number of goods on the showcase also increased by 36%: at the end of 2021, there were 68,000 against 50,000 a year earlier.

Growth in 2021 was shown by both categories that historically form the company's turnover and various areas.

Already traditional for customers Холодильник.ру product groups such as refrigerators, built-in appliances, home care appliances and cooking products showed an increase of 10 to 20%. TVs with OLED and QLED technologies showed growth of more than 50%, which have already become the standard TVs with UHD technologies grew by more than 20%.

In connection with the pandemic, the growth of computer equipment and accessories continues: computers, monitors, tablets, printers, scanners. The indicators year-on-year for individual products are several times higher than the year before.

Climatic, seasonal techniques and tools are actively growing. Growth in the categories of air conditioners, cleaners, humidifiers, heaters, filtration systems, snow removal equipment, minimums, generators ranged from 50% to 100%.

Among the categories updated for the company, we can distinguish the Smart Home category, which has grown multiply over the year. HOLODILNIK.RU presents a wide range: from smart sockets and light bulbs to video surveillance systems controlled from a smartphone.

There is also an increase in demand for goods related to an active and healthy lifestyle: simulators, bicycles, electric scooters, rollers, swimming pools, etc.

In 2021, HOLODILNIK.RU continued to diversify its business: in addition to online and offline channels of its own retail, the retailer actively developed the direction of branded retail. In 2021, the HOLODILNIK.RU team increased the number of Haier branded stores under its management to 15 facilities, and at the end of the year signed a partnership agreement with another Chinese brand Midea, opening their branded store in Samara in December 2021. The turnover in this channel grew almost 1.5 times over the year, reaching 1.2 billion rubles.

2021 was also marked by an increase in the brand's presence on third-party online storefronts: growth in this channel exceeded 25% year-on-year. In 2021, HOLODILNIK.RU remained the leader in the segment of electronics and household appliances on key marketplaces (Ozone, Yandex.Market, SberMegamarket, Vaildberris). The retailer also continued to develop partnerships with bank loyalty programs - in 2021, goods from HOLODILNIK.RU became available in Tinkoff Bank applications.

In 2022, the retailer will continue to develop this direction - it plans to open its own storefronts on the online sites Svyaznoy, Detsky Mir and Leroy Merlin. The company expects to achieve a turnover of 10 billion rubles in this channel by the end of the year.

In 2021, HOLODILNIK.RU first launched the b2b sales direction, which it plans to actively develop in 2022. The main task of the project is to build an effective sales system, search for tools to attract customers of the b2b sector. At the end of 2021, a referral program was introduced for design salons, which launched the signing of contracts with this market segment. In 2022, it is planned to attract clients in the following areas: development (developers, residential complex, management company), office sector,, hotel business industrial enterprises. The functions already existing and tested in the company will V2S e-commerce be implemented taking into account the peculiarities of the V2V (personal account of the legal entity,, electronic document flow landing platforms, -). robottelephony

In 2022, the focus for the company will be the development of the site, as well as its own mobile application, it is planned to launch a whole line of digital products and services based on both platforms. Over the past couple of years, we have optimized our IT department, almost from scratch, the innovation department and the project office have been built, and we expect many implementations in 2022 that are aimed at both increasing sales and increasing user loyalty. Over the almost twenty-year period of work in the Russian e-coma, we have accumulated a large amount of data. In 2022, we want to focus on working with this big data, including continuing to build our own CDP (client data platform). told Vladimir Veselov, commercial director of HOLODILNIK.RU

History

2021: Founder Valery Kovalev's death from acute coronary failure

In early January 2022, it became known about the death of Valery Kovalev. According to TASS in the press service "Edil-Import" (operator of the online store "Холодильник.ру"), the founder of the company died on December 31, 2021 due to acute coronary insufficiency. Read more here.

2003-2008

In 2003, the Holodilnik.ru website was registered, from that moment retail sales of household appliances shifted to the field of Internet sales. In 2003, Холодильник.ру received the Golden Site Award in the Corporate Enterprise Sites nominations: Goods and Services and E-Commerce, Goods and Services. Холодильник.ру became a laureate of the show "The Best in Moscow" for the first half of 2006. In 2008, Холодильник.ру became the winner in the nomination "Customer Recognition" - the main award in the field of trade, services and service "Russian Trading Olympus."