New Survey Reveals Russian Consumer Attitudes Towards Fashion E-commerce

Esper Group survey of Russian online shoppingMoscow-based fashion consultancy Esper Group  recently conducted a comprehensive survey of Russian e-commerce consumers active in the fashion sector.

The online survey was conducted in June/July 2013 and involved 2,196 respondents across Russia, roughly equally split between men and women. The respondents were all active Internet users, meaning they access the Internet on at least a weekly basis.

Amongst the key findings:

  • Russian e-stores outscore foreign e-stores by about a 2:1 margin in offering a user-friendly selection of clothing and footwear
  • 39% of Russian online clothing buyers prefer Russian e-stores vs. 27% who prefer foreign e-stores
  • Only 29% of buyers who had bought clothes online had returned their purchases
  • 45% of buyers of clothes, shoes and accessories spent between RUR1000-3000 per order (less than US$100)

A summary of the results is available here.

About Leighton Peter Prabhu

I am a partner in Interstice Consulting LLP and head of the Russian office. My practice focuses on e-commerce business and marketing consulting, especially for foreign e-commerce brands entering the Russian market. I also serve as a consultant to some of the largest international portfolio investors in Russian equities (both public and private). You can find out more about my background and business interests on LinkedIn. You can also connect with me on Twitter and on Google+.

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