Experts told about business growth in e-commerce in 2024
In 2024, small stores were the most dynamically developing in e-commerce (electronic commerce), and the average check of small and medium-sized sites was twice as much as that of large ones. This is stated in the results of the research of the service for accepting online and offline payments Yukassa, which were read by "Izvestia" on January 17.
According to the service, in 2024 the share of self-employed remained at the level of 2023, as well as sole proprietorships, while the share of legal entities decreased by three percentage points. At the same time, there were 44% more self-employed, while the number of legal entities increased by 28% and sole proprietorships by 23%.
The number of small stores grew by 78% year-on-year (their turnover increased by 72%, the number of payments - by 65%, and the average check - by 4%, to 1842 rubles). The number of medium-sized stores increased by 25% (their turnover increased by 43%, the number of payments increased by 36%, and the average check increased by 5%, to 1,954 rubles), while large marketplaces increased by 22% (their turnover increased by 41%, the number of payments increased by 54%, and the average check decreased by 8%, to 786 rubles).
"Although marketplaces still dominate the market and form a significant part of Russian e-commerce, independent online stores also continue to develop actively. It is noteworthy that the average check in small stores is more than double that of large marketplaces. Buyers are willing to pay more for a unique product or personalized service and go for it on small sites," said Dmitry Karmishin, commercial director of fintech company YuMoneu.
At the same time, clothing remains one of the leaders of demand in e-commerce. In 2024, the turnover of online clothing stores for men and women increased by 31% compared to 2023, children's clothing stores - by 34%. Online sales of construction and repair goods are also growing. For example, turnover in the building materials category increased by 89% year-on-year. Another popular category is goods for sports and tourism (turnover increased by 69%).
In addition, the turnover of hairdressers and beauty salons doubled in 2024, as did the number of payments. In cafes and restaurants the indicator doubled, the number of payments increased by 83%. In addition, the result of sports clubs also doubled, as well as the number of payments. The turnover of medical laboratories increased by 88% year-on-year and the number of payments increased by 56%.
Also during the year the turnover of hotels increased by 51% (the number of payments - by 19%), travel agencies - by 66% (the number of payments - by 55%), and in the category of air transportation the indicator increased by only 2% (the number of payments decreased by 10%).
UKassa added that the trend towards the growth of alternative payment methods has continued. At the same time, bank cards still hold the major market share (50% by turnover and 54% by number of payments), but overall the turnover of this method decreased by 23% and the number of payments by 17% year-on-year. In 2023, the share of cards was 78% by turnover and 76% by number of payments.
"Russian users appreciated the convenience of alternative payment methods. This trend reflects the demand for more convenient and technological solutions. Therefore, the diversity of the lineup of payment methods remains a significant advantage for online stores," said Karmishin.
The service expects that in 2025 independent online stores will continue to develop, as well as alternative payment methods. Omnichannelization will remain an important success factor, and the role of artificial intelligence in sales and recommendation services will increase.
"The key drivers of growth in the Russian online commerce market are the development of technological payment solutions, the demand for personalization on the part of consumers and, as a result, the expansion of the share of small businesses," Karmishin concluded.
Earlier, on December 19, it was reported that in Russia the demand for premium goods in 2024 increased by 49%. This is stated in the results of a study of retailer Lamoda. The greatest sales growth was observed in the categories of shoes (+60%), accessories (+54%) and clothing (+38%). In particular, Russians actively purchased Uggs (+266%), suitcases (+175%) and backpacks (+75%). Interest in premium home goods also almost doubled.
