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- Shop everyone lived like this: marketplaces identified the portrait of their customer
Shop everyone lived like this: marketplaces identified the portrait of their customer
Most often, women aged 25 to 44 years old "shop" on marketplaces. These are mostly inexpensive spontaneous purchases costing up to 3,000 rubles, and most often consumers do not live in the capital. Such a portrait of a typical buyer by the end of 2025 was compiled by platform analysts. At the same time, both online and offline, there was a trend towards a decrease in interest in expensive goods such as appliances and furniture: last year, they were decided on 20% less often than in 2024. For more information about who is the "average" customer and what they are willing to spend money on, see the Izvestia article.
Buyer's portrait
Purchases on marketplaces last year were primarily made by women living in the regions and doing them spontaneously, according to data from various online platforms analyzed by Izvestia.
In particular, women aged 25-44 most often "go" to Ozon, and the Cooper service also mentioned the exact same age. However, the share of buyers aged 45+ is growing noticeably, especially in beauty and home goods, and young people aged 18-24 are still buying less than others, but it is they who show the most noticeable growth among potential consumers.
At Wildberries, the main age of female customers, namely they also dominate this site, is 35-44 years old. And according to Avito's research, their platform is most often used by women just over 30 years old.
"In the beauty segment, women account for 70%, in pet products - 60%, in the Tea category — 57%," said the E-Promo Group, whose experts studied the data on purchases on Ozon.
This main audience of marketplaces, as a rule, makes spontaneous, impulsive purchases, the Wildberries & Russ press service noted. This is about 60% of people. The company named their main categories as "active moms" and "fashion lovers."
"They place orders several times a week, take 6-10 or more items per month and actively respond to promotions, discounts and subscription mechanics," they said.
The trend towards spontaneous purchases reflects not so much a change in consumer habits as the inner state of people, says Tatiana Goldman, a practical psychologist and member of the Association for Cognitive Behavioral Therapy.
— In conditions of constant tension, information noise and uncertainty, it is increasingly difficult for a person to withstand discomfort, and buying becomes the fastest way to get a brief feeling of pleasure and relief, — she explained. — The online environment additionally encourages impulsiveness: the convenience of ordering, pop-up recommendations and limited offers reduce time for reflection and increase the desire to buy "here and now".
According to the expert, the skill of stopping and self-observation helps to reduce the impact of this trend.
— Before purchasing, it is important to honestly answer yourself what exactly is behind this desire: a real need or an attempt to improve your mood, — said the psychologist. — It is useful to enter a short pause before paying and determine in advance a comfortable amount for unplanned expenses. If spontaneous purchases become the main way to deal with emotions, this is a reason to think about more sustainable sources of support and self-care.
The male audience of users is characterized by more purposeful behavior: they are more likely to purchase electronics, automotive products and sports goods — categories with a higher average receipt, online platforms reported. Men are less likely to make impulsive purchases, but they are willing to pay for understandable characteristics, functionality and quality.
"In general, the portrait of a marketplace user today is not a single image, but a set of different consumption scenarios. Customers combine planning and spontaneous orders, and use the marketplace for both regular household goods and more complex and expensive categories," Wildberries & Russ added.
Where to spend more online
According to Avito, more than 70% of online users live with their husband or wife, and more than half have children under the age of 18.
— If we talk about the financial situation, 70% of the audience have an income of "average" or "above average," the press service noted. — On average, most people purchase clothes and shoes for children and adults — this category accounts for 44% of all purchases from individuals over the year.
Electronics and household appliances are in second place in terms of the number of consumers (28%), and Household and Construction goods are in third place.
At the same time, in all categories of buyers, a significant part of sales is primarily provided by the regions.
"The maximum contribution of regional buyers was recorded in the beauty segment - 54.6% of sales," the E-Promo Group reported. — The minimum contribution in pet products is 48.5%. In general, up to 76% of potential demand is generated outside the capitals, where online is becoming an alternative to limited offline choices."
The Ozon press service confirmed to Izvestia that the regions were in the top in terms of sales growth relative to the average during the year. For example, in the fall of 2025, the record holders, in addition to the capitals, were the Chukotka Autonomous Okrug, Kamchatka and Khabarovsk Territories.
"In 2025, about 44% of the marketplace's buyers are residents of regions up to 100,000 people and 38% are from 100,000 people, except Moscow (13%) and St. Petersburg (5%)," they said.
A typical consumer makes one purchase per month, and the average number of orders per year is 19, Avito added. The main reasons for buying from individuals are a better price (68%) and the lack of necessary goods in stores (10%). These can be discontinued or rare models, as well as unique products.
What and how to buy
Russians have become less likely to purchase expensive goods, both online and offline. Thus, according to the OFD Platform, spending in the categories of "Household appliances and electronics", "Furniture and accessories" decreased significantly — their number fell by 12-19% over the year. The average check, on the contrary, increased to 17%.
Sales of household goods, clothing and shoes, children's goods, sports and healthy lifestyle also decreased. In general, the average price of non-food products was 3,394 rubles, which is 6% higher than last year. The total number of purchases decreased by 8%.
Analysts at the martech company First Data found that in 2025, Russians began to purchase significantly more goods online, but total expenses increased by only 2%. The average price for the non-food category was 1,921 rubles, which is 23% lower than a year earlier, while the number of purchases increased by 33%.
In the clothing and footwear category, Russians began spending 20% less, while the number of purchases increased by 40%. Spending on household goods fell by 31%, while demand increased by 46%. In the children's goods segment, the volume of expenses decreased by 23%, while the number of purchases increased by 32%.
"The main reason for the overall cost reduction was an increase in the share of available goods, primarily on marketplaces, where the number of goods from China increased significantly in 2026," they said. — Such products often turn out to be significantly cheaper, which has generally reduced the average receipt in almost all categories. As a result, consumers began to make purchases more often and increased the number of items in the receipt, but their total spending remained almost unchanged.
The change in consumer models towards savings has affected retail sales, said Dmitry Batyushenkov, CEO of the OFD Platform company.
"There was a significant decrease in demand in the non—food segment, especially in the categories of household appliances and furniture," he said. — These are products that usually require long-term planning and high costs, and consumers increasingly put them off.
Only a small increase in non-food categories is present in goods for repairs and cottages, which was a consequence of the earlier spring and warm autumn of 2025.
—Due to the weather conditions, there was also a decline in sales of fashion goods last year," he noted. — The consumer simply did not need to buy warm winter clothes and shoes. Moreover, the "Zumerian" practical style of everyday wear and the low frequency of wardrobe replacement are becoming a habit.
There is also less demand from the consumer for updating gadgets, primarily smartphones and "wearable devices", since the current functionality is enough for many. Sales growth in this segment was not helped by the November-December sales, as it was before. The sensitivity to the actions of "Black Friday" and "11.11" was noticeably lower last year, Dmitry Batyushenkov added.
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