Author: Jonathan Matchett, UK Managing Director, wnDirect
For a country like Russia that covers more than an eighth of the Earth’s inhabited space and is split into 83 federal subjects, this remains sound advice. At 17,075,200 square kilometers, with a population of 149 million, spanning 11 time zones and with varying terrain you can see why it would be a bit naïve not to consider there to be differences in consumers.
This pre-amble wasn’t an attempt to put you off however; far from it. The numbers stack up and are more than worth the effort – we just wanted to forewarn you. After all, forewarned is forearmed.
Cross-border shopping is the fastest-growing segment of the Russian eCommerce market. In 2014 cross-border shoppers placed 47 million orders at foreign eCommerce sites. With international eCommerce currently only representing 2% of the total retail market there is still plenty of room for growth.
So what’s the lesson? Understanding the consumer is vital. Take on-board the enormity of the space the country occupies and consider how you can offer a genuinely positive customer service experience.
Seeing as we also practice what we preach (and we are nice people at wnDirect) we decided to go and have a chat with some of these consumers and find out for ourselves some useful insights. At the end of last year we commissioned some research which surveyed over 1,000 Russian consumers who had bought clothing online. So what did we learn?