Morgan Stanley predicts the take-off of the Russian online trade

According to Morgan Stanley, 2013 will be a turning point for the Russian Internet trade market. Already in 2012, sales in the Russian market increased to $ 12 billion, amounting to 1.9% of 670 billion, which are offline retail, cites Kommersant data.

For comparison, the United States and Great Britain reached two percent penetration of the online trade back in 2003 and 2005, and in China and Brazil today this figure is estimated at 5%.

The development of Internet commerce in Russia is restrained by the low penetration of broadband access, the lower level of family income, the weak use of bank cards for purchases, distrust of online payments and product quality, as well as “non-optimal postal infrastructure” , Morgan Stanley lists.

The behavior of Russian consumers online largely repeats the actions of customers in the Western markets, but with a significant lag, analysts note. So, 48% of users in Russia made their first purchases on the Internet only in the last two years.

By 2015, the volume of the Russian market can increase to $ 36 billion, reaching 4.5% of all retail sales, and by 2020 these indicators will grow to 72 billion and 7%, respectively. In many ways, this will contribute to the further growth of the number of Internet users (from 53 million people in 2012 to 87 million in 2015) and bank card owners.

The Internet trade has become a key factor in the search monetization, and they say in Morgan Stanley. According to analysts, the leader in Russia, Yandex, uses 61% of regular online buyers, and 40% of search queries are generated through Yandex.Market.