Shopping behavior in Russia - statistics & facts

Online versus offline shopping

Preference for traditional brick-and-mortar shopping has been prevalent among Russian customers before and after the pandemic. Thus with the gradual lift of restrictions, offline retail returned to its usual rhythm. In terms of apparel and footwear purchases, most customers employed both online and offline shopping channels. However, the average expenditure in offline outlets was somewhat prevalent to that of online stores. As for grocery shopping, Russians preferred and spent relatively more in offline grocery stores. Moreover, in 2021, over two-fifths of surveyed customers reported feeling safe in retail stores during the COVID-19 pandemic.

Consumer behavior

Quality was most important for Russians when choosing grocery, apparel, or personal care products in 2021. While freshness and preference for national produce were top criteria for choosing food products, customers were inclined to save up on such purchases by actively searching for the best promotions and switching to less expensive products. Apparel and footwear were two product categories that Russian customers bought most premium or luxury items. As of 2021, at least one-fifth of shoppers of all ages reported being brand loyalists. The younger population – aged between 16 to 29 years – was revealed to be more prone to repurchasing goods of certain brands consistently compared to customers of older ages.

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