Page 37 - RusRPTDec18

during the analysed period. Social commerce covers classified advertisement websites, social media, messengers, etc. The estimated turnover represents 2% of consolidated retail for the respective period and compares with RUB 1040bn of e-commerce in 2017. The most popular category within social commerce is apparel and footwear, representing 17% of the total, one third of all trades take places on classifieds. The emerging channel has 39mn buyers and 22mn sellers. The rapid development of e- and social commerce is a detrimental trend for traditional retail in Russia and yet it is being overlooked by the sector. Bankers highlight a pressing need for cross-company digital strategies that improve positioning in all online channels and can produce personalised promotions and trade. Traditional retailers offer vast infrastructure in proximity to clients and logistics that can become the backbone of the new retail era.
37 RUSSIA Country Report December 2018 www.intellinews.com