In recent years, Russia online shopping has soared, making Russia one of the fastest-growing e-commerce markets in the world. Total retail e-commerce gross merchandise value (GMV) jumped from roughly RUB 1.7 trillion in 2019 to about RUB 12.6 trillion in 2024. This boom in Russian e-commerce trends means international sellers and cross-border suppliers (especially Chinese exporters) view the Russian online shopping market as a key opportunity. Among the top Russian marketplaces, Wildberries and Ozon dominate: Wildberries alone achieved over RUB 2.5 trillion in sales in 2023, and Ozon is on track for roughly RUB 1.4 trillion. Understanding these giants is critical for anyone asking how to sell online in Russia or looking to tap into Russia’s fast-growing cross-border e-commerce market.近年来，俄罗斯的网上购物激增，使俄罗斯成为世界上增长最快的电子商务市场之一。零售电子商务总商品价值（GMV）从2019年的约 1.7 万亿卢布跃升至2024年的约 12.6 万亿卢布。俄罗斯电子商务趋势的繁荣意味着国际卖家和跨境供应商（尤其是中国出口商）将俄罗斯在线购物市场视为一个关键机遇。在俄罗斯顶级市场中，Wildberries和Ozon占据主导地位：仅Wildberries在2023年的销售额就超过 2.5 万亿卢布，Ozon的销售额约为 1.4 万亿卢布。对于那些想知道如何在俄罗斯进行网上销售或想要进入俄罗斯快速增长的跨境电子商务市场的人来说，了解这些巨头是至关重要的。
Russia’s robust internet adoption fuels this growth. Over 130 million Russians (around 90% of the population) had internet access in early 2024, and e-commerce now accounts for about 23% of all retail spending. Mobile shopping is widespread, with apps and social commerce growing rapidly. For example, global online marketplaces now capture about 64% of Russia’s e-commerce GMV. These Russian e-commerce trends show that a tech-savvy consumer base is eager to shop online. Categories like fashion, electronics, and appliances dominate sales, but cross-border shopping remains important via platforms such as AliExpress Russia. International businesses must follow these trends and localize for the Russian online shopping market (e.g., language, payments, logistics) to succeed.俄罗斯强劲的互联网普及推动了这一增长。到2024年初，超过1.3亿俄罗斯人（约占俄罗斯人口的90%）可以上网，电子商务目前约占零售总额的23%。随着应用程序和社交商务的迅速发展，移动购物非常普遍。例如，全球在线市场目前占据了俄罗斯电子商务GMV的64%左右。这些俄罗斯电子商务趋势表明，精通技术的消费者群体渴望在网上购物。时尚、电子产品和家电等类别主导着销售，但通过全球速卖通俄罗斯等平台进行跨境购物仍然很重要。国际企业必须顺应这些趋势，在俄罗斯的网上购物市场进行本地化（如语言、支付、物流），才能取得成功。
According to SimilarWeb’s April 2025 data, the top five marketplace websites in Russia by visitor traffic are:根据SimilarWeb 2025年4月的数据，俄罗斯访问量排名前五的市场网站是：根据SimilarWeb 2025年4月的数据，俄罗斯访问量排名前五的市场网站是：
These top Russian marketplaces drive the bulk of traffic in the Russian online shopping sector. Combined, they attract tens of millions of visits per month, reflecting their dominance in consumer attention. For sellers, listing products on these sites is a key strategy when determining how to sell online in Russia.这些顶级俄罗斯市场推动了俄罗斯在线购物领域的大部分流量。加起来，它们每月吸引数千万次访问，反映出它们在消费者注意力方面的主导地位。对于卖家来说，在这些网站上列出产品是决定如何在俄罗斯在线销售的关键策略。
By sales, Wildberries and Ozon lead the market. Wildberries had the largest turnover: about RUB 2.5 trillion (~$27 billion) in 2023. Ozon follows with roughly RUB 832 billion in goods sold in 2022 and a projected ~RUB 1.4 trillion in 2023. DNS Shop, the #4 marketplace by traffic, generated about US$2.68 billion in online sales in 2024 (mostly electronics and appliances). Yandex. Market is also among the top sellers (exact sales undisclosed, but it’s a top-3 site by traffic). Meanwhile, AliExpress Russia (the local joint venture) recorded around RUB 12.5 billion in revenue in 2024. (AliExpress Russia has shifted toward serving cross-border shipments and reduced losses accordingly.)从销量来看，Wildberries和Ozon在市场上处于领先地位。野莓的营业额最高：2023年约为 2.5 万亿卢布（约合270 亿美元）。Ozon紧随其后，2022年的商品销售额约为 832 亿卢布，预计到2023年将达到 1.4 万亿卢布。DNS Shop是流量排名第四的市场，2024年的在线销售额约为26.8亿美元 亿美元（主要是电子产品和电器）。Yandex。Market也是最畅销的网站之一（确切的销售额未披露，但按流量计算它是前三名）。与此同时，全球速卖通俄罗斯（当地合资企业）在2024年的收入约为 125 亿卢布。（全球速卖通俄罗斯公司已经转向提供跨境货运服务，从而减少了损失。）
In summary, the leading B2C platforms by revenue are:综上所述，收入领先的B2C平台有：
For Russia online shopping, these platforms are the sales leaders. Sellers aiming to reach Russian consumers should focus on Wildberries, Ozon, and similar marketplaces, as they capture most of the online sales volume.对于俄罗斯的在线购物来说，这些平台是销售的领导者。瞄准俄罗斯消费者的卖家应该把重点放在Wildberries、Ozon和类似的市场上，因为它们占据了大部分的在线销售额。
Several trends shape Russia’s B2C e-commerce scene. First, marketplaces dominate: their share of total online GMV grew from 23% in 2019 to 64% by 2024. This means multi-vendor sites (Wildberries, Ozon, etc.) have become the main channels. Independent online stores (own-brand sites) are growing more slowly (CAGR ~28% from 2019–24). Second, e-commerce’s portion of overall retail is still rising – from 5% of retail in 2019 to about 23% in 2024. In the global context, there is still upside (mature markets often have 30–40% online).几个趋势塑造了俄罗斯的B2C电子商务场景。首先，市场占据主导地位：它们占在线GMV总额的份额从2019年的23%增长到2024年的64%。这意味着多供应商网站（Wildberries、Ozon等）已成为主要渠道。独立在线商店（自有品牌网站）的增长速度较慢（2019-24年复合年增长率约为28%）。其次，电子商务占零售总额的比例仍在上升，从2019年的5%上升到2024年的23%左右。在全球范围内，仍有上升空间（成熟市场通常有30-40%的在线销售）。
Cross-border trade remains significant. Many Russian shoppers buy from international sellers via marketplace import programs or parcel services. For example, AliExpress Russia maintained a cross-border focus (its Russia-based sales were modest, ~RUB 12.5 B in 2024, but its platform connects Chinese exporters to Russian buyers). Other foreign online brands (through local partners) also participate. Key categories for cross-border sales include fashion (especially Western brands), electronics, and cosmetics.跨境贸易仍然很重要。许多俄罗斯消费者通过市场进口项目或包裹服务从国际卖家那里购买商品。例如，全球速卖通俄罗斯保持了跨境重点（其在俄罗斯的销售额不大，2024年为~卢布 12.5 B，但其平台将中国出口商与俄罗斯买家联系起来）。其他外国在线品牌（通过当地合作伙伴）也参与其中。跨境销售的主要类别包括时装（尤其是西方品牌）、电子产品和化妆品。
Payment habits also influence the market. Russian shoppers use cards (Visa, Mastercard) widely, as well as local MIR cards and cash-on-delivery options. Reliable local payment and delivery options boost consumer confidence. Logistics is another trend: faster delivery (urban express, parcel lockers, PVZ pickup points) is increasingly expected by buyers.支付习惯也会影响市场。俄罗斯消费者广泛使用信用卡（Visa, Mastercard），以及当地的MIR卡和货到付款选项。可靠的本地支付和配送选项增强了消费者的信心。物流是另一个趋势：买家越来越期待更快的递送（城市快递、包裹寄存柜、PVZ取件点）。
Overall, Russia online shopping continues to grow steadily (projected ~9–12% annual increase). For sellers, knowing these trends – marketplace dominance, popular categories, payment, and delivery preferences – is crucial. The phrase Russian e-commerce trends today emphasizes convenience, wide assortment, and multi-channel fulfillment.总体而言，俄罗斯在线购物继续稳步增长（预计年增长率约为9-12%）。对于卖家来说，了解这些趋势——市场主导地位、流行品类、付款和配送偏好——是至关重要的。俄罗斯电子商务趋势今天强调的是便利性，广泛的分类和多渠道的履行。
For international and cross-border sellers planning entry, consider these steps:对于计划进入的国际和跨境卖家，请考虑以下步骤：对于计划进入的国际和跨境卖家，请考虑以下步骤：
By following these guidelines, foreign businesses can answer the question “how to sell online in Russia” effectively. In short, use top Russian marketplaces, tailor your store to local expectations, and partner with reliable cross-border logistics to satisfy the fast-growing Russian online shopping audience.通过遵循这些指导方针，外国企业可以有效地回答“如何在俄罗斯进行网上销售”的问题。简而言之，使用俄罗斯顶级市场，根据当地的期望定制您的商店，并与可靠的跨境物流合作，以满足快速增长的俄罗斯在线购物受众。通过遵循这些指导方针，外国企业可以有效地回答“如何在俄罗斯进行网上销售”的问题。简而言之，使用俄罗斯顶级市场，根据当地的期望定制您的商店，并与可靠的跨境物流合作，以满足快速增长的俄罗斯在线购物受众。
Cross-border Logistics & Solutions: Effective shipping is vital for Russia's online shopping. Rail freight is a cost-efficient choice for large shipments from China or Europe. For example, dedicated freight trains connect China to Russia and Europe in 12–15 days. Moreover, TIR-certified truck transport cuts customs delays: sealed containers require only one check at the border, saving over 50% of clearance time.跨境物流和解决方案：有效的运输对俄罗斯的网上购物至关重要。对于来自中国或欧洲的大宗货物来说，铁路货运是一种成本效益高的选择。例如，专用货运列车在12-15天内将中国与俄罗斯和欧洲连接起来。此外，经过tir认证的卡车运输减少了海关延误：密封集装箱只需要在边境检查一次，节省了50%以上的清关时间。跨境物流和解决方案：有效的运输对俄罗斯的网上购物至关重要。对于来自中国或欧洲的大宗货物来说，铁路货运是一种成本效益高的选择。例如，专用货运列车在12-15天内将中国与俄罗斯和欧洲连接起来。此外，经过tir认证的卡车运输减少了海关延误：密封集装箱只需要在边境检查一次，节省了50%以上的清关时间。
Dear Railway Container Transport (Zhejiang): The user’s company specializes in cross-border logistics for exactly this market. They provide rail cargo services linking China and Russia/Europe, as well as TIR international trucking covering Eurasian routes. Their TIR Truck Transport service ensures safe, GPS-tracked delivery and leverages the TIR system so that “your goods only need one customs inspection” en route. This dramatically speeds up delivery and reduces risk, a major advantage for e-commerce goods. By offering reliable door-to-door rail and road freight, Dear-Railway supports Chinese exporters and global sellers entering Russia online shopping supply chains. Learn more about their logistics solutions at dearrailwaytransport.com.亲爱的铁路集装箱运输（浙江）公司：用户公司专门从事跨境物流，正是针对这个市场。他们提供连接中国和俄罗斯/欧洲的铁路货运服务，以及覆盖欧亚路线的TIR国际卡车运输。他们的TIR卡车运输服务确保安全，gps跟踪交付，并利用TIR系统，因此“您的货物只需要一次海关检查”。这大大加快了交货速度，降低了风险，这是电子商务商品的一个主要优势。通过提供可靠的门到门铁路和公路货运，亲爱的铁路支持中国出口商和全球卖家进入俄罗斯网上购物供应链。了解更多他们的物流解决方案，请访问dearrailwaytransport.com。亲爱的铁路集装箱运输（浙江）公司：用户公司专门从事跨境物流，正是针对这个市场。他们提供连接中国和俄罗斯/欧洲的铁路货运服务，以及覆盖欧亚路线的TIR国际卡车运输。他们的TIR卡车运输服务确保安全，gps跟踪交付，并利用TIR系统，因此“您的货物只需要一次海关检查”。这大大加快了交货速度，降低了风险，这是电子商务商品的一个主要优势。通过提供可靠的门到门铁路和公路货运，亲爱的铁路支持中国出口商和全球卖家进入俄罗斯网上购物供应链。了解更多他们的物流解决方案，请访问dearrailwaytransport.com。
In summary, the Russian online retail market is dominated by large multi-category platforms (Wildberries, Ozon, etc.), with specialized sites like DNS (electronics) also strong. For international and Chinese sellers, it’s essential to leverage top Russian marketplaces and adapt to local market dynamics. Combined with tailored logistics (rail freight and TIR trucking via providers like Dear-Railway), these insights enable efficient entry into Russia’s booming e-commerce sector.总之，俄罗斯在线零售市场由大型多品类平台（Wildberries、Ozon等）主导，DNS（电子产品）等专业网站也很强大。对于国际和中国卖家来说，利用俄罗斯顶级市场并适应当地市场动态至关重要。结合量身定制的物流（通过像Dear-Railway这样的供应商进行铁路货运和TIR卡车运输），这些见解能够有效地进入俄罗斯蓬勃发展的电子商务领域。
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