E-Commerce Index TOP-100 2016 which ranks Russian e-commerce sites by sales volumes, number of orders, average order value and other criteria, over the course of 2015 have been released by a reputable Moscow-based research agency Data Insight
and a publisher of industry rankings Ruward
. The rating includes top hundred online stores in Russia.
, a St. Petersburg based online retailer takes second place in the ranking. KupiVip, a leading flash sales platform backed by western investors, jumped to 8th place, which is up from 31st in 2014. This follows a strong year that saw group sales increase by 50 percent. Lamoda, a footwear site launched by Rocket Internet in 2011, didn't do so well. Data Insight analysts believe that the company's $202 million sales in 2015 was not sufficient to secure a spot in the Top 10.
Leaders by number of orders in 2015 are the following: clothing and footwear site, Wildberries
(17 million); non-specialized site, Ulmart (7.36 million); car parts shop, Exist (6.65 million); non-specialized site, Ozon (5.18 million); and clothing and footwear site, Lamoda (4.35 million). The highest average order value was registered by Holodilnik ($485); Petrovich ($235); Mvideo ($208); Mediamarkt ($192); DNS-shop ($181). Petrovich sells items for the home and DIY, while the rest specialize in electronic appliances.
Data Insight said it used advanced monitoring and measurement methods to conduct the research and the companies studied were invited to check and comment on the numbers. The ranking only includes companies whose e-commerce activities in Russia are run by a locally-registered legal entity. Marketplaces, which researchers define as sites where sales are made by third parties, were excluded. This is why key players such as eBay, Yandex Market and Wikimart, as well as Chinaâ€™s AliExpress and JD are not included in the ranking.
Data Insight counted only online sales and thus sales generated by Ulmartâ€™s Cybermarkets were not included because these involve a significant offline dimension. As a result, the company is listed with a 36.8 billion ruble sales volume, even though its 2015 sales, including Cybermarkets, amounted to 62.7 billion. Most importantly, the ranking focuses on e-commerce sites, not companies.