There are a variety of ways to enter the Russian - organize local production, work in the B2B segment, wholesale to Russian distributors, etc. However, in recent years, the tendency is that the consumer refuses "intermediaries", preferring a direct order from the manufacturer, even if the manufacturer is 1000 kilometers away and speaks a different language. The desire to receive information about the product directly, to make sure of the quality and not to overpay takes over.
The coronavirus pandemic also contributes to the transition to online sales. Quarantine has provided a dramatic leap forward in the development of eCommerce. In H1 2020, the share of eCommerce in the total Russian retail turnover amounted to 10.9% versus 6.1% last year. The total market turnover in the first six months amounted to 1.654 trillion rubles.
Telecommunication capabilities of the 21st century allow you to make direct deals with the buyer quickly and without unnecessary hassle.
Below are some simple tips on how to make online B2C sales in Russia more efficient:
- Offer quality for the right price. The stereotypes that Russia is ready to buy everything, as long as it is cheap, has been outdated. The Russian market is diverse and filled with all kinds of goods. With a 90% probability, the buyer will compare and choose the product according to the quality / price ratio, and not buy the first product that comes across.
- Focus on big cities. Residents of Moscow and St. Petersburg buy online several times more often and more than in the regions. And the solvency of the population in large cities is much higher.
- Conduct a market research. Before entering the market or opening a new direction, it is necessary to conduct a detailed analysis of niches, competitors, growth points, etc. This will allow you to assess the overall picture in your segment, build a development strategy and enter the Russian market with minimal risks.
- Use social media. This is the fastest way to build a brand and reach consumers in Russia. Networks also provide opportunities for advertising campaigns. The choice of the site depends on your product specifics. The most popular in Russia are Instagram, Facebook, vk.com, TikTok.
- List your products on marketplaces. Services such as AliExpress, Ozon and Wildberries are very popular in Russia.
- Arrange payment upon receipt. Online prepaid purchases scare off many shoppers. Unfortunately, online fraud is extremely common.
- Create a website. People perceive with their eyes, and the presence of a high-quality, informative website (for a large number of products) or a landing page (for one or several product categories) increases the level of audience's confidence in the seller. In addition, the website is the cheapest and easiest method to promote your products online.
- Arrange delivery from Russia. Many buyers do not want to wait for the goods to reach them from China. If you rent a small warehouse in Russia and sign a contract with a local courier service, this will be a great advantage.
- Hire a local sales manager. It is extremely important that your products are sold by a person who understands the specifics of the Russian market and the buyers themselves, knows how to hook and lead a client to purchase.
Entering the Russian market requires an integrated approach and a symbiosis of various tools. On average, the annual cost of organizing sales in Russia is 30-50 thousand US dollars.
The RAUIE helps foreign entrepreneurs organize business and sales in Russia. We provide services both in a complex and pointwise, based on the needs of your business. We will help you analyze the market, select prospective areas, agree on favorable terms for placement on marketplaces, select a good sales manager, create and promote a website.
If you still have questions about organizing online sales in Russia or you need a help, you can leave a request on our website or contact our specialists:
Maxim Kuznetsov - vice-president of the RAUIE
investment@raspp.ru
WeChat: maximkuznetsov
