Investments in e-commerce in the Russian Federation in 2023 were estimated at 185 billion rubles – Kommersant

Businesses will spend 185 million rubles on promotion in e-commerce in 2023. – almost four times more than in 2022. This follows from an analysis by the Eshopmedia agency, which leads Forbes.

The study was conducted from July to September 2023. The survey involved the largest advertising groups and agencies, which in terms of turnover accumulate 80% of the online advertising market: OMD, ADV, Rodnaya Speech, Group4media, Mgcom, EasyCommerce and others.

In 2022, the Association for the Development of Internet Advertising (ARID) estimated the e-commerce market at 50 billion rubles. (a year earlier – 22 billion rubles). Consequently, this year it will almost quadruple.

According to Eshopmedia, 88% of respondents consider e-commerce to be a separate advertising channel and will reallocate marketing budgets to it in 2024. Respondents classify e-commerce as internal advertising on the website and application (87.5%), advertising with retailer data (63%), direct communication with customers in an online store (42%), external advertising with landing on the page (33% ).

More than half of the respondents (62.5%) named the effectiveness of the new type of advertising as the main reason for allocating budgets to this channel. As follows from the Eshopmedia analysis, in 2024, 96% of agencies predict budget growth for the e-commerce segment from 15% to 25%.

According to Mediascope, the total daily audience of the five largest marketplaces in Russia (Ozon, Wildberries, Aliexpress, MegaMarket, Yandex Market) increased almost 1.5 times from January 2022 to April 2023: by the beginning of May the audience was 52. 4 million users.

Anastasia Larina