Russians spent money on marketplaces – Kommersant FM

Dishes from IKEA, game consoles and cars – marketplaces talked about the results of the 11.11 sale. At the peak of the promotion, marketplace users spent 30 billion rubles on Ozon alone, which is 64% more than last year, the company told Kommersant FM. In Yandex. Market’s turnover increased by one and a half times, and the number of customers almost doubled. The leader in sales volume was the Sony PlayStation 5 game console, costing around 55 thousand rubles. In terms of the number of orders, the top places on the site were glasses and mugs from the Swedish brand IKEA. However, Kommersant FM’s interlocutors do not share the marketplaces’ enthusiasm for the results of the 11.11 sale. With details – Alexander Mezentsev.

Some products disappeared from online marketplace shelves in a matter of minutes. And there are still debates on social networks about whether everything really sold out so quickly, or was it a ploy to attract attention, an artificially created rush?

Muscovite Daria told Kommersant FM how she almost managed to purchase a game console at an attractive price: “I saw on social networks that on one of the marketplaces a PlayStation 5 was being sold for 43 thousand rubles, which is 10-15 thousand rubles more. cheaper than usual. By the time I got to the “Pay” button, after about three minutes, the marketplace reported that the set-top box had already been sold out at that price, and sent me back to the product page. The same PlayStation was available there, only for 53 thousand rubles.”

Meanwhile, there should not have been a shortage at the sites. As Ozon told Kommersant FM, 68 million products took part in the 11.11 sale, which is 2.5 times more than in 2022, explained Anna Gemish, a representative of the marketplace’s press service:

“On November 11, buyers placed more than 5.4 million orders, with 63% of all purchases in ruble equivalent made by residents of the regions. We note that the average check increased by 27% compared to last year.

Buyers began to make large purchases more often. For example, the most expensive product was the Chery Tiggo car for 2 million rubles. Only in the first three hours of November 11, 12 of these cars were sold.”

This year, marketplaces especially noted the demand for household and repair products. At Yandex. Market”, for example, sales of such products have increased almost three times compared to 2022. And in terms of the number of orders, the leaders are dishes, power tools and everyday goods, for example, in second place in the top is a drill-driver.

However, despite the activity of buyers, monetary indicators could be higher, says marketplace expert Artem Bobtsov: “When a stock, which was intended to be very short, is diluted for a long period, the buyer’s interest in it is expected to decrease.

In addition, starting in 2021, marketplaces began to force sellers to reduce prices during sales. And given that most of them are already operating on the edge of profitability, participation in these promotions has simply become unprofitable for players. Therefore, sellers either avoided participating in them or began to raise prices for goods long ago in order to later make a discount on them.”

At the same time, at pick-up points the number of orders during the sales period increased by 15% compared to the pre-promotional period, market participants told Kommersant FM. But last year these figures were significantly higher.

So this sale was not successful for all sellers, emphasized the founder of the Yuta-marketplace company Yulia Nekrasova: “There are 20 percent fewer orders, despite the fact that this year we presented a larger assortment. In addition, prices were lower than in 2022.

This time, for example, Wildberries forced all suppliers to participate in the promotion. They had to put at least 50% of their goods on sale in order for the site to provide its discount.”

The sales season on some marketplaces began at the end of October and will end only on New Year’s Eve. Experts note that this year sites have seriously invested in advertising campaigns in the hope of high consumer demand. But it seems that the Russians were exhausted already at the first sale, and there are at least two more ahead.

---

Everything is clear with us – Telegram channel “Kommersant FM”.

Yana Zagorovskaya