Sellers leave Aliexpress Russia for other marketplaces
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Stopping investment in promotion led to an outflow of sellers from Aliexpress Russia. According to Tochka Marketplaces, in January-May, the number of sellers on the site decreased by 27% year-on-year, while its competitors are growing by this parameter many times over. Online platforms are increasingly looking for unique products, experts say, so the competition for sellers will only intensify.
The Russian AliExpress became the only major marketplace that faced an outflow of sellers in January-May of this year, according to the calculations of the Tochka Marketplaces service. According to analysts, the number of sellers on the site decreased by 27% year-on-year. Sbermegamarket, on the contrary, increased the number of sellers by 120%, Ozon — by 92%, Yandex Market — by 89%, Wildberries — by 36%. A subsidiary of Aliexpress Russia, KazanExpress, also managed to increase the figure, but much less than its main competitors – by 7%. The total number of sellers on the online platforms of the Russian Federation has increased by 51% since the beginning of 2023, analysts calculated.
Aliexpress Russia is a joint venture between VK, USM International, the Chinese Alibaba Group and the Russian Direct Investment Fund. As The Bell wrote (included in the register of foreign agents), after the outbreak of hostilities in Ukraine, the co-owners of the site stopped investments. VK, taking into account the “significant economic uncertainty” affecting the e-commerce market, reflected in the report an impairment loss of “AliExpress Russia” in the amount of 9.86 billion rubles. According to Data Insight, in 2022, sales of Aliexpress Russia decreased by 47%, to 56.2 billion rubles.
According to Mikhail Burmistrov, General Director of Infoline-Analytics, the number of sellers on Aliexpress Russia decreased by about 30% over the period, Sbermegamarket’s figure more than tripled, Ozon more than doubled, Yandex Market ” – about twice, and for Wildberries – by 50%. According to the expert, the local business “AliExpress Russia” “is now mainly represented by KazanExpress.” Aliexpress Russia and KazanExpress did not comment.
Konstantin Kanivets, CEO of the Tochka Marketplaces service, connects the results of Aliexpress Russia with a reduction in investment, noting that attracting new sellers is a serious budget item. Executive Director of Oborot.ru Ivan Kurguzov emphasizes that marketplaces compete for sellers using advertising, participating in exhibitions and conferences. And “AliExpress Russia” has not been normally present in any of these planes lately, apparently because of the fear of Western sanctions, he says.
Sbermegamarket notes a multiple increase in the number of sellers, linking this to the development of infrastructure, training projects, and simplification of functionality. Ozon reported that at the end of May, the number of active sellers grew by 2.2 times year-on-year due to the emergence of new warehouses in the regions, the expansion of the network of pick-up points (PIC), and support programs. Yandex Market is talking about an almost double increase in the number of active sellers, to 81,000. Stores are entering more sites, and the company is developing logistics in the regions and opening branded pickup points, they indicate there. Wildberries said that the number of active sellers grew by 69% “in terms of investments in the development of logistics infrastructure, business process automation and IT tools.”
Director of Tinkoff eCommerce Ilya Kretov notes that in general, the growth in the number of sellers on online platforms is slowing down. According to him, sellers are trying to diversify risks by expanding their business to several marketplaces, and new sellers often enter several sites at once.
According to Mikhail Burmistrov, for marketplaces, an increase in the number of sellers ensures an increase in advertising revenue, but today sites are increasingly trying to attract sellers offering goods that a particular storefront needs. Yandex Market, for example, began selling IKEA and Adidas brands, he explains. According to the expert, the potential for expanding the number of sellers remains due to regional sellers with a unique local offer, suppliers offering bulky goods with delivery from a warehouse, as well as companies from other countries.
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