Yandex introduces the Market 15 food delivery brand to Moscow and St. Petersburg

Yandex is starting to deliver ready-made food, groceries and essential goods under the Market 15 brand in Moscow and St. Petersburg, Vedomosti found on the Yandex.Market website. The representative of the marketplace confirmed this information. According to him, the new service was created at the end of last year, but initially it worked in the regions. Market 15 will not compete with Lavka, which also delivers food, as it is designed for a more mass audience. In particular, this service will deliver (from 10 minutes) goods in a lower price segment, and in the product catalog it will have separate sections with various discounts and promotions, says a Yandex.Market representative.

In the market of super-fast (in 15 minutes) delivery, there are, in fact, only two major players now – Yandex and Samokat, says Cross Insights partner Boris Ovchinnikov. Mikhail Burmistrov, General Director of Infoline Analytics, also recalls Ozon fresh, as well as Sbermarket, which can bring some categories of products from Magnit and Pyaterochka. But “Yandex.Lavka” at the same time works in the middle and medium-high price segments, in which the potential for price growth is limited, the expert says. In this regard, the cheaper “Market 15”, in his opinion, can show itself well in the market. If there are two brands in the Yandex portfolio at once, one of which is more premium, and the other, on the contrary, is more “economical”, this will strengthen its position against competitors, Ovchinnikov agrees. But, in his opinion, two super-fast delivery services can confuse customers, so it may be easier for them to use the more versatile Scooter.