Peak online shopping days in Russia include the New Year on December 31st, the days leading up to Christmas on January the 7th and International Women’s Day on March 8th. Peak online shopping hours fall between 9pm and 11pm in Russia.
Russian domain names are favoured by Russian search engines; e-retailers should consider setting up their websites with a .ru domain, as this will help increase visibility. The three most effective forms of digital marketing in Russia are search engine optimisation (SEO), media advertising, and pay-per-click (PPC).
|SEO||Cheap and targeted||>Slower and less effective than alternatives
>Risk of changing search engine algorithms
>Website should be translated into Russian
|Media advertising||Targeted advertising and reasonable
|Losing foothold in Russia to make way for alternative methods.|
|PPC||> Tools such as Google Adwords and Yandex Direct
are quick and effective at generating traffic
> There are solutions on the market which allow for
automatic management of a PPC campaign
|Price and competition amongst selected keywords|
Pay-per-action, retargeting and contextual advertising are also important marketing tools to consider, and the growth in smartphone and tablet penetration means that it has become increasingly vital for e-retailers to optimise their webpages for multiple channels.
Social medial platforms should not be ignored; these platforms have a variety of communities and groups where consumers can follow, review and support products and brands, though direct revenues derived from these channels can be limited.
Value Added Tax for goods sold into Russia can range from 10-18%; understanding the correct rate to charge is a minefield.
Over 90% of consumers pay cash on delivery, but other electronic payment methods are rapidly gaining a foothold.
With a total surface area of over 17,075,000 km2 spanning 11 time zones and two continents, Russia is a force to be reckoned with.