As of November 2024, the Russian retail market is still undergoing significant transformation, shaped by the rapid growth of e-commerce and changing consumer habits.
Traditional hypermarkets, once a dominant force in the sector, are now facing increasing pressure as online shopping reshapes the landscape.
E-commerce growth shows no signs of slowing down. By 2024, online platforms will have expanded their market share across Russia, thanks to improved digital infrastructure and growing consumer confidence in online transactions.
Major players like Wildberries and Ozon have capitalized on these trends by diversifying their offerings and improving delivery options to cater to a broader customer base.
Experts attribute the continued growth to changing lifestyles and the convenience of online shopping. “Russians value time-saving solutions more than ever, and e-commerce delivers just that,” says retail analyst Elena Sokolova.
The introduction of innovative technologies, such as AI-driven personalization and fast same-day delivery options, has further strengthened e-commerce’s position in the market.
Meanwhile, hypermarkets are struggling with declining visitor traffic and declining sales. The traditional model of large format stores no longer meets consumer preferences.
Urbanization and an increasing number of single-person households have created a demand for smaller, more convenient shopping options.
Retailers have experimented with solutions to combat this decline, such as expanding click-and-collect services and offering shopping experiences that can’t be replicated online. Despite these efforts, hypermarkets struggle to match the flexibility and efficiency of e-commerce platforms.
Alexander Ivanov, CEO of a leading retail consultancy, notes: “Hypermarkets need to adapt quickly. The retail landscape is changing and the slow movers are in danger of becoming obsolete.”
Demographic and cultural shifts play a crucial role in the evolution of Russia’s retail sector. The rise of solo living has increased demand for smaller portion sizes and tailored product offerings.
Furthermore, sustainability-conscious consumers are increasingly looking for eco-friendly options, prompting retailers to adapt their product ranges.
Online platforms are particularly adept at meeting these demands, using data to identify and predict trends. Meanwhile, hypermarkets are trying to innovate by introducing local produce sections and offering greater product variety to attract consumers.
