Purchase frequency and audience coverage in the online have increased

The research holding Romir publishes the E-comm index, which reflects the dynamics of Russians' online shopping activity.

The online shopping activity index in September was 115%, which is 0.9% less than in August. Taking about annual dynamics, the activity of buyers on the Internet decreased by 10.2% (13 p.p.).

As for the dynamics of audience coverage, it's number is steadily increasing both in large cities (121%) and among the urban population of Russia in general (120%). Penetration reached the highest value since the beginning of the year. In addition, the increase in penetration did not lead to a decrease in purchase frequency.

In September, the share of spending in online stores increased to 7.1%.