ROMIR continues to share data on Russian retail

Moving to the dynamically developing online segment, the leadership in the visibility and trust index is captured by the Ozon marketplace, demonstrating successful conquest of loyalty of digital buyers.

Second place is confidently occupied by Wildberries, also a key player in the e-commerce market.

It is interesting to note that value guidelines in the online format have their own specifics. Although the value of Family remains relevant here, Independence also comes to the fore, reflecting, probably, greater autonomy and choice provided by online platforms.

Analysis of the TOP-3 online players reveals significant differences in the values ​​​​transmitted, which indicates different positioning strategies. "Pyaterochka", even in its online manifestation (we are talking about their delivery service), remains true to its offline values: Family, Simplicity, Economy and thrift.

Wildberries builds its image on other pillars - Independence, Attractiveness, as well as Economy and Thrift, appealing to other aspects of consumer motivations.

Ozon, in turn, focuses on Reliability, which is a critical factor in e-commerce, where issues of delivery, product quality and payment security are especially acute.

An important unifying factor for a significant part of players in both categories (more than half) is the value of Reliability. This emphasizes the fundamental need of consumers for confidence and predictability when interacting with retailers, regardless of the purchase format.