Top B2C E-Commerce Platforms in Russia by Traffic and Sales
In recent years, Russia online shopping has soared, making Russia one of the fastest-growing e-commerce markets in the world. Total retail e-commerce gross merchandise value (GMV) jumped from roughly RUB 1.7 trillion in 2019 to about RUB 12.6 trillion in 2024. This boom in Russian e-commerce trends means international sellers and cross-border suppliers (especially Chinese exporters) view the Russian online shopping market as a key opportunity. Among the top Russian marketplaces, Wildberries and Ozon dominate: Wildberries alone achieved over RUB 2.5 trillion in sales in 2023, and Ozon is on track for roughly RUB 1.4 trillion. Understanding these giants is critical for anyone asking how to sell online in Russia or looking to tap into Russia’s fast-growing cross-border e-commerce market.
Russia’s robust internet adoption fuels this growth. Over 130 million Russians (around 90% of the population) had internet access in early 2024, and e-commerce now accounts for about 23% of all retail spending. Mobile shopping is widespread, with apps and social commerce growing rapidly. For example, global online marketplaces now capture about 64% of Russia’s e-commerce GMV. These Russian e-commerce trends show that a tech-savvy consumer base is eager to shop online. Categories like fashion, electronics, and appliances dominate sales, but cross-border shopping remains important via platforms such as AliExpress Russia. International businesses must follow these trends and localize for the Russian online shopping market (e.g., language, payments, logistics) to succeed.
Top Russian Marketplaces by Traffic
According to SimilarWeb’s April 2025 data, the top five marketplace websites in Russia by visitor traffic are:
- Ozon (ozon.ru): #1 ranked marketplace, offering everything from books to groceries.
- Wildberries (wildberries.ru): #2 ranked, Russia’s largest multi-category store (clothes, home goods, etc.).Wildberries
- Yandex.Market (market.yandex.ru): #3 ranked, Yandex’s price-comparison and shopping platform.Yandex。Market
- DNS Shop (dns-shop.ru): #4 ranked, a leading electronics and appliances retailer.
- AliExpress Russia (aliexpress.ru): #5 ranked, the local arm of Alibaba focusing on cross-border trade.
These top Russian marketplaces drive the bulk of traffic in the Russian online shopping sector. Combined, they attract tens of millions of visits per month, reflecting their dominance in consumer attention. For sellers, listing products on these sites is a key strategy when determining how to sell online in Russia.
Top Platforms by Sales Volume
By sales, Wildberries and Ozon lead the market. Wildberries had the largest turnover: about RUB 2.5 trillion (~$27 billion) in 2023. Ozon follows with roughly RUB 832 billion in goods sold in 2022 and a projected ~RUB 1.4 trillion in 2023. DNS Shop, the #4 marketplace by traffic, generated about US$2.68 billion in online sales in 2024 (mostly electronics and appliances). Yandex. Market is also among the top sellers (exact sales undisclosed, but it’s a top-3 site by traffic). Meanwhile, AliExpress Russia (the local joint venture) recorded around RUB 12.5 billion in revenue in 2024. (AliExpress Russia has shifted toward serving cross-border shipments and reduced losses accordingly.)
In summary, the leading B2C platforms by revenue are:
- Wildberries – Russia’s #1 online retailer with ~RUB 2.5 trillion sales (2023).
- Ozon – #2 online retailer (~RUB 1.4 trillion sales forecast for 2023).
- DNS Shop – major electronics seller (~$2.68 B online sales in 2024).
- Yandex.Market – Yandex’s marketplace (top-3 by traffic, no public GMV).
- AliExpress Russia – Chinese-affiliated platform (~RUB 12.5 B sales in 2024).
For Russia online shopping, these platforms are the sales leaders. Sellers aiming to reach Russian consumers should focus on Wildberries, Ozon, and similar marketplaces, as they capture most of the online sales volume.
Russian E-Commerce Market Trends
Several trends shape Russia’s B2C e-commerce scene. First, marketplaces dominate: their share of total online GMV grew from 23% in 2019 to 64% by 2024. This means multi-vendor sites (Wildberries, Ozon, etc.) have become the main channels. Independent online stores (own-brand sites) are growing more slowly (CAGR ~28% from 2019–24). Second, e-commerce’s portion of overall retail is still rising – from 5% of retail in 2019 to about 23% in 2024. In the global context, there is still upside (mature markets often have 30–40% online).
Cross-border trade remains significant. Many Russian shoppers buy from international sellers via marketplace import programs or parcel services. For example, AliExpress Russia maintained a cross-border focus (its Russia-based sales were modest, ~RUB 12.5 B in 2024, but its platform connects Chinese exporters to Russian buyers). Other foreign online brands (through local partners) also participate. Key categories for cross-border sales include fashion (especially Western brands), electronics, and cosmetics.
Payment habits also influence the market. Russian shoppers use cards (Visa, Mastercard) widely, as well as local MIR cards and cash-on-delivery options. Reliable local payment and delivery options boost consumer confidence. Logistics is another trend: faster delivery (urban express, parcel lockers, PVZ pickup points) is increasingly expected by buyers.
Overall, Russia online shopping continues to grow steadily (projected ~9–12% annual increase). For sellers, knowing these trends – marketplace dominance, popular categories, payment, and delivery preferences – is crucial. The phrase Russian e-commerce trends today emphasizes convenience, wide assortment, and multi-channel fulfillment.
How to Sell Online in Russia
For international and cross-border sellers planning entry, consider these steps:
- Choose the Right Marketplace: Listing on established platforms like Wildberries, Ozon, or AliExpress Russia is often the fastest way to reach Russian customers. These marketplaces have existing logistics and marketing reach. Learn each platform’s seller requirements and product rules.
- Localize Your Offer: Provide product descriptions in Russian, price in rubles, and use local terminology.
- Adapt Payment Options: Accept methods familiar to Russians (bank cards, MIR, e-wallets) and note whether you offer COD (cash on delivery), which remains popular for many buyers.
- Manage Logistics and Customs: Understand Russia’s customs rules and allowable quotas. Many sellers use logistics partners to handle duties and paperwork. Streamlined delivery (with tracking) is a competitive advantage.
By following these guidelines, foreign businesses can answer the question “how to sell online in Russia” effectively. In short, use top Russian marketplaces, tailor your store to local expectations, and partner with reliable cross-border logistics to satisfy the fast-growing Russian online shopping audience.
Cross-border Logistics & Solutions: Effective shipping is vital for Russia's online shopping. Rail freight is a cost-efficient choice for large shipments from China or Europe. For example, dedicated freight trains connect China to Russia and Europe in 12–15 days. Moreover, TIR-certified truck transport cuts customs delays: sealed containers require only one check at the border, saving over 50% of clearance time.
Dear Railway Container Transport (Zhejiang): The user’s company specializes in cross-border logistics for exactly this market. They provide rail cargo services linking China and Russia/Europe, as well as TIR international trucking covering Eurasian routes. Their TIR Truck Transport service ensures safe, GPS-tracked delivery and leverages the TIR system so that “your goods only need one customs inspection” en route. This dramatically speeds up delivery and reduces risk, a major advantage for e-commerce goods. By offering reliable door-to-door rail and road freight, Dear-Railway supports Chinese exporters and global sellers entering Russia online shopping supply chains. Learn more about their logistics solutions at dearrailwaytransport.com.
In summary, the Russian online retail market is dominated by large multi-category platforms (Wildberries, Ozon, etc.), with specialized sites like DNS (electronics) also strong. For international and Chinese sellers, it’s essential to leverage top Russian marketplaces and adapt to local market dynamics. Combined with tailored logistics (rail freight and TIR trucking via providers like Dear-Railway), these insights enable efficient entry into Russia’s booming e-commerce sector.