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More Russian online shoppers prefer foreign stores in 2014 — study

Lower prices compared to Russian stores were the most frequently named reason for switching to the foreign online stores, as well as the lack of some items in Russian stores

© ITAR-TASS/Artyom Geodakyan

MOSCOW, March 10. /TASS/. In 2014 half of Russian online shoppers purchased goods in foreign stores, according to the study by Yandex.Market and GfK Group. The figure exceeds that of 2013, when the share of Russian customers in foreign online stores amounted to 36%.

At the same time in 2014 39% of respondents bought goods in Chinese Internet stores - 25% in 2013. According to the study, the number of customers, ordering items from English-language online stores increased from 21% in 2013 to 26% in 2014.

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The number of Russian online store customers decreased from 95% to 92% in the reporting period.

"Most people buy small appliances, clothing and footwear, mobile phones and tablets in Russia; clothing and footwear, children's products, mobile phones and tablets, cosmetics and perfumes - abroad. Mobile devices are often bought in Chinese stores, cosmetics - in English-speaking stores of other countries," Yandex.Market press release said. "The average order cost for the Russian online store amounted to 6591 rubles ($108), foreign - 3945 rubles ($65)."

Lower prices compared to Russian stores were the most frequently named reason for switching to the foreign online stores, as well as the lack of some items in Russian stores. At the same time the number of customers receiving poor quality items increased from 12% in 2013 to 21% in 2014.

"According to our observations, the buying activity continues to grow since last September. People continue shopping in spite of recession. Orders grow, albeit at a very slow rate. To date, all trends recorded in the GfK survey in September, 2014 are still relevant," the Head of Yandex.Market Marketing Alexander Feoktistov told TASS.

The GfK Group, established in 1934 is Germany's largest market research institute, and the fourth largest market research organization in the world.

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