Russians' shopping in foreign web stores of goods Finnish viewpoint

Transkriptio

1 Russians' shopping in foreign web stores of goods Finnish viewpoint Venäläisten shoppailu ulkomaisissa tavaraverkkokaupoissa Kari Elkelä, Posti Business Insight Tutkimussarja Research series 1/

2 Contents - Sisällys 1. Objectives and implementation 3 2. Online shopping and purchased product groups 5 3. Shopping countries and online store search Attitudes to foreign online stores Comparison of Russian and Finnish online stores Interesting product groups in Finnish online stores Preferred payment, delivery and contact methods Summary and conclusions Venäläisten shoppailu ulkomaisissa tavaraverkkokaupoissa 40 2

3 1. Objectives and implementation

4 Objectives and implementation Key objectives 1. To find out, what product groups Russians would like to buy in foreign online stores and what kind of payment, delivery, customer service and language options Russians would like use. 2. To get information for marketing and sales purposes, and to be able to write headlines. Especially this study tries to produce information which is useful for Finnish e-commerce Respondents are a representative sample of year old in Moscow or St. Petersburg living online shoppers, who have bought goods from foreign online stores during the past 12 months Data was collected from 10th to 12th December 2014 in a panel of Data Insight, where 1026 respondents answered all questions. Furthermore 1422 web users gave their background information but were screened out from main questionnaire, because they do not buy goods in foreign online stores. Study was planned and analyzed in Posti Business Insight 4

5 Respondents Variables and classes 5 Buys foreign goods Do not buy goods All web users Screening Buys goods in foreign web shops Do not buy goods in foreign web shops City Moscow St. Petersburg Gender Female Male Agegroup % n Data was collected just before ruble crisis of December However, slower decline in value had been going on for several months.

6 2. Online shopping and purchased product groups

7 Online shopping of Russian web users by city and gender, % CITY Moscow St. Petersburg GENDER Female Male Goods from Russian online s tores Goods from foreign online stores Services from Russian web s ites Services from foreign web sites TOTAL Posti - KE Datainsight, December 2014 (n=2448) In Russia, 89% of active web users purchase goods in domestic online stores and 43% in foreign online stores Foreign stores are slightly more used in St. Petersburg than in Moscow 7

8 Online shopping of Russian web users by age, % Goods from Russian online s tores Goods from foreign online stores Services from Russian web s ites Services from foreign web sites TOTAL Posti - KE Datainsight, December 2014 (n=2448) Younger age groups purchase more goods in foreign online stores than older web users Later in this study are explored only those Russian consumers who have bought goods in foreign web stores 8

9 In foreign and domestic online store bought product groups in Russia Percentages for consumers who have bought goods in foreign online stores 02 Clothes and shoes (for adults), accessories Electronics & household appliances Cosmetics & perfume Children clothes and shoes Toys and other goods for kids Sport, tourism, fishing or hunting goods Household goods, furniture Car parts, autoelectronics, tires and wheels Goods for renovation and dacha, tools (DIY) 10 Books and magazines In foreign stores In Russian stores Posti - KE Russians, who buy in foreign online stores, purchase most product groups even more often in domestic online stores Only clothes are bought equally often in foreign online stores 9

10 In foreign online store bought product groups by gender in Russia Percentages for consumers who have bought goods in foreign online stores 02 Clothes and shoes (for adults), accessories Electronics & household appliances Cosmetics & perfume Children clothes and shoes Toys and other goods for kids Sport, tourism, fishing or hunting goods Household goods, furniture Car parts, autoelectronics, tires and wheels Goods for renovation and dacha, tools (DIY) 10 Books and magazines Female Male Posti - KE In foreign online stores women purchase more clothes and cosmetics Men focus on electronics, hobby goods and car parts 10

11 In foreign online store bought product groups by age in Russia Percentages for consumers who have bought goods in foreign online stores 02 Clothes and shoes (for adults), accessories 01 Electronics & household appliances 09 Cosmetics & perfume 07 Children clothes and shoes 08 Toys and other goods for kids 06 Sport, tourism, fishing or hunting goods 04 Household goods, furniture 03 Car parts, autoelectronics, tires and wheels 05 Goods for renovation and dacha, tools (DIY) 10 Books and magazines Posti - KE Youngest age group purchases clothes most often 11

12 3. Shopping countries and online store search

13 Countries from which Russian web shoppers have bought and are interested to buy Percentages for consumers who have bought goods in foreign online stores 01 China 12 USA and Canada 05 Germany 11 United Kingdom 09 South Korea 06 Italy 04 Finland 03 CIS countries (Ukraine, Belarus etc. ) 07 France 10 Japan 08 Poland and other Eastern Europe 02 Baltic countries (Estonia, Latvia, Lithuania) Posti - KE Other countries The most used, and most popular foreign country in online shopping is China, where over two thirds of shoppers have purchased Many online shoppers are interested in buying from such EU countries as Germany, UK, Italy, Finland and France Bought Interested to buy

14 Over border received consumer parcels in Finland, Estonia and Russia (amount per person) 4 0, ,36 0,34 0,42 0,48 0,09 0,12 0,19 0,24 0,87 0,45 0,07 0,44 Sender country Other Sweden Finland USA Germany UK China 1 0,61 1,49 0,21 0,18 0,68 0,7 0 To Finland To Estonia To Russia (ecommerce) Posti Business Ins ight - KE GallupKanava, T NS Emor and Data Insight 11/2014-1/2015 China is the most used foreign country in online shopping also in Finland and Estonia 14

15 How Russian web shoppers search and find foreign online stores Percentages for consumers who have bought goods in foreign online stores 06 Recommendation from a friend, acquaintance 01 Through search on Yandex.ru 02 Through search on Google.com On forums and discussion groups Through advertisement online (banners etc.) Through advertisement Through search on Mail.ru 7 04 Through other search engines 6 09 Advertisement in TV or radio 5 11 Paper catalogues and booklets 10 Advertisement in newspapers and magazines Other 3 % Posti - KE The most usual ways to find foreign online stores are friends' recommendations, and search machines Yandex.ru and Google.com 15

16 Reasons for Russians to buy online from EU or America Percentages for consumers who have bought goods in foreign online stores 02 I can buy goods not available in Russia Money saving, price difference I'm sure, they sell original goods, not fakes I'm dissatisfied with Russian service quality 16 % Posti - KE Principal reasons to buy in foreign stores are possibility to find goods not available in Russia, and cheaper prices 16

17 4. Attitudes to foreign online stores

18 Russians' attitudes to foreign web stores Percentages for consumers who have bought goods in foreign online stores Fully agree Partly agree Do not agree or disagree Partly disagree Fully disagree 07 I don't mind to wait longer if I save money I wish to receive my orders in a week Buying from foreign stores as easy as RU ones It's easy for me to make orders in English I use only stores that allow to return goods I use only stores with Russian web pages I fear to lose my money in foreign orders I trust German stores more than the RU ones I trust Finnish stores more than the RU ones I use only stores with RU customer service % 20% 40% 60% 80% 100% Posti - KE Shoppers wish fast delivery but may wait longer if they save money Buying in foreign stores is considered easy, even in English Possibility to return goods is considered important German stores are more trusted than Finnish stores 18

19 Russians' attitudes to foreign web stores by city Means on scale: 1=Fully disagree... 5=Fully agree 07 I don't mind to wait longer if I save money 05 I wish to receive my orders in a week 01 Buying from foreign stores as easy as RU ones 06 It's easy for me to make orders in English 08 I use only stores that allow to return goods 10 I trust German stores more than the RU ones 09 I trust Finnish stores more than the RU ones 02 I fear to lose my money in foreign orders 03 I use only stores with Russian web pages 04 I use only stores with RU customer service Posti - KE Moscow St. Petersburg TOTAL Attitudes to foreign online stores in Moscow and St. Petersburg are quite similar However, St. Petersburg residents trust foreign stores slightly more 19

20 Russians' attitudes to foreign web stores by city Means on scale: 1=Fully disagree... 5=Fully agree 07 I don't mind to wait longer if I save money 05 I wish to receive my orders in a week 01 Buying from foreign stores as easy as RU ones 06 It's easy for me to make orders in English 08 I use only stores that allow to return goods 10 I trust German stores more than the RU ones 09 I trust Finnish stores more than the RU ones 02 I fear to lose my money in foreign orders 03 I use only stores with Russian web pages 04 I use only stores with RU customer service Posti - KE It is easier for younger age groups to make orders in English Older age groups use more stores with Russian web pages and customer service 20

21 5. Comparison of Russian and Finnish online stores

22 Evaluation of Russian web shops Percentages for consumers who have bought goods in foreign online stores Excellent Good Medium Quite poorly Extremely poorly Cannot say 04 Reliable delivery Speed of delivery Quality of goods Wide assortment Possibility of return or exchange of the items Availability of items of your favorite brands Price of delivery and free delivery Affordability of prices Availability and size of the discounts Uniqueness and originality of assortment Posti - KE % 20% 40% 60% 80% 100% Worst things in Russian online stores are non-unique assortment, high product and delivery prices, and low discounts 22

23 Evaluation of Finnish web shops Percentages for consumers who have bought goods in foreign online stores Excellent Good Medium Quite poorly Extremely poorly Cannot say 02 Quality of goods Wide assortment Uniqueness and originality of assortment Reliable delivery Availability of items of your favorite brands Availability and size of the discounts Possibility of return or exchange of the items Speed of delivery Affordability of prices Price of delivery and free delivery Posti - KE % 20% 40% 60% 80% 100% The best things in Finnish online stores are quality of goods, and wide and original assortment Russian online shoppers expect from Finnish stores lower delivery and product prices, and faster delivery 23

24 Evaluation of Russian and Finnish web shops Means on scale: 1=Extremely poor... 5=Excellent 03 Speed of delivery 04 Reliable delivery 02 Quality of goods 08 Wide assortment 06 Possibility of return or exchange of the items 05 Availability of items of your favorite brands 09 Price of delivery and free delivery 07 Affordability of prices 10 Availability and size of the discounts 01 Uniqueness and originality of assortment Posti - KE Russian shops Finnish shops Finnish online stores are considered better than Russian ones in all other features but speed of delivery Finnish shops stand out clearly better in quality of goods and unique assortment 24

25 Evaluation of Finnish web shops by use and use interest Means on scale: 1=Extremely poor... 5=Excellent 02 Quality of goods 08 Wide assortment Bought from Finland Interested to buy from Finland All foreign web shoppers 01 Uniqueness and originality of assortment 04 Reliable delivery 05 Availability of items of your favorite brands 10 Availability and size of the discounts 06 Possibility of return or exchange of the items 03 Speed of delivery 07 Affordability of prices 09 Price of delivery and free delivery Posti - KE Experiences of Finnish online stores improve their evaluations 25

26 Evaluation of Finnish web shops by city Means on scale: 1=Extremely poor... 5=Excellent 02 Quality of goods 08 Wide assortment Moscow St. Petersburg All foreign web shoppers 01 Uniqueness and originality of assortment 04 Reliable delivery 05 Availability of items of your favorite brands 10 Availability and size of the discounts 06 Possibility of return or exchange of the items 03 Speed of delivery 07 Affordability of prices 09 Price of delivery and free delivery Posti - KE Evaluations of Finnish online stores in Moscow and St. Petersburg are quite similar However, St. Petersburg residents have slightly more positive attitudes 26

27 6. Interesting product groups in Finnish online stores

28 Product groups bought in foreign online stores and interesting product groups in Finnish web shops Percentages for consumers who have bought goods in foreign online stores 02 Clothes and shoes (for adults), accessories Electronics & household appliances Cosmetics & perfume Children clothes and shoes Toys and other goods for kids Sport, tourism, fishing or hunting goods Household goods, furniture Car parts, autoelectronics, tires and wheels Goods for renovation and dacha, tools (DIY) 10 Books and magazines Bought in foreign online stores Could buy in Finnish web shops Posti - KE The most interesting product groups in Finnish online stores are clothing for adults and children, and hobby goods 28

29 Interesting product groups in Finnish web shops by city, % 02 Clothes and shoes (for adults), accessories 06 Sport, tourism, fishing or hunting goods 07 Children clothes and shoes 01 Electronics & household appliances 04 Household goods, furniture 08 Toys and other goods for kids 09 Cosmetics & perfume 03 Car parts, autoelectronics, tires and wheels 05 Goods for renovation and dacha, tools (DIY) 10 Books and magazines Nothing from the listed Difficult to say Posti - KE Moscow St. Petersburg All foreign web shoppers St. Petersburg residents feel clearly more product groups interesting in Finnish online stores 29

30 Interesting product groups in Finnish web shops, women by age, % 02 Clothes and shoes (for adults), accessories 06 Sport, tourism, fishing or hunting goods 07 Children clothes and shoes 01 Electronics & household appliances 04 Household goods, furniture 08 Toys and other goods for kids 09 Cosmetics & perfume 03 Car parts, autoelectronics, tires and wheels 05 Tools for renovations and dacha (DIY) 10 Books and magazines Posti - KE year-old women have the highest interest in Finnish adult clothing and year-old women in children s clothing year-old women are the most interested in purchasing hobby goods 30

31 Interesting product groups in Finnish web shops, men by age, % 02 Clothes and shoes (for adults), accessories 06 Sport, tourism, fishing or hunting goods 07 Children clothes and shoes 01 Electronics & household appliances 04 Household goods, furniture 08 Toys and other goods for kids 09 Cosmetics & perfume 03 Car parts, autoelectronics, tires and wheels 05 Tools for renovations and dacha (DIY) 10 Books and magazines Posti - KE year-old men have the highest interest in adult clothing and car parts year-old men are the most interested in purchasing hobby goods year-old men have the highest interest in electronics 31

32 Development proposals for Finnish online stores Russian online shoppers in their own words Lower prices 17 More advertising 15 Pages in Russian 14 Faster delivery 8 Better assortment 8 Discounts and sales 7 Free delivery Customer service in Russian More delivery options Better information and interface Cheaper delivery 3 Russian paýment methods Possibility to return 2 2 Pages in English 1 More adapted to Russian customers Other 1 4 % Posti - KE Russians would buy more in Finnish online stores if they get lower prices, more advertising, and web pages in Russian 32

33 7. Preferred payment, delivery and contact methods

34 Used and preferred payment methods Percentages for consumers who have bought goods in foreign online stores 01 Plastic cards (Visa/MasterCard) PayPal Qiwi Wallet Webmoney Yandex Money Virtual cards (Visa/MasterCard) 10 Cash Bank transfer Qiwi terminals 04 AliPay Used payment methods Preferred payment methods Posti - KE Plastic card is the most used and most popular payment method 34

35 Preferred reception methods for foreign web shopping by city Percentages for consumers who have bought goods in foreign online stores 60 2 Self pickup from Russian Post Delivery to home or office Self pickup from pickup point of other company Self pickup from Postamat Self pickup from the shop Moscow St. Petersburg TOTAL Posti - KE Most popular delivery methods are self pickup from Russian Post or delivery to home or office In St. Petersburg self pickup from pickup point of other company is very popular, too 35

36 100% Delivery channel preferences for consumer parcels in Finland, Estonia and Russia, % % Delivery channel 60% 40% Office delivery Self pickup from shop Automatic parcel locker Home delivery Pickup from service point 20% % Finland Estonia Russia Posti Business Ins ight - KE GallupKanava, T NS Emor and Data Insight 11/2014-1/2015 Delivery channel preferences in Russia are quite different compared with those in Finland or Estonia 36

37 Russians' preferred contact methods to foreign web stores Percentages for consumers who have bought goods in foreign online stores Fill in the form on the site 62 7 Write in online chat on the site 57 1 Phone call to Russian phone number 36 4 Write through Skype, Viber or other such service 31 3 Call through Skype, Viber or other such service 31 2 Phone call to international phone number 8 % Posti - KE Written contacts to online store are preferred to spoken contacts is clearly the most popular contact method to foreign online stores 37

38 8. Summary and conclusions

39 Summary and conclusions In Russia, 43% of active web users purchase goods in foreign online stores. These consumers are the target group of this study, which tries to help Finnish online shopping business to understand Russian market Younger age groups purchase more goods in foreign online stores than older web users The most used, and most popular foreign country in online shopping is China Many online shoppers are interested in buying from such EU countries as Germany, UK, Italy, Finland and France The most usual ways to find foreign online stores are friends' recommendations, and search machines Yandex.ru and Google.com Principal reasons to buy in foreign stores are possibility to find goods not available in Russia, and cheaper prices Buying in foreign stores is considered easy, even in English Finnish online stores are considered better than Russian ones in all other features but speed of delivery Finnish shops stand out clearly better in quality of goods and unique assortment The most interesting product groups in Finnish online stores are clothing for adults and children, and hobby goods Russians would buy more in Finnish online stores if they get lower prices, more advertising, and web pages in Russian Russian consumers offer an attractive potential for Finnish online stores. However, at this very moment the low value of ruble decreases Russians interest in purchasing abroad 39

40 9. Venäläisten shoppailu ulkomaisissa tavaraverkkokaupoissa

41 Venäläisten shoppailu ulkomaisissa verkkokaupoissa (1/2) Tutkimuksella selvitetään venäläisten ostamista ulkomaisista tavaraverkkokaupoista. Tarkasteltavana on eri tuoteryhmien kiinnostavuus sekä se, millaisia maksamis-, jakelu- ja asiakaspalveluvaihtoehtoja venäläiset verkko-ostajat odottavat. Erityisesti tarkoituksena on tuottaa suomalaisille verkkokaupoille hyödyllistä informaatiota. Tutkimus kohdistettiin Pietarissa ja Moskovassa asuviin vuotiaisiin netin käyttäjiin. Data Insight keräsi aineiston eli juuri ennen ruplan arvon romahdusta, joten arviot ulkomailta ostamisesta ovat todennäköisesti hieman myönteisempiä kuin asiaa nyt kysyttäessä saataisiin. Koko kyselyyn vastasi 1026 ulkomaisista verkkokaupoista tavaroita ostanutta venäläistä eli 43 % aktiivisista internetin käyttäjistä, joilta kaikilta (n=2448) kerättiin taustatiedot ja erityyppisten verkkokauppojen käyttäjäosuudet. Tutkimus suunniteltiin ja analysoitiin Postin Business Insightissa. Aktiivista venäläisistä verkon käyttäjistä 89 % on ostanut tavaroita venäläisistä verkkokaupoista, joten ulkomaisista verkkokaupoista ostaneiden osuus on alle puolet tästä eli 43 %. Ulkomaisista verkkokaupoista ostaminen on hieman yleisempää Pietarissa kuin Moskovassa. Ulkomaisista verkkokaupoista ostaminen on sitä tavallisempaa mitä nuorempaan ikäryhmään henkilö kuuluu. Venäläiset ostavat ulkomaisista verkkokaupoista erityisesti vaatteita, joita tilataan yhtä usein kotimaisista ja ulkomaisista verkkokaupoista. Toinen tärkeä tuoteryhmä on elektroniikka ja kodinkoneet, joita kuitenkin ostetaan kaikkein useimmin oman maan verkkokaupoista. Kaikkia muitakin tuoteryhmiä ostetaan selvästi useammin kotimaisista venäläisistä verkkokaupoista. Venäläisten ulkomaisissa verkko-ostoksissa korostuvat naisilla vaatteet ja kosmetiikka sekä miehillä puolestaan elektroniikka, harrastusvälineet ja autonosat. Sukupuolittaiset painopisteet vastaavat mm. suomalaisten verkko-ostamisen jakaumia. Vaatteita ostaa eniten nuorin ikäryhmä ja elektroniikkaa puolestaan vanhin ikäryhmä. Eniten käytetty ja suosituin verkko-ostosten kohdemaa on Kiina, josta yli kaksi kolmasosaa ulkomailta tavaroita tilanneista on ostanut. Selväksi kakkoseksi kohdemaista nousevat USA ja Kanada. Seuraavat merkittävät ostosmaat ovat Saksa ja Iso-Britannia. Lisäksi monia verkko-ostajia kiinnostaa tilaaminen sellaisista EU-maista, kuten Saksa, Iso-Britannia, Italia, Suomi ja Ranska. 41

42 Venäläisten shoppailu ulkomaisissa verkkokaupoissa (2/2) Ulkomaiset verkkokaupat löydetään tavallisimmin ystävän suosittelun perusteella tai etsimällä itse hakukoneilla Yandex.ru ja Google.com. Pääsyyt ulkomailta ostamiseen ovat mahdollisuus hankkia sellaisia tavaroita, joita ei myydä Venäjällä, sekä halvemmat hinnat. Verkkoshoppailijat toivovat nopeaa tavaroiden toimitusta, mutta ovat toisaalta valmiita odottamaan pitempäänkin, jos voivat siten säästää rahaa. Useimpien mielestä ulkomaisista kaupoista on yhtä helppo ostaa kuin venäläisistä. Lähes kahden kolmasosan mielestä tilaaminen englannin kielellä toimivista kaupoista on helppoa, minkä vastapainoksi runsas kolmannes ilmoittaa tilaavansa vain venäjän kielellä toimivista kaupoista. Palautusmahdollisuutta pidetään tärkeänä myös ulkomailta ostettaessa. Saksalaisiin kauppoihin luotetaan enemmän kuin suomalaisiin, mutta toisaalta lähes joka toinen ei osannut arvioida kummankaan maan kauppoja. Venäläisten verkkokauppojen huonoimmiksi piirteiksi koetaan valikoiman vähäinen yksilöllisyys, korkeat tuote- ja kuljetushinnat sekä pienet alennukset. Suomalaisten verkkokauppojen vahvuutena venäläisiin verrattuna ovat laadukkaat tuotteet ja yksilöllinen valikoima. Haasteeksi suomalaisille kaupoille kuitenkin muodostuvat tuote- ja kuljetushinnat sekä toimitusnopeus. Kokonaisuudessaan suomalaiset verkkokaupat arvioidaan venäläisiä selvästi paremmiksi kaikessa muussa paitsi kuljetusnopeudessa. Ostokokemukset ja myönteinen ennakkoasenne parantavat suomalaisten verkkokauppojen saamia arvioita entisestään. Suomalaisista verkkokaupoista halutaan ostaa erityisesti vaatteita niin aikuisille kuin lapsillekin sekä harrastusvälineitä. Suomalaisten kauppojen kaikki tuoteryhmät kiinnostavat erityisesti pietarilaisia. Aikuisten vaatteiden parasta ostajapotentiaalia ovat vuotiaat naiset ja lastenvaatteiden puolestaan vuotiaat naiset. Elektroniikka kiinnostaa erityisesti vuotiaita miehiä ja autonosat vuotiaita miehiä. Suomalaisten verkkokauppojen kehittämiskohteiksi venäläiset nimeävät hintojen alentamisen, markkinoinnin lisäämisen ja venäjänkieliset verkkosivut. Venäläiset maksavat ulkomaiset verkko-ostoksensa tavallisesti luottokorteilla. Visa, Master Card ja muut luottokortit ovat myös selvästi suosituin maksutapa. Suosituimmat toimitustavat ovat nouto Venäjän postista ja kuljetus kotiin tai työpaikalle. Pietarissa paketin hakeminen muun kuljetusyrityksen noutopisteestä on myös hyvin suosittua. Verkkokauppoihin pidetään mieluiten yhteyttä kirjoittamalla ja suosituin yhteydenpitokanava on sähköposti. 42