Russians' shopping in foreign web stores of goods Finnish viewpoint Venäläisten shoppailu ulkomaisissa tavaraverkkokaupoissa Kari Elkelä, Posti Business Insight Tutkimussarja Research series 1/2015 22.1.2015
Contents - Sisällys 1. Objectives and implementation 3 2. Online shopping and purchased product groups 5 3. Shopping countries and online store search 12 4. Attitudes to foreign online stores 17 5. Comparison of Russian and Finnish online stores 21 6. Interesting product groups in Finnish online stores 27 7. Preferred payment, delivery and contact methods 33 8. Summary and conclusions 38 9. Venäläisten shoppailu ulkomaisissa tavaraverkkokaupoissa 40 2
1. Objectives and implementation
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 18-65 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
Respondents Variables and classes 5 Buys foreign goods Do not buy goods All web users Screening Buys goods in foreign web shops 100 0 42 Do not buy goods in foreign web shops 0 100 58 City Moscow 50 53 52 St. Petersburg 50 47 48 Gender Female 47 53 53 Male 53 47 47 Agegroup 18-24 18 13 15 25-34 32 24 28 35-44 24 23 24 45-54 18 24 21 55-64 8 17 13 % 100 100 100 n 1026 1422 2448 Data was collected just before ruble crisis of December 2014. However, slower decline in value had been going on for several months.
2. Online shopping and purchased product groups
Online shopping of Russian web users by city and gender, % CITY Moscow 19 42 51 89 St. Petersburg 23 45 47 86 GENDER Female Male 20 22 43 44 47 52 86 89 Goods from Russian online s tores Goods from foreign online stores Services from Russian web s ites Services from foreign web sites TOTAL 21 43 49 88 0 25 50 75 100 Posti - KE 2014-12-19 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
Online shopping of Russian web users by age, % 18-24 22 53 56 84 25-34 23 50 54 91 35-44 23 44 49 89 45-54 18 37 43 87 55-64 14 27 41 85 Goods from Russian online s tores Goods from foreign online stores Services from Russian web s ites Services from foreign web sites TOTAL 21 43 49 88 0 25 50 75 100 Posti - KE 2014-12-19 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
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 61 64 01 Electronics & household appliances 48 82 09 Cosmetics & perfume 29 46 07 Children clothes and shoes 24 33 08 Toys and other goods for kids 24 41 06 Sport, tourism, fishing or hunting goods 22 37 04 Household goods, furniture 18 43 03 Car parts, autoelectronics, tires and wheels 15 34 05 Goods for renovation and dacha, tools (DIY) 10 Books and magazines 9 11 37 37 In foreign stores In Russian stores 0 25 50 75 100 Posti - KE 2015-01-09 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
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 51 71 01 Electronics & household appliances 27 67 09 Cosmetics & perfume 20 39 07 Children clothes and shoes 20 30 08 Toys and other goods for kids 20 28 06 Sport, tourism, fishing or hunting goods 14 28 04 Household goods, furniture 18 18 03 Car parts, autoelectronics, tires and wheels 8 22 05 Goods for renovation and dacha, tools (DIY) 10 Books and magazines 6 7 10 15 Female Male 0 25 50 75 100 Posti - KE 2015-01-09 In foreign online stores women purchase more clothes and cosmetics Men focus on electronics, hobby goods and car parts 10
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 2015-01-09 18-24 25-34 35-44 45-54 55-64 0 25 50 75 Youngest age group purchases clothes most often 11
3. Shopping countries and online store search
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 2015-01-09 13 Other countries 5 7 8 7 7 6 4 6 3 5 3 2 10 70 66 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 18 17 19 21 23 23 23 28 44 44 53 Bought Interested to buy 0 25 50 75 100 13
Over border received consumer parcels in Finland, Estonia and Russia (amount per person) 4 0,7 3 2 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 2015-01-16 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
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 47 48 48 05 On forums and discussion groups 33 07 Through advertisement online (banners etc.) 17 08 Through e-mail advertisement 11 03 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 4 4 12 Other 3 % 0 10 20 30 40 50 Posti - KE 2015-01-09 The most usual ways to find foreign online stores are friends' recommendations, and search machines Yandex.ru and Google.com 15
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 84 01 Money saving, price difference 76 03 I'm sure, they sell original goods, not fakes 45 04 I'm dissatisfied with Russian service quality 16 % 0 25 50 75 100 Posti - KE 2015-01-12 Principal reasons to buy in foreign stores are possibility to find goods not available in Russia, and cheaper prices 16
4. Attitudes to foreign online stores
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 39 45 9 5 2 05 I wish to receive my orders in a week 38 39 13 6 4 01 Buying from foreign stores as easy as RU ones 30 45 12 10 3 06 It's easy for me to make orders in English 29 36 14 14 7 08 I use only stores that allow to return goods 23 39 20 13 5 03 I use only stores with Russian web pages 14 26 14 27 19 02 I fear to lose my money in foreign orders 9 29 21 29 12 10 I trust German stores more than the RU ones 10 27 42 13 8 09 I trust Finnish stores more than the RU ones 8 19 47 17 8 04 I use only stores with RU customer service 7 18 23 29 23 0% 20% 40% 60% 80% 100% Posti - KE 2015-01-12 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
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 2015-01-12 Moscow St. Petersburg TOTAL 1 2 3 4 5 Attitudes to foreign online stores in Moscow and St. Petersburg are quite similar However, St. Petersburg residents trust foreign stores slightly more 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 2015-01-12 18-24 25-34 35-44 45-54 55-64 1 2 3 4 5 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
5. Comparison of Russian and Finnish online stores
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 10 45 32 7 3 2 03 Speed of delivery 12 43 32 8 3 2 02 Quality of goods 5 46 39 6 22 08 Wide assortment 9 38 37 10 3 2 06 Possibility of return or exchange of the items 8 36 36 11 5 4 05 Availability of items of your favorite brands 6 36 40 11 4 3 09 Price of delivery and free delivery 10 31 34 15 9 2 07 Affordability of prices 6 28 41 16 6 2 10 Availability and size of the discounts 6 27 40 17 7 2 01 Uniqueness and originality of assortment 5 22 47 18 6 2 Posti - KE 2015-01-09 0% 20% 40% 60% 80% 100% Worst things in Russian online stores are non-unique assortment, high product and delivery prices, and low discounts 22
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 22 46 17 1 13 08 Wide assortment 13 45 26 31 13 01 Uniqueness and originality of assortment 13 42 28 21 13 04 Reliable delivery 11 44 27 21 15 05 Availability of items of your favorite brands 10 41 30 31 14 10 Availability and size of the discounts 9 38 34 4 1 14 06 Possibility of return or exchange of the items 9 36 30 7 2 17 03 Speed of delivery 6 31 38 8 2 15 07 Affordability of prices 7 30 39 8 3 13 09 Price of delivery and free delivery 6 28 37 11 2 16 Posti - KE 2015-01-09 0% 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
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 2014-12-19 Russian shops Finnish shops 1 2 3 4 5 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
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 2014-12-19 1 2 3 4 5 Experiences of Finnish online stores improve their evaluations 25
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 2014-12-19 1 2 3 4 5 Evaluations of Finnish online stores in Moscow and St. Petersburg are quite similar However, St. Petersburg residents have slightly more positive attitudes 26
6. Interesting product groups in Finnish online stores
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 56 61 01 Electronics & household appliances 28 48 09 Cosmetics & perfume 24 29 07 Children clothes and shoes 24 40 08 Toys and other goods for kids 24 24 06 Sport, tourism, fishing or hunting goods 22 41 04 Household goods, furniture 18 25 03 Car parts, autoelectronics, tires and wheels 15 22 05 Goods for renovation and dacha, tools (DIY) 10 Books and magazines 6 11 9 21 Bought in foreign online stores Could buy in Finnish web shops 0 25 50 75 100 Posti - KE 2015-01-09 The most interesting product groups in Finnish online stores are clothing for adults and children, and hobby goods 28
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 2015-01-07 Moscow St. Petersburg All foreign web shoppers 0 25 50 75 St. Petersburg residents feel clearly more product groups interesting in Finnish online stores 29
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 2015-01-07 18-24 25-34 35-44 45-54 55-64 0 25 50 75 45-54-year-old women have the highest interest in Finnish adult clothing and 25-44-year-old women in children s clothing 55-64-year-old women are the most interested in purchasing hobby goods 30
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 2015-01-07 18-24 25-34 35-44 45-54 55-64 0 25 50 75 45-54-year-old men have the highest interest in adult clothing and car parts 55-64-year-old men are the most interested in purchasing hobby goods 25-34-year-old men have the highest interest in electronics 31
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 4 4 4 4 Cheaper delivery 3 Russian paýment methods Possibility to return 2 2 Pages in English 1 More adapted to Russian customers Other 1 4 % 0 5 10 15 20 Posti - KE 2015-01-01 Russians would buy more in Finnish online stores if they get lower prices, more advertising, and web pages in Russian 32
7. Preferred payment, delivery and contact methods
Used and preferred payment methods Percentages for consumers who have bought goods in foreign online stores 01 Plastic cards (Visa/MasterCard) 68 77 03 PayPal 30 45 07 Qiwi Wallet 15 21 06 Webmoney 12 21 05 Yandex Money 15 21 02 Virtual cards (Visa/MasterCard) 10 Cash 12 16 15 17 09 Bank transfer 4 8 08 Qiwi terminals 04 AliPay 2 2 1 5 Used payment methods Preferred payment methods 0 25 50 75 100 Posti - KE 2015-01-09 Plastic card is the most used and most popular payment method 34
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 51 56 59 1 Delivery to home or office 52 55 23 3 Self pickup from pickup point of other company 37 30 15 4 Self pickup from Postamat 20 18 5 Self pickup from the shop 10 12 14 Moscow St. Petersburg TOTAL 0 25 50 75 Posti - KE 2015-01-09 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
100% Delivery channel preferences for consumer parcels in Finland, Estonia and Russia, % 3 9 7 20 4 11 80% 19 34 32 Delivery channel 60% 40% 22 31 Office delivery Self pickup from shop Automatic parcel locker Home delivery Pickup from service point 20% 36 50 22 0% Finland Estonia Russia Posti Business Ins ight - KE 2015-01-16 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
Russians' preferred contact methods to foreign web stores Percentages for consumers who have bought goods in foreign online stores 5 Email 83 6 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 % 0 25 50 75 100 Posti - KE 2015-01-09 Written contacts to online store are preferred to spoken contacts Email is clearly the most popular contact method to foreign online stores 37
8. Summary and conclusions
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
9. Venäläisten shoppailu ulkomaisissa tavaraverkkokaupoissa
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 18 65-vuotiaisiin netin käyttäjiin. Data Insight keräsi aineiston 10-12.12.2014 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
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 45 54-vuotiaat naiset ja lastenvaatteiden puolestaan 25 44-vuotiaat naiset. Elektroniikka kiinnostaa erityisesti 25 34-vuotiaita miehiä ja autonosat 45 54- 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