Sber finds out how many times a month Russians go grocery shopping offline and online
According to Sber analysts, Russians were ordering groceries online a lot during the lockdown, but when the restrictions were lifted, they went back to their more usual patterns. In general, the proportion of customers using this shopping channel is under 2.5% across Russia, standing below 7% in Moscow.
The share of Russians doing grocery shopping online grew from an average of 2.9% in January to 3.3% in March. In Moscow, the metric jumped from 5.8% in January to 8.7% in April. During the summer when people were allowed to travel again, the metric slid to 2.1% in Russia and 5.7% in Moscow as people left for their dachas and went on vacation.
This can be compared to last year when the metric in Moscow shrunk from 1.6% in 1Q to 1.3% during the summer.
Analysts claim that online orders are rarer and bigger. The average order value for POS transactions in 2020 stood at RUB429, while an average online order cost RUB1,916. An average Sber customer makes 2.5 online purchases a month and goes to an offline store more than 17 times. However, Russians liked making purchases remotely, which drove the number of such transactions up by nearly 50% year-to-date, whereas offline stores saw the metric jump by only one-fourth.
As wealth rises, people use this shopping channel more actively. Among VIP customers the share of such purchases is 5–6%, while among the mass segment it’s only 2–3%.