According to the latest report from the Honest Sign system, Russians purchased 35% more shoes in 2025 compared to the previous year. Such a sudden increase in interest in shoes surprised not only analysts, but also manufacturers themselves, who, contrary to statistics, did not record an increase in orders at their factories.
Experts explain the discrepancy between real sales and production volumes by the aggressive pricing policy of large online platforms. Marketplaces offer significant discounts, arrange sales and stimulate demand, which, according to analysts, pushes buyers to actively purchase. At the same time, some sellers who plan to leave the market sell the remaining products at discounted prices, additionally pumping up the market with supply.
Despite the sales growth, the manufacturing sector is not in a hurry to rejoice. Many factories are feeling the pressure of lower wholesale prices, which is hitting their margins. Shoe manufacturers note that in order to stay afloat, they have to sacrifice profits by participating in price wars on marketplaces.
In addition, some experts point out that the sharp increase in sales may be a short-term phenomenon caused by seasonal promotions and the departure of a number of players vacating niches. In this case, the current growth may turn into a recession in the next quarter if the market situation does not stabilize.
Meanwhile, for the end customer, this means the opportunity to buy shoes at an attractive price. However, for the industry as a whole, such dynamics carries risks: increased dependence on marketplaces, lower prices amid high competition, and the gradual leaching of small businesses from the manufacturing sector.
