The purchasing activity of Russians on marketplaces increased significantly in the autumn months of 2025. After the end of the holiday season and summer holidays, online platforms recorded a sharp increase in the number of transactions, while the average receipt continued to decline. This indicates a change in consumer behavior: Russians buy more often, but are more careful about spending.
According to a study by Russian Standard Bank, in September–November 2025, the number of purchases on marketplaces increased by 43% compared to the summer months.
"With the onset of autumn, against the background of the end of the summer holidays and the holiday season, Russians are increasing their buying activity on marketplaces," the study says.
The bank's analysts note that the increase in the number of purchases was not accompanied by an increase in the average receipt. On the contrary, this indicator has decreased, reflecting the desire of customers to optimize costs.
"By the end of autumn, the average check was 1,771 rubles against 2,338 rubles in the summer," the study says.
For comparison, in the fall of 2024, the average receipt was at the level of 1,874 rubles, which confirms the long-term trend towards reducing the cost of one purchase with an increase in their number.
Experts attribute this dynamic to the fact that marketplaces have finally become entrenched in the daily consumption model. Users are increasingly using online platforms not only for large purchases, but also for regular household expenses.
"Marketplaces have become firmly embedded in our daily lives. You can buy everything from clothes to groceries and appliances here," the bank's analysts say.
An additional growth factor was the popularity of convenient payment methods. In particular, more and more Russians are choosing a Fast Payment System when making payments on online platforms.
"The total number of payments through the SBP in the fall of 2025 increased by 56% compared to the summer and by 29% compared to the fall of last year," the study says.
Experts of the e-commerce market believe that the combination of an increase in the frequency of purchases, a decrease in the average receipt and an increase in the use of SBP indicates the transition of marketplaces to the format of the basic consumer infrastructure. For sellers, this means increased competition, and for platforms, it means the need to further optimize logistics, refunds, and commissions.
