Online shopping continues to strengthen its position in the daily lives of Russians. According to a study by RBC, 69% of consumers in Russia purchase clothes and shoes through marketplaces, which makes digital platforms the main sales channel in the fashion segment. For comparison, 48% of respondents go to shopping malls for clothes, while only 18% go to individual retail stores.
Ozon and Wildberries marketplaces are among the leaders in the number of users, where 80% and 73% of customers buy clothes, respectively. Yandex Market and Lamoda each hold approximately 20% of the audience. In addition to convenience and product range, online platforms are becoming an effective marketing tool: every third consumer learns about brand innovations on such platforms.
The study also shows an increase in Russians' willingness to spend large amounts online. For example, the number of orders over 50,000 rubles for Ozon increased by 78% in the first half of 2025, and those over 200,000 rubles by 72%. This indicates a high level of trust in digital channels and the maturity of online commerce.
What influences the buyer's choice? Price is still the main factor for 61% of respondents. Convenience of purchase (58%), product quality (45%) and value for money (42%) are also important. It is noteworthy that almost half of buyers are skeptical about promotions and discounts: 60% of respondents admitted that they had refused to buy at least once, not believing in the reality of the sale.
Analysts note a trend towards more rational consumption. Thus, 31% of Russians consciously avoid unnecessary purchases, while 21% prefer to save money instead of purchasing a new item. This approach reflects changes in consumer behavior related to both the economic situation and the digital transformation of trade.
According to the forecast for the end of 2025, the share of online sales in the fashion market will reach 60%, and the total volume of the fashion segment will grow by 8%, reaching 4.4 trillion rubles. These data emphasize that marketplaces are becoming not just a showcase for brands, but a key platform for the growth of the fashion market in Russia.
