"Consumer Research Report on Russian E-commerce Platforms"
Release time: 2025-01-17
Key Points
1. The audience of e-commerce platforms may differ from the brand's main audience (i.e., the overall population that shops online and offline);
2. Key factors for abandoning shopping on e-commerce platforms include price, visibility of product variety, and quality of information; the primary reasons for abandonment vary across different product categories;
3. Adjustments to the duration and effectiveness analysis of marketing activities should be made based on each stage of the consumer journey map (CJM);
4. It is very important to establish a presence on different e-commerce platforms, as this helps to expand audience coverage. Audiences will use a combination of multiple e-commerce platforms;
5. The best results are achieved through a combination of various marketing tools - using external marketing tools (such as joint promotions) in the initial stages of the consumer journey, while also utilizing internal marketing tools at each stage.
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