According to the May 2026 Retail Service Quality Index, published monthly by Retail.ru and Tet-o-tvet, the overall index increased to 85.7 points, up 1.3 points compared to April. The main driver of this growth was the online retail sector, which continues to outperform traditional brick-and-mortar retail in terms of customer service quality.
Online retail maintains its lead
Online stores and marketplaces scored 87.7 points, confirming their leadership in retail service quality. By comparison, traditional offline retail achieved 83.4 points.
Among physical retail formats, the highest-rated categories were:
The lowest customer ratings were given to bakeries, bread shops, and grab-and-go coffee outlets.
What customers value most
The study found that online retail received higher ratings across nearly every stage of the customer journey. Consumers particularly appreciated the convenience of payment, fast order fulfillment, easy product search, and wide product selection.
In offline retail, the payment process remains the strongest aspect of the shopping experience. However, product selection and in-store customer assistance continue to be the main areas requiring improvement.
Regional and demographic insights
The highest service ratings among offline stores were recorded in Russia's Volga and North Caucasus Federal Districts.
Among customer groups, women aged 45 and older reported the highest satisfaction levels, while men under 44 years old tended to evaluate retail service more critically.
Customer experience becomes the key competitive advantage
According to industry experts, customer experience is becoming just as important as price and product assortment in determining retail competitiveness.
Timur Aimaletdinov, Deputy General Director of the NAFI Analytical Center, noted that online retail maintains its advantage thanks to a predictable shopping journey, convenient payment options, and efficient delivery. For traditional retailers, improving in-store navigation, assisting customers with product selection, and creating a more comfortable shopping environment remain the primary challenges.
The May index confirms that Russian retailers continue investing in service quality, while competition between online and offline formats is increasingly centered on convenience and the overall customer experience.
Source
Online retail maintains its lead
Online stores and marketplaces scored 87.7 points, confirming their leadership in retail service quality. By comparison, traditional offline retail achieved 83.4 points.
Among physical retail formats, the highest-rated categories were:
- Pharmacies — 84.8 points
- Hardware, home improvement, and home goods stores — 84.3 points
- Clothing and footwear stores — 84.2 points
- Consumer electronics and appliance stores — 84.1 points
The lowest customer ratings were given to bakeries, bread shops, and grab-and-go coffee outlets.
What customers value most
The study found that online retail received higher ratings across nearly every stage of the customer journey. Consumers particularly appreciated the convenience of payment, fast order fulfillment, easy product search, and wide product selection.
In offline retail, the payment process remains the strongest aspect of the shopping experience. However, product selection and in-store customer assistance continue to be the main areas requiring improvement.
Regional and demographic insights
The highest service ratings among offline stores were recorded in Russia's Volga and North Caucasus Federal Districts.
Among customer groups, women aged 45 and older reported the highest satisfaction levels, while men under 44 years old tended to evaluate retail service more critically.
Customer experience becomes the key competitive advantage
According to industry experts, customer experience is becoming just as important as price and product assortment in determining retail competitiveness.
Timur Aimaletdinov, Deputy General Director of the NAFI Analytical Center, noted that online retail maintains its advantage thanks to a predictable shopping journey, convenient payment options, and efficient delivery. For traditional retailers, improving in-store navigation, assisting customers with product selection, and creating a more comfortable shopping environment remain the primary challenges.
The May index confirms that Russian retailers continue investing in service quality, while competition between online and offline formats is increasingly centered on convenience and the overall customer experience.
Source
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At the trade fair, you will have the opportunity to:
🤝 Meet verified Chinese manufacturers of consumer goods
🛍️ Discover new products and promising categories to expand your assortment
📦 Discuss direct sourcing and private label (OEM/ODM) manufacturing opportunities
💬 Exchange insights with industry experts and retail professionals
📅 August 25–27, 2026
📍 Timiryazev Center, Moscow
Get your free ticket via the link and join one of the leading events for the consumer goods industry.