Who buys clothing online and how: Data Insight study
The analytics company Data Insight has published a report, «CJM Fashion. Online Shopping for Clothing, August 2025,» which thoroughly examines the key habits and preferences of Russians purchasing clothing online.
Six types of online clothing shoppers
Experts have identified six typical profiles of fashion segment online buyers:
Pragmatic shoppers (38%) The largest group, they prefer ordering from Ozon and Wildberries (72% and 76% respectively). Their main selection criteria are a wide assortment (56%) and the possibility to try items on (55%). However, they are deterred by concerns over product quality (64%) and complicated return procedures (32%).
Online shopping enthusiasts (35%) Mostly women aged 25–34. The majority shop at Wildberries (83% made a purchase in the past year), and prefer to go through the entire shopping process exclusively online. They value convenience, time savings, and a wide selection.
Foreign brand seekers (11%) Urban dwellers, most commonly using Lamoda (33%), Avito (28%), and Aliexpress (25%). They tend to compare prices online, but often make their final purchase offline. Their main advantage of online shopping is choice and price comparison, while the main drawback is not being able to see items in person.
Delivery demanding (9%) For this group, cost and delivery speed are crucial, and they prefer Yandex Market (36%). Every fifth buyer in this segment returns to offline stores after researching products online.
Economical shoppers (4%) Men aged 45+ from smaller cities, most often choosing Aliexpress (37%) and Lamoda (29%). Their primary motive is the best price (64%). A significant portion eventually switches to offline shopping (32%).
Marketplace users (3%) Young people under 24 with high incomes, preferring Lamoda (32%) and Megamarket (23%). For them, assortment is less important—comfort, brand image, and a user-friendly website are key.
How people shop for clothing online
Shopping behaviors show that:
43% research and buy entirely online;
22% search online but purchase offline;
69% shop exclusively online;
32% visit a store only after reviewing the selection online.
Popular platforms and motivators
Wildberries is the leader in online clothing shopping (83%);
Ozon is popular among pragmatists and foreign brand seekers;
Lamoda and Aliexpress are the choice of economical shoppers.
The main selection criteria remain: wide assortment (up to 59%), the ability to try on items (55%), and convenient payment options (49%).
Why people choose online shopping
Buyers are attracted by advantages such as:
The ability to compare prices (up to 72%);
Time savings and not being tied to a location (68%);
A wide selection and regular promotions;
Receiving their order at a convenient time and place.
Challenges holding back the market
Potential buyers may be deterred by:
Doubts about product quality (up to 64%);
Inability to try things on (56%);
Complicated return processes (32%);
High shipping costs or long delivery times.
Conclusions Online clothing sales in Russia continue to grow, and user behavior is becoming increasingly segmented. For online stores, it is important to consider the characteristics of each customer group and pay special attention to service convenience, broad assortment, and transparent return procedures.