In 2025, online retailers recorded an increase in customer acquisition costs through digital advertising. According to data from analysts at E-Promo Group, the cost per acquisition (CPA) rose by 12.3% compared to 2024, although the cost per click (CPC) increased by only 2.5%. The main reason is that users have become less likely to complete a purchase after interacting with ads.
For e-commerce, the rise in advertising costs proved milder than the market average. While the overall cost per click increased by 5.1%, the cost per targeted action in digital jumped by 16.2%. This points to intensifying competition: brands are investing more heavily in performance tools, and the customer journey to purchase is becoming longer.
The increase in acquisition costs is occurring against the backdrop of continued growth in online retail. The volume of the Russian e-commerce market at the end of 2025 reached 13.5 trillion rubles, with 97% of purchases made on domestic platforms. The share of the online channel in retail sales increased from 15.4% to 18.3% over nine months.
However, consumer behavior is changing under the influence of macroeconomic factors. Annual inflation stood at 5.59%, and a high key interest rate (which fell only to 16% by the end of the year) encouraged a savings-focused mindset and restrained consumer activity. In the fourth quarter, the growth rate of the average ticket slowed to 1% compared to the previous quarter—a year earlier, the figures had been in double digits. Shoppers have begun comparing offers more often and taking longer to make decisions.
Analysts forecast that in 2026, advertising costs will rise in line with inflation, but customer acquisition could become another 15–20% more expensive. This is due to a potential decline in conversion rates driven by changes in regulation and credit policy.
The study is based on data from more than 99,000 advertising campaigns with a total budget exceeding 8 billion rubles.
Source
For e-commerce, the rise in advertising costs proved milder than the market average. While the overall cost per click increased by 5.1%, the cost per targeted action in digital jumped by 16.2%. This points to intensifying competition: brands are investing more heavily in performance tools, and the customer journey to purchase is becoming longer.
The increase in acquisition costs is occurring against the backdrop of continued growth in online retail. The volume of the Russian e-commerce market at the end of 2025 reached 13.5 trillion rubles, with 97% of purchases made on domestic platforms. The share of the online channel in retail sales increased from 15.4% to 18.3% over nine months.
However, consumer behavior is changing under the influence of macroeconomic factors. Annual inflation stood at 5.59%, and a high key interest rate (which fell only to 16% by the end of the year) encouraged a savings-focused mindset and restrained consumer activity. In the fourth quarter, the growth rate of the average ticket slowed to 1% compared to the previous quarter—a year earlier, the figures had been in double digits. Shoppers have begun comparing offers more often and taking longer to make decisions.
Analysts forecast that in 2026, advertising costs will rise in line with inflation, but customer acquisition could become another 15–20% more expensive. This is due to a potential decline in conversion rates driven by changes in regulation and credit policy.
The study is based on data from more than 99,000 advertising campaigns with a total budget exceeding 8 billion rubles.
Source