Marketplaces have surpassed retail stores in terms of media interest. The reach of publications in Russian mass media devoted to marketplaces hit a record 805 million in 2024, with the number of mentions exceeding 1 million. This was reported by the media and social media monitoring platform "Scan-Interfax," which analyzed changes in the number of mentions of marketplaces and retail stores in the media in recent years.
According to analysts, in 2024, online stores outpaced brick-and-mortar retail in the number of media mentions. Journalists' interest in marketplaces has been steadily growing in recent years. At the same time, interest in traditional retail began to decline in 2019, which analysts attribute to COVID-19.
There was a post-pandemic resurgence in shop and shopping mall activity in 2020–2021, but since 2022 there has been another decline, driven by the special military operation, decreased consumer activity in traditional commerce segments, and the more dynamic development of online trade. "Scan-Interfax" analysts noted this trend.
"Scan-Interfax" reported that before 2018, the term "marketplace" was rarely mentioned in the media—at that time, interest in online trade was growing more slowly than mentions of physical retail. However, there was a surge in activity afterward, with the most dramatic jump occurring in 2020, when the volume of publications about marketplaces increased by 1.5 times.
Each year, the number of media mentions of online commerce grew by 20–30%. In 2024, this metric increased by 40%. All this points to growing media and public interest in e-commerce, which continues to rise, analysts noted. Meanwhile, researchers pointed out that the visibility of traditional retail in the media will continue to decline in line with declining consumer interest in this shopping format.
Analysts highlighted that the growing interest in online trade is most clearly illustrated by Wildberries.
Over the past 2 years, the average monthly site and app visits for Wildberries have grown by 70%, and daily visits by 73%. At the same time, the average time spent on the site and app has increased by 9.5%. Since 2022, the number of items sold and the total value of purchases have almost tripled, while the number of registered sellers has increased by 36%. Compared to 2018, the number of sellers on the marketplace has grown by a factor of 60.
It is also reported that Wildberries tops the list of the five most frequently mentioned marketplaces in the media.
Source
According to analysts, in 2024, online stores outpaced brick-and-mortar retail in the number of media mentions. Journalists' interest in marketplaces has been steadily growing in recent years. At the same time, interest in traditional retail began to decline in 2019, which analysts attribute to COVID-19.
There was a post-pandemic resurgence in shop and shopping mall activity in 2020–2021, but since 2022 there has been another decline, driven by the special military operation, decreased consumer activity in traditional commerce segments, and the more dynamic development of online trade. "Scan-Interfax" analysts noted this trend.
"Scan-Interfax" reported that before 2018, the term "marketplace" was rarely mentioned in the media—at that time, interest in online trade was growing more slowly than mentions of physical retail. However, there was a surge in activity afterward, with the most dramatic jump occurring in 2020, when the volume of publications about marketplaces increased by 1.5 times.
Each year, the number of media mentions of online commerce grew by 20–30%. In 2024, this metric increased by 40%. All this points to growing media and public interest in e-commerce, which continues to rise, analysts noted. Meanwhile, researchers pointed out that the visibility of traditional retail in the media will continue to decline in line with declining consumer interest in this shopping format.
Analysts highlighted that the growing interest in online trade is most clearly illustrated by Wildberries.
Over the past 2 years, the average monthly site and app visits for Wildberries have grown by 70%, and daily visits by 73%. At the same time, the average time spent on the site and app has increased by 9.5%. Since 2022, the number of items sold and the total value of purchases have almost tripled, while the number of registered sellers has increased by 36%. Compared to 2018, the number of sellers on the marketplace has grown by a factor of 60.
It is also reported that Wildberries tops the list of the five most frequently mentioned marketplaces in the media.
Source