The volume of the Russian B2C e-commerce market reached 13 trillion rubles in 2025 — 16% more than the year before, according to analysts at Data Insight.
The number of orders grew by 21% to 8.1 billion, but the average order value fell by 5% to 1.6 thousand rubles.
Marketplaces continue to strengthen their position: their share of total orders increased from 78% to 80%. Online grocery retail accounted for 11%, online pharmacies for 4%, and other categories made up 5%.
At the same time, the fourth quarter of 2025 proved challenging for retail. Approximately 1.5 trillion rubles were withdrawn from total retail turnover, half of which came from the online channel.
Grocery retail remains the main driver of growth. Other categories are growing roughly in line with inflation, with three exceptions: ready-to-eat meals (multiple growth), pet supplies (tens of percent year‑on‑year), and sporting goods and healthy lifestyle products, where sports have become part of everyday life.
The number of active sellers on marketplaces is declining, leading to a reduction in product assortment and a redistribution of market share in favor of major players. Today, Wildberries and Ozon account for about 80% of total online orders.
The growth in the marketplaces’ share of the market has slowed and stabilized at around two‑thirds. In 2026, Wildberries and Ozon are expected to grow by approximately 20%, while independent online retail may contract.
Source
The number of orders grew by 21% to 8.1 billion, but the average order value fell by 5% to 1.6 thousand rubles.
Marketplaces continue to strengthen their position: their share of total orders increased from 78% to 80%. Online grocery retail accounted for 11%, online pharmacies for 4%, and other categories made up 5%.
At the same time, the fourth quarter of 2025 proved challenging for retail. Approximately 1.5 trillion rubles were withdrawn from total retail turnover, half of which came from the online channel.
Grocery retail remains the main driver of growth. Other categories are growing roughly in line with inflation, with three exceptions: ready-to-eat meals (multiple growth), pet supplies (tens of percent year‑on‑year), and sporting goods and healthy lifestyle products, where sports have become part of everyday life.
The number of active sellers on marketplaces is declining, leading to a reduction in product assortment and a redistribution of market share in favor of major players. Today, Wildberries and Ozon account for about 80% of total online orders.
The growth in the marketplaces’ share of the market has slowed and stabilized at around two‑thirds. In 2026, Wildberries and Ozon are expected to grow by approximately 20%, while independent online retail may contract.
Source