New Mediascope Study: E‑com Search Activity

19.06.2024

E-commerce is not only a dynamic and innovative sales channel but also a crucial part of daily life. Our study analyzed how search preferences for product categories and platforms are evolving among Russian users.

At the beginning of 2024, search activity in e-commerce continued to rise:

• The total number of search queries per month reached 3.2 billion (+40% over the past 18 months).
• The average number of search queries per user increased to 35 (+4 queries).
• The average number of days with active searches grew to 9.1 days (+1 day).
• The average number of product categories searched increased to 5.7 (+0.5 categories).

Search activity is growing across all socio-demographic groups, with notable increases among younger users, older adults, and residents of towns with populations of 100,000 or fewer.

The competition remains fierce in the Russian e-commerce platform market, as the exclusive audiences of the largest marketplaces remain relatively small compared to one another.

The fastest-growing product categories in e-commerce include clothing, footwear, home and garden, DIY, food, and household chemicals.

The full report is available in Russian via the link