methods and opportunities of attracting€¦ · russian e-commerce market in figures source: data...
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Methods and opportunities of attracting
clients by E-trade, technologies,
analytics and success cases
April, 2015
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01 E-commerce today
02 Why Yandex
03 Yandex.Market description
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Russian e-commerce market
users buy in e-shops
Source: eMarketer, December 2014
82.9 million
monthly users online
of all population
30.6 million
58%
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Where Russians buy goods
Source: The Consumer Barometer Survey 2014 (survey of Internet users)
48%
49%
63%
53%
46%
55%
49%
55%
40%
Sweden
The Czech Republic
Russia
Poland
Norway
Spain
Denmark
Germany
UK
Offline stores
38%
38%
29%
34%
39%
31%
37%
35%
48%
Online stores
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Source: Euromonitor, Morgan Stanley, 2014
10,2% 10,1%
5,7% 5,3%
4,8%
1,9%
UK USA China France Germany Russia
E-trade VS Total retail
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Russian e-commerce market in figures
Source: Data Insight, EWDN, 2014 8
▌31 000 000 buyers online
▌50 000 e-shops (TOP – 200 less than 25% of GMV)
▌440 bln Rub in 2014 (physical goods)
▌27% growth in rubles, 5% growth in USD
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Source: РБК.Research
Categories 17,5%
15,1%
10,4%
7,7% 7,1%
5,3%
5,0%
5,0%
4,6%
5,7%
16,6% Digital/computer equipment
Air tickets
Clothing, footwear and accessories
Home appliances
Train tickets
Perfume, cosmetics
Baby goods
Decoration
Car accessories
Building materials
Others
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E-commerce Growth - Regions
Source: selection from 150 Metrika accounts among TOP advertisers in Yandex.Market 10
55%
0%
10%
20%
30%
40%
50%
60%
Москва и МО Регионы РФ Спб и ЛО
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Why Yandex?
11
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Radical shifts in Russian advertising market 2000- 2017 (%)
33%
6% 0%
20%
41%
0%
2000
45%
5% 1% 10%
6%
33% TV
Radio
Cinema/Indoor
Outdoor
Press
Internet
2017
Source: ZenithOptimedia, December 2014
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Contextual advertising is the most popular type of online advertising
58% 60% 61% 63% 68% 72%
42% 40% 39% 37% 32% 28%
2008 2009 2010 2011 2012 2013
Banners Contextual
And its market share continues to grow
Russian online ad market structure dynamics.
Source: RACA, 2014
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Yandex – the biggest internet ad platform
558.000 advertisers
55%* online ad market share
Source: Company Information, FY 2014, *RACA for 2013, adjusted for commissions
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Yandex is Russia’s leader in contextual advertising market
Source: eLama, 2014
70%
28.5%
1.5%
Yandex
Google Russia
Other
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Bigger than any TV channel
Source: TNS TV Index, TNS Web Index, Russian daily audience aged 12-54, cities with population 100 000 and more , without mobile devices, August 2014.
27M
3M
9M
15M
21M
Dai
ly re
ach
2008 2009 2010 2011 2012 2013 2014
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Yandex gives 72% of commercial traffic
Source: Yandex.Metrika data. TOP 200 shops on Yandex.Market 17
53%
19%
28%
Yandex.Direct
Yandex.Market
Others
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Yandex.Direct for e-trade
18
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Yandex.Direct expenditures
Yandex.Direct data 2015 19
39%
-10%
-30%
-7%
8%
-25%
79%
-21%
9%
-2%
-24%
СОТОВЫЕ ТЕЛЕФОНЫ
ТВ И ВИДЕОАППАРАТУРА
ПЛАНШЕТНЫЕ КОМПЬЮТЕРЫ
АУДИОАППАРАТУРА
ОБОРУДОВАНИЕ ДЛЯ СОТОВОЙ СВЯЗИ
НОУТБУКИ
КИНО И ФОТОАППАРАТУРА
ФОТОАППАРАТЫ
АУДИО, ВИДЕО, КИНО И ФОТОТЕХНИКА (РАЗНОЕ)
ИСТОЧНИКИ ЭЛЕКТРОПИТАНИЯ
ЭЛЕКТРОННЫЕ КНИГИ
Q1 2014 Q1 2015
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Yandex.Market for e-trade
20
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Yandex.Market
Main attributes of Yandex.Market 21
▌Price aggregator
▌CPC model or CPC+CPA model
▌Auction model
▌YML
▌Ratings and shop reviews
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Yandex.Market
Main page on Yandex.Market 22
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Yandex.Market
Product Page on Yandex.Market 23
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Yandex.Market
Yandex.Market on Yandex Search Page 24
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Yandex.Market in figures
Data from Yandex.Market, TNS 2015 25
▌66 000 000 goods
▌in 2 000 categories
▌15 000 active stores
▌20 mln users per month
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Categories by clicks
Clicks on Yandex.Market, February 2015 26
22%
20%
13%
12%
7%
6%
5%
5%
10%
Electronics
Home and garden
Computers
Home appliances
Auto
Baby goods
Clothes, footwear and accessories
Sport and leisure
Others
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Visitors by categories on Yandex.Market
Source: Yandex.Market data. Unique visitors’ dynamics by categories. January 2014 vs January 2013 27
13%
18%
19%
126%
71%
63%
-1% 28%
27%
67%
3%
Все категории
Авто
Бытовая техника
Детские товары
Дом и дача
Досуг и развлечения
Компьютеры
Одежда, обувь и аксессуары
Подарки и цветы
Спорт и отдых
Электроника
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CR by categories on Yandex.Market
Source: Yandex.Market data, January 2015. Share of visitors who were transferred to e-store in the total number of the category’s visitors 28
36%
35%
30%
39%
62%
16%
26%
25%
40%
42%
24%
Все категории
Авто
Бытовая техника
Детские товары
Дом и дача
Досуг и развлечения
Компьютеры
Одежда, обувь и аксессуары
Подарки и цветы
Спорт и отдых
Электроника