Russia's Online Market Share to Double by 2029 Despite Economic Challenges
Russia's online market share is set to double by 2029, reaching 11%. Despite economic challenges, retail media and ready-to-eat food sales have shown significant growth in 2025.
The first half of 2025 saw a dip in GDP to 1.1%, with credit delinquency rates for individuals hitting a 2021 high of 4.7%. However, the retail media market grew robustly by +60% year-over-year in 2024. Consumers are adapting, with 79% aiming to save money, often by shifting spending between categories.
H5, a leading retailer, has seen impressive growth. Its ready-to-eat food sales surged by 40% year-over-year in the first half of 2025, reaching 224 billion rubles. CEO Igor Shekterman announced that the retail market growth rate reached a minimum of 5% in August 2025. The 'Chizhik' network also experienced significant growth, with revenues up by 87% year-over-year by the end of July 2025. Looking ahead, the share of ready-to-eat products in retailers' sales is expected to reach 9 trillion rubles by 2026.
Despite these positive trends, 79% of Russian retailers describe the economic situation as 'difficult'. H5 has responded to these challenges by testing innovative store formats, including 'Naletu!' quick stores and 'Select Perekrestok' stores with cafes and pick-up points in 2025.
While Russia's economy faces headwinds, the retail sector, particularly online and ready-to-eat food markets, has shown resilience and growth. As consumers adapt and retailers innovate, the market is expected to continue evolving in the coming years.
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