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Over the past year, our country has not made 1 billion orders for services via the Internet, a study by Data Insight and Avito has shown. In the first place – IT and telecom industry (repair and installation of computer equipment)
About the expert: Georgy Hakobyan, director of Avito Services. Previously, he oversaw the development of taxi aggregators.
Why orders go online
– For services ordered via the Internet, our country did not spend ₽2,5 trillion in a year. What exactly are they ordering?
— An important option that online platforms can provide is a huge selection of specialists in various fields, so the top popular services are quite diverse. In the first place is the IT and telecom industry (computer repair, equipment installation, Internet and cellular communications), these services have become especially in demand with the transition to remote work. In second place are services for organizing various events, and we, as a platform, noted an explosive growth in demand for various “holiday” services after the removal of quarantine restrictions. They are followed by domestic staff – for example, cleaning services. In fourth place is Beauty and Health, which is 45% of online service orders and 25% of the total cost of online orders.
— How fast is this market digitizing?
– Very fast. If we talk about users, today two-thirds (72%) of the Russian Internet audience are already looking for services online. In just a year, the increase in those who began to order more services online amounted to 58%.
The main drivers of this growth were the pandemic (39%) and the desire to save time searching for a contractor — this reason was named among the main ones by 37% of customers. Digitization happens simply because it gives customers added value. Do you remember what the taxi market was like 10-15 years ago? You hold out your hand, and it is not known which car will arrive and whether it will arrive at all, what the price of the trip will be. And now you press two buttons and know exactly all the details of the route and even the driver’s rating.
At the same time, the development of online platforms also allows specialists to develop their business, find new clients and manage their time most effectively. On Avito, the number of offers from specialists over the past year has grown by 21% – for some, the platform makes it possible to find clients in order to usefully spend a couple of hours free from the road to the office, and for others it allowed them to save a source of income and even grow their own business. The service sector is still one of the “cheapest” in terms of the entry threshold.
In our country, we already receive an incredibly large number of services in the online format – banks with convenient applications, online insurance, “Government Services”, making appointments with doctors and paying fines. Digitalization is going on in all spheres and areas of services and will continue to grow.
What you need from the platform
— On which sites do our country prefer to order services?
— Our service search platform is used by 57% of the country’s Internet audience. The remaining shares are distributed among social networks, other online services with ads, specialized sites and forums for finding performers within a particular market, for example, Chinese language tutors, although such a service can also be found within our platform, as we say, if you didn’t find something on Avito, you most likely won’t find it anywhere else.
In general, more than half (62%) of customers prefer to use only one site when ordering services, and only slightly more than a third always visit several sites. Avito is used by 53% of all specialists and small teams in the service sector – you can find masters for solving different problems within the same platform, and this is convenient for users.
— What are the requirements of the audience for the platforms? What is important for users?
— For clients, the security provided by the platforms is also important. 12% use various features that increase the security of the transaction. For example, we launched verification of a passport or a driver’s license for private masters, after which a “documents verified” badge appears in the specialist’s account.
And, of course, our country has not appreciated the benefits of online and is returning to platforms for repeat orders. Interestingly, with the transition of even everyday communication to the chat format, the proportion of those who want to avoid phone calls is growing – every fourth customer called this reason important when choosing an order service. Another 23% use services to make an appointment with the masters, and 17% hunt on platforms for discounts.
How to keep a customer satisfied
— What is important for users when ordering services and what do they expect from an online platform?
– Firstly, the opportunity to find a suitable service on the site. Secondly, to ensure that this service is of high quality.
The online platform operates in the interests of both parties. Therefore, we advise contractors to describe the services in as much detail as possible, place photos of certificates and completed projects in advertisements. Such information helps a potential customer to preliminarily assess whether the contractor will be able to provide the desired service, whether he has the necessary qualifications.
In addition, we certify performers. At the stage of laying out the announcement, we look at the completeness of the application form, and after publication, we continue to check compliance based on customer feedback.
We will not dwell on this and in the future we want to develop a service model. First of all, those categories that lend themselves to standardization. And if it is difficult to do this with repairs, then, for example, with the “master for an hour” service, it is quite possible. The same is with cleaning, and there are already precedents on the market.
To simplify the choice of a master and check the quality of his work, including user ratings and reviews, it is this tool that Avito is actively implementing. When the service has already been provided, customers can leave a review and rating on the performer’s page, while the master can request a review with the click of a button. Our moderation system checks all reviews before publication, which allows us to provide an honest assessment of the work of a specialist, unlike, for example, social networks, where negative can be simply deleted.
— Do misunderstandings or conflict situations often occur between contractors and customers who agreed to provide services online?
— No more often than when ordering services offline. In 84% of cases, customers are satisfied with the services provided. This is also one of the incentives for the growing popularity of platforms.
The customer and the contractor communicate in the messenger, by phone and then in person. The client may ask any questions related to the transaction until the moment of its completion. Request certificates, confirmation of experience, examples of work performed. And only after that – make a decision and agree or not agree to the deal.
Why do we need a portrait of the performer
– Why in some industries – such as construction and renovation, services of domestic staff or care for animals – the share of online orders remains low?
— Construction and repair are usually expensive and complex projects. And the higher the cost of work and complexity, the longer and more carefully the customer will choose the contractor.
There are always more people who want to re-paste wallpaper, change windows or re-lay laminate flooring than those who want to build a house. Therefore, the number of orders in the category “Cosmetic repairs” is higher than in the category “Construction, overhaul”. In the first case, the penetration of online orders is 44%, in the second – only 34%.
Domestic staff, animal care are also complex services. When we choose a person who will walk our dog or whom we will leave the keys to the apartment for cleaning, we must trust him. Therefore, usually the customer considers several candidates and approaches the choice more carefully.
– Many act on “Avito” in several roles – the seller, the buyer, the applicant, the performer. How does this affect transactional interactions and user behavior?
– If you rent an apartment after renovation and are looking for reliable tenants, you can evaluate them not only by communicating with you, but also by their profile on Avito. With a high probability, they have already sold something on the site, provided services, or somehow proved themselves.
When a person has one profile for different roles, he has responsibility. This profile becomes a certain value. The reviews that they leave about you affect your relevance as a performer, seller, customer.
— That is, the social rating of users is spontaneously created on large platforms?
– Not exactly, we, as a platform, ensure the quality and reliability of content by doing fact-checking. If the performer treats the customer with respect and professionalism, this will have a positive effect on his business reputation.