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According to a study by the Sellematics service, along with the departure of foreign brands from the Russian market, the demand for women’s clothing at Ozon and Wildberries has grown. We study how consumer trends have changed
What’s going on
Sellematics found that in 2022, marketplaces continue to grow and increase the volume of supply following the increase in demand. By June of this year, the number of women’s clothing items on Wildberries has increased 2,1 times compared to the summer of 2021, and the number of sales has doubled. On Ozon, the number of women’s clothing cards has increased sixfold, while the number of sales has only increased by 1,4.
T-shirts were the best-selling women’s clothing on Ozon in 2021, while tracksuits, jeans, shirts and outerwear have already diluted the top of the popular items in 2022. Experts note that initially the marketplace did not sell clothes, and therefore interest in it did not appear immediately, but Ozon continues to increase the volume of offers and stimulate demand in this segment. At Wildberries, the top 100 womenswear in 2022 has doubled the number of T-shirts and nearly seven times as many tracksuits.
The growth in demand for women’s clothing on marketplaces is also confirmed by an increase in the average check. So, in 2022, Ozon grew more significantly than Wildberries and amounted to ₽1900, which is ₽600 higher than the average bill of the previous year. At Wildberries, the average bill has not changed much – and in 2021 and 2022 it is about ₽1100.
On Yandex.Market, despite a 60% increase in supply compared to last year, the number of sales actually fell by half. The top XNUMX most frequently purchased items were from the underwear and homewear categories. Experts note that this may be due to the fact that the range of women’s clothing on Yandex.Market is represented mainly by those brands that are easier and more convenient to purchase offline: Sella, Zarina, Befree. People often prefer offline shopping to such online purchases.
What does it mean
Growing demand for apparel on marketplaces, says CEO of Sellematics and Sellmonitor Daria Tkachenko is associated with the development of the sites themselves, which have built up their strength in time after the departure of foreign clothing brands from the Russian market.
Daria Tkachenko:
“On marketplaces, you can now find quite a lot of offers from brands that have left our country, this is largely due to the increase in demand – for example, on all major marketplaces you can buy sportswear and shoes from Adidas and Reebok, and on Wildberries there is an assortment of Zara and Massimo Dutti. These goods are sold on marketplaces by resellers who either use the remains of Russian warehouses or buy clothes abroad and import them in small quantities. However, it cannot be said that only foreign brands are in demand, the demand is gradually redistributed to local brands as well – people are looking for a replacement for familiar things.”