The Ukrainian e-commerce under a microscope: a comparative analysis of country online-stores
The Ukrainian Retail Association presents a large-scale analytical report on the work of all major players of the e-commerce domestic segment.
All retailers, including those working in online-trading, try to get to know their buyer as much as possible. And at the same time they try to compare: what is the difference between its own client and the competitor buyer, and who is generally interested in acquiring a particular product on the Internet. And online-stores may to collect and analyze this information not as an example easier than its offline-counterparts: modern services provide an opportunity to get almost any data.
We set ourselves the goal to prepare the Ukrainian e-commerce market most ambitious analysis, to draw up an approximate portrait of domestic consumers buying goods online, also to analyze leading online-stores indicators in different segments. To collect information, we used Similarweb and alexa.com services, as well as the supplemented data from other open sources.
It is in addition to the general report: which segments of the online-commerce are more actively traded through the World Wide Web, who purchases most often goods in Ukraine on the Internet, and through which channels consumers are looking for information; we also have prepared a detailed analysis on e-commerce various sub-segments.
We have singled out supermarkets (such as Rozetka) into a separate category, where you can buy almost anything from spinners and spirits to squares and equipment for the “smart house” in order to avoid comparison of players with incomparable indicators. At the same time, there are no classic marketplaces in the report – olx, prom and others – because it does not sell its own goods, but act as a platform for contact between the buyer and the seller. Of course, products of many other companies are represented on the same Rozetka, but a platform began the road to the classical marketplace a little more than two years ago, and still sells a fair amount of the assortment on its own.
The study covers eight segments: department stores, portable electronics and gadgets, home appliances, fashion, sports goods, jewelry retail, children’s products, cosmetics and drogerie. Our team analyzed by several criteria each of its: the user’s age, the main input channels, the used devices (PCs and laptops or smartphones and tablets), unique visits and failures number, the prevailing social chain in a particular segment.
In addition, each of five leaders in this sphere was analyzed on the audience coverage and attendance (data are given as a percentage of top-5 online-stores total attendance, but not generally in the industry as a lot of retailers work sometimes with scanty coverage rates in the segment).
This report allows, like any analyst, online-retailers to find out its weaknesses and strengths, to get acquainted with the buyer portrait in the segment and to compare it with own customer data. In addition, information about main traffic channels and most effective social chains will help to correct SEO and SMM-promotion strategies for increasing brand awareness and attracting new users, to assess the need and prospects for creating and implementing mobile applications and adaptive layouts, and also to extract much other useful information.
We hope that our analytical report will be useful for you!