E-commerce took up 7% of Russians' internet time — Mediascope data
E-commerce took up 7% of Russians' internet time. Marketplaces account for 56% of 3.2 billion brand queries, while demand is concentrating among large brands and shifting toward an older audience.
E-commerce resources accounted for 7% of all the time Russians spend on the internet in August of this year. The figure gained 0.5 percentage points compared to August 2025. The Mediascope data was presented by Anton Chestnykh, product manager at the company, at the Okkam conference 'On Price and Value'.
Online shopping attracts a broad audience. 82% of Russia's population visit e-commerce resources at least once a month — that is 94% of internet users. Daily, 59% of the population, or 71% of internet users, make or browse purchases. On average, one user spends 27 minutes a day on such platforms.
The audience is aging, women are more active
The daily reach of younger groups declined over the year. Among the 12–17 audience — from 54% to 50%, 18–24 — from 64% to 60%, 25–34 — from 70% to 67%. The 35–44 group remained at the same level — 72%.
Older consumers, on the contrary, started visiting more often: 45–54 — growth from 67% to 70%, 55–60 — from 55% to 62%, 60+ — from 27% to 29%. Women remain more active than men: 62% versus 56% (a year ago — 60% and 54%).
Marketplaces take traffic from specialized stores
The number of search queries mentioning brands amounted to 3.2 billion for the period August 2025 — July 2026. This is 1% less than a year earlier. More than half of brand queries — 56% — go to general marketplaces (+0.1 pp). Search engines account for 33% (+1.8 pp), specialized stores — 12% (−1.9 pp).
Seven categories showed growth in brand queries. The leaders are oral care (+16%), toilet bowl products (+15%), body care products (+8%), footwear and clothing (+6% each). A decline was recorded in 22 categories. The biggest drops were in manicure products (−34%), diapers (−27%), face and eye makeup (−22% each), baby food (−20%).
Demand concentration among large brands
In the 'Facial care products' category, the total number of brand queries decreased by 5%. At the same time, the demand structure shifted in favor of large players. The top 3 brands saw queries grow from 12.2 million to 14.3 million (+18%), top 4–8 — from 12.7 million to 13.6 million (+7%), top 9–14 — from 3.9 million to 4.6 million (+16%). Search for all other brands fell by 26% — from 30.5 million to 22.6 million queries.
The share of Russian brands grew — from 32% to 39%. France's share fell from 14% to 13%, Germany's — from 4% to 3%, the US — from 3% to 2%. South Korea gained: from 8% to 11%.
Top by search share
The leader in share of search was Aravia — growth from 5.4% to 6%. Second place went to Mixit (from 3.9% to 5.7%). Bioderma held third place (from 3.4% to 3.8%). Next come La Roche-Posay (decline from 4.6% to 3.4%) and celimax (growth from 2.7% to 3.4%).
Vois's share tripled — from 1% to 3.2%. Nivea lost: from 3.3% to 2.9%, Librederm — from 1.8% to 1.7%. Korean Round Lab (from 1.3% to 1.6%) and Anua (from 0.4% to 1.0%) strengthened their presence. Rounding out the ranking are 'Propeller' (0.9%) and Angiopharm (0.8%). likato lost the most — a fall from 1% to 0.6% (−46%).
Search channels and audience profile
Search channels differ noticeably by brand. Vois and Mixit hardly go beyond marketplaces: for the former, Wildberries — 60%, Ozon — 31%; for the latter — 56% and 28% respectively. Search engines account for 4% and 7% for these leaders. Nivea is distributed almost evenly between Wildberries (37%) and Ozon (43%), with search engines taking 16%. Aravia splits its search between the two marketplaces at 38% each, search services collect 15%, specialized stores — 4%.
La Roche-Posay depends on marketplaces more than others: 47% of queries go to Wildberries and Ozon combined, followed by 16% for Yandex, 14% for Google, 12% for specialized stores. For celimax, almost half of queries (49%) come through specialized stores, marketplaces — 36%, search engines — 11%.
Brand audiences are not homogeneous. Vois, Mixit and celimax are almost entirely female brands: 97%, 95% and 100% respectively. La Roche-Posay has 94% women, Aravia — 91%, Nivea — 76%. By age, celimax skews toward youth: 59% of queries come from the 12–24 group. Mixit also targets the young (39% — 12–24). Vois is most strongly represented in the 35–44 group (38%), La Roche-Posay — in 25–34 (41%). Nivea is in demand among the 55+ audience (21%).
Awareness does not equal demand
Spontaneous brand awareness and search share do not match. The awareness leader is Nivea (33.2%), followed by 'Chistaya Liniya' (22.2%), 'Cherny Zhemchug' (21.6%), L'Oreal (16.7%), Garnier (13.8%) and Avon (9.8%). Mixit is known by 7.1% of respondents, Librederm — 5.7%, Aravia — 4%, La Roche-Posay — 3.6%, Dove — 3.5%, Biotherm — 1%.
Thus, brands with high awareness do not always lead in the number of queries, and vice versa: Aravia and Mixit, despite modest awareness, show a higher search share.
Source: AdIndex
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