Marketplaces Take 37% of Russia's Furniture Market
Marketplaces increased their share of Russian furniture market revenue from 30% to 37% over the year, while offline fell from 55% to 47%, according to a study by Adgasm and Furniture Communication Project.
The share of marketplaces in the revenue of Russia's furniture market increased from 30% to 37% over the year. Offline shows the opposite trend: its share shrank from 55% to 47%. AdIndex data was reported by the performance agency Adgasm based on the results of a joint study with the furniture market agency Furniture Communication Project. More than 40 companies in the industry took part in the survey.
The own online stores of manufacturers and retailers have practically unchanged positions: 16% versus 15% in the first half of 2025.
The study's authors attribute the growth of marketplaces, among other things, to changes in consumer habits. Buyers increasingly order not only small home goods online, but also expensive oversized furniture.
Analysts identify two interrelated trends. Marketplaces are moving deeper into demand for oversized goods. At the same time, buyers are willing to purchase more expensive items on these platforms. By the end of the year, marketplaces' share in the structure of furniture sales could reach 37–40%. The role of physical retail, according to analysts, will change significantly in the short term.
"The buyer will continue to choose offline where a purchase requires consultation, comparison, individual selection, or involves oversized goods," explains Vladimir Loskutov, co-founder of Adgasm. "Therefore, the structure of demand in these channels will remain different: marketplaces are stronger in standardized goods with simple choices, while offline is stronger in more complex purchases, including cabinet and oversized furniture."
Marketplaces also lead as a channel for organic product search. 71% of online shoppers often search for the items they need there — compared to 26% for regular online stores. Two-thirds of shoppers who see an ad for a product come to the marketplace for details.
Source: AdIndex
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