The social commerce market in Russia is expected to grow by 22.0% on annual basis to reach US$10.87 billion in 2025.
The social commerce market in the country experienced robust growth during 2021-2024, achieving a CAGR of 32.1%. This upward trajectory is expected to continue, with the market forecast to grow at a CAGR of 13.2% during 2025-2030. By the end of 2030, the social commerce sector is projected to expand from its 2024 value of USD 8.90 billion to approximately USD 20.16 billion.
This report provides a detailed data-centric analysis of the social commerce sector in Russia, covering market opportunities and risks across a range of retail categories. With over 50+ KPIs at the country level, this report provides a comprehensive understanding of social commerce market dynamics, market size and forecast, and market share statistics.
It breaks down market opportunities in the social commerce sector by type of domestic vs cross-border, type of social platform, type of payment method, business model, end-use consumer segment, and type of city. In addition, it provides a snapshot of consumer behaviour and retail spending dynamics. KPIs in both value and volume terms help in getting an in-depth understanding of end market dynamics.
The research methodology is based on industry best practices. Its unbiased analysis leverages a proprietary analytics platform to offer a detailed view of emerging business and investment market opportunities.
Over the next two to four years, the emphasis on omnichannel retailing will further integrate social commerce with traditional shopping experiences, allowing businesses to reach consumers across multiple touchpoints. Companies that effectively blend mobile commerce, social media engagement, and in-store experiences will be better positioned to navigate Russia’s evolving digital economy. However, businesses must remain adaptable to regulatory developments and consumer preferences to sustain growth in an increasingly competitive and digitally driven market.
The competitive landscape is further shaped by strategic mergers and acquisitions, such as VK's investment in digital content and Wildberries' integration with Russ Outdoor to expand its market reach. At the same time, regulatory changes continue to influence platform accessibility, with the government pushing for greater reliance on domestic services. Over the next few years, companies that align with local market trends, adapt to new regulations, and invest in social commerce innovations will be best positioned to succeed in Russia’s shifting digital economy.
The social commerce market in the country experienced robust growth during 2021-2024, achieving a CAGR of 32.1%. This upward trajectory is expected to continue, with the market forecast to grow at a CAGR of 13.2% during 2025-2030. By the end of 2030, the social commerce sector is projected to expand from its 2024 value of USD 8.90 billion to approximately USD 20.16 billion.
This report provides a detailed data-centric analysis of the social commerce sector in Russia, covering market opportunities and risks across a range of retail categories. With over 50+ KPIs at the country level, this report provides a comprehensive understanding of social commerce market dynamics, market size and forecast, and market share statistics.
It breaks down market opportunities in the social commerce sector by type of domestic vs cross-border, type of social platform, type of payment method, business model, end-use consumer segment, and type of city. In addition, it provides a snapshot of consumer behaviour and retail spending dynamics. KPIs in both value and volume terms help in getting an in-depth understanding of end market dynamics.
The research methodology is based on industry best practices. Its unbiased analysis leverages a proprietary analytics platform to offer a detailed view of emerging business and investment market opportunities.
Key Insights
Russia's social commerce sector is undergoing significant transformation due to regulatory shifts and changing consumer behaviors. The expansion of domestic platforms such as VKontakte and Odnoklassniki is reshaping the digital retail landscape, offering businesses new opportunities to engage with local audiences. Simultaneously, the rise of mobile commerce is reinforcing the need for mobile-friendly shopping experiences, as more consumers rely on smartphones for purchases. These trends highlight the growing reliance on localized digital ecosystems for commerce.Over the next two to four years, the emphasis on omnichannel retailing will further integrate social commerce with traditional shopping experiences, allowing businesses to reach consumers across multiple touchpoints. Companies that effectively blend mobile commerce, social media engagement, and in-store experiences will be better positioned to navigate Russia’s evolving digital economy. However, businesses must remain adaptable to regulatory developments and consumer preferences to sustain growth in an increasingly competitive and digitally driven market.
Expansion of Domestic Social Commerce Platforms
- In response to the restrictions on Western social media platforms, Russian users and businesses are increasingly turning to domestic platforms for social commerce activities. VK (VKontakte), Russia's largest social network, has enhanced its e-commerce capabilities, allowing users to browse and purchase products directly within the platform. Similarly, platforms such as Odnoklassniki have integrated shopping features to cater to this growing demand.
- The ban on platforms such as Facebook and Instagram has limited options for social commerce, prompting a shift towards local alternatives. Additionally, the familiarity and widespread use of domestic platforms among Russian consumers make them a natural choice for businesses aiming to maintain their online presence.
- This trend is expected to strengthen, with domestic platforms continuing to develop and refine their e-commerce functionalities. Businesses that adapt to these platforms are likely to maintain and potentially grow their customer base, while those reliant on banned Western platforms may face challenges.
Growth of Mobile Commerce
- Mobile commerce is experiencing significant growth in Russia, with more than half of online purchases now made via mobile devices. This shift has prompted businesses to enhance their social commerce strategies by focusing on mobile-friendly interfaces and seamless shopping experiences. Platforms such as VKontakte and Odnoklassniki have responded by integrating mobile-optimized e-commerce features, ensuring that users can browse and complete transactions efficiently on their smartphones.
- The widespread adoption of smartphones and improved mobile internet infrastructure have been key drivers of this trend. Consumers increasingly prefer the convenience of shopping on-the-go, prompting businesses to invest in responsive designs, mobile payment integrations, and app-based shopping solutions. As a result, brands that adapt to mobile-first behaviors are experiencing higher engagement and conversion rates on social media-driven commerce platforms.
- Over the next two to four years, mobile commerce is expected to expand further, with businesses continuing to refine their mobile shopping experiences. Companies that prioritize mobile optimization, including fast-loading pages, intuitive navigation, and integrated social commerce features, will have a competitive advantage. Conversely, businesses that fail to adapt to this shift may struggle to capture a growing segment of consumers who rely on mobile devices for their purchasing decisions.
Emphasis on Omnichannel Retailing
- Russian retailers are increasingly integrating omnichannel strategies to provide a seamless shopping experience across digital and physical storefronts. This approach allows businesses to combine online sales channels, such as social commerce platforms, with traditional retail methods to enhance customer engagement. Social media platforms such as VKontakte and Odnoklassniki are playing a growing role in this shift, enabling retailers to interact with consumers, showcase products, and drive sales directly through social media.
- The push toward omnichannel retailing is driven by consumer demand for convenience and flexibility in shopping. By offering multiple touchpoints - including physical stores, mobile apps, social media shops, and direct messaging for customer support - businesses can improve customer satisfaction and loyalty. Retailers that integrate real-time inventory tracking, click-and-collect services, and personalized digital marketing strategies are more likely to capture and retain customers.
- Over the next two to four years, social commerce will become an even more integral component of omnichannel strategies as retailers enhance their digital capabilities. Companies that effectively blend their online and offline presence, optimize social media for sales, and implement seamless payment and fulfillment options will remain competitive. Businesses that fail to adapt to this interconnected retail environment risk losing market share to more digitally agile competitors.
Competitive Landscape and Regulatory Developments in Russia's Social Commerce Market
Russia’s social commerce market is rapidly evolving, driven by increased digital adoption and the expansion of domestic platforms such as VKontakte and Odnoklassniki. With Western platforms restricted, businesses have adapted by leveraging local alternatives that integrate e-commerce functionalities. Additionally, the rise of mobile commerce has accelerated the need for optimized shopping experiences, requiring businesses to enhance their presence on social media and mobile-first platforms to stay competitive.The competitive landscape is further shaped by strategic mergers and acquisitions, such as VK's investment in digital content and Wildberries' integration with Russ Outdoor to expand its market reach. At the same time, regulatory changes continue to influence platform accessibility, with the government pushing for greater reliance on domestic services. Over the next few years, companies that align with local market trends, adapt to new regulations, and invest in social commerce innovations will be best positioned to succeed in Russia’s shifting digital economy.
Current State of the Social Commerce Market
- Russia's social commerce sector is evolving rapidly, driven by increased internet penetration and a shift towards domestic platforms following restrictions on Western social media services. Platforms such as VKontakte (VK) and Odnoklassniki have expanded their e-commerce capabilities, enabling users to purchase products directly within the apps. This development aligns with the global trend of integrating shopping features into social media platforms to enhance user engagement and convenience.
- The market has also seen a surge in mobile commerce, with a significant portion of online purchases being made via smartphones. This shift necessitates that businesses optimize their social commerce strategies for mobile users to remain competitive.
Key Players and New Entrants
- VK, Russia's largest social network, has been at the forefront of integrating e-commerce features, allowing businesses to set up storefronts and conduct transactions within the platform. Odnoklassniki has followed suit, enhancing its shopping functionalities to capture a share of the growing market.
- In addition to these established players, new entrants are emerging, including niche platforms targeting specific consumer segments. For instance, platforms focusing on local artisans or sustainable products are gaining traction, catering to consumers' increasing preference for unique and ethically sourced goods.
Recent Launches, Mergers, and Acquisitions
- In the e-commerce sector, Wildberries, Russia's largest online retailer, has been involved in a high-profile merger with Russ Outdoor, a leading advertising group. This merger, approved by a Russian court in September 2024, aims to integrate advertising and retail operations, potentially reshaping the competitive dynamics in the market.
Outlook
- Over the next two to four years, Russia’s social commerce market is expected to continue its rapid expansion, with domestic platforms solidifying their dominance. VKontakte and Odnoklassniki will likely introduce further enhancements to their e-commerce functionalities, providing businesses with more tools for direct sales and engagement. The rise of niche platforms catering to specific consumer segments, such as local artisans and sustainable products, will also add diversity to the competitive landscape, encouraging innovation in social commerce strategies.
- Regulatory policies will play a crucial role in shaping the future of social commerce, particularly in response to government efforts to promote domestic digital services. Businesses will need to navigate ongoing restrictions on Western platforms while ensuring compliance with evolving local regulations. Additionally, mergers and acquisitions, such as Wildberries' integration with Russ Outdoor, indicate a shift toward more consolidated digital retail ecosystems. Companies that successfully integrate social commerce into their omnichannel strategies and leverage domestic digital infrastructure will be well-positioned for growth in Russia’s evolving digital economy.
Regulatory Changes
- Over the past year, Russia has introduced regulatory changes affecting the digital and e-commerce sectors. In September 2022, several VK-owned apps, including VKontakte, were removed from Apple's App Store, impacting their accessibility on iOS devices. Additionally, the government has been promoting the use of domestic platforms and services, influencing the strategic decisions of companies operating in the social commerce space.
Scope
This report provides in-depth, data-centric analysis of social commerce in Russia. Below is a summary of key market segments.Russia Ecommerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators, 2021-2030
Russia Social Commerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators, 2021-2030
Russia Social Commerce Industry Market Size and Forecast by Retail Product Categories, 2021-2030
- Clothing & Footwear
- Beauty and Personal Care
- Food & Grocery
- Appliances and Electronics
- Home Improvement
- Travel
- Hospitality
Russia Social Commerce Industry Market Size and Forecast by End Use Consumer Segment, 2021-2030
- B2B
- B2C
- C2C
Russia Social Commerce Industry Market Size and Forecast by End Use Device, 2021-2030
- Mobile
- Desktop
Russia Social Commerce Industry Market Size and Forecast by Location, 2021-2030
- Domestic
- Cross Border
Russia Social Commerce Industry Market Size and Forecast by Location, 2021-2030
- Tier-1 Cities
- Tier-2 Cities
- Tier-3 Cities
Russia Social Commerce Industry Market Size and Forecast by Payment Method, 2021-2030
- Credit Card
- Debit Card
- Bank Transfer
- Prepaid Card
- Digital & Mobile Wallet
- Other Digital Payment
- Cash
Russia Social Commerce Industry Market Size and Forecast by Platforms
- Video Commerce
- Social Network-Led Commerce
- Social Reselling
- Group Buying
- Product Review Platforms
Russia Social Commerce Industry Market Size and Forecast by Consumer Demographics & Behaviour, 2024
- By Age
- By Income Level
- By Gender
Russia Social Commerce Market Share by Key Players, 2024
Reasons to buy
- Insights on Strategy & Innovation: Navigate through future direction of the social commerce industry market by understanding strategic initiatives taken by key players to gain market share and innovation.
- In-depth Understanding of Social Commerce Market Dynamics in Russia: Understand emerging opportunities and future direction of the social commerce market, key drivers, and trends. Benefit from a detailed market segmentation with 50+ KPIs.
- Value and Volume KPIs for Accurate Understanding: Value and volume key performance indicators (KPIs) help in developing an accurate understanding of market dynamics.
- Gain comprehensive insights with this report, featuring Russia’s detailed report encompassing 44 tables and 57 charts, providing in-depth country-level analysis to support strategic decision-making.
- Competitive Landscape: Get a snapshot of competitive landscape in social commerce sector with key players and market share in Russia. Formulate your strategy by gaining insights into the current structure of the market.
- Develop Strategies to Gain Market Share: Create and fine tune your targeting strategy in the social commerce sector, identify growth categories and target specific segments across the value chain; evaluate important trends and risks unique to your market.
- Deeper Understanding of Consumer Behaviour: Increase ROI by understanding how consumer attitudes and behaviours are evolving. Get a detailed view on retail spending dynamics across consumer segments in social commerce sector.
Table of Contents
1. About this Report
2. Russia Ecommerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators
3. Russia Social Commerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators
4. Russia Social Commerce Industry Market Size and Forecast by Location
5. Russia Social Commerce Industry Market Size and Forecast by Product Categories
6. Russia Social Commerce Industry Market Size and Forecast by End Use Consumer Segment
7. Russia Social Commerce Industry Market Size and Forecast by End Use Device
8. Russia Social Commerce Industry Market Size and Forecast by Cities
9. Russia Social Commerce Industry Market Size and Forecast by Payment Method
10. Russia Social Commerce Industry Market Size and Forecast by Platforms
11. Russia Social Commerce Industry Market Size and Forecast by Contents
12. Russia Social Commerce Industry Market Size and Forecast by Consumer Demographics & Behaviour
13. Further Reading
List of Figures
List of Tables
Companies Mentioned
- Vkontakte
- Youla
- Shoppilot
