Russians began to buy lottery tickets on marketplaces less often
Sales of lottery tickets at the venues of e -commerce in the first quarter were almost doubled compared to the same period of 2024. From January to March, citizens bought tickets for 12.5 million rubles, a year earlier – for 20.4 million rubles. On marketplaces, confirming the trend, indicate an increase in demand for expensive tickets and sales from individual market players. Analysts talk about a decrease in the interest of lottery sellers in marketplaces as a distribution channel after the introduction of longer payments from the sites.
“Kommersant” got acquainted with the research of the analytical company FIRST DATA on the purchase of lottery tickets on marketplaces in January -March. More than 150 thousand transactions were analyzed-impersonal data on online purchases on marketplaces throughout the country. From the data it follows that in the first quarter, Russians reduced purchases in the segment. So, during the period, half the lottery tickets were purchased than a year earlier: 110 thousand tickets for 12.5 million rubles. Against 190 thousand for 20.4 million rubles. In January – Mart last year.
The peak of sales on marketplaces in the first quarter came on January 1 and March 8. “Also, a surge in sales of lottery tickets usually falls on Saturday, since it is on this day that sales for the last weekly circulation of tickets are closed,” says Alexander Starostin, CEO of First Data. The maximum number of tickets that were purchased by one user at a time on online sites in 2025 are 103 tickets for 15.5 thousand rubles. In general, over the past year, only 700 thousand tickets were purchased on marketplaces, on which more than 77 million rubles were spent, the study was noted.
Since 2014, only state lotteries have been allowed in the Russian Federation, the organizers of which are the Ministry of Sports and the Ministry of Finance, – JSC GSL (“State Lottery”) and Sportloto LLC. The largest ticket distributor is TC Center JSC (« Stoloto »). In 2020, another operator appeared on the market – LLC Sports Lotteri (National Lottery; 49% – for VTB structures, 51% – with the President of the International Boxing Federation Umar Kremlev). The revenue of the LLC in 2021 amounted to 52.3 million rubles, then it was not disclosed. In 2024, the total revenue of Sportloto and GSL amounted to about 94.7 billion rubles.
According to the results of 2024, the number of purchases of lottery tickets in Russia increased by 30% compared to 2023, RBC reported with reference to the “Index check”. Also, when buying lottery tickets, the average check increased – 210 rubles. In 2024, against 155 rubles. In 2023. On average, two or three tickets account for one purchase. At the same time, lottery tickets most often go as an addition to the basket of other purchases, according to FIRST DATA analysts.
The united company Wildberries and RUSS confirm the trend: “In natural terms, the fall in January -March was 24%by the year, but only 2%of the turnover.” In parallel, the company marks the tendency to purchase more expensive lottery tickets, and in some cases to increase sales, for example, offers from the National Lottery. Absolute data in the company refused to disclose. The National Lottery assures that the level of ticket sales through Ozon, Wildberries and Yandex Market « stably grew during the first quarter and exceeded the indicators of the 2024 period. »
The « Stoloto » notes that the total share of purchases of tickets in online is more than 70%. At the same time, the marketplaces account for a small part, although « in the first quarter of the year, the number of tickets sold at such sites in pieces increased by 68% compared to the same period in 2024. » According to the results of last year, the “Stoloto” does not disclose the data. Yandex Market refused to comment, they did not answer Kommersant Ozon.
Since 2025, marketplaces changed the terms of withdrawal of funds to sellers who place offers on the sites: the terms of payments have doubled, from one to two weeks to four, says the head of the Intermedia agency Yevgeny Safronov. “Perhaps for the organizers of the lottery this is a significant period, and for them this sales channel was not a priority,” he admits.
