Strengthening the ruble course led to an increase in the volume of cross-border Internet trade
Strengthening the ruble course since the beginning of this year led to an increase in the volume of cross-border Internet trade in January and February by almost 30%, up to 49 billion rubles. Although Russian consumers, as before, continue to order electronics, clothes and shoes abroad, now they switched to online buying abroad for caring for themselves. But the situation may change due to new duties for such products from unfriendly countries introduced by the federal government in April.
The cross-border sector of the online trade in January of this year increased by 29%, in February-by 28% by the year, they calculated for “Kommersant” in the Association of Internet trade companies (Akit; includes Wildberries, Ozon, Yandex Market). The volume of this segment in two months amounted to 49 billion rubles, however, it takes only 2.9% in the structure of the entire electronic trade market, which Akit estimates at 1.7 trillion rubles.
In terms of sales at foreign sites, electronics and household appliances are leading, home and furniture, clothes and shoes, products for beauty and health, as well as auto parts, note in Akit.
However, as follows from the data of the goods delivery service from abroad CDEK.SHOPPing, changes have occurred in the demand structure: the platform customers are interested in electronics and household appliances, they are much more active than a year earlier, order cosmetics and perfumes.
CDEK.shopping analysts also note that in the first quarter of 2025, the share of orders of goods from Germany sharply increased on the platform: up to 27% from 13% for the same period last year. Also in the top of countries on orders were the United States (25%), China (20%), Spain (7%) and Poland (7%).
The head of the Institute for the Development of Entrepreneurship and Economics, Arthur Gafarov explains the growth of the interest of Russian buyers in goods from Europe with jump in exchange rates and the sale of delayed demand.
Against the backdrop of the negotiations of Russia and the United States to resolve the Ukrainian conflict, world currency courses became extremely comfortable for shopping: according to Investing.ru on April 25, the Office of the dollar amounted to 82.6 rubles, the euro – 93.9 rubles.
In the “Beauty and Care” category, the number of orders for CDEK.Shopping in the first quarter of 2025 increased by 42% year by the year, in the “Perfumeria” category – by 81% (absolute numbers of the company did not bring). The average check increased from 11.3 thousand to 11.7 thousand rubles. and from 6.3 thousand to 7.1 thousand rubles. respectively. Other marketplaces confirm the growth of customer interest in these categories. So, on the Lamoda in the first quarter, by 56% year, sales of funds for the oral cavity in kind, by 38% – for skin care, were increased by 37% – for hair care. The dominant share in circulation – at the French brands, noted in Marketplais.
At the same time, sales of perfumes on Lamoda grow “conservatively”, they say in the company without revealing details. The head of the profile department of the platform of Ksenia Medvedeva associates this primarily with the increase in prices for products of the remaining perfumes for 30%to work in Russia.
On Wildberries, cosmetics sales in the first quarter of 2025 increased by 36% year by year. At the same time, Russian manufacturers of goods for caring for sales are slightly higher than the total category – 37.5%.
In the second quarter of 2025, new duties introduced by the Russian government last week may affect the sales of foreign cosmetics and perfumes.
In the list of perfumes and cosmetic products from unfriendly countries, which falls under duties of 35%, introduced perfumes, powder, hair products and lip makeup, as well as skin care products. In the Ministry of Industry and Trade, this measure was explained by an increase in the production of cosmetics and perfumes in the Russian Federation.
At the same time, the government changed the conditions of barrage measures for individual positions. So, perfumes, toilet water, powder and hair products from France will be taxed 20%, not 35%. Similar reliefs were introduced to Italian means for lip makeup and powder.
Anna Dycheva-Smirnova, a member of the board of the Russian perfume and cosmetic association, believes that an extensive list of goods may fall under these changes. She draws attention to the exclusion of goods from South Korea from the action of the duty of goods: the beauty industry in this country is now experiencing difficulties due to tariff wars and duties initiated by US President Donald Trump. Sitting the conditions of trade with Russia can be beneficial for business from the republic against this background.
