Most Russians now search for products directly on e-commerce platforms rather than using traditional search engines. A study by Avito Advertising surveyed 10,000 people and found that 90% prefer classifieds sites and marketplaces, while only 25% use search engines for product searches.
E-Commerce Dominates Product Searches
According to the study, 79% of respondents visit classifieds sites and marketplaces when they want to buy something. Additionally, 57% use these platforms to compare options, and 33% rely on them for reading reviews.
Social networks and online stores also play a role in product searches. The study found that 19% of Russians look for products directly on retailer websites, while 9% use social media.
Changing Search Behavior
Yakov Peysakhzon, director of Avito Advertising, noted that online search behavior is shifting. More users now turn to e-commerce platforms for product searches instead of traditional search engines. He explained that this trend aligns with global patterns, as even major IT companies have reported a drop in search engine traffic. The convenience of e-commerce search functions is a key reason for this shift.
Shopping Habits and Advertising Influence
Many Russians actively use e-commerce search features, with one-third of respondents adding products to their “Favorites” lists several times a week. On average, users save products about seven times per month.
The most searched product categories on e-commerce platforms include:
- Clothing and footwear (62%)
- Gifts (46%)
- Beauty products (45%)
Advertising on e-commerce platforms also influences purchasing decisions. About 25% of respondents said that marketplace ads helped them with their most recent purchase. By comparison, ads on social media (19%), television (16%), and search engines (15%) had a similar but slightly lower impact.
Growing Demand for IT Services
This study follows a previous Avito report, which found that demand for IT services in Russia increased by 241% in 2024 compared to the previous year.
