Online trading is one of the fastest growing segments of the global and Russian economies. Ordering goods in online stores has become commonplace for Russians. Virtual "shopping" is characterized by growing popularity in our country. This is expressed both in consumer demand and in the aspect of business activities. New brands are appearing. Many businesses, which for a long time were present only in the "offline", open online trading portals.
What nuances should be considered when buying products in a "virtual" environment? How to order goods on the Internet and, if necessary, return it?
First, a little history, as well as market analytics.
The first online stores in the world
E-commerce on the Internet is a relatively young phenomenon (however, just like the World Wide Web itself). In the first years of the existence of virtual space, no one thought that through the Internet you can buy and sell goods. Moreover, until 1990, the use of online channels for commercial purposes was prohibited in some countries (in particular, in the USA). But over time, private business began to master in the virtual space. Restrictions on the commercial operation of the Internet have been lifted.
In 1994, the Amazon online store appeared, which later became one of the largest global players in the online trading market. In the same year, the first companies appeared that assisted entrepreneurs in organizing online payments (in particular, First Virtual began to deal with this). In 1996, the largest payment systems in the world, Visa and MasterCard, created a special communication standard according to which it was possible to pay by card on the Internet.
Now the volume of the global e-commerce market is about 1.2 trillion. US dollars.
The first online stores in Russia
The domain "Ru" was, as is known, registered in 1994. Almost immediately, the prototypes of sites that are used to using today began to appear: news, entertainment, as well as portals on which it was possible to purchase various goods. The first online stores, experts say, were not very successful projects. Firstly, because in those years a very small number of citizens used the Internet. Secondly, buying goods online was considered an absolute exotic, and few trusted “virtual” sellers.
But over time, online trading began to gain momentum. One of the very first held online stores in Russia is considered, in particular, the books.ru project (selling books). It was launched in 1996 and is still operating successfully.
The real boom in electronic commerce in the Russian Federation fell in the second half of the 2000s. Experts attribute this to the proliferation of low-cost channels of access to the worldwide network. The question of how to order goods on the Internet has ceased to be exotic for Russians.
Now the volume of the Russian online retail market is about 540 billion rubles. Over the past few years, revenue for segment players has grown by 30–40% per year.
The largest online stores in Russia
Who are the largest Russian online stores? One of the most recognized online retailer ratings in the business community this year was Forbes Magazine.
The first place in the list of the largest Internet retailers was taken by the Yulmart electronics store, the company's turnover exceeded $ 1 billion. The second place is held by Citylink with revenue of about 860 million, operating in the same segment as the leader of the rating. The “Bronze” was won by the WildBerries store, which sells clothes and shoes. The revenue of this retailer is about 530 million dollars.
Other major players in the online trading market include Ozon.ru store with revenue of $ 350 million, Biglion discount portal with a turnover exceeding 330 million, Holodilnik.ru portal, which earned 310 million, Technopoint, which sold goods worth 260 million, Enter, which sold 207 million products, as well as corporations such as Volt and Utkonos (revenues of 206 million and 200 million, respectively).
The Top 20 rankings compiled by Forbes also included the portals KupiVIP, Vasko, Pixel24, Lamoda, E96 and several other well-known brands.
Prospects for online trading in Russia
E-commerce on the Internet is one of the fastest growing segments of the Russian economy. At the same time, competition in this industry, according to analysts, is growing from year to year. Some experts believe that the explosive growth stage is over. Now the market can wait for systematic optimization. The largest Russian online stores, according to experts, will gradually develop their presence in the regions, increase revenue due to sales dynamics.
According to analysts, by 2020, sales in the online retail segment in Russia can reach $ 70 billion, and by $ 20 billion by 2025. The development of this industry largely depends, experts say, on the quality of logistics and the work of federal postal services , development and distribution of private organizations involved in the delivery of goods.
Laws governing online trading in the Russian Federation
Internet commerce in Russia is governed by general and special legislation. Consider the key sources of law governing online trading in the Russian Federation.
The first is the Civil Code. It contains the basic principles of the relationship of the seller and the buyer as an individual and legal entity.
Secondly, this is the Law on Consumer Protection (in modern versions). This is an example of specific legislation. It details the rights of buyers, the obligations of the seller.
Thirdly, it is the Federal Law on the basics of state regulation of trade in the Russian Federation. This act is another example of special legislation related to the sphere of regulation with the previous source of law. This act is recognized by many analysts as the main law on online stores.
Fourth, this is a Government Decree related to the approval of the rules of trade “remotely”
Other important legal acts governing online sales:
- Federal Law "On Advertising".
- Letters of Rospotrebnadzor related to the regulation of sales of goods online.
Official Language Online Trading
It is probably worth clarifying what the legislator specifically means by the “remote way” of conducting trade. This is a sale based on contracts concluded by sellers and buyers through communication channels. In this case, a direct acquaintance with the goods occurs only at the time of their receipt by the buyer.
Legal requirements for online shopping
We list the most specific legislative requirements for online shopping. Many aspects of regulation affect the information component. That is, the owner of the online store must post on the web pages detailed information about the goods. Namely:
- what consumer properties the product has;
- where is it made;
- what does the official name of the manufacturer sound like;
- price and other conditions of purchase;
- the service life (or shelf life) of the product;
- duration of warranty;
- payment procedure, delivery.
Also, the owner of the online store must indicate the location of his office.
The laws do not contain strict requirements for how information should be drawn up (displayed). The seller can publish the necessary information as an advertisement, an annotation to the product or in the format of a public offer. For example, some online clothing and footwear stores include product information in its description cards, and other information on specialized web pages.
Thus, Russian online retailers undertake to post on their web pages comprehensive information on how to order goods on the Internet (as well as return them), what are the features of the products sold and the specifics of payment.
Online Store Advertising Requirements
The Law on Advertising contains a number of special requirements for online stores. They, in turn, relate to the direct execution of advertising messages. In particular, a graphic or text banner should contain the following information:
- name of seller of goods;
- location of the store;
- BIN;
- Name (if the owner of the online trading portal is an entrepreneur).
Now let's move on to the practical part: the procedures for the purchase and return of goods in virtual stores.
How is the “virtual” shopping process organized?
Very simple. By selecting the desired product (or several of its samples) in the catalog on the seller’s website, the buyer arranges for its delivery. There are three main options:
- order the shipment of goods by “Russian Post” (or one of its structural divisions - EMS, for example) cash on delivery;
- arrange delivery by courier;
- order sending to a branded point of delivery of goods (in particular, this method is offered by the Ozon.ru online store)
Payment Methods
There are no generally accepted rules in the market regarding the stage at which goods are paid. An online store may require both prepayment and allow payment upon receipt of the product.
If prepayment is required, then it is carried out using one of the following methods:
- plastic card;
- through the personal account of the payment system (Yandex.Money, QIWI, etc.);
- through a payment terminal;
- through a bank receipt.
As a rule, in the structure of modern online trading platforms there are web pages where you can leave comments, write reviews about online stores. Looking at them before buying a product is very useful.
Features of the exchange and return of goods to the "virtual" seller
Just like when buying in ordinary, “offline” stores, online retailer customers can return and exchange goods legally.
First of all, the seller is obliged to place information on the pages of the website of his store about where exactly the buyer needs to bring the goods to be exchanged or returned.
Due to the fact that the buyer of offline and online stores are initially in unequal conditions (when placing orders via the Internet, it is impossible, relatively speaking, to touch or try on goods), the rights of the client of the “virtual” seller are more protected, according to experts. This implies a certain discomfort for owners of online stores.
One of the most indicative practical manifestations of this same security is that the buyer has every right to refuse the transaction with the seller until the moment of receiving the goods (by mail or from the courier). Moreover, all expenses that the buyer could have incurred up to this point should be compensated.
According to the law, a return to the online store can be made within seven days from the date of purchase. An important condition is that the original presentation of the product must be maintained.
Delivery, refund: is it so important?
Many experts believe that Russians are not too worried about the technical aspect of how to order goods on the Internet. Most buyers are able to choose products, pay for them, receive and return. The work of the services for the delivery and exchange of goods by modern retailers is established.
The most important thing now for customers of Russian online stores is the assortment, the level of consulting support and the quality of the goods.
Reviews of popular online stores
One of the main competitive advantages that many online stores strive to have is customer reviews. What is not surprising: the more positive the attitude of existing customers, the more likely the emergence of new ones, the more often repeated purchases are made. Let's see what reviews their online customers write about online stores. For example, consider the opinions of customers regarding two major retailers from the Forbes list noted above.
Ozon.ru customers characterize this online store as a place where there is always a wide selection of goods. Many buyers note low prices compared to offline outlets. This usually applies to books, sometimes to electronics.
A large selection of literature is also noted. Buyers praise the rating system that is used in this online store, a large number of payment methods. Many Ozon.ru customers note with great pleasure that it is possible to pick up goods at branded points of delivery in many cities.
Let's see how customer reviews can be seen on the largest online retailer, using the example of another popular online retailer, Lamoda.ru. The customers of this company are also generally very pleased with their choice. The site is praised for its wide selection, fast delivery. They note the fact that the goods upon receipt by courier can be tried on. If it does not fit, immediately return it.
Reviews: reality or deception?
There is a version that the bulk of the reviews found on online trading portals are not written by buyers, but by people specially hired for this. The fact that a certain percentage of virtual opinions are truly “custom-made” is a well-known fact. It’s easy to go to some “freelance” portal and find a task related to writing a review about an online store. Positive or negative - regardless of the real opinion of the writing person about this virtual retailer.
However, calculating the percentage of fake reviews is quite problematic. Russian users are usually socially active people. And therefore, it may well take time to leave comments on the pages of online stores that accurately reflect the real opinion.
Most online store customers will certainly read reviews. And at least that's why mini-compositions of other customers are valuable both from the point of view of business development, and in terms of informing customers about the features of online stores.