Digitalization of Consumption in Russia: Online Platforms, Regulations and Consumer Behavior

Abstract

This chapter offers an overview of the main aspects of digital consumption in Russia with an emphasis on the late 2010s. It also sheds light on the tendencies that digitalization of the sphere of consumption has brought to Russian retail and consumers. In particular, we look at how digitalization has changed retail trade; what kind of digital retail platforms gained popularity in Russia; how Russian retailers utilize data related to consumption; how cross-border internet trade has been developing and how it has been regulated; and what the profile is of the typical online consumer. We also look at platforms and practices of online exchange and the sharing economy. The chapter is based on the analysis of scholarly literature on digital consumption, marketing research data and media publications to identify the current trends in consumption. It addresses the question of what challenges and opportunities the digitalization of consumption has brought about for Russia.