俄罗斯跨境电商迈向2.0，2026年如何玩转这个高增市场？｜ 出海参考

Core Insights - The Russian cross-border e-commerce market is experiencing structural changes, entering a 2.0 era with significant growth potential and evolving consumer behavior [2][12] - The collaboration between local e-commerce platforms and Chinese cross-border merchants is driving rapid growth, with projections indicating that the Russian e-commerce market will reach $165 billion by 2025, more than double the 2022 figure [2][3] Market Growth and Potential - Russia's e-commerce market has maintained over 20% growth annually for the past three years, with a projected penetration rate of 24% by 2025, compared to 20% in 2024 [3][4] - The market is expected to reach a size comparable to that of Southeast Asia and Latin America, with a GDP ranking consistently between 9th and 11th globally, indicating a strong economic foundation [4][5] Infrastructure and Logistics - The development of digital infrastructure in Russia has led to the emergence of major platforms like Ozon and Yandex, which have invested in comprehensive logistics systems [5][10] - Ozon has established 10 fulfillment centers in China and is enhancing its logistics capabilities through partnerships with postal services, optimizing last-mile delivery through nearly 80,000 self-pickup points (PUDO) [7][10] Competitive Landscape - Ozon has surpassed AliExpress to become the largest cross-border e-commerce platform in Russia, with a significant increase in the number of Chinese sellers on its platform, growing from 1,000 in 2022 to 20,000 in 2024 [6][8] - The competitive focus is shifting towards brand differentiation, supply chain efficiency, and user experience as the market matures [12] Regulatory Environment - New regulations are being introduced, including a gradual reduction of the tax exemption for cross-border packages under €200 starting in 2026, which will impact the cost structure for cross-border e-commerce [8] - Compliance is becoming essential for market entry, transforming it from a cost consideration to a critical factor for long-term investment in the Russian market [8] Consumer Behavior and Demand - There is a notable gap in local consumer supply across various categories, including electronics and fashion, presenting growth opportunities for Chinese merchants [4][11] - Consumer preferences are evolving towards brand-oriented and differentiated products, necessitating a robust service ecosystem for brands entering the Russian market [11][12]