"People may buy things online based on a celebrity

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Maxim Laptev spoke about this at the business brunch of digital development leaders "E-com Market Trends", organized with the support of Forbes Russia and MTS, which took place on August 27 in Moscow. He noted that players in areas that had not previously thought about it, such as gifts and beauty, have gone online.

or a social phenomenon lebanon whatsapp resourcerather than based on a customer experience. There is so much content, features and offers in the market that the customer has a problem of choice, where it is difficult for him to make a decision, and the entire industry, including marketplaces, should help the customer compare and choose the best offer," he noted during his speech.

Later, in a conversation with a ComNews correspondent, Maxim Laptev spoke about the rapid growth
of the e-com industry using the example of Ozon, whose turnover 8-10 years ago was measured in tens of billions of rubles per year, and in 2023 exceeded 1.5 trillion.

"Yes, Ozon is one of the biggest players, but in my opinion, this is a characteristic of the market growth. In my understanding, the e-commerce industry has grown in Russia more than 40 times and marketplaces are growing noticeably faster than anyone else. One of the reasons is the habit of seeing a marketplace as a showcase where there are many products," he said.

However, according to Maxim Laptev, the day when e-commerce will finally displace retail in the real world will not come soon. According to him, there is a fairly large proportion of consumers who still prefer to buy offline, interacting with a person. The buyer's need to test, "feel" a potential purchase and then make a decision - to buy online or offline - still plays a fairly important role. MTS illustrates this trend by developing the quality and meaning of its retail, while consistently reducing its presence, following the market trends of the telecom industry.

Andrey Makeev, co-founder of the gift marketplace Flowwow, agrees with the thesis about the growth of e-commerce. He told a ComNews correspondent that in 2023, the company's growth was almost 100%, and according to forecasts for 2024, it will be about 75-85%. Andrey Makeev noted that their partner stores will continue to work in the real world.