Offline sales lead the way in Russia, but online market is growing

st-petersburg-russia-1034319_cropOnline and offline channels are of almost equal importance in generating sales for the e-cigarette market in Russia, the latest ECigIntelligence market report has found.

The report reveals that around 60% of sales are currently offline, but the online market is expected to grow in the near future.

Russia has five major companies operating in the country, with some using the franchise business model. Joyeshop and Vardex have among the best coverage, with a presence in 82 and 43 cities respectively.

Moscow has the biggest share of the vape stores (22%), followed by St Petersburg (11%) and Samara (8%).


Consistency in prices


ECigIntelligence understands there is pricing consistency across the major stores for open system kits, 10ml e-liquid bottles and VW kits. The typical customer is aged between 25 and 44 and spends an average 600 RUB ($10) in a visit to a vape store.

Joyeshop has a declared daily revenue, as of December 2016, of almost $600, followed by Babylon Vape with $350. An average 69% of sale revenues come from the selling of e-liquids. The rest comes from the sale of e-cig devices.

The report also reveals pricing consistency across the five companies in the online channel for three product categories, and they are in line with the top 20 online retailers.

More details about online pricing on e-cig retail websites can be found in ECigIntelligence’s guide to Russia’s e-cigarette market.

Another recent market report analysed the traffic of the five major brands in Russia. On average, 89% of the traffic comes from Russia itself with a further 4% coming from Ukraine.


Picture: MariaShvedova

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