Investigating e-commerce market in Russia: barriers and drivers of future development
Differences between the conventional physical markets and e-commerce call into question the validity of established models which are used for e-commerce. Investigating marketing in the emerging markets using the example of Russia can broaden the view of marketing. The internet audience in Russia is 66.5 million people and the Russian market has the largest online audience in Europe.However there is little research on e-commerce market development in Russia. The main objective of this paper is to analyze the barriers and drivers for e-commerce market development in Russia. This paper gives an overview of the current Russian internet market development and trends. To identify the obstacles to and opportunities for the Russian e-commerce market, 30 in-depth interviews with representatives of Russian internet businesses were conducted.