Overview of the online trading market in Ukraine

[tanjimajuha20]

eSputnik is the most popular online marketing automation service in Ukraine, which analyzes online purchase data on a daily basis. Oleg Lesov, Chief Product Officer of eSputnik, spoke at the conferenceiForum-2023and shared the company's own research on the E-commerce market, which covers data for the period 2021-2023.

eSputnik analyzed 610 e-commerce projects and the behavior of about 23 million buyers, thanks to which it was possible to calculate the dynamics of the recovery of the e 1000 cell phone number list-commerce niche in Ukraine and find out the secrets of success of modern online business. Up-to-date statistics and useful insights fromOleg Lesov's reportwe share in this material.



Read also : The Future of Digital Marketing and E-Commerce: Andrey Dligach on Forecasts for the Coming Years
Overview of the online trading market in Ukraine
The study cited by Oleg Lesov is based on three samples:

median – basic and standard solutions for the average business;
TOP 10% - companies with basic directions that implement certain tools in their own way;
TOP 1% - we are talking about individual, tailored business models that have been built over the years.
Oleg notes that in July 2023, the number of buyers almost returned to the pre-war level. There is hope that September of this year will also return to the 2021 figures. In addition, June and July showed dynamic market growth that exceeded all expectations.

There is a trend of growth of direct channels: this is what modern business should count on not only to attract customers, but also to retain them. Thus, mobile push notifications are growing dynamically.

It is interesting that this channel generates the most traffic not by sending, but by clicks on e-commerce projects. Oleg notes that in July 2023, mobile push overtook e-mail for the first time in history. And this trend will only continue, because it has potential and our future lies with it. As for web push, these notifications are important for businesses that do not have the opportunity to create a mobile application, so this channel should not be written off.

Does the result depend on the industry? Of course, the largest number of transitions is observed in the following areas: fashion and accessories, home and garden, marketplaces, books and cars. The last places are occupied by niches of food and groceries, pharmacies and drugstores. Oleg notes that these data are approximate, because everything depends on the maturity of certain industries to direct channels. Thus, fashion and fashion, home and garden were historically the first to use direct channels, so they have more experience in using certain tools.

How often to send messages and what is better - mass or trigger mailings?
Oleg notes that the average is 3 letters per month for each contact from the base. However, if you look at companies that successfully attract traffic to the site, they send out 4 to 12 letters per month. As practice shows, companies that send more letters do not attract more traffic.

Approximately the same picture is observed with mobile push notifications. However, again, this is a general picture, and it is necessary to take into account the segmentation of the audience. Certain segments need to be communicated with more often, and with some less often.