Russians Are ‘Going Shopping’ Through Mobile Apps More Than Ever
A new wave of Russian mobile retail apps is reshaping how millions shop, with grocery, beauty, and fashion purchases increasingly shifting to fast, personalized digital services
Mobile Shopping Becomes a National Habit
Russians are increasingly choosing domestically developed mobile applications for everyday shopping. According to an MTS AdTech study, grocery shopping via mobile services rose by 26 percent over the past year, while purchases in fashion and beauty categories grew by 6 and 11 percent respectively. Overall, the audience of Russian retail apps exceeded 99 million users in 2025.
The shift began in 2019 with separate early digital products. In 2020, online ordering surged, though retailers initially only assembled baskets while third parties handled delivery. Today, online grocery shopping is considered one of the fastest-growing segments of e-commerce in Russia.
Fast, Convenient, and Tailored to the User
Consumer behavior studies for 2025 show that 46 million people order groceries through apps. Every major retailer now operates its own platform and delivery service. Construction materials are ordered by 9.6 million Russians, beauty products attract 18 million users, and fashion engages 23 million.
Mobile services are gaining popularity because they offer speed, convenience, loyalty programs, and powerful personalization features. In-app recommendation engines tailor suggestions to individual users. AI selects beauty products based on customer intent, builds customized grocery baskets, and analyzes reviews. Magnit, for instance, launched its own artificial intelligence lab last year to further develop personalization technologies.
