Digital Platforms Have Become the Main Sales Channel for Russian Entrepreneurs
For most small and medium-sized businesses in Russia, online platforms are no longer optional — they’re the foundation of modern commerce.
A new study by the Center for Social Design “Platforma,” commissioned by RVB (the merged company of Wildberries & Russ), shows that 91% of entrepreneurs in the trade sector now rely primarily on digital platforms for sales.
According to the research, 70% of businesses sell through online marketplaces, 59% use classified ad platforms, and 51% operate via social media. Analysts explain that digital platforms are more flexible than traditional retail, allowing sellers to control pricing and sales directly while working with smaller inventory batches. Marketplaces also make it significantly easier for new entrepreneurs to start selling.
Driving Regional Growth Through Digital Commerce
The study highlights how the rise of online platforms is transforming not just commerce, but social life in Russia’s regions. Two-thirds of residents (66%) say online shopping has made purchasing goods easier and faster. Another 55% welcome the wider selection of products now available, while 34% note that the digital economy is creating new local jobs.
Together, these trends underscore how digital marketplaces have become a key driver of economic inclusion — empowering small businesses, expanding consumer access, and stimulating growth even in remote areas.
