09:11, 27 January 2026

Denis Goldman: “Digital Platforms Are Becoming the Main Market Entry Channel for New Entrepreneurs”

Russian experts explain the drivers behind the rapid growth of online commerce in 2025.

The sharp rise in online retail turnover in 2025 is primarily driven by two mutually reinforcing factors: a surge in entrepreneurial activity in the digital space and the maturity of the country’s technological infrastructure. This view was shared with IT Russia by Denis Goldman, an economist and independent PR consultant with extensive experience working with major marketplaces.

“A 61% increase in the number of small online stores points to strong interest in e-commerce from small businesses in particular. At a time when the total number of small and medium-sized enterprises in Russia has exceeded 6.7 million (according to the Ministry of Economic Development as of April 2025), digital platforms are becoming the primary way for new entrepreneurs to enter the market. Notably, microenterprises account for more than 96% of this figure, and many of them begin their journey online,” Goldman said.

Laws and Infrastructure

Legislative initiatives also play a role, he said, but largely as a background factor. The law on the platform economy, signed in July 2025 and set to take effect in October 2026, introduces mandatory seller verification through unified government information systems, a 45-day notice period for commission changes, and transparent dispute-resolution mechanisms.

“These measures increase trust in digital platforms among both sellers and consumers. But it is clear that the 26% growth in turnover last year occurred before these rules came into force, which means that economic and technological conditions played the decisive role,” Goldman noted.

The main driver, he added, is a shift in consumer habits and the growing willingness of small businesses to operate online. Russia’s digital infrastructure has reached a level where small companies no longer need major upfront investment to get started: simplified tax regimes for automated simplified taxation, affordable store management services, and marketplace logistics have all lowered the barrier to entry.

“Construction materials, sporting goods, and travel agencies all posted double-digit growth. Businesses are adopting technology, consumers increasingly trust online channels, while the state is setting clear rules of the game,” Goldman concluded.

Digital economy