Methods and opportunities of attracting clients by E-trade, - PowerPoint PPT Presentation

Methods and opportunities of attracting clients by E-trade, technologies, analytics and success cases April, 2015

01 03 E-commerce today Yandex.Market description 02 Why Yandex

Russian e-commerce market monthly users online 82.9 58% million of all population 30.6 million users buy in e-shops Source: eMarketer, December 2014

Where Russians buy goods Online stores Offline stores 48% UK 40% 35% 55% Germany 37% 49% Denmark 31% Spain 55% 39% Norway 46% 34% Poland 53% 29% 63% Russia 38% 49% The Czech Republic 38% Sweden 48% Source: The Consumer Barometer Survey 2014 (survey of Internet users)

E-trade VS Total retail 10,2% 10,1% 5,7% 5,3% 4,8% 1,9% UK USA China France Germany Russia Source: Euromonitor, Morgan Stanley, 2014

Russian e-commerce market in figures ▌ 31 000 000 buyers online ▌ 50 000 e-shops (TOP – 200 less than 25% of GMV) ▌ 440 bln Rub in 2014 (physical goods) ▌ 27% growth in rubles, 5% growth in USD Source: Data Insight, EWDN, 2014 8

Categories Digital/computer equipment 16,6% 17,5% Air tickets Clothing, footwear and accessories Home appliances 5,7% Train tickets 4,6% 15,1% Perfume, cosmetics Baby goods 5,0% Decoration 5,0% Car accessories 10,4% 5,3% Building materials Others 7,1% 7,7% Source : РБК. Research

E-commerce Growth - Regions 60% 55% 50% 40% 30% 20% 10% 0% Москва и МО Регионы РФ Спб и ЛО Source: selection from 150 Metrika accounts among TOP advertisers in Yandex.Market 10

Why Yandex? 11

Radical shifts in Russian advertising market 2000- 2017 (%) 0% TV 33% 33% Radio 45% 41% Cinema/Indoor 2000 2017 Outdoor Press 6% 6% 0% Internet 20% 10% 5% 1% Source: ZenithOptimedia, December 2014

Contextual advertising is the most popular type of online advertising And its market share continues to grow Banners Contextual Russian online ad market structure dynamics. 28% 32% 37% 39% 40% 42% 72% 68% 63% 61% 60% 58% 2008 2009 2010 2011 2012 2013 Source: RACA, 2014

Yandex – the biggest internet ad platform 558.000 advertisers 55%* online ad market share Source: Company Information, FY 2014, *RACA for 2013, adjusted for commissions

Yandex is Russia’s leader in contextual advertising market 1.5% Yandex 28.5% Google Russia Other 70% Source: eLama, 2014

Bigger than any TV channel 27M 21M Daily reach 15M 9M 3M 2013 2008 2009 2010 2011 2012 2014 Source: TNS TV Index, TNS Web Index, Russian daily audience aged 12-54, cities with population 100 000 and more , without mobile devices, August 2014.

Yandex gives 72% of commercial traffic 28% Yandex.Direct Yandex.Market 53% Others 19% Source: Yandex.Metrika data. TOP 200 shops on Yandex.Market 17

Yandex.Direct for e-trade 18

Yandex.Direct expenditures ЭЛЕКТРОННЫЕ КНИГИ -24% ИСТОЧНИКИ ЭЛЕКТРОПИТАНИЯ -2% АУДИО, ВИДЕО, КИНО И ФОТОТЕХНИКА (РАЗНОЕ) 9% Q1 2014 Q1 2015 ФОТОАППАРАТЫ -21% КИНО И ФОТОАППАРАТУРА 79% НОУТБУКИ -25% ОБОРУДОВАНИЕ ДЛЯ СОТОВОЙ СВЯЗИ 8% АУДИОАППАРАТУРА -7% ПЛАНШЕТНЫЕ КОМПЬЮТЕРЫ -30% ТВ И ВИДЕОАППАРАТУРА -10% СОТОВЫЕ ТЕЛЕФОНЫ 39% Yandex.Direct data 2015 19

Yandex.Market for e-trade 20

Yandex.Market ▌ Price aggregator ▌ CPC model or CPC+CPA model ▌ Auction model ▌ YML ▌ Ratings and shop reviews Main attributes of Yandex.Market 21

Yandex.Market Main page on Yandex.Market 22

Yandex.Market Product Page on Yandex.Market 23

Yandex.Market Yandex.Market on Yandex Search Page 24

Yandex.Market in figures ▌ 66 000 000 goods ▌ in 2 000 categories ▌ 15 000 active stores ▌ 20 mln users per month Data from Yandex.Market, TNS 2015 25

Categories by clicks Electronics Home and garden 22% 20% Computers Home appliances 10% Auto 5% 13% Baby goods 5% 6% Clothes, footwear and accessories 7% 12% Sport and leisure Others Clicks on Yandex.Market, February 2015 26

Visitors by categories on Yandex.Market Все категории 13% Авто 18% Бытовая техника 19% Детские товары 126% Дом и дача 71% Досуг и развлечения 63% Компьютеры -1% Одежда, обувь и аксессуары 28% Подарки и цветы 27% Спорт и отдых 67% Электроника 3% Source: Yandex.Market data. Unique visitors’ dynamics by categories. January 2014 vs January 2013 27

CR by categories on Yandex.Market Все категории 36% Авто 35% Бытовая техника 30% Детские товары 39% Дом и дача 62% Досуг и развлечения 16% Компьютеры 26% Одежда, обувь и аксессуары 25% Подарки и цветы 40% Спорт и отдых 42% Электроника 24% Source: Yandex.Market data, January 2015. Share of visitors who were transferred to e-store in the total number 28 of the category’s visitors

Igor Tarasenko +7 968 6426585 tiotio@yandex-team.ru Igor Tarasenko 29