Telegram messenger, officially blocked in Russia, becomes the largest ecommerce platform.
According to Admitad research, in Russia, goods worth 1.1 billion rubles were sold using Telegram in 2019, although only 5% of bloggers advertise them in the messenger.
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Moreover, messengers with a larger audience – WhatsApp and Viber are used more for communication than for commerce.
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It turned out that messengers actively promote products with discounts.
Groups and publics in social networks better sell sports goods, clothes and shoes, electronics, tools and garden equipment.
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At the same time, total sales through traditional online channels, excluding PPC advertising, in 2019 amounted to 86.4 billion rubles, and through new media channels – 8.3 billion rubles. The main drivers of online sales growth in 2019 were PPC advertising (+ 216% or 15.1 billion rubles) and Instagram (+ 243%).