A study by Mail, conducted in September 2026 among 3,078 Russian users, reveals that 54% of respondents make impulsive online purchases. Financial considerations play a significant role, as 44% of participants link the speed of their decision-making to the price of the item, and 40% prioritize cheaper options during product comparison.
Consumer behavior is increasingly shaped by digital content, with 20% of users admitting to spontaneous purchases after viewing text posts or videos. While 30% of shoppers search for goods directly on marketplaces and online stores, others rely on recommendations from friends (17%), search engines (14%), or reviews and advertisements (10% each).
Electronics and home appliances account for nearly half of all purchases made through advertising channels. The survey highlights that beyond Moscow and Saint Petersburg, the most active participants in online shopping discussions were residents of Krasnodar, Yekaterinburg, Chelyabinsk, Novosibirsk, and Voronezh.
