MOSCOW, January 29. The market for niche marketplaces in Russia grew by 27% and reached 591 billion rubles last year, according to the results of a study by Tinkoff eCommerce and the analytical agency Data Insight.
The study analyzed the market for niche marketplaces in Russia — online -platforms that unite sellers of goods of the same category.
The study includes data for 2021-2023, analysis of the structure of the market and the platforms themselves, key differences between niche marketplaces and other platforms and possible scenarios for the emergence of new niche marketplaces, advantages for sellers on marketplaces and buyers, ways of developing such platforms, as well as a development forecast segment for the coming years.
As part of the study, it also became known that more than half of the niche marketplace market was accounted for by food delivery aggregators (53%). Almost a quarter of the turnover comes from Lamoda sales (22%). Marketplaces for auto parts occupied 8% of the market, large category marketplaces (Detsky Mir, M.Video, Leroy Merlin and others) – 8%, other categories – 6%, pharmaceuticals – 3%. In addition, the researchers came to the conclusion that if current market development trends continue, the sales volume of niche marketplaces will exceed 1 trillion rubles in 2026. There are now more than 100 niche marketplaces on the market.
Niche marketplaces are a high-quality additional sales channel for entrepreneurs due to a unique loyal audience, high sales conversion and profitability, as well as low commissions.
The findings also say that more than half of the respondents choose a niche marketplace to search for collectibles and goods that require expertise or tailored to specific needs or physical characteristics, as well as products for professional purposes.
Researchers argue that the further development of niche marketplaces can go in two ways. The first is transformation into a universal marketplace, the second is the expansion of geography and the inclusion of related categories. The first option is less attractive because it hides many difficulties.
Among the main barriers to universalization are the following factors: high competition; difficulties in mastering radically different categories; a large resource for technical improvements to the platform; a consolidated image of a niche site, as well as a decrease in sales conversion.
The most logical and effective option is to expand the segment using categories that fit into the business model of the site, as well as entering not only new regions, but also new countries, noted in the material.
«Over the past few years, niche marketplaces have been constantly discussed in the market. This is an actively growing segment, which in the coming years could reach 1 trillion rubles, and it is very important not to miss the stages of its development. In 2023, when large online stores began to switch to the niche marketplace model , and in the news every week there are mentions of new similar platforms, it’s simply a shame not to understand them. Tinkoff eCommerce and Data Insight decided to analyze this young progressive niche and finally mark these players on the market map,” the words of the director of Tinkoff eCommerce are quoted in the results of the study Ilya Kretov.
He is sure that niche platforms are not competitors to universal marketplaces, but they absolutely need to be used to increase sales and find new customers. They can offer something that the big players do not have: deep expertise in the category, high profitability, an audience motivated to buy, and not just wandering around the Internet. In an era of extreme competition, niche marketplaces can become a breath of fresh air for sellers.
«It’s not too late to invest in niche marketplaces. On the contrary, now is the time to invest in them. Because buyers are used to buying on the Internet, they’re used to buy on the marketplace. But the service and expertise that universal platforms offer is not enough for them, and they want the service and expertise of niche platforms,” says Data Insight partner Fedor Virin.