However, there is a decrease in the average check. So, in 2021, the average purchase price of goods in the clothing category on Wildberries was about 592 rubles. (-eleven%). Buyers spent an average of 866 rubles on shoes. (-15%), and for various accessories – about 496 rubles. (-17%). The decrease in the average purchase price is due to the influence of the “fast fashion” phenomenon, as well as the expansion of the range of goods on the online platform due to the development of cooperation with entrepreneurs, the company explained.
In Wildberries, the number of products from Russian entrepreneurs increased by 52% over the year, most of all in the categories of accessories (+154% yoy) and clothing (+93%) for newborns, as well as sportswear and footwear (+138%) .
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At the same time, Russians in the fashion segment are increasingly choosing goods from Russian manufacturers: sales of domestic goods increased by 77% (with an average growth of 55%). At the same time, products from Russian manufacturers are also popular with foreign buyers of Wildberries. In 2021, they bought 53% of Russian clothes and shoes, and the most active buyers were residents of Israel, Germany and Latvia.
At the end of January, Wildberries told RBC that at the end of 2021, the company increased GMV (net turnover from sales of goods and services, including returns) by 93%, to 844 billion rubles. In the fourth quarter of last year, this figure amounted to 304.8 billion rubles, having updated the historical maximum.
In addition, the number of orders on the platform for 2021 increased by 146%, to 808.6 million, and the number of buyers reached 113 million people.