Online jewelry sales up 17% in 2021

Online sales in the total volume of the jewelry market in monetary terms, according to AKIT, reached 13% already in 2020, and in 2021 – increased to 17% of the total volume of the jewelry retail market, which by the end of this year will reach 283 billion rubles.

Online sale of jewelry made of precious metals and stones was allowed two years ago by a government decree in December 2019.

According to the vice-president of AKIT Leah Levinbuk, today the growth of online sales in a number of regions is up to 40%. The most active consumer demand is in the Central, Northwestern, Ural and Volga Federal Districts.

“The dynamics of growth in the share of online jewelry sales will continue in the coming years. In 2022, about 20% of purchases will be made online, ”said SOKOLOV Managing Partner Artem Sokolov.

According to him, the rise is due to the growth in the share of federal jewelry chains and confidence in them. This allows you to shop online without trying it on.

Women most often bought earrings on the Internet (46%). Earrings in general are a leader in online sales due to the universal size that does not require trying on. Men take risks and buy rings online (29%). At the same time, only 4% of buyers bought wedding rings online. In terms of value, among purchases, products of the low price segment are in the lead – 37% are jewelry worth up to 3,000 rubles. For comparison, purchases over 30 thousand rubles account for 5%.

Half of the men participating in the survey (51%) prefer to order jewelry at the sites of specialized jewelry stores, while women prefer the marketplaces (47%). In the overall structure of jewelry e-com, marketplaces account for 42%, websites and jewelry companies – 48%,
8% of respondents bought jewelry on social networks and on ad platforms.

AKIT conducted an online survey on the Yandex.Vzglyad platform. It was attended by 4.4 thousand people – men and women over 18 years old, residents of large Russian cities.