Russia’s largest internet company, Yandex, is teaming up with Leeds-based Search Laboratory to help British fashion retailers sell online in Russia and highlight why the market has such huge potential.
Yandex is the world’s third largest search engine, accounting for more than 60 per cent of all online queries in Russia.Search Laboratory manages global search marketing campaigns for clients such as ASOS, River Island and Ted Baker.
Both companies believe that British fashion brands can experience success online in Russia with Yandex currently handling tens of thousands of searches a month from Russians looking for foreign clothing retailers.
Search Laboratory Commercial Director, John Readman, added: “We’ve been banging the Russian ecommerce drum for a while now because all our research points to it being a future big player in online retail, so it’s great to have Yandex’s help in getting this across to retailers.
“What’s more Russians want to buy British, so why not give the customer what they want? That’s where ourselves and Yandex can help.”
At a joint roundtable at a fashion summit in London tomorrow, Yandex and Search Laboratory will make the case to industry figures about why now is the time for British retailers to expand into the market.
The reasons include:
· 36 per cent of Russians buy from foreign online retailers, with the UK accounting for 21 per cent of these purchases.
· Foreign clothing companies make up 13 of the top 25 searched-for brands on Yandex.
· Distrust about fakes and delivery has led Russians to shop online abroad.
