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Anna Milburn

Three things that are different about Russian internet marketing


The Russian internet landscape is a peculiar place for people not used to the market.

For most of us in the West, search equals Google, social media equals Facebook and e-commerce equals Amazon.

But that’s not the case in Russia. The country has its own homegrown platforms that Russians prefer over foreign alternatives, and it is these local platforms that you need to be on when targeting the country.

Here are three areas of Russian internet marketing you need to be aware are different if you want to succeed at digital marketing in Russia.

1. Search engines

If you want to improve your SEO or run PPC campaigns in Russia, then you need to focus on Yandex, the most popular search engine in the country. Yandex has a 55% share of the search engine market, with Google coming in at second place. Yandex has a wide range of products, including webmaster tools, an advertising platform, an e-commerce marketplace, an online payments option and many more.

2. Social media

The most popular social network in Russia is VK, which has over 80 million users. VK is often nicknamed “Russia’s Facebook” and has many similar features, including many features for businesses. Other popular social networks include OK, Facebook, Instagram, Twitter, Livejournal and Moimir. In terms of video, Russians prefer to watch Rutube, rather than YouTube.

3. E-commerce

The Russian e-commerce market is growing strongly and is approximately worth the equivalent of €16 billion. The most popular e-commerce platforms in the country are AliExpress and Yandex.Market. The most popular items bought online are electronics and home goods. With regards to payment methods, cash-on-delivery is by far the most popular. If that is not possible, then Yandex.Money is another favoured payment option.

I hope this has given you a useful introduction to Russian internet marketing. For more in-depth information, read our free guide below.


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Anna Milburn

Anna Milburn

Business Solutions Manager & Team Leader at Webcertain
Anna is passionate about building long-term strategic partnerships with clients through advising and consulting. With extensive experience in dealing with complex international digital projects, she enjoys applying her diverse skillset and identifying the best solution for global brands. Familiar with a variety of industries, including travel, education, manufacturing and technology, and a wide range of digital channels, Anna ensures that all clients’ international digital strategies are appropriately adapted to each target market. Having a strong academic background, Anna holds a degree in English & German Philology, a Business degree, and a Law degree.

One Response to Three things that are different about Russian internet marketing

  1. AvatarPavel says:

    0. While most machines will suggest that it is St.Basil’s Cathedral and Kremlin is depicted at your picture in reality it is an often critisized parody of them in provincial city of Yoshkar Ola, in Mari El republic in Russia.
    2. It was nearly 10 years ago when Rutube was popular. Since then the platform has dramatically decreased its popularity and is not comparable with Youtube that is really #1.

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