Children's goods are increasingly buying online: in 2020, the turnover of this category on Wildberries grew by 70% to 71 billion rubles. At the same time, sales of Russian production continues to demonstrate a higher growth rate, and the largest share of domestic goods - over 60% - is marked in the category for newborns.
Source: pexels
Sales of goods for children on Wildberries at the end of 2020 amounted to 71 billion rubles (+ 70% year by year in monetary terms and by 88% - in a piece). Most often, parents acquired online clothing, shoes and accessories, whose turnover increased by 38% to 40.4 billion rubles. Also among the most sought-after categories are toys - sales growth by 123%, products for newborns - by 174% and baby food - by 517%.
The most popular product for children who prefer to order online, in 2020 there were diapers - for the year buyers acquired over 4.4 million packings. In addition, among the leaders - children's cereals, more than 1.6 million were sold.
As noted in Wildberries, Russian-made goods in 2020 demonstrated a higher dynamics of sales than the average in the category. The turnover of domestic products for children increased by 96% to 39 million units, while on average, sales growth amounted to 88% in pieces of expression.
The highest proportion of Russian goods is about 60% - marked in the segment for newborns, their sales in physical terms last year increased 3 times. In total for the calendar year, Wildberries buyers purchased about 8.6 million units of clothing, accessories for feeding and hygiene products for newborns domestic production, which became the maximum sales indicator in the category of children's goods. The most high dynamics of sales growth of Russian products - more than 11 times - is marked in the baby food segment.
Wildberries noted that about 6% of all sales of children's goods fell on foreign countries. Russian entrepreneurs exported through wildberries of children's goods in the amount of 4.2 billion rubles, which is 1.8 times more compared with 2019. Most often abroad bought toys, clothes, goods for kids, baby food and shoes for the smallest, and children's cereal, diapers and linen for kids became the most sought-after Russian children's goods.
Earlier, Wildberries launched a new portal for sellers.
In addition, the number of Wildberries suppliers from monogorods increased 10 times.
Retail.ru.