Modnique, a global fashion e-commerce company headquartered in Southern California, announced today the inauguration of a Russian site, which is the company’s first localized e-retail outlet. Modnique.com/ru includes regional style preferences, full Russian language capabilities and local payment methods, enabling its Russian consumers to shop for globally sourced brands in the same way as English-speaking shoppers.
Modnique started serving e-consumers from Russia through its English language website in September 2012, the site’s CEO Einaras Gravrock told East-West Digital News. Today 55% of Modnique’s total business comes from outside of the United States, including 7% to 8% from Russian consumers.
In Q3 2013, the company experienced a 128% year over year increase in site visits and a 145% increase in revenue from Russia and Ukraine.
“Our mission is to provide international brands to consumers everywhere,” said Gravrock. “We’ve been successful with our English-speaking customers and now want to extend this shopping experience by providing regionally focused versions of our site. After closely monitoring our global consumers’ behavior and understanding international e-commerce trends, it was clear that our first localized site would launch in Russia.”
Modnique’s digital marketing team is promoting the site on Russia’s popular social media sites, VK.com and Odnoklassniki, and executing targeted marketing campaigns in Russian. Modnique.com/ru has been tailored to the use of local payment methods including Qiwi, Webmoney, Yandex.Money, and bank transfers from local branches in addition to major credit cards and PayPal.
The site provides customer service in Russian in relevant time zones and is offering free shipping on orders over $99 for a limited time.
According to a report by East-West Digital News, the Russian online cross-border sales market could reach $3 billion dollars this year, almost doubling from last year.
Among international retailers recently opening a Russian version of their website are Asos, Fly and Zara.
RUSSIAN E-COMMERCE AND CROSS BORDER SALES REPORTS – The total volume of Russian online retail is expected to reached more than 16 billion this year, up from $13 billion in 2012, not including $3 billion for cross border sales. In partnership leading universities and consultancies, EWDN has published an in-depth research on this industry.
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