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Russian Revolution: Has Asos got what it takes to corner the market?

Debuting five months earlier than planned, Asos launched its Russian site this week. Victoria Gallagher takes a look at how Asos will make its mark on the country.

“The big news is Russia.” This was Asos’ chief executive Nick Robertson‘s first remark to me when discussing Asos’ results this week.

Instead of launching in October as was originally planned the etailer brought forward the launch to yesterday (May 1), having decided to use its distribution centre in Barnsley instead of one in Russia.

Asos had undertaken consumer research that showed Russian shoppers do not mind waiting a week or two for their deliveries - the sheer size of the country, coupled with with general logistical problems mean that a fortnight is a relatively standard waiting period.

The business has done its homework - although the launch has come earlier than expected, Asos has been planning this move for years and knows the market, and its customer, well.

In China, for example, the etailer is setting up its own warehouse operation as delivery expectations are similar to those expected in the UK, with consumers increasingly expecting services such as click and collect and next day delivery.  

In Russia Asos has not had to make as many fundamental changes and as Russia is already the etailer’s fifth biggest market outside of the UK. With the launch of a Russian site, the only way is up.

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Readers' comments (1)

  • It's a bit simplistic to state that Russians do not mind waiting a week or two for their deliveries... it's just that they have no choice when ordering from abroad. Even if they have access to equivalent items from Russian-based retailers, the prices are normally much higher domestically.
    Here's some more analysis of ASOS Russia: http://intersticeconsulting.com/russia/e-commerce/asos-opens-in-russia/

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