Today, in the TOP of popularity among entrepreneurial projects for beginners is an online store. The scheme, which seems ideal for those who want to make money, which features a free template found in, the best-selling product and cash flow from grateful buyers pouring into the pocket of a businessman, is advertised and discussed everywhere. Many people are trying to work on it. However, for all its apparent profitability, it does not give the effect that it promises.

But trading through a virtual platform has a lot of advantages:

• you can get by with a minimum start-up capital;
• there is no need to solve problems with a “real” outlet, that is, to look for and rent a room, obtain various permits for it, repair it and arrange it;
• an online store does not need to hire numerous qualified personnel;
• here you can apply the approach of self-implementation of the idea, where it will start the whole project and save money;
• when using the Internet site, there is no need to purchase goods and store them in a warehouse;
• market coverage is not limited to a certain area and a specific number of consumers who can physically visit the store, the format allows you to expand the boundaries and time frames of work.

Statistics also confirm the prospects of this direction.

E-commerce in numbers: dynamics of development

Many studies conducted by both international analytical organizations and domestic ones show a sharp increase in the share of online commerce. This surge began in 2009 and was catalyzed by the 2008 global economic crisis. This has contributed not only to the fact that declining incomes have forced people to look for ways to save money when shopping (online stores are known to offer lower prices than "real" stores), but also the fact that many companies have transferred all or part of retail into the virtual space, and this allowed them to save on the expenditure side. The latter, in turn, made it possible to offer competitive prices to the end consumer. That is, an online store is a profitable “vicious circle”, where both the buyer and the seller have advantages. The statistics only confirm this:

• over the past five years, the pace of development of Internet commerce has significantly exceeded the growth rates of global trade;
• volumes of sales of goods using remote access, according to forecasts, in 2017 will reach 2.36 trillion. dollars;
• The number of people using the Internet to make purchases is growing steadily, exceeding 1.321 million in 2016.

Similar trends are also observed in Russia. Despite the fact that the share of the total retail volume in the Russian Federation is very small (they account for only about 5% of all retail sales), it is constantly increasing. And this growth is very noticeable, it is almost 25% annually. That is, according to forecasts, by 2025 it can account for almost 10% of the entire market, and this is incredible progress. Several factors contribute to the popularization of e-commerce:

• competitive prices;
• ease of use;
• expanding the possibilities of the buyer in terms of the use of various payment systems;
• related service and its improvement.

However, if everything is so rosy, why aren't all of us "raising millions" on e-commerce yet? To the question whether it is possible with the help of i / m, one can only give an unequivocal answer - no. And not because a serious start-up capital is needed to launch and / m, but because this concept is sometimes perceived one-sidedly. Without the investment of time and effort, no project can be realized.

On the other hand, with a competent approach and investment of your own time, effort, and even a small, but still significant amount of money, this is a promising direction in retail.

Brief overview of e-commerce in Russia

Domestic statistics confirm the high pace of development of e-commerce. Only in 2013 (compared to 2012) the number of i/m increased by 20%. Unfortunately, there are no statistical data to date, but the forecasts of past years assumed a sharp positive trend. On the other hand, there is no information about those projects that were closed or "quietly died."

Today, almost a third of the population of our country already has the experience of shopping on the Internet, more than half use the Web and do not mind using it to purchase goods.

According to the form of payment in Runet, cash payments are in the lead, followed by cards, then offline payments and the use of electronic payment systems such as Yandex.Money.

In terms of product structure, the Russian online market differs significantly from the global one. Cardinally - in the position of electronic books, discs, music, films and other products with copyright. If in other countries it is seriously protected by law and the consumer is forced to pay for this kind of product, then we can get it for free. Copyright control in the Russian Federation is not sufficiently reliable, so much is freely available.

TOP best-selling goods on the Internet in Russia

Between experts and statistical calculations obtained by surveying consumers, positions on the issue of building a rating diverge. It is worth analyzing several positions of the best-selling products through the online mode and find out who is still right.

Electronics and technology

It is immediately worth noting that within this niche there are big distinctions. You can distinguish between large and small household appliances, as well as electronic devices. In general, this group accounts for almost half of all sales (44%) on the Internet. Because both the advantages and disadvantages are similar, several subspecies of goods can be combined here. In various studies, they are given several first positions in the rating.

Small household appliances, which can include kitchen appliances, irons, hair dryers, vacuum cleaners, electric shavers and the like, have a very high popularity. The share of these products in the total number of purchases through i / m is almost 15%.

There is also a great demand online for small electronics, which include smartphones, mobile phones, players, and cameras. There are also computers and accessories for them.

Large household appliances, washing machines, refrigerators, air conditioners, hoods, etc. are also in demand. In total, they account for almost 8% of purchases.

Demand is driven by several factors:

• the price on the Internet is always cheaper than in stationary outlets;
• the possibility of calm shopping without effort;
• you can choose the best model according to the descriptions, specifications, photos, reviews.

Product niche for the seller and its advantages:

• high margin allows you to make work i / m more efficient, that is, you can earn more money on one operation, spending less effort on it;
• the justification of the ratio of the cost of delivery to the purchase price - the consumer more easily agrees to the purchase.

Disadvantages of a niche for i / m:

• high competition, often too big, which simply will not allow a newcomer to break into it;
• massive currency risks - even with a time difference of several days from the moment of purchase and payment by the end buyer, you can lose a significant amount on the difference in exchange rates;
• potential dangers of obsolete models and a sharp decline in demand for them;
• the need to keep prices low, which is often problematic for small businesses;
• the need for deep knowledge of the topic, a kind of "advancement", when you can highlight any technical detail in detail for the client;
• the risk of product returns, the need to deal with after-sales service and similar issues;
• cooperation with delivery services that guarantee the safety and integrity of goods in transit.

Clothing and footwear

According to statistics, this product niche in online trading occupies about 13% in the sales structure. The main contingent of buyers are women of various ages. I / m, offering this kind of products, you need to adhere to several rules in order to attract a client:

• high quality goods and a well-known brand manufacturer;
• convenient store navigation;
• excellent photos with correct color reproduction and detailed descriptions of each model;
• services for the delivery of several models, fitting "on the spot".

Many today offer their partners just such terms of cooperation. By doing this, they not only expand their sales markets, but also help and / m in the development and increase in sales.

Advice: if you decide to sell goods from this group, create not just a beautiful showcase, but also give your customers maximum opportunities. Only by providing the client with a guarantee that he will be able to try on the model he likes in the photo, find out if it is comfortable for him in it, whether it sits well on the figure or leg, and return the one that did not fit, you will get a chance for him to return again. This will be your significant competitive advantage in the market.

Niche cons:

• seasonality of goods;
• transience of fashion trends;
• the need to receive high-quality photos from the manufacturer or supplier;
• the complexity of organizational issues in the activity and / m (synchronous work with professional delivery services is required, additional agreements with suppliers on the return of unpurchased models when sending several to the buyer for fitting);
• often requires the purchase of goods for a certain minimum amount, and this can lead to "deposits" in the warehouse if the products are in little demand;
• it is necessary to have a taste, an understanding of fashion trends, to feel the market.

Advice: if you decide to focus on this product niche, then pay attention to the high demand that exists in small towns and rural areas, deprived of large shopping centers and retail chains offering good-quality and fashionable clothes. Expensive things, winter boots and jackets, sheepskin coats, demi-season shoes and outerwear are good here. Since there are few offers "in real life", buyers use the Internet, especially since confidence in the format has increased in recent years.

auto parts

These products account for almost 10% of the total e-commerce sales. By the way, over the past few years, the group has shown a positive growth trend, pushing children's goods. Niche features:

• There is a long range of positions that are hard to come by. Here we are not even talking about “native” parts for imported or rare cars, for which the demand is not very high, but about those things that are used everywhere, for example, sun screens on the rear window. It is much easier for a motorist to find such a product in the i / m and not go to all the car shops and markets of the city.
• Narrow specialization. Applying this approach to the formation of the assortment, you can count not only on a constant flow of interested customers, but also on the optimization of advertising costs.
• The small dimensions and weight of many auto parts, which facilitates and reduces the cost of delivery.
• No need for service in most cases. If this is required, then many manufacturers have an extensive network of centers where a warranty card issued in your i / m will be accepted.

Cosmetics and perfumery

According to various studies, this group is ranked 6th and 8th in the TOP-10 best-selling goods via the Internet. However, there is a nuance here - each unknown brand of products arouses suspicion among a potential buyer. It is better to form your showcase from branded products that are well known to consumers, as well as widely represented on the market. That is, by offering a lower price than stationary outlets and boutiques, you enable your client to purchase a perfume or cosmetic product at a profit. The scheme works like this:

• the consumer has already tried the cream, lipstick, hair mask, wants to buy it again and gets an interesting price from you;
• or he found an attractive position in i / m, went to the store, sniffed / used a probe and bought it online, saving on the purchase.

In the necessary conditions and / m working in this niche:

• excellent window dressing, photos, competent descriptions;
• compliance with the deadlines for the sale of products;
• proper storage of cosmetics, if it passes through the warehouse and / m;
• obligatory updating of the assortment, constant replenishment with new products and trendy goods.

Home goods and furniture

On this position, there are also some discrepancies in the opinions of experts. Some put it in 4th place and give away almost 6% of the online market. Some believe that furniture is not included in the TOP 10 at all due to the fact that buyers prefer a personal tactile acquaintance with the item they are about to purchase. The ideal combination for this kind of sales is the presence of an exhibition center and / m, where you can order cheaper.

With a subgroup of household goods, things are a little simpler. Their choice is not necessarily associated with the need to visually and “live” evaluate the dimensions. That is why small pieces of furniture, many goods for the home and garden are ordered via the Internet.

Of particular note are interior items from the exclusive category. A handmade picture frame, a mosaic wall panel, a vintage dressing table - all these things are very expensive, but they will almost always find their buyer. Even in times of crisis, no one cancels anniversaries and celebrations, gifts. And such exclusive things are the best present, and they are usually chosen on the Internet. In addition, the competition in this segment is low.

Advice: if you are attracted to a niche of exclusive interior items, then you should initially start looking for suppliers of such products. It is from this point that you need to start your project.

Goods for children and toys

This group is given 4% of the online market and 5th place in the TOP, although, most likely, such an assessment is subjective. The figures are given on the basis of surveys of Internet users, where the cut of the target audience was not fully taken into account. Young parents who are busy with household chores and caring for a baby will prefer to order the necessary goods on the Internet and will not waste precious time shopping. Online shopping saves not only time and money, but also effort. Therefore, goods for children are increasingly being bought in i / m, and the market share of this niche is only growing. Moreover, the age of the parents is just within the limits that coincide with the indicator of the most active Internet users.

Nuances important for a niche and / m:

• high quality goods;
• mandatory certification of each unit of production;
• compliance with the established sanitary standards of the goods themselves, the conditions of their storage and delivery, packaging, etc.;
• the possibility of returning some items for various reasons;
• convenience and multivariate payment, as well as the receipt of goods.

CDs and books

Only 2% is given by experts in this product niche. The lack of copyright protection in our country makes much of this category available without payment. Although the situation is slowly changing, and free services for downloading music and books are becoming less and less. Perhaps in the future, such goods will be bought more actively.

It should also be taken into account that in the regions and areas remote from the center there is a “book hunger” and a still steady demand for paper media.

In addition, special literature of a scientific and technical nature, educational materials, and children's books are actively bought. By choosing this type of direction for your i / m, you can get a steady stream of buyers.

It is also worth noting here that the "fat" on book products is quite high, and there are no difficulties in organizing delivery. This product is small-sized, light in weight, does not require special packaging (a fairly dense cardboard box, suitable in size), service. Yes, and returns in this category are extremely rare, the only reason is damage during transportation, which is easy to avoid.

Other and its features

Almost 4% of the online market is occupied by the “other” category, under which many goods are hidden that are successfully sold and are in constant demand. For many start-up entrepreneurs looking for their own niche, it is this niche that is of great interest, because the originality of the product can attract a potential consumer, and the competition will be extremely low.

If you are not very attracted by the opportunity, but want to try your hand at online trading, then pay attention to the following product groups:

• Author's jewelry and bijouterie. By concluding a cooperation agreement with the craftsmen, you can sell their products. The conditions for obtaining income can be different - either a trade margin, or a buyout at a wholesale price, or a format.
• Souvenir products and gifts. There are also interesting things author's, handmade, folk crafts, artisans. They are unique and always in demand. These are not products of general use, so the approach to their implementation must be original, as well as to advertising campaigns. It takes a lot of time to search for such goods in reality, so potential buyers prefer to look for them on the Web.
• Stylish leather goods, belts, wallets, bags, handmade purses. Finding them within walking distance is problematic, but buying on the Internet is convenient. There are no fittings required, you can choose a thing from the photo. The popularity of the product is at a high level, and / m with such products need only a well-constructed advertising campaign.
• Goods for pets. Toilet fillers, food, leashes, clothes for dogs, collars and much more. The Internet is more convenient for buyers of such products according to several criteria: lower prices, free delivery to the door (you don’t have to carry heavy bags on your own, because you often have to buy packages of several kilograms at once), there is not always a specialized store nearby with the right product , and it is inconvenient to go for the necessary food through half the city.
• Items for collectibles and hobbies. A huge single topic with an incredibly large number of possible positions. Here it is necessary to understand that the trade in this product group requires the owner and / m and his staff to be passionate about the subject of sale, deep knowledge of the subject and full dedication. Among the disadvantages of the niche is a limited number of buyers, but it can turn into an advantage if the brand proves itself on the positive side and has constant repeated appeals. Of the indisputable advantages - an enthusiastic person will pay for his hobby in a crisis situation, that is, this factor will not greatly affect the profitability of an online store.
• Goods for tourism and recreation. This niche slightly echoes the previous one, here the enthusiasm of people also plays an important role, although many goods on the market are imported, that is, there are currency risks. On the other hand, outdoor recreation is increasingly gaining popularity, and the demand for a product niche is increasing.
• Intimate products and goods from sex shops. Anonymity is highly valued in this category. Agree, it is much easier for a client to hide behind an e-mail and a nickname than to go into a real boutique and choose something “strawberry”. Such a product will always find its buyer, because sex toys and intimate products are already an integral attribute of our life. Yes, and you will always pay for the pleasure. And this is already a significant prospect for development.

• When choosing a product range, rely on your knowledge. It is impossible to successfully sell tablets or auto parts without completely understanding what is written in the technical data sheet, or without understanding how one router model differs from another.
• When deciding on a niche, consider your preferences. Any failure, routine work, fatigue can be overcome only if you really love the product that you offer to customers. Otherwise, your project will certainly be doomed to failure.
• Focus on creating an accompanying service that can make any purchase in your i / m as convenient as possible for the buyer. Only then can you count on positive feedback and customer returns.
• The future of e-commerce is not only in the capitals and metropolitan areas. The format is slowly moving to the regions, capturing small towns and the countryside. Give the customer from there what he needs, that he cannot buy it in nearby stores. So you can win this market.

Profitable niches for trade: pilaf via the Internet, knives, optics and much more.

Since the establishment of commodity-money relations, trade has been one of the most profitable types of business. However, during a crisis, the question of what is profitable to trade becomes especially relevant. Which product will be in demand for sure: already well-known and “promoted” or innovative? Low or high price range? Domestic or imported production?

To understand which product to choose for promotion, you should analyze the market situation in various segments, the prospects for its development, evaluate distribution channels and the level of competition.

Market situation

Nowadays, citizens' incomes are declining, and this entails a decrease in their purchasing power. According to Rosstat, in 2015 the real disposable income of Russians fell by 4%, and in the 1st quarter of 2016 - by another 3.9%.

According to research by "Romir", approximately 70% of our compatriots in 2015-2016. began to save up to 10% on the essentials: groceries, clothes, shoes, and other non-food consumer goods.

Sociologists distinguish four types of buyers depending on their chosen cost-saving strategy (see Table 1).

Similar trends are observed in online sales (see Figure 1).

*Data are presented without taking into account online orders of ready meals, tickets, digital goods, bulk purchases

In 2015, according to Vedomosti, they grew by only 3% adjusted for inflation (excluding - by 16%). This is 2.5 times less than in 2014 (8% adjusted for inflation). In an average online store, the check “grew” by 8% and amounted to 4,050 rubles, the number of orders also increased by 8% (growth to 160 million)

According to Data Insight statistics, consumer interest has shifted from electronics and household appliances to budget goods: inexpensive clothing and consumer goods. At the same time, the share of premium brands and expensive goods has decreased. The leaders are sports goods, products for animals and children's assortment.

Summary: the situation on the market makes us think about the formation of a fairly wide range, designed for an audience interested in saving. At the same time, the quality should be acceptable, since competition in the low and medium segments has been and remains high. The marketing strategy should be targeted at different categories of citizens and take into account their preferred ways of saving.

What do buyers want?

Let's take a look at what commodity is profitable to trade today, using the example of successful startups and the most popular franchises (according to Forbs 2016).

Food: pilaf via the Internet

Food items are among the essentials. Even in times of austerity, buyers will never exclude them from the consumer basket. So, in this niche you can take your place. This is exactly what the young entrepreneur Ilkhom Ismailov did. In 2014, he opened an online Uzbek food store Plov.com.

Starting capital - 1 million rubles from their own savings - was spent on equipping the kitchen and creating an order-taking website.

At first, the entrepreneur and his partners only sold pilaf, but in 2015 they expanded their assortment and began to offer sweets, salads, manti, pastries: sales increased by 88%. The online store's revenue in the period from January to April 2016 increased by 2 times compared to the same period last year.

The nearest plans include creating a franchise (there are already about 200 requests from potential franchisees) and opening a business offline: “We understand that we need to go offline,” says Ilkhom Ismailov. — In summer, people try to spend more time outdoors, in parks. We need to be where our customer is.”

According to the results of 2015, I. Ismailov became the winner of the “Young Billionaire School”, annually held by Forbs, and his project was recognized as one of the most promising.

Cooking at home: knives for amateur cooks

During the crisis, people began to visit cafes and restaurants less, but at the same time they still want to eat tasty and beautiful. This trend was noticed by entrepreneur Alexei Yakovlev and signed an agreement with Samura Cutlery, the largest manufacturer of steel and ceramic knives. By promoting the products of this company in the middle price category, you can interest amateur cooks in it. The idea justified itself: today, the Samura franchise (TOP-5 of the Forbs rating in 2016) has 250 points of sale (23 opened in 2015).

Initial investment - 250,000 rubles: involves the cost of equipping a retail outlet and purchasing a starting batch of knives. The franchisee's revenue is 3.75 million rubles, profit - 2 million rubles (knives are sold with a 160% mark-up).

Good vision for the price

Demand for health products is consistently high. This explains the success of icraft optics, a federal retail chain of stores selling ready-made glasses and making them to order (it has its own lens-turning workshop). Franchise TOP-12 of the Forbs rating. Currently, there are 130 own and 350 franchise outlets (120 opened in 2015).

Business geography - more than 100 cities. There are no royalties or lump-sum fees. For the entry fee (1.4 million rubles), franchisees receive commercial, lighting, medical equipment and a basic batch of goods.

The franchisor offers partners the opportunity to make up to 300% of the retail margin and, as a bonus, gives 50% compensation for advertising costs.

Revenue - 6 million rubles, profit of the franchisee - 3 million rubles.

For children's creativity

Investing in the younger generation is considered by most parents to be paramount and most profitable, therefore, among everything that is now profitable to trade, goods for children occupy one of the first places. Let's dwell on them in more detail.

If we talk about the offline format, then the franchise for the sale of kits for creativity "Orange Elephant" (TOP-15 Forbs rating) is successfully moving forward: 10 own and 422 franchise points. Franchisors have their own production in China of kits for drawing, modeling, design, decor. Today it is one of the most recognizable and rapidly growing chains of products for children, represented in 61 cities of Russia, as well as in the CIS, Europe, Asia, and South Africa. In 2015, 85 new Orange Elephant outlets were opened.

Initial investment - 250 thousand rubles. Estimated revenue - 7.5 million rubles, profit - 1.9 million rubles.

What is profitable to sell online?

Today, almost everyone can create their own online store. But not everyone knows what to fill it with. The editors of Segodnya invited experts to clarify this issue. Here are some of the categories they recommend for promotion and their marketing features to look out for (see Table 2).

But not everything depends on the popularity of a particular product. In order for trading to be successful, professionals recommend selling what you yourself are well versed in. If the seller is an expert in his product, the buyer treats him with confidence and quickly becomes a regular, recommends him to friends. This must be taken into account when choosing your trading niche.

According to Yandex.Market and GfK Rus, December 2015

Over the past year, the economic situation in Russia has deteriorated, the sharp depreciation of the ruble and the acceleration of inflation have led to a reduction in demand in the consumer market. At the same time, the volume of online retail trade continues to grow. Thus, the total sales volume on Yandex.Market from January to October 2015 amounted to 72.5 billion rubles

Calculated taking into account the number of clicks from Yandex.Market to online store sites, the cost of goods that users are interested in, and the likelihood that the user will eventually buy the product.

23.6% more than in the same period of 2014. This study tells about how the e-commerce market in Russia works and what has changed in it over the past year. Key data obtained from a survey of Russian online shoppers conducted by Yandex.Market and GfK Rus in September-October 2015.

Shopping in Russia and abroad

Popularity of Russian and foreign stores

The main change in the geography of online retail in recent years has been the sharp rise in the popularity of Chinese online stores. In the past 12 months, more than half of those surveyed have used Chinese sellers, up 30% from 2014 and double the number from 2013. At the same time, interest in stores in other foreign countries has decreased: only 23% of respondents made purchases at least once in the last year (26% in 2014). Russian online stores are still in great demand: more than 90% of buyers place orders in them.

The popularity of Russian and foreign online stores in different cities differs markedly. The smaller the city, the higher the proportion of residents who place orders in China. Of the millionaire cities, Chinese stores are especially popular in Omsk. And the demand for the services of online stores in other foreign countries is highest in Moscow.

Along with the growing popularity of Chinese stores, the number of buyers who have encountered problems with the delivery of goods has noticeably increased. Over the past year, among those who made purchases abroad, 26% received poor-quality goods (21% in 2014), 12% - not what they ordered (9% in 2014), 7% did not receive the goods at all and could not return money (5% in 2014).

The demand for the services of foreign online stores is almost entirely satisfied by several popular sites. Among Russian online stores, the demand is distributed more evenly, the leaders have a smaller market share. At the same time, more than 70% of the Russians surveyed use Yandex.Market to select goods.

What goods are bought in Russia and abroad

In Russia, the majority of online shoppers order small household appliances, clothing and footwear, and cosmetics; abroad - clothes and footwear, children's goods, mobile devices (mobile phones and tablets). Chinese stores are more likely than average to buy mobile devices, in stores in other countries - cosmetics. Since last year, there have been fewer people who have bought clothes, auto parts and small appliances from European and American websites, while the number of buyers in Chinese stores has increased in almost all categories of goods.

Product selection, payment and delivery

Relationships between sellers and buyers

Online merchants continue to market their services effectively. Over the year, the share of buyers who have their favorite Russian online stores increased from 62% to 65%. Half of those surveyed said they made their last purchase at a discount.

The share of respondents who at least once a year made unplanned purchases (ordered goods that accidentally caught their eye on the Internet) was 65% (in 2014 - 63%). The main reasons for spontaneous purchases are discounts and free shipping. Unplanned purchases are especially common in Kazan and Rostov-on-Don.

Joint purchases

Joint purchases

Pool shopping - when several orders from different people are combined into one order.

22% of those surveyed have done it on the Internet at least once in the last year. Most often, they buy clothes and shoes, goods for children and cosmetics. The main motives for joint purchases are discounts for bulk orders and low shipping costs. In small cities, this method of ordering goods is more common on average than in large ones, and among the million-plus cities examined in the study, joint online purchases are most popular in Novosibirsk.

Mobile devices

When choosing and buying goods in online stores, people are increasingly using mobile devices - tablets and smartphones. Almost 30% of respondents have ever made purchases on the Internet using a smartphone, and almost half of them made orders through special applications. The proportion of people who shop using smartphones is especially high in Kazan and Samara.

Payment for purchases

The most popular way to pay for purchases in Russian online stores is cash payment at the time of delivery: in 2015, 71% of respondents paid this way (73% in 2014). At the same time, more and more buyers are choosing non-cash payment methods: in 2015, 69% of respondents used them when buying in Russian stores (62% in 2014). At the time of ordering (prepaid) with a card at least once a year, 54% was paid, at the time of delivery - 34%.

Delivery

Since last year, the share of online shoppers who have used Russian Post delivery has noticeably grown: for the first time, there are more of them than those who chose courier delivery. Demand for Russian Post services is especially high in small towns. The proportion of people who picked up their orders from parcel terminals is gradually growing

What to offer the consumer, and to profit from it? What is more profitable to implement on the market in the coming years will be discussed in this article.

What is a hot commodity

A hot commodity is a product that is in high demand, it is easy to find a buyer for it. However, not in every case, popular goods can be unequivocally recognized as reliable and profitable for the seller - those for which a person will come, even if he is limited in cash. Therefore, before choosing products for sale, it is always necessary to take into account not only the level of saleability at the moment, but also in the future, as well as calculate the profit per unit of goods sold at the checkout.

Good selling item- this is a product that will be equally taken both in a crisis and in moments of economic development.

It is easier and more reasonable for an entrepreneur to get a little less income by selling reliable products (always needed) than expensive risky products that are purchased ad hoc. Compare cereals and delicious seafood: a person can eat buckwheat several times a week, while he will take caviar or shrimp only on holidays.

The simplest examples of in-demand goods

If you sit down for a moment and think about the most frequently bought in Russia goods, bread, cigarettes and alcohol come to mind. So it is, but this does not mean at all that opening a business selling any of these products is guaranteed to bring high and stable incomes or any advantages compared to other products.

Take, for example, cigarettes - one of the most popular products in the Russian Federation. The cigarette business is far from the most profitable. It's all the fault of the system, which is aimed at the formation of maximum prices in this particular niche.

Or consider alcohol.

Not every drink from a huge variety will be on the list of popular leaders. Expensive elite drinks - wines, cognacs, whiskeys, in rare cases, will be able to bring a stable income to the business owner in the same way as cheaper and more affordable drinks do. The most popular drink is beer. For the past 5 years, its sales have been steadily holding their positions at the same high level. But the success of sales of low-alcohol products is influenced by many additional factors: place, assortment, competition, brand.

But no matter how high and massive the sales of alcoholic and tobacco products are, there is another most profitable product for a business that every person acquires whenever they go shopping. And this place of honor belongs to an ordinary plastic bag. Starting polyethylene production is not so easy, but people make millions of rubles on this insignificant product.

Popular hot goods in Russia (in examples)

Now in the Russian Federation, the population is interested mainly in simple bakery products, vodka and cigarettes. But here, at the start, an entrepreneur needs to be careful: all specified positions are subject to certain restrictions provided for by law when pricing. Thus, it is necessary to ensure an extremely large turnover in order to make a profit, and this is difficult in the sales market, since competition in these segments is very high.

Currently in demand in the Russian Federation include:

• small household appliances, budget electronics;
• electrical goods;
• household chemicals and personal care products;
• Kids toys;
• simple food products (mainly bakery products, semi-finished products, oils, cereals and cereals, vegetables, tea).

However, a hot commodity and a profitable one are not the same thing.

The latter includes everything that the buyer is willing to spend his money on, without thinking too much about the amount. Such products, small and rather banal at first glance, can be sold with good revenue. Typically, the range of this retail " cheap stuff”is presented in small shops and stalls, and is purchased for free in China: dishes, hygiene products, stationery, small things useful in the household (clothespins, hangers, coat hangers, adhesive tapes, etc.). Thus, a profitable product is everything that surrounds us every day, which a person uses regularly.

The buyer will always need food, so even in a crisis, the leading positions in terms of sales do not give up food. Consumers try to avoid expensive offers and look for affordable analogues, for example, instead of natural cheese, they take a cheese product.

Another profitable position is gastronomic products by weight. Nuts, teas, dried fruits, dried seafood and other trifles that are purchased in large quantities in China or Asian countries, and then sold in small containers at a premium. So much and cheap turns into little and expensive.

How to choose a hot product for your niche in business

Everyone chooses a certain strategy for himself:

• the sale of risk-free goods with a smaller but stable profit;
• trade goods from the high-risk group and receiving unstable, but sometimes high profits.

Most entrepreneurs will choose reliability, that is, the first option. Starting in search of goods for commerce is not from the most popular varieties, but from promising and profitable ones.

Most purchased goods in the country can be grouped into the following categories:

• small household appliances - among them are kettles, irons, mixers, blenders, hair dryers and others, without which life is basically possible, but with them it becomes more comfortable and simple;
• electrical goods - this includes sockets, switches, light bulbs, adapters and other similar items that a person needs;
• sanitary items - plumbing and accessories that tend to be damaged - these are gaskets, valves, taps, showers and others;
• tools of daily use - include hammers, saws, nails, screws, screwdrivers, axes and many other things necessary in the household;
• household chemicals - includes various cleaning products, detergents, personal hygiene items that people purchase with regular constancy;
• clothing and footwear - goods that a person will not buy every day, but cannot do without them;
• goods for children - clothes, toys, shoes, accessories, everyday life accessories, etc.;
• other everyday items.

There are also leaders among food products. According to statistics, the most purchased over the past year in the country were:

• meat, including chicken, pork, beef and turkey;
• chicken eggs;
• semi-finished products - are in great demand among women;
• frozen seafood and fish;
• vegetable oil and butter;
• cow's milk;
• pasta, flour and flour products;
• salt, sugar;
• cereals - rice, buckwheat, oats;
• Black tea;
• fruits - bananas, apples;
• vegetables - onions, potatoes, cabbage, carrots.

Among all the variety, some products are in great demand, others are less. How to make the right choice and stop at a certain type?

1. Orientation to own knowledge, interest and command of the heart. Not every product will equally bring satisfaction from working with it. Somewhere there will be a lack of knowledge, somewhere experimental knowledge, somewhere the frequency of implementations. The key to the success of any sales should not lie in the thirst for an early profit. First of all, you need to love your own business.
2. Comparison of the most suitable product groups for you. If you are torn between several varieties of goods and do not know which one to prefer, then a detailed analysis will help determine.

First steps on the way to a big business

After you have decided what to sell , you need to answer a number of questions that will help develop a business strategy. So this is:

• where to sell;
• who to sell.

The solution to the first question can be found in two ways:

1. Open a shop, go to the market , rent a room for a shop, rent a stall or retail space, and so on.
2. Trade over the Internet. This method will reduce the price of goods and attract more buyers.

Each of these options has both advantages and disadvantages. Not every product can be successfully sold on the Internet, and not every product on the shelves of the store is able to interest you in the same way as in the open spaces of the network.

Now back to the second question - to whom we will sell goods. If the products are in demand mostly among the elderly population, then it makes no sense to organize trade via the Internet. Regarding real trade, it is also important to decide on buyers in order to profitably place your sales markets in the future.

The next step will be to take into account all your capabilities in the following aspects:

• the availability and volume of start-up investments for starting a business;
• when opening a retail outlet, it is desirable to conduct preliminary marketing research in the proposed territory: demand opportunities, traffic flow, likelihood of competition, etc.;
• it is necessary to take care of the maximum demand in the chosen place, as well as the stability of demand for the goods even with changes in the economic situation.

With a detailed study of the listed aspects and the correct answers to the proposed questions, starting a business will not seem so complicated and intimidating.

Internet trading

The offer of products on the Internet is beneficial for several reasons. First, the coverage of the global network in the Russian Federation is over 70% and this number is growing every year. One way or another, almost all residents of the country have access to online stores. Secondly, if earlier online shopping was popular among young people, now these people are getting older, and the “army” of young site visitors is constantly replenished, that is, sales volumes are also growing. And finally, thirdly, the rhythm of life makes us look for faster ways to purchase the necessary products, so online stores come to the rescue (they are visited from computers, and 1/3 of users from tablets and smartphones). In addition, merchandise in them becomes more profitable and to save the budget.

Hot goods on the Internet

What to build a business on the network, which is more required by users who prefer to make purchases online?

Electronics

The first group includes all kinds of electronic devices and electrical goods that are compact in size: home and kitchen appliances, mobile gadgets, laptops, readers, tablets. As for various teapots, toasters and coffee makers, it is better to organize their sale on well-known sites, since opening your own online store is a costly business, and you will also need to constantly compete with major players.

Perfumes and cosmetics

This group includes eau de toilette and perfumery water, cologne, face and body skin care products, cleansing serums and gommages, decorative cosmetics. Also, the range can be supplemented with accessories for applying and removing funds.

Gift items and toys

Even in the absence of money, people tend to pamper a close present. Unusual gizmos are purchased for adults, and toys (plush, plastic, radio-controlled) - for children. Quadcopters and their accessories are becoming popular.

Clothing and footwear, accessories

Turning to online stores for such a seemingly simple product, people are forced by the high price in ordinary outlets. Often on the Internet it is possible to find a similar product much cheaper, plus with free delivery - a double benefit, and a person does not need to leave the house once again.

Green tea, coffee

Trade in these products is promoted by customers who strive to lead a healthy lifestyle, advocating cleansing the body and saturating it with useful elements. Despite the crisis, many people cannot deny themselves a cup of delicious drink.

Online shopping prices

Any person organizing a business is interested in what kind of cost premium can be made on the assortment, how much revenue will be received in the end by selling all the purchased goods.

For the most everyday goods, the margin cannot be large, from 5 to 35%, and only large stores can afford to do this. But even they, like smaller entrepreneurs, strive to find goods with a high mark-up from 100% (umbrellas, bags, gifts) to 300% (gadget cases, seasonal products). It is most profitable to purchase cheap Chinese products, and after that they are much more expensive to sell on the territory of the Russian Federation.

If you plan to open a store from scratch, then it is better to refuse to sell equipment and electronics, since they must be purchased in large quantities, and customers may experience breakdowns during operation.

At the start of opening a business, it is quite possible to engage in the trade of wow goods (purchases of impulse demand). This includes various items that will help a person do something without much effort (a slimming belt, simulators for certain muscle groups, devices for savingelectricity, fuel). The main thing is that such products should not be classified as perishable (since the percentage of utilization of expired raw materials is high), do not require special storage conditions (humidity, temperature), since you will have to look for additional premises and spend money.

Statistical data

As an illustrative example, we will give information collected using the well-known Avito portal, where both individuals and companies are involved in the sale. So, over the past year, users spent almost 34 billion rubles on the purchase of products from 5 categories:

• personal goods - 6.5 billion;
• products for home and summer cottages - 5.5 billion;
• products for recreation and activities - 3.5;
• household appliances - 15.2;
• all for pets - 4.7.

The leaders in statistics were seasonal goods (for example, fans, tents were well bought in the summer), gadgets and accessories, and clothes.

general Statistics for 2016 allowed to create the following list of the 10 most frequently bought goods on the Internet:

1. Small household appliances became the leader of sales on the Internet.
2. In second place are cosmetics and perfumes.
3. The honorable third place was occupied by mobile phones. Moreover, about 10% of citizens RF regularly update their gadgets by purchasing phones on the Internet at better prices. On average, people buy models worth up to 600 US dollars.
4. Then come tablets and laptops.
5. Toys and original gifts.
6. Licensed software.
7. Shoes, clothes, accessories.
8. Books. Quite interesting is the fact that, despite the free, easy accessibility and convenience of the electronic version of books, paperback literature is being sold at a good pace via the Internet.
9. Order and pay for tickets online.
10. Large home appliances.

But most of the most popular goods are not suitable for opening trade via the Internet from scratch. For example, even if you have enough money to invest in a large household. equipment, then you need to buy it only in bulk and in large quantities. Damage costs cannot be ruled out. A market already crowded with large entrepreneurs, with whom it will be difficult to compete.

Regional difference

In many ways, demand depends not only on how much money the client has in his wallet, but also on seasonality. The keyword selection service will help you evaluate this parameter. wordstat.yandex.ru. On this site, you must enter the query of interest and select the region. Next, the system will show how many times the word was requested during the month. To assess the seasonality of a product, just switch to the “request history” and view the data provided. Based on the information received, it is easy to conclude which product will be more interesting to people in summer or winter.

Of course, one can make assumptions based on life experience, but statistics are much more reliable than subjective hypotheses.

For example, a rain umbrella should be needed by a person in autumn or spring, but in reality this product is most bought from May to September.

Another direction for local trade - regional branding. This implies the production and sale of T-shirts, sweatshirts, mugs and other souvenirs with the logos of the district, city or region, or, for example, clothing for Siberians.

As you can see, it is not so difficult to determine the most profitable product, because in fact all these products are everything that we need almost daily. Those things that a person cannot refuse even in a crisis will always be in the shopping cart at the exit of the store.

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The Russian Federation is one of the most favorable markets for the sale of a wide variety of products. Many novice businessmen who are just deciding on the choice of direction are interested in the best-selling goods in Russia. After all, not always only popularity plays a role. The success and profitability of the project is affected by competition and other factors. In the age of high technology, you can buy anything without leaving your computer screen. The following describes the top best-selling goods in Russia, which are not only popular with consumers, but are also an excellent object for making good profits.

Responsible Choice

It was thanks to demand and fashion trends that the best-selling goods in Russia appeared (2016). Statistics show that, as a rule, start-up entrepreneurs prefer to work only with a certain category of products, most often it is no more than a couple of categories. On the one hand, this is correct, since the sphere of influence and the necessary knowledge should relate to a small area. With a huge assortment, it is quite difficult to track the popularity of a particular product. Each organization should have a top best-selling product, and the rest should only give a person a choice and show diversity. That is, if one direction was initially chosen, then gradually the business can be supplemented with related elements.

In the event that electronic space is chosen as the field for implementation, you can experiment. On the Internet, you can implement almost anything at the moment. However, no matter what method for doing business and distribution channel is chosen, it is still necessary not to miscalculate with the object. Properly chosen direction and scope will reduce risks and ensure fifty percent success. The top 10 best-selling goods in Russia in this case will certainly come in handy.

It is also important to understand how this or that will be bought in a period of economic instability. After all, during the crisis, the rating of the best-selling goods in Russia has changed somewhat. For example, it has become more elite products. This is due to the fact that the wealthy segments of the population, worrying about their condition and managing their money wisely, preferred to save or invest their finances in things. These include precious metal items, antiques and art. In this way, the rich protect their wealth from inflationary processes.

The top best-selling goods in Russia left the objects designed for the middle price segment. The people who prefer them have found themselves in a rather distressed situation and therefore began to switch to something that is of lower quality. These products also come at a reduced cost. For this reason, you need to be careful enough about the goods in this category, because in the event of a crisis, they will immediately lose their demand.

It can be concluded that, since social inequality in our country excludes the middle class, and the bulk of the population either skims the cream or is below the poverty line, then you need to focus on such a market. Each direction has its own advantages and disadvantages. For example, elite goods can simply not be financially overpowered, and entry into this market is quite difficult. The sale of cheap products, of course, will quickly capture its audience and gain popularity. But at the same time, the minus of doing such a business is high and fierce competition. In this case, more well-known organizations and Chinese Internet sites will pull the blanket over themselves. And although the best-selling product in Russia (2016) is any gadget, it is almost impossible to snatch your market share in this area.

Clothes, shoes and accessories

The top of the best-selling goods in Russia in 2016 is headed by this group. This is not surprising, since the protection of the skin and the desire to express oneself are in the list of human needs almost in the first place. It doesn’t matter how clothes are sold, in a store or via the Internet, there will always be a buyer for them. You can create an assortment for different price categories. Thanks to this maneuvering, you can always adapt to the circumstances and find your target audience.

Selling goods in this category via the Internet, you may encounter a number of difficulties, but they are overlapped by a number of advantages. Twelve percent of customers become buyers of clothes, shoes and accessories through the World Wide Web. This business is a very good idea for women. The main thing when selling through an electronic resource is a decent design and content of the site. The photos should represent the item as accurately as possible. This will help prevent unsatisfied reviews and return problems. For a client, buying things on the Internet is always a pig in a poke. It is never possible to predict what kind of product in real life. For consumers, the Internet is a very convenient platform in terms of search. For example, in order to purchase your favorite thing, it is not necessary to go around a bunch of stores. All you need to do is type in the required phrase into the search engine. But this works mostly only for well-known brands.

In any case, clothes and shoes are the best-selling goods in Russia. Statistics show that twelve percent of customers are buyers of these products on the Internet. Other sources say that the most popular purchase among the fair sex is a dress. All this confirms the success of the business in this industry.

Event Tickets

The 10 best-selling goods in Russia continue tickets. After all, if earlier resellers were engaged in such a business, now it is more and more legal and simple. A person, as in the previous case, does not need to go anywhere in order to purchase the coveted ticket. All it takes is a couple of mouse clicks. In times of the development of Internet technologies, even such a service as selling tickets is not a problem.

Entering this market is very difficult. The reason for this is the high degree of competition. The problem also lies in finding potential partners. They must be directly the organizers of the events. But a serious attitude and determination will help overcome difficulties, because efforts will pay off over time. Not without reason, the best-selling goods in Russia include Internet tickets.

Cosmetics and perfumery

Continuing the topic of sales in the Internet space, we can say about the popularity of cosmetics and perfumes. The boom on them especially grows on the eve of the holidays. Many prefer to purchase this product, thus, only because of its cheapness. This is basically a conservative psychotype of buyers who, having chosen one brand, remain faithful to it for many years. And of course, do not forget about the huge savings in time and effort. The success of a business in this area depends very much on the quality of products and the way they are promoted. In this market, companies of well-known and trusted brands mainly have their stable target audience. Cosmetics and perfumery is what immediately comes to mind when choosing a gift. In the electronic space, about ten percent of users order these products.

Medications

People will always get sick, which is why the best-selling non-food items in Russia are medicines. This is evidenced only by a huge number of pharmacies, which are located literally at every step. When purchasing this product of the pharmaceutical industry, a person relies on trust. And even despite all the harm that pills, herbs and dietary supplements can cause to the health and vital functions of the body, they are in demand and occupy their niche.

If a person is engaged in a business related to pharmaceuticals, then he must be confident in the reliability of suppliers, as well as the quality of the drugs sold.

LEDs

The best-selling product in Russia (2017) is lighting devices powered by diodes. This year, it was this product that became a breakthrough. This is largely due to the fact that it is more economical. Such devices consume many times less electricity, while its consumption is such that the service life is much longer than that of conventional lamps. And again, the unstable economic situation played its role, as people are trying to save their money, trying to save even on small things. The LED business is very lucrative. However, the attractiveness of this area is also its disadvantage, because competition grows instantly.

Printed publications

Although now electronic technologies are being introduced into all spheres of human activity, electronic books have not been able to replace printed publications. A person's desire for knowledge and self-education is an integral part of his life. This business is very successful due to its payback. After all, cheating on books can be almost fifty percent. Even under this condition, people will buy printed publications. They are one of the best-selling products in the electronic space. The popularity of books is confirmed by the fact that people read everywhere, even in public transport. But the search for the necessary literature is a very laborious task, so the Internet is very useful in this sense.

Appliances

The rating of the best-selling goods in Russia could not do without this category. She takes her leadership positions quite justifiably. Indeed, without many goods, a person cannot imagine his modern life. Some prefer simplicity and cheapness and choose online stores. But most often people are afraid to miscalculate and choose well-known resources, so it is quite difficult to break into this market in the electronic space.

Most Russian residents still prefer to purchase equipment personally. Indeed, at the same time, a person can evaluate the quality of the purchased goods at least visually, that is, determine the model and make sure that there are no defects. But from this, the attractiveness of products in this area does not become lower. The most popular are small household appliances, such as irons, blenders, juicers, meat grinders. Beauty products occupy their niche in this sector. These include razors, hair dryers, epilators, electric shavers. Equipment for cars has its own segment - radios and navigators. The competition in this business is very strong, so it is difficult to break through with your home appliances project.

Furniture

The best-selling goods in Russia are largely related to home improvement and the human environment. Therefore, furniture is popular among the population. If people do not buy it during the repair process, then they periodically update their homes with such elements. If we talk about the Internet space, then the popularity of this product is somewhat lower. Few people have the imagination developed enough to imagine and visualize objects in their head. Sometimes it is quite difficult to estimate the dimensions of various objects, especially in order for them to fit perfectly into the room space. Moreover, a person often relies on his tactile sensations, and since in the course of his life he will constantly have to collide and touch pieces of furniture, touches should evoke pleasant feelings.

A different situation is when people choose a model personally, but order it via the Internet. But the success of such a project depends on the promotion of an online store. After all, sometimes analogues of models of well-known companies are made by underground organizations. In this case, a fake may not be of very high quality. In any case, both those who want to save money and those who prefer proven brands make up a huge segment of the furniture market.

Toys

This product is distinguished by the fact that it is popular with people at different stages of the life cycle. They are relevant for both children and older people (although their acquisition is declining during this period). In the Internet space, only five percent of Internet users prefer to buy these products. This segment is due to only one reason - it is a wide assortment choice. The Internet is the place to buy something out of the ordinary.

A separate niche is occupied by handmade toys, which most often become not children's fun, but the subject of expensive collections. The advantage of this sector is that these products can be designed for different sectors of society and social groups. Therefore, the business associated with toys will pay for itself. After all, it may involve the sale of goods, both cheap and more rare and elite.

power tools

This list, which characterizes the best-selling goods in Russia, is completed by power tools. They again continue the line of goods for the home. The range of consumers for these products is somewhat narrowed, because the main segment of consumers is the male part of the population. However, among it there are those who prefer to save money, and those who want to have a quality tool in their arsenal. But since it is not possible for everyone to purchase original equipment of well-known brands, many online stores successfully use this by selling goods of a low price category. This does not mean that they are of poor quality. Even a Chinese fake can last a long time. Among the Russian audience, the popularity of this product is due to the mentality and craving of men for the work process. This explains the popularity of power tools in the country.

Chinese fakes

Although the top of the most purchased goods in Russia has been completed, I would like to tell you about another group. But these are not goods made using high-tech Chinese brands, but counterfeits produced by underground firms. Their popularity is due to the ridiculous price. An equally important point is that the Chinese have successfully noticed the psychotype of their client. They successfully manipulate the essence of people through the replica of famous brands. A person, seeing a familiar name, immediately draws attention to it.

But although everyone knows the low quality of these products, this is not always the case. There are things that are done very well. This is due to the fact that some organizations locate their enterprises in China because of cheap labor. Local craftsmen adopt the technology and distribute it to others. Of course, their target audience is very wide, since only a small percentage of Russian residents live luxuriously. Most of the population wants to buy more profitable, while adhering to a harmonious ratio of "price - quality".