More than half of tires in Russia are purchased online

The spread of online shopping in the Russian tire sector has reached a level where more than half of the tires (60%) are now purchased online, according to "Cordiant".

The company adds that the tire market is dominated by a hybrid model, which is due to the specifics of the product itself. "Tires are a bulky and seasonal product, so even when selling through online stores, the logistics scheme involves self-pickup or delivery to a tire fitting workshop. Consequently, the sale of tires is a synthesis of online and offline formats: selection and payment take place in a digital environment, and physical receipt and installation - in a traditional one," the tire manufacturer points out. - The hybrid model makes it possible to level the main barrier of online trading in the automotive segment - the inability to "touch" the product before buying, - since the installation takes place at the final stage in the offline point of distribution.

In Russia, marketplaces are also developing at a very rapid pace, "gradually transforming from an alternative sales channel into a full-fledged retail trade ecosystem".

According to "Cordiant", in the tire segment, marketplaces are now the fastest-growing sales channel, showing stable growth, which last year was 40%. As a result, the share of marketplaces in 2025 exceeded 25% in retail sales of tires for passenger cars.

"Cordiant" has been leading in sales on marketplaces for the past three years, with a share of 16%, and within the holding company, this sales channel accounts for 24% in the retail segment. In the online sales of the manufacturer, the share of marketplaces has more than doubled over the past three years, while "the consistently high share of distributors' online stores remains at the same level".

"Marketplaces are consolidating a significant share of the market, so manufacturers and sellers face the task of developing standards and rules for working with this sales channel," the company notes. - At the same time, car owners still need professional advice and service support. Therefore, although marketplaces are gradually taking away the share from offline sales, they will never be able to fully replace the purchase of tires in traditional stores and on distributors' websites.