In Russia, internet penetration has been growing rapidly in the past few years, now at 59% of the adult population. With over 70 million people using internet monthly, Russia has the biggest online audience in Europe, with online retail growing at least 25% annually leaving it ranking ranking ninth in terms of global e-commerce turnover.
Although not as mature, the Middle East and Africa have also embraced eCommerce. In 2014 turnover reached $21bn (for goods and services) - with early reports showing the 2015 will also show growth.
These figures make the Middle East one of the fastest growing online trading markets in the world. This growth has been stimulated by a significant jump in the number of internet users and, consequently, a flood of online shoppers and online stores.
The soaring demand for eCommerce services has also stimulated cross-border online sales in the MENA region (Middle East and North Africa), which has surged 70% year-over-year. The majority of eCommerce in this region is cross-border with the most popular shopping destinations the US (35%); Asia (30%) and Europe (25%).