E-commerce in Russia and Finland : Development Driven by the Mutual Influence of the Market and Consumers

Abstract

E-commerce platforms in geographically close markets can develop along completely different paths. This thesis examines what shapes platform development in Russia and Finland. In addition, it provides a discussion about what each market can learn from understanding these patterns. Russian market today includes sophisticated multi-sided ecosystems offering many integrated services, while Finnish platforms remain smaller and more specialized, with strong presence of international competitors in the market. Surveys conducted in both markets measure actual consumer preferences regarding platform usage, delivery expectations, and service quality. The research employs a comparative case study of consumer behaviors. The key subject of the research is the mutual influence of markets and consumers. In Russia, domestic platforms invest heavily in logistics infrastructure to meet expectations of consumers, who prioritize speed and convenience. In Finland, consumers prioritize transparency and product variety, accepting longer shipping times to access international platforms that offer selections unavailable domestically. The key finding was that market size fundamentally determines platform viability. Neither model is superior to the other, but rather they both represent excellent adaptation to their respective market conditions.