Russian businesses and their adaptability are witnessing significant shifts, particularly following the exit of many foreign brands from the market. This change has prompted growing interest among consumers and entrepreneurs alike, with many seeking opportunities to fill the void left by these international companies.
According to data from the platform SuperJob, there has been a remarkable increase—up to 2.5 times— in search inquiries for vacancies at foreign brands such as Adidas and Cisco from February 15 to 25, compared to the same timeframe last year. This surge is thought to correlate with recent news speculating the potential return of these companies to Russia. The peak interest was noted on February 21 and 22, right after President Vladimir Putin urged his administration to explore the mechanisms for facilitating their return to the market. Specific statistics revealed from SuperJob indicate notable interest for positions at Adidas, with 38.6% of total job searches being directed there, followed by Cisco at 15.2%.
Despite these promising numbers, the search for positions with exiting brands does not appear to rank highly among job seekers. Even with increased inquiries, the interest remains low when compared to the overall job market, as vacancies from these aforementioned brands do not penetrate the top 100 most popular searches among users on the job platform. Previously, SuperJob conducted research indicating 77% of Russians would prefer other companies over the exiting brands should they return.
On another front, analysts from Yandex have identified significant niches within the online business sector, showcasing the most popular categories for establishing online stores. The report emphasizes fashion, car parts, and cosmetics as the top categories for e-commerce launch, supported by the analysis of search queries containing the word 'open.' Other key categories mentioned include children’s clothes, flowers, footwear, toys, lingerie, furniture, and food products. The retail clothing sector stands out, accounting for about 4% of all trade-associated queries, reflecting not only consumer interest but the steady growth of clothing stores, which increased by 3% year-on-year, boasting 102,000 outlets as of February 1, 2025.
The inclination of entrepreneurs to establish online clothing stores is parallel to rising interest from consumers. The sustained demand exhibited by the public suggests thriving opportunities for new online retailers as they pivot against the backdrop of departing global brands. Experts note, too, the increasing interest levels among entrepreneurs for selling indoor plants and tools, which have reportedly risen by 40% and 15%, respectively, in 2024. This advancing trend aligns with broader shifts toward more sustainable local business practices and the reclaiming of market spaces previously held by foreign brands.
Looking at the overall market dynamics, the exit of foreign businesses has not dampened the entrepreneurial spirit among Russians. On the contrary, it has encouraged new online ventures to take their place, highlighting adaptability and innovation within the local market. It remains to be seen how these businesses will fare as they navigate the new consumer preferences solidified by geopolitical changes.
Overall, the changing online market trends, spurred by the exit of foreign brands, have revealed exciting opportunities for Russian entrepreneurs. With shifting consumer interests and increased search queries for both products and vacancies, the market appears ripe for new ventures. This aligns with the growing trend toward localization, as aspiring business owners seek to fill the gaps left by departing brands and satisfy the needs of consumers who increasingly seek local alternatives.