Omni-channel Growth and Financial Performance
Detsky Mir marketplace contributes to the wide assortment
detsky mir
Key developments in 2021
3.5
GMV (RUB bn)
6.3%
Share of marketplace in
total online sales
Long-term vision
2,400k SKUs - overtaking key
local competitors in relevant
categories
DM Marketplace profile
Assortment
Focus on children's
FMCG and fashion
PP
Pricing
Mid- to mid-high
price segments
2.1k
Number of suppliers
added
920k
SKUs
Double-digit share of
marketplace in total online sales
%
Economics
3PL commission-based
model
Users
Customers: same target base,
same loyalty program
Merchants: local producers
and well-known international
brands
%
Service platform
Interface and logistics/
delivery on same platform
as DM's 1P e-Commerce
Growth
Focus on children's goods
ā New categories (pet supplies)
O
Transition to a structural commission
(similar to Ozon and Wildberries)
Deeper monetisation of merchants
Automation of logistics processes
Improvement of reverse logistics
management
19-22% fixed / actual
commission rate
Lean costs structure - primarily
logistics and payroll
Low marketing cost vs other
MPs thanks to "free" traffic /
strong brand
Sources: Company data
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