Detsky Mir Expansion Strategy

Tackling online competition via a better offering Price Leadership 123456 Broad & Exclusive Assortment Faster & Wider Delivery detsky mir Superior Customer Experience 4-7% below Ozon/WB Enabled by buying power in children's goods purchase volumes (market share gap): - Threefold overall Over tenfold in 1P (Market share in total children's goods retail in Russia, %) 2020 WILDBERRIES OZON Total sales: 1P+3P 2% 1P Sales 4% 2% 9% 22% 22% Large and growing share of exclusive assortment (Private labels & exclusive direct imports, % of sales) 2024E 2020 44% 60% 60 minute click-and- collect covers 80% of Russia's population for 20-30k SKUs R²) - (2) Ozon: not offered - WB: not offered 60-120 minute express courier delivery covers 280 cities for 20-30k SKUS (2) - Ozon: only Moscow (c. 3K SKUs) - WB: not offered (3) Higher customer NPSⓇ NOZO 2024E ●• detsky mir Q2 2021 WILDBERRIES 55% 54% 56% 70% (1) Based on Pricing Index calculated by Detsky Mir for a comparable basic children's goods purchase basket on each platform as of 30 June, 2021 (2) Assortment for a typical Detsky Mir branded store, which takes >50% of total market sales (3) NPS as of Q2 2021 measured by Online Market Intelligence agency (external panel) Source: Company data 5

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