Investor Presentaiton

3 Well-Defined Four-Pillar Growth Strategy (cont'd) B Continuous development of our online platform... 133m website visits in 2017 (+37% YoY) 86% free traffic 50,000 SKU offering Desktop and Mobile web-site User-Friendly Customer Cart Key achievements in 2017 " DETSKY MIR CHAIN RETAIL New Composite Customer Service Level KPI introduced for each delivery channel and call center Increased focus on UI/UX - full re-design of the "Customer Cart / Check Out" Upgraded "In-store pickup2 functionality Increased focus on UI/UX - full redesign of the "Customer Cart / Check Out" Successfully introduced regular "Cyber-Monday" sales in the online store (2.0x-3.0x higher revenues vs ordinary trading days) " SAP Hybris implemented Delivery methods 2.4m orders in 2017 (+118% yoy) (800) 230-00-00 Детский мир LEGO C23 ФЕВРАЛЯ Can КУПИТЬ In-store pickup² 56.2% of online revenue in 2017 Courier¹ 43.8% of online revenue in 2017 Desktop Key initiatives for 2018 Tablet Mobile Full redesign of website interface, incl. product listing Last mile delivery in remote regions Improvement in SEO traffic "Ideal Instore" target - 90% of online orders to be ready for collection within 1 hour after placement (vs 45% in 4Q'17) Number of "Cyber Mondays" to be increased up to 18 Source: Company data 1 Includes delivery to specified address and to pick-up point 2 Includes online orders for assortment that is not presented in offline stores but dispatched from Detsky Mir warehouse and delivered via the Company's logistics system to any store of the chain preferred by customer. Implemented in Oct-2017 14

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