俄罗斯电子商务市场为何让世界网络巨头铩羽而归

    虽然莫斯科是典型的西方现代化城市，也是全世界亿万富翁比例最高的城市，但除了大城市以外，俄罗斯其他城市缺乏平稳开展电子商务的基础设施。例如，俄罗斯的邮政服务要么收费过高，要么太不靠谱。另外，由于银行的高昂手续费，以及对电子支付缺乏信任，大部分俄罗斯消费者在网上购物时更喜欢支付现金。

    然而，虽然存在诸多棘手难题，依然有许多电子商务公司一派欣欣向荣。目前，OZON.ru的独立访问量已经超过了700,000，每天的销售额超过100万美元。这是因为，OZON.ru将上述障碍都转变成机遇，并对自身进行了调整。既然俄罗斯缺乏可靠有效的快递服务，OZON.ru便创建了自己的快递系统O-Courier，目前该系统在俄罗斯130个城市运营，拥有超过2,000个提货点。另外，虽然网站80%的客户使用现金支付，OZON.ru依然在电子支付方面大力投入，以便随着消费者对网站的信任逐渐累积，最终完成向电子支付的转变。此外，网站去年融资1亿美元，用于建设可靠的数据中心，改善网页界面。

    其实，关键的一点在于，很多在俄罗斯获得成功的公司都是伴随互联网和在线社区一起成长起来的公司。所以，从某种程度上，公平地来说，在俄罗斯这块未开肯的电子商务前沿阵地上取得成功的公司才是真正的先驱者，因为他们愿意投资、终塑造俄罗斯的网络平台。诚然，在俄罗斯投资风险更大，也需要付出更多的努力；但是，在一个拥有1.4亿人口，并且尚未获得开发的国度里，这种投入最终将带来丰厚的回报。

    本文作者玛依妮•加文特自2011年7月起，担任OZON Holdings公司首席执行官，公司旗下包括OZON.ru、OZON.travel、O'Courier与Sapato，目前是俄罗斯业内领先的电子商务公司。在加文特的领导下，2011年，OZON旗下的四个子公司收入增加了84%，销售额达到3亿美元。此外，2011年9月，加文特还帮助公司获得了俄罗斯规模最大的一笔风险投资——1亿美元。2012年2月，加文特带领OZON竖立了一座重要里程碑——完成对俄罗斯一流在线鞋业与饰品零售商Sapato.ru的战略收购。

    译者：刘进龙/汪皓

    For although Moscow has all the makings of a modern western city, boasting the highest population of billionaires over any other city in the world, beyond the major cities the rest of the country lacks the infrastructure necessary for the gears of e-commerce to turn smoothly, if at all. The Russian postal service, for example, was either too expensive or too undependable to be relied upon. Similarly because of exorbitant bank charges and a lack of trust of electronic payments the vast majority of customers usually prefer to pay for online items with cash.

    Despite such seemingly intractable obstacles to an online business some companies are thriving. OZON.ru is now drawing in more than 700,000 unique visitors who spend more than $1 million in sales every day. This was made possible by turning such obstacles into opportunities and adapting. With no adequate delivery service in Russia OZON.ru simply created one, O-Courier, which now operates in 130 cities across the country with more than 2,000 pick up points. Similarly, although 80% of its customers still pay in cash OZON.ru is investing in electronic payment technology to enable the transition as trust builds up. And it is using much of the $100 million funding raised last year to invest in reliable data centers and to improve its web interface.

    The point is that many of the companies that are thriving in Russia are the ones that have grown and adapted with the Internet and the online community as it has grown. In fact to some extent it's fair to say that the companies that are succeeding in this modern-day e-frontier wilderness are the true pioneers, the ones willing to invest in and ultimately shape the web. It may be riskier and take more effort but with a population of 140 million, most of which has yet to be tapped, the rewards should be worth it.

    Since July 2011, Maelle Gavet has been Chief Executive Officer of OZON Holdings, which includes OZON.ru, OZON.travel, O'Courier and Sapato, and is currently Russia's leading e-commerce business. Under Gavet's leadership and vision, OZON's four diversified businesses grew revenue by 84% in 2011 and sales topped $300 million. Gavet also helped secure one of Russia's largest infusions of VC funding, a $100 million round of funding in September 2011. In February 2012, Gavet established a critical corporate milestone for the company with OZON's strategic acquisition of Sapato.ru, Russia's leading online shoe and accessory retailer.