Despite officially leaving the Russian market and closing all its stores, the Japanese brand Uniqlo has unexpectedly strengthened its presence in the country through online sales.
According to CDEK.Shopping, in the first quarter of 2025, Uniqlo ranked among the top five most popular brands for Russians shopping online from abroad, surpassing many competitors. Moreover, in the clothing and accessories segment, the company has led the market for the past two years, holding a 12% share and outpacing Zara (8%) and Nike (5%).
This paradox highlights a key trend: the market is shifting online. Even after closing their physical stores, companies continue to maintain and expand their digital presence.
According to the Russian Association of Internet Trade Companies (AKIT), online retail in Russia grew by 41% in 2024, reaching nearly 9 trillion rubles. In the first quarter of 2025, online sales increased by 36% compared to the same period last year, reaching 5.3 trillion rubles.
Strong consumer interest creates new opportunities for businesses, but it also heightens risks for brands.
The growth of online retail creates not only opportunities but also challenges. Wherever demand persists, violators emerge. Alongside the growth of marketplaces and social networks, we’ve seen a rise in:
We witness this trend daily: online violations are on the rise, and so is the volume of our work. Over the past three years, our online monitoring has doubled. Today, we:
To protect your brand online, it is important to:
As business increasingly moves online, protecting brands now requires a digital-first approach. It is no longer optional – it’s a strategic priority, and how quickly a company adapts can ultimately determine its position in the market.
TKM International Consulting is developing AI solutions to monitor and detect online violations — a next step in safeguarding brands in the digital era.
Contact us regarding online and offline brand protection:
client-service@tkm-ic.com
+7 (495) 540 44 57
Sources: https://www.forbes.ru/biznes/539175-usedsaa-iz-rossii-uniqlo-narastila-prodazi-v-strane-za-scet-onlajn-zakazov
https://akit.ru/analytics/analyt-data
According to CDEK.Shopping, in the first quarter of 2025, Uniqlo ranked among the top five most popular brands for Russians shopping online from abroad, surpassing many competitors. Moreover, in the clothing and accessories segment, the company has led the market for the past two years, holding a 12% share and outpacing Zara (8%) and Nike (5%).
This paradox highlights a key trend: the market is shifting online. Even after closing their physical stores, companies continue to maintain and expand their digital presence.
According to the Russian Association of Internet Trade Companies (AKIT), online retail in Russia grew by 41% in 2024, reaching nearly 9 trillion rubles. In the first quarter of 2025, online sales increased by 36% compared to the same period last year, reaching 5.3 trillion rubles.
Strong consumer interest creates new opportunities for businesses, but it also heightens risks for brands.
The growth of online retail creates not only opportunities but also challenges. Wherever demand persists, violators emerge. Alongside the growth of marketplaces and social networks, we’ve seen a rise in:
- counterfeit products,
- unauthorized sellers,
- illegal use of brands and content in advertising.
We witness this trend daily: online violations are on the rise, and so is the volume of our work. Over the past three years, our online monitoring has doubled. Today, we:
- expand oversight of marketplaces and social networks,
- track and submit significantly more complaints about counterfeit products,
- identify dozens of unauthorized sellers and take action to have their accounts blocked.
To protect your brand online, it is important to:
- Monitor marketplaces and social networks – track sales and mentions.
- Control the use of your trademark – ensure your brand is not used without permission.
- Respond quickly to violations – the sooner a violation is detected, the lower the potential damage.
As business increasingly moves online, protecting brands now requires a digital-first approach. It is no longer optional – it’s a strategic priority, and how quickly a company adapts can ultimately determine its position in the market.
TKM International Consulting is developing AI solutions to monitor and detect online violations — a next step in safeguarding brands in the digital era.
Contact us regarding online and offline brand protection:
client-service@tkm-ic.com
+7 (495) 540 44 57
Sources: https://www.forbes.ru/biznes/539175-usedsaa-iz-rossii-uniqlo-narastila-prodazi-v-strane-za-scet-onlajn-zakazov
https://akit.ru/analytics/analyt-data