In March 2022, book orders on Ozon grew by 30% compared to March 2021, while Wildberries ordered 75% more book products. Representatives of marketplaces told Vedomosti about this.
The growth in sales of books on marketplaces was confirmed by Eksmo. According to Oleg Novikov, president of the Eksmo-AST publishing group, 20% more paper books were sold through this distribution channel in March than a year earlier. Marketplaces for publishers are now one of the main sales channels, he specified. At the end of 2021, they accounted for about 30% of the total sales of paper books in Russia.
Books on psychology were in the top of sales. For example, “Say YES to life: a psychologist in a concentration camp” by the Austrian psychiatrist Viktor Frankl, “Secret support: attachment in a child’s life” by Lyudmila Petranovskaya and “Tenderly to yourself. A book about how to value and take care of yourself" by Olga Primachenko. Sales of books from the "popular psychology" section of the Eksmo publishing house on marketplaces increased by 12%, Novikov noted. The publishing house's top sellers include the book "Tender to Yourself".
Fiction, mostly classical, is also popular among marketplace users. Its share of total book sales on Ozon reached 20% in March. In Wildberries, the growth dynamics was not disclosed. Among the top sellers in this segment are the novels The Picture of Dorian Gray by Oscar Wilde and Jane Eyre by Charlotte Brontë, as well as George Orwell's dystopia 1984.
Most often, books are purchased on the marketplace along with other goods, says Mikhail Burmistrov, CEO of Infoline Analytics. Ozon business development director Anna Karpova said that about 40% of buyers add books to their orders based on the site's recommendations.
Sales in March also grew at the largest distributor of e-books - Litres. The most popular genres were self-development/personal growth, romance fantasy and modern romance novels.
The growth in book sales could be stimulated by the announcement of a rise in prices for publications against the backdrop of a rise in paper prices and a possible shortage of new publications, Novikov believes. According to the representative of Wildberries, the Russians began to devote more time to reading books due to the cancellation of foreign film premieres.
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