COLOGNE — It used to be a country where internet users did not want to pay for things found online.

But, by 2022, Russian consumers’ ecommerce spending is set to reach the equivalent of $403.91 a year.

One company in prime position to benefit is, the 2o-year-old online retailer that has partnered with ad retargeting company Criteo to find a 33% hike in Facebook sales and a 60% jump in sales from in-app mobile campaigns.

In this video interview with Beet.TV, commercial director Konstantin Bayandin explains why retargeting helps relocate consumers who seemed initially to be interested in listed products.

He also explains the fascinating way in which had to think differently to gain market share, and what the road ahead looks like.

“Historically, Russia was really hard market for e-commerce because of lack of really good delivery service,” he says. “The players on the market had to develop their own delivery in order to compete with each other, so did us.

“So we have our own delivery infrastructure in Russia which is quite good and goes well, so we want to open up our infrastructure for other players for the market and to create a marketplace with our own website and our own fulfilment and logistics.”

This interview is part of a series titled Advertising Reimagined: The View from DMEXCO 2018, presented by Criteo. Please find more videos from the series here.