Comprehensive practical guide: How to accurately develop the Russian market and customers (a practical guide suitable for foreign trade beginners)

The Russian market, with its abundant natural resources and growing consumer demand, coupled with its close economic and trade ties with China, offers vast opportunities for foreign trade companies. This article, based on the latest developments through 2025, provides a highly detailed guide to developing the Russian market. Bookmark it now!

1. Overview of Russia

• Country name : Russian Federation

• Area : 17,098,200 square kilometers (the largest country in the world)

• Population : Approximately 146 million (2025 data), with urban population accounting for approximately 75%

• Religion : Eastern Orthodoxy is the main religion (accounting for about 70% of the population), followed by Islam (about 15%), Buddhism, Judaism, etc.

• Official language : Russian

• Capital : Moscow

• economy :

  Russia's economy is relatively unstructured and heavily dependent on energy and resource exports . Despite Western sanctions, its GDP grew by 4.1% in 2023, remained around 4% in 2024, and is projected to grow by 1.4% to 2.5% in 2025. While the economy has shown resilience, long-term challenges remain.

• Resources : Russia is one of the world's richest countries in terms of natural resources, boasting the world's largest natural gas reserves, the second-largest coal reserves, and the eighth-largest oil reserves. Russia also boasts extensive forest coverage, abundant timber resources, and abundant mineral resources such as iron ore, gold, and diamonds.

• Industry : Primarily heavy industries such as military, machinery manufacturing, metallurgy, and chemicals . In recent years, affected by sanctions, the industrial system has faced pressure to transform and upgrade, and is striving to promote import substitution, which has created opportunities for Chinese exports of industrial parts and equipment.

• Agriculture and Animal Husbandry: Russia is a major global exporter of grain (primarily wheat). In 2023/2024, it plans to export 50 to 55 million tons of grain, with a total production of 123 million tons. The livestock industry primarily focuses on raising cattle, pigs, and poultry.

• Services : The services sector accounts for approximately 50% of GDP and includes finance, telecommunications, and retail. Following the sanctions, local retail and e-commerce platforms (such as Ozon and Wildberries) have grown rapidly.

• Tourism : It has rich cultural heritage and natural landscapes, but in recent years, due to the influence of the international situation, the proportion of international tourism has declined, and domestic tourism and tourists from friendly countries have become the focus.

• Foreign Trade :

  Energy (oil and natural gas) is Russia's primary export. Under Western sanctions, trade has accelerated its eastward shift, with China becoming its largest trading partner . Sino-Russian trade is projected to exceed $240 billion in 2023 and reach $244.8 billion in 2024. Russia primarily exports energy, agricultural products, and timber, while importing machinery, electronics, consumer goods, and automobiles.

• Favorable policies towards China :

  China and Russia continue to promote settlement in their respective currencies (RMB and ruble) to reduce their reliance on the US dollar system. Data from the Russian Central Bank shows that the RMB's share of Russia's foreign exchange reserves has increased from 1% to 15%. Furthermore, deepening cooperation between the two countries in areas such as energy, infrastructure, agriculture, and high technology has provided numerous opportunities for Chinese companies.

2. Important Russian Festivals and Customs and Etiquette Taboos

Important Holidays (2025)

It is very important to understand these festivals and arrange marketing and customer communication time appropriately.

Maslenitsa (Maslenitsa) : This traditional Slavic holiday, which runs from February 24 to March 2 in 2025, symbolizes the farewell of winter and the welcome of spring. During this time, people bake blini (flatbread) and participate in various festivities. It's also a good time to promote food and household products.

Customs, etiquette and taboos

• Business etiquette : Russian businesspeople may appear formal or even aloof at first, but relationships develop as trust builds. A firm handshake is essential for a first meeting , and looking someone in the eye shows respect. Being on time for appointments is crucial. Exchanging business cards is standard procedure, and it's best to have them in both Russian and English .

• Conversational taboos : Avoid discussing sensitive topics such as politics and the Chechen crisis. Start conversations with neutral topics such as culture, art, and sports (such as ice hockey, football, and chess). Avoid excessively flaunting wealth or personal achievements.

• Number taboos : Like many European countries, 13 is considered an unlucky number, while 7 is considered an auspicious number.

• Color and Gift Giving : Yellow is believed to symbolize betrayal and separation, so be cautious with yellow gift packaging. Flowers should be given in odd numbers (e.g., 1, 3, or 5 flowers); even numbers are typically reserved for funerals. Avoid giving items like knives and handkerchiefs, as they may be associated with severed relationships or tears.

• Etiquette for Being a Guest : Being invited to a home is considered a great honor. Shoes are usually removed . Gifts of chocolate, wine, or flowers (in odd numbers) are welcome. Sincere compliments on the host's hospitality and home are appreciated.

3. Characteristics of Russian customers

1. Price sensitive, but seeking value for money : After experiencing economic fluctuations, Russian consumers are highly price sensitive. Ozon platform research shows that 78% of Russian buyers are most concerned about price and discounts. However, they are not only looking for low prices, but also " quality and affordability ". They may snap up bargains and pay for high-quality goods.

2. Value relationships and trust : Russian clients prefer to do business with long-term, trustworthy partners . Building strong personal relationships is key to successful business. This requires patience, frequent conversations, and face-to-face interactions.

3. Payment habits : Bank transfer is a common B2B payment method. SBP (Speedy Payment System) was jointly developed by the Bank of Russia and the National Payment Card System NSPK. It supports more than 200 banks and allows inter-bank transfers using mobile phone numbers. E-wallets such as T-Bank (evolved from Tinkoff Bank, with over 40 million customers), YooMoney (a popular e-wallet in Russia), and SberPay (with over 26 million monthly users) also play a significant role in online payments. Due to sanctions, the use of Visa and Mastercard has been restricted, leading to a sharp increase in the use of the Russian-based MIR card (operated by the payment clearing agency established by the Central Bank of Russia).

4. Decision-making cycles can be lengthy : Russian companies, especially large, traditional enterprises, often have slow, hierarchical decision-making processes. Be prepared for a protracted battle, maintaining patience and consistent follow-up.

5. High quality and certification requirements : They appreciate high-quality products, but require complete documentation and compliance with local standards and certifications (such as GOST and EAC). The quality and brand image of "Made in China" products are improving , but providing reliable quality and after-sales service is crucial.

4. Recommended Russian Products

The following are potential product selection directions in the Russian market in 2025, combining e-commerce data and market trends.

Product selection suggestions :

• Data tools : Use product selection tools to view the platform's hot-selling products, potential products, and blue ocean product lists to more accurately find potential new hot-selling products.

• Pay attention to "products that cannot be found on Ozon" : Categories with insufficient supply on the platform, such as international brand clothing with specific functions and professional fitness equipment, may hide real blue ocean business opportunities .

• Regional differences : Russia is a vast country with different consumption habits in different regions For example, Moscow consumers prefer high-end technology and fashion items; consumers in the Northwestern Federal District (Saint Petersburg) pay more attention to brand and design; and Siberia and the Far East have strong demand for thermal clothing, car antifreeze products, and camping equipment.

5. Common payment methods used by Russian customers

The following are the mainstream payment methods in Russia in 2025, which are particularly important for B2B and cross-border e-commerce.

1. Bank transfer : in particular through the SBP (Speedy Payment System) , a system jointly developed by the Bank of Russia and the National Payment Card System NSPK, which supports more than 200 banks (including Sberbank, Tinkoff Bank, etc.) and allows instant inter-bank transfers using mobile phone numbers This is one of the most traditional and common methods of B2B transactions.

2. E-wallets :

   • T-Bank : Evolved from Tinkoff Bank, it is the second largest credit card provider in Russia with over 40 million customers, specializing in credit cards and online consumer loans. .

   • YooMoney (formerly Yandex.Money): A joint venture between Yandex, Russia's top search engine platform, and Sberbank, Russia's largest bank. It is one of the most popular e-wallets in Russia, and users often use it for online shopping, paying daily bills, etc.

   • SberPay : An e-wallet launched by SberBank, Russia's largest bank, with more than 26 million monthly users.

3. Bank Cards : Card payment is the most popular payment method in Russia, accounting for 54% of all payments.

   • MIR card : Russia's independently developed domestic bank payment system. Its use has increased sharply due to the withdrawal of international payment card organizations. The number of MIR-compatible cards in circulation in 2022 exceeded 182.3 million.

   • Visa/Mastercard : Mainly Visa/Mastercard credit cards issued by local Russian banks for use by local credit card holders.

4. Letter of Credit (L/C) : For trade involving large sums, first-time partners, or when there's a lack of mutual trust, L/Cs are often used to mitigate risk. We recommend choosing a reputable international bank or a Sino-Russian bilateral bank.

6. A Complete Guide to Russian Market Development

Multi-channel development is the key to success .

7. Certification required for export to Russia

Product certification is a mandatory requirement for entering the Russian market and is crucial.

1. GOST R certification : Russian national standard certification, applicable to products that have not joined the Customs Union Technical Regulations (TR CU/EAEU). It is an important proof to ensure that the product complies with Russian safety standards. .

2. EAC certification : This is the most important and common certification. It's mandatory in the Eurasian Economic Union (EAEU, encompassing five countries: Russia, Belarus, and Kazakhstan), certifying that products comply with the union's technical regulations. Products must bear the EAC mark to be freely distributed in member states. Common regulations include TR CU 004/2011 (Safety of Low-Voltage Equipment) and TR CU 020/2011 (Electromagnetic Compatibility).

3. Fire safety certification : Additional fire safety certificates may be required for building materials, fire protection equipment, electrical and electronic products, etc. .

4. Health and phytosanitary certification : Applicable to food, food contact materials, cosmetics, children's products, etc., which must comply with relevant health standards.

5. Medical device registration : Medical devices need to be registered with the Russian Ministry of Health (Roszdravnadzor), which is a complex and time-consuming process.

6. Other industry-specific certifications : For example, automobiles need to comply with OTTC certification, and communication equipment may require FSS licensing, etc.

The certification process generally includes :

1. Submit your application;

2. Provide technical documentation (including Russian manual);

3. Send samples to an accredited laboratory for testing;

4. Factory audit (if necessary);

5. Issue a certificate.

Important Note :

• All documents, labels and instructions must be in Russian .

• Be sure to go through an institution approved by the Russian Federal Service for Technical Supervision (Rosstandart) and beware of counterfeit certification.

• Starting from 2025, some products (such as electronic products) may be subject to new "carbon footprint" reporting requirements.

8. Russian customs clearance requirements

Export Process

1. Prepare documents : prepare all trade and certification documents.

2. Booking and customs declaration : Book space with shipping companies or airlines and declare export customs in China.

3. Choosing logistics : It is crucial to choose a freight forwarder or customs broker who is familiar with Russian customs clearance.

4. Cargo transportation .

5. Russian customs clearance : After the goods arrive at the Russian port, the Russian consignee or its designated customs broker will handle the customs clearance procedures.

Customs clearance type

• General trade customs clearance : used for large-volume commercial goods imports, requiring a full set of documents.

• Simple customs clearance for express delivery : used for small parcels and samples. Document requirements are relatively simplified, but there is still a risk of being inspected and required to provide additional documents.

Customs clearance procedures and requirements

1. Goods arrival : Goods enter the customs control area of ​​the Russian port.

2. Submitting the declaration : The customs broker submits the electronic customs declaration to the Federal Customs Service (FCS) via the Unified Automated Information System (UAIS). An electronic digital signature (EDS) is required.

3. Document review and inspection : Customs will review all documents and may conduct random inspections of goods. Incomplete documents or discrepancies between goods and documents may result in delays.

4. Payment of taxes and fees : Calculate and pay customs duties, value-added tax, etc. based on the value determined by the customs (see Part 9 for details).

5. Customs release : After completing all formalities, the customs will stamp the declaration form and release the goods, and the goods can be picked up.

List of required documents :

• Required documents :

  • Customs declaration (prepared by the customs broker)

  • Commercial Invoice

  • Packing List

  • Contract/Sales Agreement

  • Bill of Lading / Air Waybill

• Documents that may be required :

  • Certificate of Origin : used to enjoy preferential tariff rates.

  • EAC/GOST certificate or declaration of conformity

  • Import license (for specific goods)

  • Technical passport, instruction manual (Russian)

9. Russia’s tariff policy

Russia's customs duties are usually based on the CIF price (cost + insurance + freight).

• Import Duty : The rate is determined by the HS code of the product, with general rates ranging from 0% to 20%. Many products may enjoy preferential rates under the agreement between China and the Eurasian Economic Union.

• Value Added Tax (VAT) : The standard rate is 20% . Some essential goods (such as food and children's products) are subject to a reduced rate of 10% . The VAT base is the CIF value + customs duties .

• Excise Tax : only applies to specific goods, such as cigarettes, alcohol, cars, gasoline, etc.

Calculation formula :
应付税款总额= 关税+ 增值税+ 消费税
关税= CIF价值× 关税率
增值税= (CIF价值+ 关税) × 增值税率

Example :

A batch of machinery with a CIF value of US$100,000 (assuming a 10% tariff and 20% VAT):

• Tariff = $100,000 × 10% = $10,000

• VAT = ($100,000 + $10,000) × 20% = $22,000

• Total taxes = $10,000 + $22,000 = $32,000

Notice :

• Russian customs have the right to assess the value of goods whose declared price is significantly lower than the market level and levy taxes based on this value.

• Taxes and fees are calculated in Russian rubles using the official exchange rate of the Central Bank of Russia at the time of customs clearance.

• A certificate of origin (such as Form ST-1 or CO) is usually required to enjoy preferential tariffs.

10. Things to note when developing the Russian market

1. Language is the first hurdle : Russian is paramount . All product materials, websites, contracts, and communications should ideally be in professional Russian. Using machine translation can easily lead to misunderstandings, so hiring a professional translator or Russian-speaking professional is recommended.

2. Certification is a prerequisite for market access : Don't take chances. Without the appropriate certification (especially EAC), your goods are very likely to be detained, fined, or even destroyed . Learn in detail about the certifications required for your product in advance and apply for all of them.

3. Choose your partners carefully : Conduct thorough credit checks on clients, agents, and freight forwarders/customs brokers. Prepayment is the preferred method for security, especially for new clients. Russian company creditworthiness checks can be conducted through systems such as SPARK-Interfax.

4. Focus on long-term relationships : Don't expect instant success. Patiently cultivate relationships and trust with customers through regular communication, visits, and exhibitions.

5. Pay attention to political and exchange rate risks : Monitor changes in the international situation and fluctuations in the ruble exchange rate. Consider using more stable currencies such as the RMB when quoting and settling to mitigate exchange rate risks.

6. Logistics and customs clearance : Customs clearance in Russia is complex and strict. It's highly recommended to use an experienced and reliable Russian freight forwarder or customs broker . They can handle most customs clearance issues for you, providing excellent value for money.

7. Compliance operations : Strictly abide by Russian laws and regulations, including tax, labor laws, data localization (for e-commerce) and other requirements.

8. Embracing digitalization : Russian consumers and businesses widely use the internet. Leveraging Yandex search engine optimization, VK social media marketing, and e-commerce platforms like Ozon is a key tool for market development.

In short, developing the Russian market presents both opportunities and challenges. As long as you are well prepared, respect local rules, and maintain patience and integrity, you have a good chance of reaping rich rewards in this vast market. I hope this guide will be of practical help to you!