How to unlock the Russian payments market

Convert local payment challenges into global business opportunities

What if your business discovered a new market with 142 million consumers, an appetite for travel, gaming and retail goods and 17 percent growth per year in online retail sales ? And then, imagine these consumers were located in a country that had improved its ‘ease of doing business’ ranking from 124th in 2012, to 31st by 2018.

This is the scale of the potential prize that awaits global merchants who can successfully do business in Russia. However, navigating the unique complexities of the Russian payments market can seem daunting and unfamiliar, even to merchants already familiar with norms, customs and regulations in multiple markets.

This article provides an overview of the key challenges the Russian market presents, and how merchants can build a strategy for success.

CHALLENGE

Russian consumers are split between global and local payment providers

There are 210 million active cards in Russia, and while an estimated 60 percent are issued by Visa and Mastercard, local payment methods also have a strong impact on the market. One example of this is Mir, a fast-growing domestic credit card provider, which has issued over 45 million cards since its launch in 2015 . Much of this growth has been driven by the government, which requires anyone on the civil service payroll to have their salaries paid into an account with a Mir card attached to it. Another local payment option with a large following is Yandex.Money e-wallet, which allows Russians to make payments in real-time.

Success in this market context requires merchants to offer a mix of local and global payment products. That extends far beyond simply developing a Russian language version of your website. A localized checkout, social media pages and customer support offering are all critical. It can be challenging for international merchants to easily integrate or offer some of these services. However, merchants that can achieve this, alongside the convenience of one-click payments and tokenization to protect sensitive cardholder data (e.g. via WhatsApp messaging), offer a strong value proposition.

CHALLENGE

A cross-border transaction structure will impact authorization rates

Merchants looking to enter the Russian market face substantial cost implications due to the complexity of the business environment and legal requirements. Without a Russian legal entity, payments are typically processed as cross-border transactions by acquiring banks outside of Russia. This has a significant impact on authorization rates, which could be as low as 60 percent.

The ability to process transactions locally is paramount. Not only will this increase authorization rates to 93-97 percent, it will also reduce average credit card processing fees from ~4.5 percent to ~2 percent. Doing business in Russia requires strong local relationships, however, and building trust with relevant officials can take months.

CHALLENGE

The Russian ruble is a highly volatile currency

Currency conversion timing might not sound business-critical, but in an unpredictable currency market understanding when funds will be converted is essential for developing effective international pricing. In 2018, the ruble declined by 7 percent in a single day, which brought significant losses to many international players targeting the Russian market.

Decline in a single day in 2018 which brought losses to many international players targeting the Russian market.

Accepting ruble payments requires a local, operational office and proficiency with managing exposure. Doing business in Russia without local support will require you to identify someone who can convert rubles for you regularly, in order to mitigate foreign exchange risk.

CHALLENGE

Operating in Russia requires compliance with local rules and regulations

In areas such as personal data regulation, local rules will likely differ from other markets. Legislation requires, for example, that personal consumer data must be stored on Russian servers. Regardless of whether a transaction is processed domestically or internationally, merchants must ensure their data collection is compliant. Setting up a local entity will also require value-added tax (VAT) payments on revenue, which vary from 10 to 20 percent.

It’s important to emphasize that sanctions against some Russian companies and banks imposed by the United States and European Union may not be the roadblock that they first seem. Sanctions do not, for example, impact consumer payments services. It is always advisable to check the details before making business investment decisions.

FOUR KEY CHALLENGES:

One Solution

By working with Ingenico ePayments and adopting a ‘best of both worlds’ strategy that includes cross-border and domestic approaches, global merchants can:

  1. Offer local payment options, including Mir cards:

    Our solution can accept a range of local options including Mir, Qiwi and Yandex.Money e-wallet payments.

  2. Improve authorization rates:

    Through our partnerships with Russia’s leading acquiring banks and by routing transactions back to the card issuing bank, we are able to process payments for more than 80 percent of the local acquiring market.

  3. Accept payments in rubles:

    Ingenico’s local bank account helps reduce possible risks and foreign exchange fees, meaning we’re able to compliantly send funds on behalf of our clients to Europe, or wherever the merchant is domiciled.

  4. Ensure compliance with local regulations:

    Ingenico works with a local integrator gateway, which allows us to route traffic dynamically and store data compliantly. Reporting is also integrated into our solution, which makes it easy for merchants to handle Russian VAT.

At the core of every payments challenge is an opportunity to unlock a new market, or set of customers, that your competitors may have neglected. By striking the right balance between global and local, merchants have every change of succeeding in Russia. For those that do, the potential is huge, and continuing to grow.

  1. AITC and ystats.com
  2. AITC and ystats.com
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