Russian search giant Yandex announced today that it was purchasing Sovetnik to build out its shopping portal. Sovetnik – which has 2 million users – tracks what people are looking to buy online and notifies them of a retailer that sells it for cheaper. The move towards a stronger e-commerce component is not surprising as 60% of searches in Russia are done on Yandex, and Yandex beats Google in the average monthly searches for brands in L2’s Luxury Russia Index by 14x (133,500 versus 9,600).
Users prefer Yandex for Cyrillic searches, as 37% of Index brands received more Cyrillic searches than English. On Google, that number is 10%. Google is more popular for certain brands such as Michael Kors, Ralph Lauren, and Tommy Hilfiger, which have had the most growth in searches among all brands in the Index.