Yandex Tests In-Search Shopping Feature to Streamline Online Purchases

Yandex has initiated a closed trial of a new feature. Users can now purchase products directly within the search results, bypassing the need to navigate to retailer websites. This is facilitated by a checkout button. Once a user selects a product, a form appears with pre-filled delivery and payment information. The feature collaborates with partner retailers and operates through the Yandex ID system, ensuring user data is secure. Payments can also be made in installments.

This new capability can be accessed via Yandex Market or through specific modules for websites. The company notes that up to 70% of users abandon their carts before completing their purchases. The checkout option integrated into search results may help reduce this abandonment rate. In a survey conducted by Yandex, 59% of respondents expressed a preference for ordering without registration, which is taken into account in this new functionality.

Additionally, another tool called «OK-price» will soon be introduced in the search results. This feature will indicate whether the price of a product is reasonable by comparing offers and assisting in decision-making.

Analysts believe that traditional search is becoming outdated as users increasingly desire immediate results. Yandex aims to retain users on its platforms, but this strategy may pose risks since not everyone uses search engines exclusively for shopping; some merely seek reviews or instructions.

Nevertheless, interest in online shopping continues to grow. According to Mediascope, 80% of Russians accessed e-commerce websites in October 2024, spending an average of 25 minutes per day on these platforms.

Data Insight reports that the online retail market in Russia reached 11.2 trillion rubles in 2024, with order volumes rising by 45% compared to 2023.

The concept of a checkout process without redirecting to a website is not entirely new; other companies, including Wildberries, are exploring similar solutions. However, Yandex boasts a larger active user base, which simplifies the launch.

Experts suggest that not all market players will be willing to participate. For example, Sberbank has its own payment solutions and is unlikely to allow a competitor into its systems.

Moreover, the checkout feature is integrated into Yandex’s advertising system, which is advantageous for large companies with substantial budgets, while small businesses may find it challenging to adapt.

Experts believe that moving forward, all major players will focus on developing their own ecosystems to capture user attention and manage traffic effectively.