E-commerce. Auchan Russia wants to weigh in the balance

For the Auchan Retail (turnover of €31.6 billion in 2020, down by 5.2%), Russia is a territory as strategic as it is difficult. Last year, Russia generated around 15% of the group’s total business, making it a market equivalent to Spain in terms of size. For almost 12 months, a turnaround has been underway under leadership of a new C.E.O., Ivan Martinovitch, a Serbian-French experienced executive. He has set roadmap of multiplying e-commerce turnover by 4 in 2 years. E-commerce should grow from 5% of sales in 2021 to 20% in 2023.