Experts of the KAMA TYRES Complex summed up the results of the official online store KAMA TYRES for 2024, noting a stable growth in sales and an increase in consumer interest in digital channels for purchasing tyres. The most popular brand last year was Viatti – 29.6% of all sales.
Last year, the KAMA TYRES online store significantly expanded its range, improved logistics processes and continued to adapt its strategy to changing market conditions.
“The results of 2024 confirm that digital sales channels are becoming increasingly important for the tyre industry. We see an increasing interest in online shopping, especially in the B2C segment, as well as a growing demand for specialized products, such as ATV tyres and retreaded models. These trends show that the market is adapting to new customer needs, and we will continue to develop our online channels, improve the range and offer convenient service solutions,” said Timur Sharipov, CEO of KAMA Trading House.
Sales growth and key trends in online trade in 2024
In 2024, the KAMA TYRES online store demonstrated steady growth. The number of orders increased by 8% compared to the previous year, which indicates growing consumer confidence in the online channel for purchasing tyres. The leading regions in terms of the number of orders were again Moscow (11.9%), Moscow Region (7.9%), St. Petersburg (3.2%), Nizhny Novgorod Region (3.1%) and the Republic of Tatarstan (3.1%).
Among the methods of receiving orders, 54% of customers chose pick-up, and 46% preferred delivery by transport companies. This balance confirms that customers value both the opportunity to pick up the goods personally and the convenience of door-to-door delivery. In the summer passenger car tyre category, the best-selling models were Viatti Strada Asimmetrico, and among winter tyres, Viatti Brina Nordico studded.
Winter tyres: stable demand for studded models
The share of studded winter tyres in 2024 remained at 81%, while non-studded models got 19%. The greatest demand among studded models was recorded for Viatti Brina Nordico passenger car tyres. In the category of non-studded winter tyres, buyers more often preferred the Viatti Bosco S/T line-up, designed for CUVs and SUVs, as well as Viatti Brina passenger car and Viatti Vettore Brina light truck tyres.
At the same time, SUV tyre sales decreased by 11% compared to 2023. This may be due to changes in the economic situation and consumer preferences, who tend choosing budget and universal solutions.
B2B and B2C segments development and growth of marketplaces
The structure of orders in 2024 showed that 54% of orders come from B2C clients, and 46% from the B2B. Moreover, retail sales grew by 17%, while in the corporate segment the growth was only 1%. This suggests that private car owners increasingly prefer to order tyres directly from the manufacturer in the official online store, not contacting intermediaries.
The growth in sales through marketplaces was especially noticeable - this sales channel demonstrated growth by 142%, which indicates a high level of customer trust in this format of purchasing tyres. Online platforms provide convenient ordering and delivery conditions, which makes them attractive for both private and corporate customers.
Focus on e-commerce
The results of 2024 showed that the online tyre sales market keeps growing, especially the B2C segment. Consumers tend purchasing online, expecting convenience, fast delivery and a wide range of products. At the same time, the growth in sales of retreaded tyres confirms that the market is moving towards cost-effective and environmentally friendly solutions, which is in line with the global trend towards sustainable development.
KAMA TYRES will keep improving its digital services, expand its range and adapt to new market trends in order to make buying tyres even more convenient and accessible for domestic car owners.