With global e-commerce rapidly growing and competition intensifying in international markets, the effective promotion of Russian non-commodity goods abroad is becoming strategically important. On October 21, Russia National Center hosted a session titled Made in Russia National Stores: An Omnichannel Strategy for Promoting Russian Goods and Domestic Marketplaces Abroad as part of the Made in Russia International Export Forum. The discussion brought together representatives of federal government agencies, development institutions, retail leaders, and digital platforms to develop a unified approach to expanding the presence of domestic brands on global marketplaces.
Session participants focused on overcoming the multifaceted challenges faced by Russian exporters. These include low brand recognition abroad, difficulties entering international retail chains, logistics issues, and limited resources for independent distribution. In response to these challenges, the Made in Russia National Stores Program was identified as a key solution. These showcases of Russian goods, integrated into international online marketplaces, are recognized as a key tool for providing small and medium-sized businesses with direct access to foreign consumers, particularly in the CIS countries.
The session's moderator, Alexey Murzenok, Director of International Partnership Programs at Russian Export Center (REC, VEB Group), emphasized the importance of developing not only practical solutions but also a strategic vision.
"One of our goals as a state support institution is to minimize barriers for Russian brands in foreign markets by creating a streamlined entry point. Engaging famous foreign bloggers and Made in Russia brand ambassadors in promotion has already proven highly effective. It increases awareness of Russian products and builds trust. Our next step is to implement a joint project with RVB to promote Russian cosmetics, the Made in Russia Beauty Box, on Wildberries in the Republic of Uzbekistan, which has been launched today. We are confident that using the platform infrastructure will further boost demand for Russian cosmetics abroad," Alexey Murzenok when speaking about strengthening the position of domestic products.
Promoting Russian marketplaces abroad plays a key role, as they provide exporters with a ready-made technological infrastructure and solve a variety of operational problems, from logistics and payments to marketing and customer service. This significantly simplifies the entry into foreign markets to thousands of domestic brands and contributes to the growth of non-resource exports.
Vasily Zudin, Deputy Director of the Center for Global IT Cooperation, added that the Center actively promotes not only export of Russian software and platform solutions, but also the development of the entire digital infrastructure.
"We promote IT products, services, and partnerships that make collaboration with Russian developers easier and more effective. We pay special attention to the internationalization of national e-commerce platforms," Vasily Zudin.
In turn, Director of the Department for the Implementation of Entrepreneurship Support Projects and Head of the Growth Platform Project at RVB, emphasized the uniqueness of Russian brands.
"Today, Russian export is no longer just about raw materials, but also competitive brands based on culture, design, and technology. Our mission is to give regional brands a voice in the global market. Through the Growth Platform, we build digital bridges, transforming marketplaces into identity platforms where the strength of our products lies in their authenticity, quality, and culture. By combining the efforts of the government, businesses, and digital platforms, we strive to develop export and increase recognition of Russian brands abroad,” Yulia Poletaeva.
Comprehensive support for exporters is also provided through REC's flagship My Export digital platform. The event brought together representatives from executive authorities, development institutions, and the global e-commerce market, demonstrating a consolidated approach to addressing international promotion challenges.
The main service is Marketplace Selection. It allows companies to quickly and freely find the best international and foreign marketplaces. The service analyzes up to 150 marketplaces across 30+ parameters, taking into account product specifics and export readiness. REC services also facilitate product placement in Made in Russia National Stores on international and foreign marketplaces and in offline sales channels. These stores operate under a single brand, increasing recognition of Russian products. One can list their products on Made in Russia National Stores by submitting a request for Marketplace. Listing on National Stores service. My Export platform also provides access to logistics consulting, assistance with obtaining permits, and foreign market research.
Made in Russia International Export Forum is a key event of the year for Russian exporters. The Forum is organized by Russian Export Center. The Moscow Government is the business program partner. TASS is the general information partner. RIA Novosti is the exclusive information partner. Information partners include Channel One, Rossiya24, MAER Media, Vedomosti, Expert, Gazprom Media, and Insight People. Roscongress Foundation is the operator of the Forum's business program.
Russian Export Center (REC, VEB Group) is a government institution that supports non-resource, non-energy export. It provides companies from various industries with both financial and non-financial support at all stages of entering international markets, including as part of the International Cooperation and Export national project. Most services offered by the REC Group are available online on My Export digital platform. REC is also responsible for the key functions of supporting and implementing the Made in Russia program.
Session participants focused on overcoming the multifaceted challenges faced by Russian exporters. These include low brand recognition abroad, difficulties entering international retail chains, logistics issues, and limited resources for independent distribution. In response to these challenges, the Made in Russia National Stores Program was identified as a key solution. These showcases of Russian goods, integrated into international online marketplaces, are recognized as a key tool for providing small and medium-sized businesses with direct access to foreign consumers, particularly in the CIS countries.
The session's moderator, Alexey Murzenok, Director of International Partnership Programs at Russian Export Center (REC, VEB Group), emphasized the importance of developing not only practical solutions but also a strategic vision.
"One of our goals as a state support institution is to minimize barriers for Russian brands in foreign markets by creating a streamlined entry point. Engaging famous foreign bloggers and Made in Russia brand ambassadors in promotion has already proven highly effective. It increases awareness of Russian products and builds trust. Our next step is to implement a joint project with RVB to promote Russian cosmetics, the Made in Russia Beauty Box, on Wildberries in the Republic of Uzbekistan, which has been launched today. We are confident that using the platform infrastructure will further boost demand for Russian cosmetics abroad," Alexey Murzenok when speaking about strengthening the position of domestic products.
Promoting Russian marketplaces abroad plays a key role, as they provide exporters with a ready-made technological infrastructure and solve a variety of operational problems, from logistics and payments to marketing and customer service. This significantly simplifies the entry into foreign markets to thousands of domestic brands and contributes to the growth of non-resource exports.
Vasily Zudin, Deputy Director of the Center for Global IT Cooperation, added that the Center actively promotes not only export of Russian software and platform solutions, but also the development of the entire digital infrastructure.
"We promote IT products, services, and partnerships that make collaboration with Russian developers easier and more effective. We pay special attention to the internationalization of national e-commerce platforms," Vasily Zudin.
In turn, Director of the Department for the Implementation of Entrepreneurship Support Projects and Head of the Growth Platform Project at RVB, emphasized the uniqueness of Russian brands.
"Today, Russian export is no longer just about raw materials, but also competitive brands based on culture, design, and technology. Our mission is to give regional brands a voice in the global market. Through the Growth Platform, we build digital bridges, transforming marketplaces into identity platforms where the strength of our products lies in their authenticity, quality, and culture. By combining the efforts of the government, businesses, and digital platforms, we strive to develop export and increase recognition of Russian brands abroad,” Yulia Poletaeva.
Comprehensive support for exporters is also provided through REC's flagship My Export digital platform. The event brought together representatives from executive authorities, development institutions, and the global e-commerce market, demonstrating a consolidated approach to addressing international promotion challenges.
The main service is Marketplace Selection. It allows companies to quickly and freely find the best international and foreign marketplaces. The service analyzes up to 150 marketplaces across 30+ parameters, taking into account product specifics and export readiness. REC services also facilitate product placement in Made in Russia National Stores on international and foreign marketplaces and in offline sales channels. These stores operate under a single brand, increasing recognition of Russian products. One can list their products on Made in Russia National Stores by submitting a request for Marketplace. Listing on National Stores service. My Export platform also provides access to logistics consulting, assistance with obtaining permits, and foreign market research.
Made in Russia International Export Forum is a key event of the year for Russian exporters. The Forum is organized by Russian Export Center. The Moscow Government is the business program partner. TASS is the general information partner. RIA Novosti is the exclusive information partner. Information partners include Channel One, Rossiya24, MAER Media, Vedomosti, Expert, Gazprom Media, and Insight People. Roscongress Foundation is the operator of the Forum's business program.
Russian Export Center (REC, VEB Group) is a government institution that supports non-resource, non-energy export. It provides companies from various industries with both financial and non-financial support at all stages of entering international markets, including as part of the International Cooperation and Export national project. Most services offered by the REC Group are available online on My Export digital platform. REC is also responsible for the key functions of supporting and implementing the Made in Russia program.