As competition in Russia's E-commerce market intensifies, precisely reaching high-value users amidst a vast user base and significant regional disparities has become a common challenge for all local platforms. As one of Russia's well-known E-commerce platforms, "Samokat" partnered with NetMarvel, a global performance marketing service platform. Through deep data-driven strategies and optimization, they successfully achieved breakthroughs in both user acquisition efficiency and conversion quality.
I. Case Background & Objectives
Russia's vast territory, sparse population, fragmented market regions, and complex, diverse logistics and payment systems pose significant challenges for user acquisition by E-commerce apps. Especially in the post-pandemic era, local competitors like "Wildberries" and "Ozon" have significantly increased user acquisition investments and subsidy strategies, leading to crowded online advertising channels and continuously rising customer acquisition costs. Simultaneously, restrictions on major overseas advertising platforms and the localized nature of the social media ecosystem mean many international advertisers face challenges such as fragmented channels, imprecise targeting, and low conversion efficiency.
Founded in 2013, "Samokat" is a prominent local online grocery platform, serving over 100 cities across Russia. In 2023, the platform's revenue grew by over 100% year-on-year, securing the top market share in Russia's grocery E-commerce segment. As the business expanded and user penetration increased, the platform aimed to further grow its user base while optimizing customer acquisition cost structures and enhancing overall marketing return on investment (ROI). Against this backdrop, "Samokat" chose to collaborate with NetMarvel. Leveraging NetMarvel's expertise in global traffic aggregation, intelligent algorithms, and localized operations teams, they comprehensively upgraded their user acquisition strategy for the Russian market.
II. Multi-Dimensional Empowerment for Precision Growth
Curating Premium Traffic Resources to Avoid Homogeneous Competition
NetMarvel boasts a rich and diverse global traffic pool, covering over 500 million developer resources, over 80 top global DSPs, 500+ exclusive in-app traffic sources, and 100+ local media partners. During the initial promotion phase for "Samokat," NetMarvel leveraged its multi-source traffic advantage to avoid overheating competition on traditional social platforms. It prioritized introducing mainstream Russian-language media traffic and highly active in-app native traffic, achieving precise coverage and cost control through channel differentiation.
Algorithm-Driven Precision Targeting & Conversion
Relying on advanced algorithmic capabilities and deep user profiling, NetMarvel comprehensively analyzes multi-dimensional user data including interests, preferences, device behavior, and geographic characteristics. Utilizing an LTV prediction model for audience targeting, the system automatically adjusts target audience strategies based on historical conversion rates, engagement levels, and retention performance. This strategy shift enabled moving from "users finding ads" to "ads finding users," effectively locking in high-conversion, high-value user groups.
Continuous Strategy Optimization for Dynamic Growth
Throughout the campaign, NetMarvel's dedicated operations team conducted continuous multi-channel testing and dynamic adjustments, flexibly optimizing the delivery strategy. By real-time monitoring of channel performance, they promptly increased the proportion of high-quality traffic. Concurrently, they executed massive A/B testing and creative combination optimization around local user preferences, identifying creative versions excelling in both click-through rate (CTR) and conversion rate (CVR). This ensured maximized user acquisition efficiency and retention within controllable costs, achieving truly data-driven, high-quality growth.
III. Results: Data-Driven High-Quality Growth
Through the deep collaboration with NetMarvel, "Samokat" achieved impressive user growth results:
NetMarvel's integrated service model—combining traffic resources, technological capabilities, and localized execution—forged a sustainable and replicable user growth path for "Samokat" in the highly competitive local market.
IV. Client Testimonial
"NetMarvel has not only delivered significant user growth for us but, more importantly, demonstrated a profound understanding of the Russian market. From traffic strategy to creative optimization, the team's responsiveness and professionalism are highly commendable. They are a crucial partner in our local market expansion."
------ From "Samokat" Team
