Online shopping for health, beauty, and wellness products: a regional analysis

Abstract This study examines one of the most underexplored segments of e-commerce: online shopping for health, beauty, and wellness products. Using secondary data from official sources, we examine the influence of economic, demographic, technological, geographic, and health factors on the rise of online shopping for healthy, beauty, and wellness products in 83 regions of Russia. Multi-level linear regression was used for data analysis, enabling the nesting of regions in federal geographic districts. The findings are mostly mixed. The results show that internet speed (not access), economic performance, and the number of doctors within a region positively and significantly influence online shopping for these products within the region, whereas other factors were either negative or statistically insignificant. These results highlight the significance of macro-level factors, such as regional wealth, reliable internet infrastructure, and skilled healthcare professionals, in promoting online shopping for health, beauty, and wellness products. The research highlights the significance of regional factors in fostering equitable digital wellness access in Russia. Policymakers and industry stakeholders can utilize the study insights to promote online shopping initiatives in this specialized segment.