Russia's CDEK planning to launch own advertising platform

MOSCOW. Dec 25 (Interfax) - The international logistics operator CDEK intends to launch its own advertising platform in February 2025, the company's press service told Interfax.

"CDEK will concentrate on developing its AdTech division in 2025, becoming the first logistics company with its own advertising platform. Advertising is already displayed on 4,200 monitors at pick-up points. The platform's full-scale launch is planned for the end of February 2025," the press service said.

The new platform will make it possible for advertisers to "cover customers' entire engagement with CDEK," as well as monetize their own and partners' storefronts through real-time targeted advertising based on social and demographic characteristics and purchases, it said.

As of December 19, CDEK's revenue increased 27% in 2024 to 84.7 billion rubles, the company said. The greatest absolute growth occurred in Moscow, where revenue grew by 5.6 billion rubles or 21%, and in St. Petersburg, where it rose by 1.9 billion rubles or 37%.

In the consumer to consumer (C2C) segment involving deliveries between individuals, revenue increased 30%, orders were up 12% and the number of payers increased 5%.

In the B2B segment (deliveries between business clients), revenue rose 34% to 6 billion rubles, orders increased 21% and the number of payers was up 11%. Revenue in the B2C segment totaled 53.6 billion rubles, up 25% year-on-year.

The average check for corporate clients grew 26% compared to December 2023.

The total number of legal entities using CDEK's services grew 14% to 526,260 in 2024. The biggest increase was seen in the B2C segment, where growth in customers stood at 15%, rising to 393,800.

CDEK is an international express delivery operator specializing in courier delivery of goods and documents for organizations and private individuals. It works according to a franchise model. Founded in 2000, it operates in 36 countries and has more than 5,000 order pick up points.

The Cluster Capital fund, which is controlled by Modern Real Estate Funds LLC, is the largest shareholder of CDEK Global LLC, the logistic company's primary legal entity, with a 55.44% stake. CDEK CEO Vyacheslav Piksayev, Inna Yakovleva and Evgeny Tsatsura are also co-owners, with 37%, 6.5% and 1% stakes, respectively.