International Expansion Strategy of Russian FMCG Companies via Global Marketplaces: An Empirical Analysis

The international expansion of Russian companies in the fast-moving consumer goods (FMCG) sector has undergone significant changes following the geopolitical events of 2022–2024 and the associated sanctions. This study provides an empirical analysis of the transition from traditional offline B2B exports to global digital platforms, specifically Amazon FBA (fulfillment via Amazon). Using the example of one of Russia’s leading FMCG companies, which ranks in the top 1% by revenue, the study examines financial metrics, return on investment, and the organizational changes required to enter the German and UK markets. The results show that while B2B channels provide stability for large shipments, marketplaces offer greater opportunities for scaling and increasing brand awareness, although the initial stages require intensive marketing expenditures. In conclusion, a decision-making framework is presented for FMCG companies facing the challenges of import substitution and export reorientation, where digital adaptation and proper resource allocation play a crucial role 1, 2.