Ozon.ru is Russia's largest online retailer, shipping everything from CDs to books and clothing. The Moscow-based firm had 5.2 million registered users last year, and revenues jumped 34% year on year to $137m, according to the company.

According to a November 2010 study by Google Russia and Citibank, Russians were expected to spend 600bn roubles (£12.7bn) online using credit cards - which relatively few Russians own - last year. That figure is expected to rise to 600bn roubles in 2012.

Despite a string of Wall Street flotations this year from internet firms based in Russia and China, Gavet insists her firm is in no rush to go public.

The Russian search engine Yandex made its Wall Street debut in May in a flotation that valued the company at $8bn. Yandex shares have fallen 23% since the IPO, but the company's market capitalisation this week stood at $9.6bn.