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The study was prepared by Workspace content maker Tikhon Vechersky.
According to Workspace data, 80% of digital agencies actively participate in tenders. However, only 14% of them manage to win more than 10% of the tenders offered. This highlights the highly competitive nature of the digital services sector and the importance of a strategic approach to tendering for success. Agencies need to optimize their offerings and improve the quality of their services to increase their chances of winning competitions.
In this article, we examine changes in the digital tendering market over the past eight years and determine which approaches will be most effective in 2025. Our analysis is based on data from three studies by Workspace, including a recent survey of 240 agencies, as well as two similar studies conducted in 2016 and 2018. This allows you not only to assess the current situation but also to track the evolution of the entire digital tendering market, identifying key trends and changes in tender approaches.
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- How do agencies approach tenders today?
- What tenders do they compete for - commercial or government?
- How do they approach preparing an application?
- Where do agencies look for tenders and what budgets do they respond to for projects?
- Can tenders be considered a promising promotion tool?
How do agencies approach tenders today?
According to a 2016 Workspace study, 29.2% of agencies refused to participate in tenders. Currently, only 10% of agencies oppose tenders. At the same time, almost half of the agencies, namely 49%, actively participate in project competitions: 17% do this several times a week, and 32% - several times a month. Thus, there has been a significant evolution in agencies' approach to tenders, demonstrating increased competitiveness and a desire to develop in a market environment. Attitudes toward tenders have undergone significant changes. Previously, participants primarily sought to win the competition, but now their strategies have become more complex and multifaceted. Tenderers have begun to consider not only the possibility of winning a contract but also building long-term relationships with clients. The quality of proposals, compliance with requirements, and innovative solutions have become important aspects. This change in approach reflects participants' desire not only for short-term gains but also for sustainable development and reputation in the market. Participation in tenders is a strategically important step for our agency. We view tenders not simply as competition for contracts, but as an opportunity to reach new companies with interesting projects. This is a chance to interact with decision-makers and demonstrate our competitive advantages. Tenders also serve as an effective PR tool, allowing us to establish our agency in the market. Even if we don't win, participating in tenders helps strengthen our brand and expand our network of professional contacts, making this process an important part of our overall development strategy.
Anastasia Biryukova holds the position of Sales Director at the agency "I Have an Idea." In her role, she is responsible for strategic sales development and expanding the client base, which contributes to the company's growth in the market. Anastasia actively implements innovative approaches to sales and client relationship management, which allows the agency "I Have an Idea" to stand out from the competition. Her professional experience and deep understanding of the market contribute to the successful achievement of business goals and strengthening the company's position.
Tenders are recognized as an important lead generation channel by 37% of agencies, ranking third after direct client inquiries (86%) and affiliate programs (31%). Although the probability of winning a tender is only 5-10% for most, they remain a key tool for attracting new clients and expanding business.
In recent years, there has been a significant increase in the budgets of projects submitted by agencies. In 2016, 71.2% of all applications were for tenders with budgets of up to 200,000 rubles. By 2018, this share had dropped to 40.4%. Currently, the focus has shifted to projects costing between 1 and 3 million rubles, which account for 29% of all applications, while small tenders with budgets of up to 300,000 rubles account for only 10%. This trend indicates increased competition and changing approaches to project financing.
The reasons for refusing to participate in tenders have undergone significant changes. In 2016, the main problems for agencies were time costs (42.2%) and a lack of transparency in the process (30.3%). In the current environment, the main reason for refusal is a lack of confidence in objectivity (48%), while time costs have become a secondary concern (11%). Agencies have become more efficient in preparing proposals, but have also significantly increased their requirements for selecting tenders. They focus on the prospects for cooperation, compatibility with the organizer, and its reputation. This demonstrates the increased value of transparency and trust in the tender participation process.
Despite criticism, the digital tendering market continues to actively develop and become more complex. Agencies that previously refused to participate in tenders are now developing strategic approaches around them. Currently, tenders have become an important and sought-after tool for agencies, demonstrating their importance in modern business. Participation in tenders allows agencies not only to expand their client base but also to increase their competitiveness in the market.
Which tenders do agencies compete for – commercial or government?
According to surveys, 80% of participants are interested in commercial tenders, while only 2% prefer government procurement. Moreover, 18% of respondents state that neither type of tender meets their requirements. This highlights the importance of commercial tenders in today's market and shows that many participants prefer the more flexible and advantageous terms offered by private organizations.
53% of agencies have experience participating in government tenders. High-end and premium design studios are the most active in government procurement, with 38% having done so at least once. Web developers of the same caliber are interested in government procurement, with 34% also participating in tenders. Developers are more active: 20% participate in tenders several times a year, compared to only 9% of designers.
Only 2% of respondents consider government procurement the optimal format for participation, but 21% of them still try to participate at least once a year. This indicates that despite the low level of trust in public procurement, entrepreneurs continue to seek opportunities to participate in them.
Government procurement offers a number of advantages, such as stability and predictability of processes, the opportunity to secure large projects for the portfolio, and building long-term relationships with government agencies. However, many agencies face significant challenges related to dumping, bureaucracy, and lack of transparency, making these advantages less attractive. These disadvantages often outweigh the potential benefits, causing companies to doubt the advisability of participating in tenders.
We tried participating in tenders on platforms such as "Zakupki" and "RoselTorg", collaborating with agencies that select tenders and place state and municipal orders. However, we encountered several problems. Often, tenders did not match our profile or had unsuitable characteristics. In other cases, it was impossible to fulfill the conditions within the specified budget and deadlines. Moreover, we received no responses to many applications.
Viktor Chikunov is the Head of Business Development at AEX Soft. His responsibilities include strategic planning and partnership development, as well as the implementation of innovative solutions to optimize business processes. Under Victor's leadership, the AEX Soft team is actively developing its services and expanding its market, which contributes to the company's growth and increased competitiveness. Victor's experience and expertise in business development play a key role in achieving the company's ambitious goals.
What approaches do agencies use to submit applications?
In a low-performance environment, where 56% of agencies win less than 5% of tenders, some companies successfully find effective strategies. The main trend in recent years is that organizations are beginning to participate only in those tenders that best match their profile and capabilities, rather than just any that come their way. This approach significantly increases our chances of success and optimizes time and resource expenditure.
Before using the Workspace platform, we were wary and distrustful of tenders. However, over the past year of working on this platform, our approach has changed, leading to significant results. From March to July 2024, we successfully completed five SEO tenders. This confirms the effectiveness of using Workspace for identifying and implementing new business opportunities.
This change in approach was decisive. We stopped sending out mass commercial proposals and began conducting preliminary client analysis. Now, we contact potential clients directly, using contact information from the tender card. Based on the information collected, we create personalized commercial proposals. We then organize video meetings during which we answer clients' questions in detail and demonstrate our solutions. This approach allows us to interact more effectively with clients and increase our chances of successfully closing deals.
Alexey Dokolov is the CEO of Alekzo. With his experience and leadership skills, he manages the company's development, striving for innovation and high-quality service. Under his leadership, Alekzo successfully implements modern technologies and expands its market position, contributing to the company's growth and customer satisfaction. Alexey actively participates in developing strategies aimed at improving business processes and optimizing resources, making Alekzo a competitive player in its industry.
A systematic approach to tender selection and prompt response are key factors for success in this area. An effective tender selection strategy not only increases the chances of winning but also optimizes the company's resources. A quick response to new opportunities helps minimize risks and remain competitive in the market. These aspects play a crucial role in achieving long-term success and improving the efficiency of business processes.
When working with tenders, I pay special attention to morning hours to achieve maximum efficiency. My strategy is to respond quickly to tenders, which significantly increases the chances of success. Prompt action allows us to stand out from the competition and demonstrate our commitment. Effective time management and prompt responses to tenders are key factors for successfully participating in competitions and winning new contracts.
If a tender is of interest, I submit it for preliminary evaluation. In accordance with company policy, the evaluation is carried out on the same day. If the task requires an urgent solution, I contact the co-owner, and we jointly conduct the necessary calculations.
Preparing for cooperation with the client is a key stage. I thoroughly research information about the company and its activities, using open sources. The obtained data is included in our letter, demonstrating our interest and readiness for productive cooperation. This approach helps establish a trusting relationship and increases the chances of successful cooperation.
Vasily Melnikov is the Head of Internal Marketing at the DNT Digital Group of Companies. His experience and professional skills contribute to the effective development of internal marketing strategies, which in turn strengthens the company's competitiveness in the digital services market. Under Vasily's leadership, the team actively implements innovative approaches to promoting and optimizing internal communications, resulting in high results.
Flexibility in deadlines is significantly important when agencies participate in tenders. Research shows that 85% of agencies are willing to consider participating in tenders with tight deadlines, although this usually occurs in exceptional cases. The most adaptable teams are those in the SMM and content marketing fields, where approximately 60% of specialists regularly take on urgent projects. This demonstrates the high degree of preparedness of agencies to quickly respond to client requests, which is an important factor in successfully completing tasks and achieving business goals.
Interestingly, the results of agency work are perceived differently. Around 50% of specialists who win only 5-10% of tenders consider such figures to be normal. Meanwhile, among agencies with a success rate of over 25%, only half consider their achievements to be excellent. This highlights the diverse perceptions of success in the tendering and competition sphere.
Clients participating in SEO tenders face a challenging time. They face a large volume of proposals, which are often not clearly structured. As a result, many fail to process all the requests, and ultimately, the most advantageous proposal is not always the winner. For example, many clients focus on a monthly budget, although the actual volume of work with the same budget can vary by 3-4 times. This underscores the importance of carefully analyzing and understanding proposals to make an informed choice and maximize the return on investment in SEO.
Evgeny Rudenkov is an experienced sales manager and SEO specialist at Site UP. In his work, he actively uses modern website optimization methods to improve their visibility in search engines. Evgeniy has deep knowledge of digital marketing, which allows him to effectively attract clients and increase conversions. His experience and professionalism make him a valuable asset to the Site UP team, where he helps businesses achieve high results online.
Where agencies search for tenders and what budgets are they interested in
Among current trends, there is a shift in interest from universal platforms to specialized solutions. According to the study, the following platforms were the most popular among respondents: Workspace (58%), B2B-Center (55%), and Bidzaar (50%). This demonstrates the growing need for businesses to have more focused tools that can offer specialized features and an improved user experience.
Comparison A 2018 study indicates a noticeable increase in the popularity of specialized platforms. According to Workspace research, the share of agencies using this platform to search for tenders has increased from 25.2% to 58% over the past six years. This indicates a growing interest in effective tools for participating in tenders and competitions. Agencies are increasingly turning to specialized platforms, which confirms their growing importance in modern business.
The main reason for the migration of digital agencies is to improve efficiency. Agencies seek to optimize their processes and avoid wasting time searching and analyzing numerous irrelevant offers. Therefore, they choose platforms that concentrate orders that match their specialization. This allows them to focus on completing tasks and providing high-quality services to their clients, which ultimately contributes to business growth and an improved reputation.
We actively use the platform as a working tool. However, it is worth noting the issue of a large number of "phantom" tenders. Such tenders often have a minimal description, consisting of one or two lines, sometimes with a request to "Send a commercial proposal." There is no response in the chat, and contact phone numbers are either not listed or invalid. Emails sent to the provided email addresses remain unanswered. This situation negatively impacts work efficiency and causes dissatisfaction among participants.
Our company understands the importance of moderation before publishing tenders. We strive to reduce the number of tenders, while ensuring that they are relevant and come from real clients. This will allow us to more effectively discuss projects, prepare commercial proposals tailored to specific requests, and participate in real tenders. We are confident that this approach will improve the quality of interaction and lead to more productive results.
Kirill Mitryakhin is a digital marketing specialist and founder of Strela Digital. His expertise covers a wide range of services, including SEO optimization, content marketing, and advertising campaign management. With years of experience, Kirill helps businesses effectively develop their online presence, engage their target audience, and increase conversions. Strela Digital offers innovative solutions aimed at achieving maximum results in the digital space. Collaborating with Kirill Mitryakhin and his team will ensure you receive a professional approach to promoting your brand online. Agencies of different categories have their own unique preferences regarding tender budgets. These preferences can vary significantly depending on the type of services the agency provides, as well as its experience and reputation in the market. For example, larger agencies often target higher budgets, allowing them to offer a wide range of services and attract qualified specialists. Meanwhile, smaller agencies can work with more limited budgets, making them more flexible and able to adapt to client requests. Thus, understanding these differences is important for successful participation in tenders and the correct formation of proposals that meet the expectations of the target audience.
- Web developers - projects over 1 million (49% of the segment).
- SMM agencies - projects in the range of 300-500 thousand rubles (39%).
- Design studios - projects in the range of 1-3 million rubles (42%).
- Marketers and advertisers - projects in the range of 300 thousand - 1 million rubles (71%)
The market is becoming more structured and predictable, which allows agencies to focus on their key areas. However, despite the positive changes, success cannot be guaranteed, especially for those who are unable to compete on price offers. In an increasingly competitive environment, it's crucial to develop unique offerings and improve service quality to stay relevant and attract clients.
We tested the Workspace platform for four months, actively responding to tenders, but were unable to win a single one. The main reason is our inability to compete on price. Some customers place orders but then don't respond to messages, which may indicate they are simply testing the platform or researching market budgets before choosing more advantageous offers.
Victor Chikunov is the Head of Business Development at AEX Soft. With experience in IT and business strategy, he is responsible for developing and implementing the company's growth strategies, as well as establishing partnerships with key market players. Under his leadership, AEX Soft successfully implements innovative solutions aimed at optimizing business processes and increasing the competitiveness of its clients. Victor is actively involved in the development of new products and services, which helps expand the company's portfolio and strengthen its position in the IT market.
Can tenders be called a promising promotion tool?
In 2025, tenders will continue to be a controversial tool for digital agencies. On the one hand, 80% of agencies actively participate in tenders, which indicates high interest in this process. On the other hand, more than 50% of them win only 5% of the tenders they apply for. This imbalance highlights the need to optimize approaches to tender participation and increase agency competitiveness in the market. Effective bid preparation and submission strategies can significantly increase the chances of success and help agencies achieve better results in the future.
According to surveys, 80% of participants prefer to participate in commercial tenders, while only 2% choose public procurement. The main factors behind this choice are the lack of transparency in processes and the high degree of bureaucracy typical of public procurement.
Since 2016, several key trends have been observed that are important to note. These changes are having a significant impact on various areas, including technology, economics, and social relations. By analyzing the dynamics, it is possible to identify the main trends that are shaping the current reality and determining future developments.
- Tenders are becoming a strategy, not a tactic. In addition to obtaining direct orders, agencies use participation in tenders to demonstrate their expertise to potential clients, establish business connections, and study the market. The overall value of tenders is likely to only increase. Interestingly, despite low results, a full 37% of agencies consider tenders an important source of leads. This is the third most popular channel after direct inquiries and affiliate programs.
- Applications are submitted selectively, rather than in the form of mass mailings. The most successful agencies in tenders are abandoning the sending of identical commercial proposals and moving to preliminary client research, personal presentations, and video calls. Apparently, this approach will predominate by 2026, which, of course, will raise the entry barrier for newcomers.
- Tender budgets are growing. In 2016, 71.2% of web studios stated that the majority of tender applications they received had a budget of up to 200 thousand rubles. Today, the situation has changed dramatically: for almost half of web developers (49%), the majority of tenders have budgets exceeding one million. Analyzing growth rates over the past eight years and accounting for inflation, we can assume that the share of projects over 3 million will continue to increase, especially in web development. At the same time, the market will remain divided by specialization: large projects will be handled primarily by developers and designers, while SMM will remain in the mid-price segment.
- The public procurement system is facing changes or the departure of high-quality contractors. When only 2% consider public procurement a suitable channel, while 21% participate in it, this is cause for concern. Many qualified agencies avoid public procurement due to issues with dumping and bureaucracy. At the same time, 12% of agencies are interested but lack experience, meaning that, subject to changes in the system, the sector has potential for growth. And, of course, it's worth remembering that public tenders sometimes have very high budgets. It's no wonder that, despite the slim chances of winning, some agencies try to participate in them monthly.
Tenders are no longer perceived as a lottery and are becoming an effective business tool. Winning companies will be those that learn to choose tenders that align with their capabilities and prepare high-quality, competitive proposals. An important aspect of successful participation in tenders is the ability to establish and develop relationships with clients even before the results are announced. This will not only increase your chances of winning but also create long-term partnerships.
We see tenders as an opportunity to act in accordance with our principles, so we pay special attention to the selection of applications. This is natural. When you choose a piece of meat for dinner at the store, you strive to choose the highest quality, tastiest, and freshest product. In tenders, the situation is similar – only instead of simply choosing, you will have to compete for the best offers.
Winning a tender opens the door to profit, new useful contacts, and exciting challenges. This is an important step that requires careful preparation and a strategic approach. Remember, participating in tenders is a conscious choice. Do everything possible to ensure this choice meets your expectations and yields positive results.
Alexander Cherkasov is an Account Manager at DD Planet. In this role, he is responsible for managing client relationships and developing partnerships. His professional experience and skills enable him to effectively solve client problems, ensuring a high level of service and satisfaction. Alexander actively works to implement strategies that strengthen the company's position in the market and increase its competitiveness. In his work, he is focused on achieving results and continuously improving customer interaction processes.
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