The article analyzes intangible assets of Russia's top online stores from 2011-2018. Despite the increase in value, intangible assets make up a small portion of total assets. In 2016, efficiency of using intangible assets decreased due to economic challenges, but by 2018, most stores improved performance indicators related to intangible assets. Surprisingly, there was no clear link between the amount of intangible assets and financial success, likely due to how these assets are accounted for.