This article is a study of consumer behavior in China and Russia. The research studies scientific publications and consumer preferences in both countries. Comparative analysis shows that Russia and China, which are rapidly entering a new era of consumption, differ in the level of development of consumer behavior that is directly related to the level of development of digital technologies. Therefore, the impact of COVID-19, the development of digitalization, and the spread of Internet technologies have led to an improvement in diversified consumer preferences that contributed to a change in consumer behavior in China. Currently, there is an insufficient level of digitalization of society in Russia, which does not allow to fully interact with consumers and influence their preferences. The authors also identify contemporary trends in consumer behavior worldwide. In addition, some factors that determine the choice of a certain type of consumer behavior are also identified: external factors, motivational factors, and functional factors. Based on the results of the study, a universal model of the influence of various factors on the behavior of Russian and Chinese consumers is formed and some recommendations are given to sellers during the COVID-19 period.