We figure out which marketplace is more convenient and profitable for sellers to work with, which product categories are leading on different platforms, and who has more pick-up points.
Wildberries
Ozon
Yandex Market
SberMegaMarket
KazanExpress
Lamoda
Avito
Expert advice
We selected seven popular online platforms from Wildberries to Avito to use them as an example to show the specifics of working with sellers, sales volumes and promising areas.
Read Also:How PEST Analysis Helps Determine the Future of a Business
Wildberries
Table of Contents
The largest marketplace and the most popular online trading platform in Russia: number of orders in 2022 was 1.5 billion (+88%), 1.9 billion products were sold, revenue was 1.669 trillion rubles. As of December 2022 , there were 27,000 Wildberries pick-up points (PPP) in Russia. Wildberries initially promoted itself in the fashion direction, and today products from this category sell best on the marketplace. Also among the leaders are everyday goods, everything for home and garden, goods for children, household appliances and electronics.
● Terms of work:
LLCs, individual entrepreneurs and self-employed individuals can trade on the marketplace. The cost of registration and opening a personal account for sellers is currently 10,000 rubles. The marketplace commission for each sale is from 5 to 25% depending on the product category, on average 17%. The largest commission of 23-25% is taken for sales in leading categories – clothing and accessories, shoes, underwear.
● Audience :
Wildberries is visited by 20 million visitors daily. At the same time, most Wildberries customers do not have experience of regular online shopping: customers often want to receive the same level of service as when shopping offline in a shopping center. Having received a crumpled box or unsteamed clothes, such customers are disappointed and lower their rating for the seller, although objectively there is no fault in this situation.
● Features :
Wildberries is actively developing in the CIS: it already operates in Armenia, Uzbekistan and Belarus, and is working on options in other neighboring countries.
The course “Marketplace Manager” will help you analyze your audience and select popular niches depending on the specialization of different online platforms .
Basic computer skills are enough to start in the profession.
The course takes 10-15 hours a week, the course lasts 5 months.
Ozon
Second in the top of the largest marketplaces on the Russian market: number of orders for 2022 amounted to 465 million, revenue — 277.1 billion rubles . More than 230 thousand sellers trade on the marketplace. Ozon shows good growth in key indicators: for example, the number of orders over the year has doubled due to the growth of the active buyer base. The sales leaders are everyday goods, food, clothing, goods for children, home and hobbies.
● Working conditions:
LLCs, individual entrepreneurs or self-employed individuals can become sellers on Ozon. Registration as a seller, unlike Wildberries, is free. The marketplace commission depends on the categories and subcategories of the product and ranges from 0.5 to 23%: for example, 9.5% for selling an item from the “Pet Food” category, 18% for sports goods, and 19.5% for clothing.
● Audience:
The number of active Ozon buyers in 2022 is 35.2 million people, there is no data for 2023 yet. These are mainly people who are already familiar with marketplaces and accustomed to buying online. They are understanding of minor delays in delivery times and packaging flaws.
● Features:
Ozon is actively developing the fashion direction, including through advertising with the participation of star ambassadors, promotion and low commissions for sellers in this category. If at the end of 2022 Ozon had a total of 16,000 pick-up points, now there are already 25,000 points equipped with fitting rooms.
Yandex Market
Yandex Market rounds out the top three in the list of Russian marketplaces: according to data from January 2023, 43.7 thousand sellers are registered on the platform. Initially, Yandex Market was an aggregator – it posted goods that were sold on other sites. Over the past five years, the company has been developing as a classic marketplace. Here, people most often buy electronics and household appliances, everyday goods, for construction, repairs and home, auto goods and food.
● Working conditions:
Companies, individual entrepreneurs and self-employed individuals can become sellers. Sellers on Yandex Market register for free, the marketplace commission for each sale is from 1 to 15% depending on the product category.
● Audience:
The number of active buyers on the marketplace at the end of 2022 was 14 million people.
● Features:
The seller does not create his own product card, but attaches it to a standard one that already exists on the platform. For example, the same kitchen towel is sold by different suppliers. On Wildberries, one seller has a towel photographed without infographics, while another has a beautiful photo with infographics in the card, but the price is 150 rubles higher. Yandex Market has a different system: the towel has a standardly designed card in which the buyer immediately sees who is selling this product and at what price. And reviews for the same item purchased from other sellers are automatically pulled up to the product.
SberMegaMarket
Previously, it was the Goods marketplace, but in 2021, Sberbank bought it and is now developing it as its own platform. The original name was SberMegaMarket, now shortened to MegaMarket. Compared to the leaders, there are still few sellers on the platform: 8,000 at the beginning of 2023. MegaMarket is actively developing largely due to the built-in integration with Sberbank clients: the database contains all the bank’s users. And many branches throughout Russia act as points of issue for the marketplace’s goods. In total, the company has more than 60,000 pick-up points and parcel terminals. There are no problems with logistics either – goods are delivered, including through the bank’s Samokat service.
● Terms of work:
The platform works with registered legal entities, individual entrepreneurs and self-employed individuals over 18 years of age. Registration is free, the marketplace commission is from 2 to 20% of the cost of the goods.
● Audience:
Active promotion of MegaMarket is facilitated by a base of 106 million Sberbank users, among whom the service is advertised. The marketplace is visited by 30 million users per month.
● Features:
Registration of a new seller can take a week, changes to the product card are moderated for 3-4 days, technical support takes a long time to respond to requests.
KazanExpress
This marketplace, originally from Kazan, is represented in 118 cities, mainly in the Volga Federal District, and is considered a regional platform. The number of orders in 2022 reached 25.2 million, the online store has more than 500 pick-up points. KazanExpress positions itself as a marketplace that delivers goods to the pick-up point within 24 hours. The main product groups are small electronics and small-sized goods – something that can be stored in warehouses in large quantities and delivered quickly.
● Working conditions:
Registration on the platform is free, verification takes three days. LLCs, individual entrepreneurs and self-employed individuals registered in Russia can sell. The marketplace commission is from 3 to 50% and depends on the cost of the product: the higher the price, the lower the commission. For example, for a product priced up to 48 rubles, the commission will be 50%, and for a product priced from 2,999 to 3,989 rubles, it is already 12%. At a price above 29,990 rubles, the commission is always 4%.
● Audience:
According to the company, there are 3 million buyers on the platform.
● Features:
Activation of new sellers at the time of writing is carried out partly due to limited warehouse resources. To understand whether activation has taken place or not, the seller needs to try to create a shipment act.
Lamoda
Lamoda positions itself as a fashion marketplace where you can buy high-quality clothing, footwear, and accessories from famous brands. The company’s sales profit in 2022 increased 5.6 times and amounted to 9.4 billion rubles. More expensive goods lead to a high average check: if on Wildberries it is about 2,000 rubles, then on Lamoda it is 6,000 rubles. The price category of goods is closer to “average” – “average plus”: you can find expensive branded goods.
● Working conditions:
A LLC or individual entrepreneur can become a seller. A commercial offer for each supplier is made individually, that is, the commission conditions are different for everyone.
● Audience:
The number of buyers on the site is 13 million people, which is 2 million visits per day. Compared to Wildberries, Lamoda’s audience buys more expensive goods. The buyout percentage on this marketplace is also higher.
● Features:
Lamoda is strict about checking suppliers: you will need certificates of conformity confirming that the offered goods are safe. The seller must import a certain range: for example, little-known or local brands cannot be sold through this marketplace. In general, the platform is more suitable for large companies; it will be quite difficult for beginners to start here.
Read Also:Advertising creatives: from laconicism to absurdity
Avito
Avito is often perceived as a bulletin board for selling used items or finding owners for homeless kittens. However, back in February 2021, Avito launched a full-fledged marketplace, which is visited by 60.96 million users per month. According to the company , 62% of businesses in Russia sell their goods on Avito: some companies are represented online only on Avito. For example, an online furniture store with its own production can trade only on Avito and be quite successful.
● Terms of work:
Seller registration is free, but you need to separate personal and business accounts – each account must be linked to a separate phone number, so you will need two SIM cards. The commission is small compared to other marketplaces: until recently, Avito charged 2% for sales with delivery, and from September 1, 2023 – 5%.
● Audience:
Among the 60 million Avito users, there are many who are looking exclusively for new products.
● Features:
Avito has developed a huge base of active and solvent buyers, added the ability to start your own store, connect advertising and a secure transaction service – this makes sales accessible and profitable for small and medium-sized companies. As a result, people began to buy more goods, and not only used ones, but also new ones.
