Sellers on the OZON platform face multiple challenges: a comprehensive analysis of issues ranging from returns and exchanges to follow-up sales
The operation of cross-border e-commerce in the Russian market is full of challenges, especially when dealing with returns and exchanges. As a seller on the OZON platform, faced with complex return and exchange processes and high costs, it is necessary to find effective solutions to optimize after-sales service. At the same time, the problem of follow-up sales also brings new challenges to the protection of brand intellectual property rights. This article will delve into these issues and share effective solutions.
Challenges and Countermeasures for Cross-border Returns and Exchanges
The operation of cross-border e-commerce in the Russian market is full of challenges, especially when dealing with returns and exchanges. As a seller on the OZON platform, faced with complex return and exchange processes and high costs, it is necessary to find effective solutions to optimize after-sales service. First of all, the primary problem cross-border sellers face when using the OZON platform is the inability to use OZON’s official warehousing service. This means that when cross-border stores produce returns or exchanges, these goods cannot be returned to OZON’s warehouse, causing huge logistics and warehousing challenges. In addition, there are strict conditions for using online logistics return services. Logistics providers will only provide returns if the package has not yet been shipped, is canceled before import customs clearance, or is rejected by the buyer or unclaimed after arriving in Russia. This strict condition limits sellers’ flexibility in handling returns and exchanges.
It is worth noting that the services of all return and exchange channels are chargeable, and the return timeframes vary. When sellers track returned packages, they will find that the tracking information and service quality provided by different channels are also very different. Some channels are even quite passive in tracking packages. This not only increases logistics costs, but also places additional management burden on sellers.
In this case, if the seller has a reliable contact in Russia or can find a local resource that provides return and exchange services, this will be the best option for handling returns and exchanges. By setting the return address to a local address in Russia when setting up a warehouse on the OZON platform, sellers can handle returns and exchanges more efficiently. For example, Elena currently uses a local company in Russia that provides return and exchange services. This company has a complete return and exchange processing system that can not only assist in handling returns and exchanges, but also help repair products. In addition, Elena can resell these returned and exchanged products through other channels. This service not only takes longer to store, but also is more economical, saving sellers a lot of costs.
In addition, in order to handle returns and exchanges more effectively, sellers can also take preventive measures, such as providing more detailed product information to reduce returns due to misunderstandings or dissatisfaction. At the same time, establishing a clear return and exchange policy and clarifying the return conditions and procedures are also key to reducing the incidence of returns and exchanges.
Reasons and countermeasures for Ozon store blockade
Recently, many sellers have reported that OZON stores have been blocked. What is puzzling is that some sellers have received notices that their stores have been blocked despite no illegal operations. This situation has caused worries and doubts among many sellers. In today’s Russian e-commerce market, OZON can be described as a dazzling star. More and more Chinese sellers are joining the Russian market, among which the OZON platform is highly favored. With the influx of cross-border sellers, the number of sellers registering and settling in OZON is also increasing rapidly. However, there are relatively few stores in actual operation, and many stores are idle. If this situation continues, there may be a risk that OZON officials will close their stores. Therefore, it is very necessary to list at least one product within the first 7 days after the store is registered to avoid being considered a zombie account and causing the store to be blocked.
Although a store that has been blocked by mistake can be assisted in unblocking it, the process is usually lengthy and may leave an unfavorable mark on the seller’s account. Therefore, putting products on shelves in a timely manner is one of the important steps to avoid store closures. Some sellers may wonder, if I plan to run a boutique store and put a product on the shelves in the early stage, and then change the category later, will it affect the weight and traffic of the store?
Actually, no. According to OZON’s official regulations, the product weight of each store on the platform is the same. Although there are reports on the market about the difference in sales between local stores and cross-border stores, the bigger reason lies in the different sources of goods. Operating an OZON store requires certain skills, not just lowering prices to compete with local sellers. There are also reasons why OZON officially blocks stores that have had no transactions for a long time. The platform is based on the survival of the fittest on the basis of following market competition rules.
In addition to not putting products on the shelves for a long time, a store that has not issued orders for a long time may also lead to a blockade. Although this may seem inhumane, both markets and platforms follow the law of natural selection, which is survival of the fittest. Therefore, in order to avoid this situation, sellers need to have operational skills to keep the store on the right track of issuing orders. The operation of the OZON platform is not only about product listing, but also includes product optimization, traffic operation, event planning and other aspects. Sellers need to have a series of operational skills such as platform rules, product selection skills, supply collection, pricing strategies, listing methods, and logistics selection. However, mastering these skills is not easy for newbies.
This is why it is very important to find a professional service provider. Although there are many OZON service providers on the market, the quality varies. Sellers can evaluate the reliability of service providers from aspects such as the frequency of public account content updates, searches on well-known new media websites and search engines, and recommendations from cross-border friends.
The effectiveness and response methods of Ozon follow-up reports
How annoying is following sales? I believe that Chinese cross-border sellers who sell their products well know this best. A product that was originally selling well is suddenly maliciously followed by others. A competitor’s product appears at a lower price than yours and steals traffic for your product, making it popular. However, such follow-up sales have not been successful due to various reasons. Completely eliminate it.
To be precise, follow-up selling is a store operation method that is more despised by peers. However, cross-border e-commerce is different from domestic e-commerce. There is no domestic sound e-commerce rules and mechanisms, and cross-border e-commerce has international trademarks The imperfect business rules such as the law have given many opportunistic cross-border sellers an opportunity to take advantage of them. They follow high-traffic stores to convert their orders. However, for this unfriendly follow-up phenomenon, we can only find formal and reasonable ways to effectively prevent malicious competition and protect our own rights and interests.
Method 1: Set a ban on follow-up selling in the OZON backend personal account center
The simplest method is to go to the settings page of the personal center, enter the second step, and turn on the product copy prohibition card.
Method 2: Take the initiative to negotiate with the seller, retain evidence and ask for official help
When you find a follow-up seller, first study the other party’s price and the products they are selling, take screenshots and keep the evidence, then communicate with the follow-up seller, discuss the attitude and warn the other party. If it doesn’t work, you will seek help from a third party and ask the official for help. , depending on the seriousness of the case, the product will be removed from the shelves or the account will be banned (evidence collection includes chat screenshots, shopping photos and evidence collection, etc.).
Method 3: Apply for brand registration and obtain trademark protection
In addition to seeking official help, having a registered Russian trademark can also provide protection. Russia only recognizes local trademarks. If you have registered a trademark in Russia and find that your store’s products are being copied, you can immediately report it to OZON’s official customer service. The platform takes trademark infringement very seriously and will deal with it in a timely manner.
In response to the “Ozon copycat” problem, brands and e-commerce platforms can take some measures to protect brand rights. First, create a brand partnership. Brands can establish a close cooperative relationship with Ozon and sell through authorized dealers to limit the occurrence of follow-up sales. Secondly, strengthen the monitoring and punishment mechanism. Ozon can increase the monitoring of sellers and promptly take corresponding punitive measures if they find that they are following sales, including removing products from the shelves and lowering seller ratings. At the same time, a complaint channel has been established so that consumers can report follow-up sales and strengthen the crackdown on infringements.
In addition, brands can also take some measures to proactively deal with the problem of follow-up sales. First, strengthen the design of product packaging and logos. Through unique packaging and logo design, product recognition can be improved and the possibility of imitation by imitators can be reduced. Secondly, establish a brand authorization system. Brands can use the authorization system to limit sales channels to specific authorized dealers or official online stores, thereby reducing the occurrence of follow-up sales. In addition, it is also an effective way to use technical means, such as using watermarks, anti-counterfeiting codes and other technologies to ensure the authenticity and traceability of products.
To sum up, protecting brand rights is a challenge faced by both brands and e-commerce platforms. As one of the largest e-commerce platforms in Russia, Ozon has taken some measures to protect brand rights, but the problem of follow-up sales still exists. Brands and e-commerce platforms need to strengthen cooperation and jointly promote the protection of brand rights. By establishing partnerships, strengthening monitoring and punishment mechanisms, and taking proactive measures, we can effectively deal with the “Ozon follow-up” problem and safeguard the reputation and interests of the brand. Only with the joint efforts of brands and e-commerce platforms can the sustainable development of online sales be achieved.