Ozon e-commerce platform: a comprehensive analysis from product selection strategies to operation strategies

Ozon, as one of the largest comprehensive e-commerce platforms in Russia, has invested a lot of resources in marketing and investment promotion in recent years, becoming the most watched e-commerce platform this year. Due to geopolitical factors, it is difficult for European and American goods to enter the Russian market, and payment issues have also become a major problem. The friendly relations between China and Russia have made Russian consumers highly recognize Chinese brands, which has also brought huge market potential to Chinese sellers.

Basic platform information

Seller cost structure and settlement currency

For Ozon sellers, the cost structure mainly includes commissions for selling goods and services, shipping fees paid to buyers, returns, unclaimed fees, cancellation fees, and other service fees. For cross-border sellers, the commissions for various types of goods are different. The specific fee structure needs to be logged in to the seller’s backend to view. The choice of settlement currency depends on the country where the seller is located. The exchange rate is calculated based on the currency exchange rate on the order creation date to reduce the impact of exchange rate fluctuations.

Application Download Guide

The Ozon Seller App is already available on Android, and an iOS version is expected to be launched in April. The Android version has not yet been officially launched on the mainstream application market, and download links can be obtained through Google Play and Huawei App Store. It should be noted that scientific Internet access needs to be turned on when downloading.

Platform advantages and challenges

Advantages

• High traffic: It has become the traffic king in Russia, registration is simple and the cost is low.
• Chinese support: Ozon seller backend supports Chinese settings to facilitate Chinese sellers’ operations.
• Open a store for free: Completely free, no rent or deposit required.
• Full Category Investment: Covers a wide range of product categories, including 3C electronic products, clothing, shoes and hats, cosmetics, pet supplies, sporting goods, etc.

Disadvantages

• There is less relevant information and it is more difficult to learn.
• Cultural differences and consumption habits require in-depth understanding.
• Logistics and distribution services face challenges in the Russian market.
• Need to comply with Russian laws, regulations and tax policies.

Operation Strategy

Product selection strategy

• Preliminary preparation: Understand market trends, target audiences, find suitable suppliers, evaluate competitors, and test market reactions.
• Specific directions: Winter clothing, sports equipment, household items, etc., especially Russian traditional clothing, can increase the characteristics and appeal of the product.

Operational skills

• Choose featured products: Choose products based on broad potential markets and large customer bases.
• Picture design: Product pictures should truly show the quality of the product and describe the details accurately.
• Optimize the title: Choose keywords with high traffic, high conversion rate, and high orders.
• Reasonable pricing: Integrate market prices to set prices, and choose a mid-to-high price strategy.
• Familiar with platform rules: Use rules flexibly to help store operations.
• Advertising Promotion: Increase store exposure and click-through rate through on-site and off-site advertising.
• Reputation Building: Operate with integrity and establish a good reputation.
• Customer service system: Respond to customer inquiries promptly and provide high-quality after-sales service.
• Participate in platform activities: Use promotional activities to increase store visibility.
• Continuous Optimization: Regularly analyze store operation data, adjust and improve strategies.

Conclusion

Although the Ozon platform has some challenges, it is still an overseas e-commerce platform with great potential. By in-depth understanding of the Russian market characteristics, cultural differences, logistics services, etc., sellers can develop appropriate business strategies to succeed in this blue ocean market. I hope every seller can achieve outstanding performance on the Ozon platform!

The above information is integrated from relevant information on the Ozon platform.