Marketplaces in Russia

Online trading in Russia

Main article: Internet trading (Russian market)

2024

A bill "On the platform economy in the Russian Federation" has been submitted to the State Duma. Why did you need him and what will change?

At the end of November, the Ministry of Economic Development submitted to the State Duma a bill^[1] Federation "On platform economy in the Russian Federation," which is intended to regulate legal relations between intermediary platforms, their partners and clients. It is now going through the public comment stage, which will last until December 19.

The bill, in particular, defines the main terms, participants and their legal relations. For example, here's how the document defines an intermediary digital platform:

a digital platform that provides a combination of interaction between the operator, partners and users in order to conclude civil law contracts, as well as provides the technical possibility of placing orders and (or) cards of goods, making transactions between partners and users, paying for goods (work, services) by the user in favor of the partner, and included in the register of intermediary digital platforms

In addition, the concepts of the operator of the intermediary digital platform and its logistics infrastructure, the partner and user of the intermediary digital platform, the owner of the point of issue of orders (PVZ) and, in general, the platform economy are also introduced as a set of property relations that arise as a result of the interaction of an unlimited number of people through digital platforms for entrepreneurial activities or for other purposes.

The bill is designed to regulate legal relations in the Marketplaces market in Russia

Next, the document defines the requirements for the relationship between the parties when making purchases or ordering services through an intermediary platform. In particular, Chapter 2 lists the requirements for the relationship between the platform operator and its partners by legal entities, and Chapter 3 explains the peculiarities of interaction with partners by individuals. Chapter 4 defines the requirements for the logistics infrastructure of operators, in particular, for points of issue of orders. In the final chapter 5, the requirements for the exchange of information with tax authorities and state control of participants in the platform economy are fixed. The bill envisages its implementation from September 1, 2025.

The prerequisites for the introduction of the law are several factors, - Maria Bar-Biryukova, director of the e-commerce department of KORUS Consulting Group, explained the situation for TAdviser. - For example, the active growth of the e-commerce market. Data Insight experts predict that by the end of 2024 its volume in monetary terms may exceed 10 trillion rubles with a dynamics of 30%. The growth of the industry has led to the fact that for many self-employed Russians trade in goods or services on e-commerce platforms has become the only source of income. According to Vedomosti, citing the CSR, in 2023 the share of such citizens almost doubled, from 45 to 79%. Finally, in this regard, new activities and professions (PVZ, Marketplaces managers, etc.) appear, which require a single approach in the framework of quality control and responsibility distribution.

Naturally, with such popularity of the platform economy, abuses also appear that affect both the quality of customer service and the income of business participants.

Increasingly, stories related to the dishonesty of Marketplaces participants are emerging in the media, - reminded TAdviser Roman Startsev, director of AI platform development at Grosa Softline Digital. - For example, operators impose dubious fines for partners and sellers, sellers trade counterfeit under the guise of original products, or buyers abuse their rights. Now the largest market players have reached such a level of influence on pricing, the labor market and the representation of domestic brands that there is a need for additional attention from the state. On the other hand, this is not an easy time for SMEs. An attempt by the state to regulate a new segment of business may scare off potential entrepreneurs who have not yet entered the market, but have already thought about it.

In general, the adoption of the bill should restore order in the relationship between all participants in the platform economy.

The adoption of the proposed bill will change the existing relations between users, partners and operators, - said Natalya K. Tarasova, a lawyer in the field of arbitration, civil and tax law. - According to the project, users will be able to directly interact with implementing partners through a platform that will be included in the register of intermediary digital platforms, which will increase the level of trust in the online shopping process. Operators are obliged to set standards for the quality of work and services. For implementing partners, this means the ability to independently determine the time and place of fulfillment of orders, as well as choose whether to accept orders without applying responsibility for refusal. The project also introduces the point of issue of orders as an object of logistics infrastructure, which will provide convenience in receiving goods stored and processed at these points.

Moreover, experts believe that the introduction of a new law will lead to an increase in the price of platform services and their partners, since the necessary improvements in systems and legal relations will be transferred to consumers.

We can definitely say that someone will have to bear the economic burden in the implementation of the project, - said Maria Bar-Biryukova. - For example, it is supposed to oblige the use of legally significant EDO for the relationship between partners and platform operators. Or maintaining a special register of digital platforms. And there are risks that the cost of developing or maintaining the initiative could be included in the price at which goods and services are bought by the final buyer. As a result, this can negatively affect ordinary consumers.

Roman Startsev also believes:

Usually such innovations lead to an increase in prices, since all risks are always included in the cost for the end consumer. If regulations are adopted that entail consequences for the sale of "gray" or non-original equipment, this will affect the number of offers and cost, respectively.

However, as a result of state control and the adoption of general rules of the game in the long term, everything can be won by attracting new customers and increasing the average purchase cost.

The adoption of this bill can significantly affect the e-commerce market, - said Natalya K. Tarasova. - First, with clear standards and rights of protection, consumers will feel more confident when shopping. The study shows that 63% of Russians doubt the protection of their rights on online platforms, and the presence of regulation can change this trend. Secondly, the introduction of a rating system for goods and services will allow users to quickly navigate the offers, and platforms to track the quality of their work and the work of their partners, including points of issue of orders.

The first recycling marketplace in Russia has been launched

In November 2024, it became known about the work of the Vtorion marketplace, designed for the trade in scrap of ferrous and non-ferrous metals. Since the launch of the area, 745 thousand tons of scrap metal have already been sold through it for a total of more than ₽20 billion. Read more here

4 marketplaces account for 81% of the Russian online trading market

The four largest marketplaces occupy 81% of the Russian online trading market. This is evidenced by Data Insight research. According to the results of the period from July 2023 to June 2024, the marketplaces Wildberries, Ozon, Yandex Market and Megamarket accounted for about 5 billion orders, which amounted to 81% of the total number of sales in the e-commerce segment in Russia. Read more here

How much sellers earn on marketplaces in Russia. Schedules

On October 8, 2024, the T-Bank eCommerce platform published the results of a study on the income of sellers on the largest Russian marketplaces. According to the data obtained, the average monthly income of a seller trading on one site is ₽53 thousand, while work on two platforms increases this figure to ₽137 thousand.

The analysis is based on impersonal data on transactions of bank customers on six leading marketplaces in Russia: Wildberries, Ozon, Yandex Market, Magnit Market, Megamarket and AliExpress for the period from 2020 to the first half of 2024. The study showed that the largest income - ₽3,6 million per month - is received by sellers represented at all six universal sites.

Despite potentially high revenues when working with several platforms, 78% of sellers prefer to stay on the same site. However, among sellers with a quarterly turnover of more than ₽2 million, half use two or more trading platforms.

Wildberries remains the most popular marketplace for first-time sellers. In 2024, 62% of new sellers chose this platform as the starting platform, up 15 percentage points from 2023. Ozon, by contrast, lost 16 percentage points of popularity among newcomers, dropping to 27%.

Ilya Kretov, director of T-Bank eCommerce, notes that the slowdown in the growth rate of the number of sellers on marketplaces is associated with market saturation and tightening site rules. According to him, fierce competition displaces the weakest and unprepared participants.

The study also revealed regional trends in the development of e-commerce. The largest increase in the number of transactions and turnover on marketplaces in the first half of 2024 compared to the same period in 2023 was observed in Omsk, Krasnoyarsk, Chelyabinsk and Novosibirsk. Moscow showed the smallest increase in both indicators.^[2]

Rosfinmonitoring spoke about the scheme of money laundering through marketplaces

In September 2024, Rosfinmonitoring disclosed a money laundering scheme through marketplaces. According to the department, some sellers working on online trading sites use them for transactions in order to illegally cash out money. This information was shared with banks to warn of the risks of conducting questionable transactions.

According to RBC, Rosfinmonitoring has recorded the use of Marketplaces to break transit chains, which allows participants in the schemes to withdraw funds from the supervision of financial regulators. Since the end of August 2024, there has been an increase in the number of companies and individual entrepreneurs (individual entrepreneurs) working through marketplaces, whose operations are marked by the anti-money laundering system of the Central Bank "Know Your Client" (ZSK). This system distributes bank customers to risk levels, and many salers (sellers) now fall into medium and high risk categories - yellow and red zones.

Rosfinmonitoring revealed a money laundering scheme through marketplaces

According to a representative of one of the Russian banks, such companies and individual entrepreneurs are often noted as at risk of suspicious transactions. The ZSK platform, operating since July 2022, uses three risk groups similar to traffic lights: green - for low-risk customers, yellow - for medium risk and red - for high-risk ones. According to the Bank of Russia, 1.3% of all legal entities and individual entrepreneurs are high-risk, another 1.9% of customers fall into the yellow zone.

Suspicious activities can include the confusing nature of transactions, remotely managing account transactions from a single device, or refusing to provide documents to prove transactions. It is also noted the use of the cargo system for the import of goods without passing customs clearance, which creates prerequisites for illegal operations.^[3]

Ozon and Wildberries account for 85% of points of issue of orders in Russia

The total share of points of issue of orders Ozon and Wildberries reached 85% of the total number of such points of the largest marketplaces in Russia. This became known in early August 2024.

From June 2023 to June 2024, the share of Ozon and Wildberries order points increased from 75% to 85%, according to a study by the T-Bank eCommerce platform. The analysis is based on impersonal transactions of T-Bank's business clients, which serves about a third of the owners of the points of issue of orders of universal marketplaces.

The total share of points of issue of orders Ozon and Wildberries for the year reached 85%

Siyun 2023 to June 2024, the total number of owners of the points of issue of orders of the three largest marketplaces - Wildberries, Ozon and Yandex.Market - increased by 36%. At the same time, the number of entrepreneurs working exclusively with Wildberries increased by 55%, and their share in the total volume of points of issue increased from 28% to 32%. The number of Ozon partners showed an increase of 53%, and the share of their points of issue rose from 39% to 44%.

Wildberries is planning a further expansion of the network. According to a company representative, it is planned to open about 10 thousand new points by the end of 2024. As of August 2024, the total number of Wildberries branded points of issue is 45 thousand in Russia and a number of CIS countries, of which more than 28 thousand belong to partners.

An Ozon spokesman confirmed the growth in partner revenues, linking this to an increase in the flow of orders at each specific point. The Company mainly develops a partner network of points of issue of orders and supports the diversification of the partners' business.

The situation with Yandex Market looks different. According to T-Bank eCommerce, the number of point owners of this marketplace decreased by 25%, and their share decreased from 15% to 8%. However, the representative of Yandex Market challenged this data, stating an increase in the number of partners by 9% and noting that only 27% of the owners of their points of issue use the services of T-Bank.^[4]

Digital platforms will tighten regulation. Now the law lacks even definitions

As of 2024, there is a huge lack of ideas and approaches to regulating digital platforms in general and marketplaces in particular. There are many legal gaps in relation to them. But there are prerequisites for the fact that soon this state of affairs will change: several bills are on the way, which will bring more clarity to this area.

Speaking about legislative gaps, Dmitry Gusev, First Deputy Chairman of the State Duma Committee on Control, during a public discussion in the Lomonosov innovation cluster of the Vorobyovy Gory technodolins in mid-July, noted that, firstly, today there is no definition of digital platforms in the legislation. There is a law on financial platforms where this area is affected, but that's all.

Now, in terms of definition, there is a "only attempt" - in the bill on digital employment, which has not yet been introduced, says Dmitry Gusev:

We have been waiting for him for a very long time. There is a big debate over what should be there. But in this draft law, the definition is: a digital platform is a platform included in the register of digital platforms. Lawyers understand that this is the American way of regulation, but we, after all, are accustomed to other approaches. But there is no approach, it is only at the very beginning of the search.

There are still many gaps in the regulation of digital platforms in general and marketplaces in particular

It is assumed that this register will be maintained by the Federal Tax Service. A large separate layer for regulation here is labor relations with digital platforms. According to the Ministry of Labor, to which the deputy referred, 10 million people are associated with platform employment, and by 2030, according to the forecast of the department, there will already be 15 million of them.

An important layer of relationships between digital platforms and the consumer is also important, especially when it comes to marketplaces. There are many nuances in need of regulation. Marketplaces do not like this, but it is necessary, otherwise the buyer may find himself in "slavery" with them, services will be imposed on him, etc.

In the near future, you will see several bills, not only mine, that will tighten these relations in favor of the consumer, - warned the first deputy chairman of the State Duma Committee on Control.

The first profile law, inter-factional, was introduced in the fall of 2023. It proposes amendments to consumer protection and trade laws that "work against marketplaces." They imply, for example, the responsibility of marketplaces for goods, and also protect the rights of small sellers.

The second bill equates marketplaces with "ordinary trade," explains Dmitry Gusev. Moreover, it has even tougher restrictions for marketplaces than for trade. There is a "devastating review" of the State Legal Department of the President of the Russian Federation and the positive position of the Ministry of Industry and Trade, but there is no government position yet, Dmitry Gusev said.

In the bowels of the State Duma, deputy Andrei Svintsov is also preparing a third law, it is supported by marketplaces. It implies the regulation of marketplaces as IT platforms.

There is a fourth approach - the FAS, which considers the marketplace as some other entity, but so far there is no document in which this would be formalized.

Among representatives of marketplaces, the point of view is widespread that recent initiatives related to the regulation of their activities hardly take into account their business model, and in most bills, representatives of marketplaces with a negative assessment note attempts to compare them with retail chains and apply the same regulation to them. We are talking, among other things, about responsibility for the quality of goods to the consumer, which, according to marketplaces, duplicate the requirements for directly sellers of goods that are owners.

Dmitry Rusakov, director of interaction state power Yandex with e-com and foodtech bodies, notes that the Marketplaces industry has gone through explosive growth, through self-regulation, and state regulation is now needed to understand the rules of the game. But it should provide for several key points. One of them is clarity about what a marketplace is, what it looks like, what signs it has, because regulating all digital platforms at once is very large and long. Another part is to regulate the activities of retail chains, which, in fact, also create their own marketplaces, so that it is good for both them and marketplaces.

I must say that the problems of regulating digital platforms are ripe so much that the academic community is increasingly connecting to it. So, in July, an expert council was created at the site of Moscow State University named after M.V. Lomonosov, which will develop approaches to regulating the activities of marketplaces. It includes reputable lawyers and economists, representatives of business circles, online trading platforms, online retail, public associations and government bodies.

Doctor of Economics, Dean of the Faculty of Economics of Moscow State University. M.V. Lomonosov Alexander Auzan believes that marketplaces should rely on self-regulation. Fortunately, there are opportunities for this now. Otherwise, marketplaces may face tough legislation from baton regulators.

Actually, in this vein, digital platforms, including Ozon and Avito, were recently warned by the Minister of Digital Development, Communications and Mass Media of Russia Maksut Shadayev in relation to information security, which is a very pressing problem, especially due to data leaks. In June, he called on platforms to work more actively on information security on their own, without waiting for "heavy regulation."

Marketplaces for the first time ahead of federal retail in Russia in smartphone sales

Marketplaces first became the leader in sales smartphones in, overtaking federal Russia retail in the first half of 2024. This became known on July 8, 2024. More here

Half of sellers on marketplaces in Russia earn nothing for a year of work

About half of sellers on Russian marketplaces do not receive significant income in the first year of operation. This became known in early July 2024 from a study by the Center for the Development of Entrepreneurs PRO Wildberries and Tochka Bank. Data from 2023 shows that many entrepreneurs attracted by the perceived ease of logging on to online platforms face significant challenges in growing their businesses.

According to data published in Vedomosti, on the largest marketplaces in Russia, such as Wildberries and Ozon, more than 60% of sellers earn less than 100 thousand rubles. per month. These statistics are based on regular monitoring of sellers carried out by the analytical agency Data Insight.

About half of sellers on Russian marketplaces do not receive significant income in the first year of operation

The study revealed that in the 12th month of work at Wildberries, 43% of entrepreneurs earn up to 10 thousand rubles. per month. Only 10% of sellers by this time go to monthly income over 1 million rubles.

Maxim Gralnik, co-founder of the analytics service Marketplaces Marketguru, confirms this trend. According to him, out of 600 thousand sellers on Wildberries, only 70 thousand earn more than 1 million rubles. per month.

The main reasons for low profitability are incorrectly selected goods, high competition and difficulties with promotion. Timur Sabirov, head of the MPGO Marketplaces analytics service, points out that the time for relatively cheap and rapid sales growth on marketplaces has passed in 2020-2021.

Nadezhda Vinogradova, head of sales research at Data Insight, explains that the market has become much more complicated over the past 2-3 years. Sellers now need to constantly invest in promotion, study competitors and buyers, which requires significant time and financial costs.^[5]

Fraudsters in Russia began to hack accounts on marketplaces and issue orders from fake sellers

On June 21, 2024, it became known that fraudsters who hack accounts on marketplaces and place orders from dummy sellers intensified in Russia. This new type of fraud allows attackers to write off users' profile-linked cards, creating serious financial risks for online shopping enthusiasts.

According to the Moscow 24 TV channel, fraudsters use various methods to gain access to users' personal accounts. One of the most common methods is to select logins and passwords, including using data leaked to the network. Often attackers use databases with passwords from email to hack accounts on other sites.

Fraudsters in Russia began to hack accounts on marketplaces in order to issue orders from fake sellers.

Through hacked accounts, fraudsters issue orders from fake sellers, for example, from one-day firms, which are paid from cards tied to their personal account. Thus, money directly enters the hands of criminals. If a user discovers an order in his account that he did not make, you must immediately contact support and require a vendor review and refund.

As noted by "Moscow 24," one of the most effective measures to protect accounts is activation. two-factor authentications This method requires entering an additional code that is sent to the user's mobile phone, which greatly complicates access to the account for unauthorized persons.

Cybersecurity experts advise you to create a separate card for online shopping, which can only be replenished by the amount necessary for a specific purchase. This will help minimize possible losses if the main account is hacked. In addition, it is recommended not to save card data for payment in various services and stores, but to enter them manually before each ^[6]"

The Ministry of Digital Development announced a new bill regulating the operation of marketplaces

Maksut Shadayev said that several relevant ministries are working on the creation of a new bill regulating the work of marketplaces. This was announced on May 13, 2024 by the press service of the State Duma deputy RFAnton Nemkin.

We are all (ministries. - approx.) We are making a new bill on marketplaces. First of all, Minek with the Ministry of Ministry of Digital Development, "Shadayev explained, quoted by RIA Novosti.

According to Shadayev, in May 2024, many questions arise about the work of marketplaces, including in terms of places for the delivery of goods by marketplaces and the employment of couriers. It is assumed that the new bill will introduce a system for regulating the operation of platforms.

According to analysts at Russian Standard Bank, the ratio of the number of online and offline purchases has been in favor of e-commerce for the second year in a row. In 2022, the share of such purchases amounted to 63%. In 2023, although it decreased, it still showed a leadership of 53%. The volume of the Russian e-commerce market in 2023 was estimated by experts from the Association of Internet Trade Companies (AKIT) at 8 trillion rubles, while 75% fell on the Marketplaces segment. In 2012, the market was estimated at only 405 billion rubles, so the growth dynamics is obvious and is unlikely to decline, the deputy said.

We can talk about the full formation of the e-commerce market: not only key players have been determined, but also the rules of interaction, which, of course, must be integrated into the regulatory and legal space. We have repeatedly encountered the negative aspects of the work of marketplaces. In particular, the issue of labor relations, the distribution of responsibility between the marketplace and sellers for the quality and delivery of goods, issues related to the protection of competition is acute. Let me remind you that in 2023 FAS he established a collective dominant position Wildberries and - Ozon together, companies occupy about 80% of the market. At the same time state , it reacted quickly enough to the identification of a dominant position. Not so long ago Government , the countries canceled the current moratorium on inspections IT of companies. First of all, to check marketplaces and large aggregators. This is, among other things, a consequence of numerous complaints from platform users and violations in the field of antitrust laws. So far, it is too early to say that the industry can effectively carry out self-regulation, - said the deputy.

According to Nemkin, this bill will neutralize the risks associated with the work of such platforms.

{{quote 'Attempts at legislative regulation have been made more than once. I think that the active inclusion of executive authorities in the development of regulation will ultimately lead to effective results, in which the interests of all parties will be respected, the deputy emphasized. }}

Rosstandart created GOST for marketplaces

In early January 2024, the Federal Agency for Technical Regulation and Metrology (Rosstandart) announced the development of GOST for marketplaces. According to the head of the department, Anton Shalaev, changes have already been made to the basic GOST on trade, where the concept of "Internet trading" has been introduced.

Rosstandart also approved GOST R 70760-2023 "Trade. Delivery services for retail customers. General requirements. " The document establishes requirements for the stages of organization and delivery conditions and for service providers - sellers and couriers. The new standard provides recommendations on the organization of quality control of the services provided. Here are some key points from the new GOST:

• the standard defines the requirements for delivery services;
• for the first time, terms in the field of delivery are standardized and its methods are regulated, including courier contactless and contact delivery, delivery of goods to pickup points (PVZ) with subsequent delivery to the buyer, delivery of goods to checkpoints or to another agreed place;
• requirements are established for the stages of organization and delivery conditions and for service providers - sellers and couriers;
• the new standard provides recommendations on the organization of quality control of the services provided;
• The new GOST does not apply to postal delivery, cooking as part of the provision of catering services, as well as to the segment of the interaction market in the B2B service sector.

It is noted that the new standard was a significant step forward in streamlining delivery services and in creating uniform standards for the entire industry. Regulation of this area will help improve the quality of services and customer satisfaction, which in turn will increase trust in brands and improve their reputation in the market.^[7]

2023

The number of sellers on marketplaces in Russia in 2 years has grown 7 times

On June 26, 2024, it became known that the number of sellers on Russian marketplaces over the past two years has increased sevenfold, reaching 700 thousand people in 2023 compared to 100 thousand in 2021. Such significant growth indicates an increase in opportunities for the development of small and medium-sized businesses on digital platforms.

According to the Federal Antimonopoly Service (FAS) of Russia, voiced by State Secretary - Deputy Head of the Department Sergei Puzyrevsky, when regulating digital platforms, it is necessary to maintain a balance of interests of business and consumers.

The number of sellers on marketplaces in the Russian Federation in 2 years has grown 7 times.

According to experts from the Kontur. Focus service, the most active increase in the number of sellers was observed in 2022, when 83.7 thousand new participants came to the market. However, in 2023, interest in the sites significantly decreased, which may indicate the achievement of the "saturation threshold."

More than 30% of all Russian sellers on marketplaces by the end of 2023 are registered in Moscow and the Moscow region. In third place is St. Petersburg, followed by Krasnodar Territory and Tatarstan.

The general trend in the number of sellers is quite natural. It also corresponds to the trend in the turnover of marketplaces: the time for explosive growth has passed, purchases on marketplaces have become a habit, - commented Anton Yakovlev, an expert on the Kontur. Focus project.

Despite the overall growth, some regions have seen a decline in the number of sellers. So, in the Republic of Sakha, a decrease of 12% was recorded. At the same time, the largest growth was noted in the Nenets Autonomous Okrug, Kalmykia and Chechnya.

The FAS Russia continues to monitor compliance with antimonopoly legislation on digital platforms, preventing the imposition of unfavorable conditions and discrimination against market participants, the department said in June 2024.^[8]

Ozon and Wildberries first entered the world top 10 marketplaces in terms of visits

In 2023, the volume of the online retail market in Russia reached 7.8 trillion rubles, which is 44% more than in the previous year. At the same time, the number of orders increased by 78%, amounting to approximately 5.03 billion. Such data are reflected in the Data Insight report published on May 3, 2024.

It is noted that in 2023 Ozon and Wildberries for the first time entered the world top 10 marketplaces in terms of the number of active sessions. In particular, users entered the Wildberries site, which was in 9th place in the ranking, on average 343 million times a month. In turn, Ozon is in 10th position with 316 million monthly visits. In first place in the top 10 is Amazon with 4.79 billion visits per month. This is followed by eBay and Rakuten with 1.21 billion and 563 million monthly visits.

In Russia, the Internet trade market in 2023 demonstrated the highest growth rates on a global scale - plus 36% compared to 2022. This is followed by the Philippines with an increase of 24% and India, where online sales rose 22% on an annualized basis. The lowest growth rates were recorded in the United States and South Korea - by 11% year-on-year (in each of the countries).

In the Russian e-com (e-commerce segment), a positive trend remains with shipments to near abroad, there are only slight changes in the assortment. Small and medium-sized producers take the leading positions: it is profitable to buy from them, since the ruble has devalued against many national currencies, says Data Insight.

Analysts believe that in 2024 the volume of sales on the Russian online trading market will reach 10.2 trillion rubles, an increase of 30% compared to 2023. At the same time, the number of orders completed will be about 7 billion.^[9]

Revenue of niche marketplaces in Russia increased by 27% to 591 billion rubles

The revenue of niche marketplaces in Russia in 2023 increased by 27% compared to 2022 and amounted to 591 billion rubles. This is stated in a joint study by Tinkoff eCommerce and the analytical agency Data Insight (Data Insight). The report was published on January 29, 2024.

According to the study, in 2023, more than half of the niche Marketplaces market was accounted for by product delivery aggregators (53%). Almost a quarter of the turnover is for Lamoda sales (22%). Auto parts marketplaces occupied 8% of the market, large category marketplaces (Detsky Mir, M. Video, Leroy Merlin, etc.) - 8%, other categories - 6%, pharmaceutical - 3%.

Large category marketplaces are named the fastest growing segments in the market under consideration - their growth in 2023 was 100%. Lamoda (+ 38%), niche marketplaces in various categories (+ 31%) and delivery aggregators (+ 26%) also actively developed.

It also follows from the report that over half of respondents in Russia choose a niche marketplace for finding collectible items, goods that require expertise or are focused on certain needs or physical features, as well as goods for professional purposes.

Researchers argue that further development of niche marketplaces can go two ways. The first is the transformation into a universal marketplace, the second is the expansion of geography and the connection of related categories. The first option is less attractive because it hides many difficulties underneath.

Among the main barriers to universalization are the following factors: high competition; difficulties in mastering radically different categories; a large resource for technical improvements of the platform; a fixed image of a niche site, as well as a decrease in conversion to sale.

Niche Marketplaces Market in Russia

The number of sellers on marketplaces in Russia increased by 35%

Since the beginning of 2023, the number of sellers on marketplaces in Russia has increased by 35%. This is stated in the study of the "Marketplace Point" service published in mid-December 2023.

The Megamarket marketplace is the leader in the number of new sellers (+ 95% for incomplete 2023). In second place is Yandex Market (+ 73%), in third place is Ozon (+ 67%). Wildberries recorded a 22% increase. There are fewer sellers on the KazanExpress and AliExpress marketplaces: by 7% and 27%, respectively.

Ozon representatives disagree with this assessment. According to the company, from January to September 2023, the number of sellers on the platform doubled and reached 400 thousand, and by the end of autumn of the same year another 30 thousand were added.

According to a study by the Tochka Marketplaces service, among the regions, a noticeable increase in the number of entrepreneurs selling goods on marketplaces occurred in Dagestan - an increase of 75% in all marketplaces, and on Ozon - immediately by 105%. In the Bryansk region, new customers on marketplaces increased by 61%, in the Kursk region and Chuvashia - by 51%, in Kabardino-Balkaria and the Ulyanovsk region - by 50%, in Samara - by 49%. In Moscow, the increase in new sellers amounted to 27%, in St. Petersburg the number of sellers on online sites increased by a third.

Experts interviewed by Kommersant note that the rapid growth in the number of sellers on the largest platforms until 2023 was due to the effect of a low base and the ease of registration to start work. By the end of 2023, the site commission is growing, and some marketplaces have reduced spending on compensation for the costs of their partners.

Firstly, the development of the network of points of issue continues, which simplifies both the receipt of orders by customers and the shipment of goods by sellers. It becomes easier and more convenient to transfer your product for sale on the Marketplace. Secondly, marketplaces continue to actively invest in the development of regional distribution centers - this expands logistics opportunities, including tariffs, - said Konstantin Kanivets, head of the Marketplaces Point service.[10]

Marketplaces in Russia for the first time overtook cellular operators in sales of smartphones

Marketplaces for the Russia first time overtook cellular operators in sales - smartphones this happened in the first half of 2023, when Internet sites accounted for 25% of phone sales against 5% in 2019. This was announced on August 10, 2023 by the publication RBC , citing a source who has the data of the analytical company GFK at his disposal. More. here

Putin signed a law on the introduction of antitrust restrictions for marketplaces

The president Russia Vladimir Putin signed a law that imposes antitrust restrictions on marketplaces and aggregators. The document was published on the official portal of legal information in July 2023.

The law imposes restrictions on marketplaces that meet the following criteria:

• May prevent or remove sellers from the site;
• The share of transactions passing through them exceeds 35% of the total market;
• Annual revenue exceeds 2 billion rubles.

Such marketplaces will be banned:

• Set an extremely low or extremely high price for the product;
• Set different prices for the same product;
• Remove the product from sale if this leads to an increase in value;
• Impose unfavorable terms of the contract or refuse to conclude it for unreasonable reasons;
• Without significant reasons to reduce or stop the production of goods for which there is a demand;
• Establish extremely low or extremely high cost of their services;
• Create discriminatory conditions;
• Limit or prevent entrepreneurs from entering or leaving the site.

These requirements apply to companies that occupy a dominant position if they abuse such a position in the market. The criterion for such organizations will be revenue of more than 2 billion rubles over the past year. At the same time, the share of transactions should exceed 35%.

The Federal Antimonopoly Service (FAS) must agree on transactions whose price exceeds 7 billion rubles. She will also receive the right to appoint an examination when considering applications for consent to the transaction, the period of consideration for this time is suspended. The law comes into force on September 1, 2023.

In June, the Russian government supported measures to withdraw marketplaces from the moratorium on inspections in force for IT companies.

Federal law imposing antitrust restrictions on marketplaces

Law passed punishing marketplaces for abuse of dominance

At the end of June 2023, the State Duma adopted in the third (final) reading a law introducing antitrust restrictions for digital platforms, including marketplaces and aggregators. This measure is necessary to prevent possible abuse of a dominant position by the owners of such resources and to develop the optimal level of competition in the domestic market.

Bill No. 160280-8 introduces the concept of "network effect," denoting a market property in which the consumer value of a digital platform depends on the number of sellers and buyers making transactions through it.

It provides for a ban on abuse of dominant position on Internet sites and aggregators, influencing related markets, whose revenue over the past year exceeded 2 billion rubles. Thus, the law limits the activities of owners of online platforms, whose network effect complicates the access of goods to the market. Meanwhile, the authorities are making changes regarding the examination in the implementation of state control over compliance with antimonopoly legislation.

As noted by RIA Novosti, we are talking about the addition of the so-called fifth antimonopoly package in the field of the Russian digital market. The changes enshrined in it will make it possible to more effectively identify possible anti-market actions and cartel agreements between participants in the online trading market, the article explains.

According to the authors of the initiative, some digital companies have taken a dominant position in the market and have an impact on the real sector of the economy. In this regard, the FAS authorities need to take into account the impact of network effects - digital companies on the conditions for the circulation of goods on the market. In addition, network effects can make it difficult for new players to enter the commodity market.^[11]

Russian AliExpress became the only major Marketplaces faced with an outflow of sellers

The number of sellers at the AliExpress Russia site in January-May 2023 decreased by 27% compared to the same period in 2022. This is the only major marketplace in the country that has faced an outflow of sellers. This is evidenced by the data of the Point Marketplaces service, which were released in mid-June 2023.

As Kommersant writes with reference to this study, the number of sellers at Semmegamarket, on the contrary, increased by 120% in the first 5 months of 2023, Ozon - by 92%, Yandex.Market - by 89%, Wildberries - by 36%. The subsidiary "AliExpress Russia" KazanExpress also managed to increase the indicator, but much less than the main competitors - by 7%. The total number of sellers on online sites of the Russian Federation since the beginning of 2023 has grown by 51%, analysts calculated.

According to Konstantin Kanivts, head of the Marketplaces Point service, the decline in sellers at AliExpress Russia is associated with a reduction in investment in the project. The expert noted that attracting new sellers is a serious expense item. According to Data Insight, in 2022, sales of AliExpress Russia decreased by 47% to 56.2 billion rubles.

According to Mikhail Burmistrov, CEO of Infoline Analytics, AliExpress Russia's local business "is now mainly represented by KazanExpress." Burmistrov estimated the decrease in the number of sellers at AliExpress Russia in January-May 2023 at about 30%. At Sbermegamarket, the indicator has more than tripled, at Ozon - more than doubled, at Yandex.Market - about doubled, and at Wildberries - by 50%, the expert said.

According to Ivan Kurguzov, executive director of the Oborot.ru, marketplaces compete for sellers using advertising, participating in exhibitions and conferences. AliExpress Russia has not been normally present in any of these planes lately, Kurguzov said in mid-June 2023. According to his assumption, the reason for this is the fear of Western sanctions.^[12]

The standards of interaction between marketplaces and sellers of goods have changed

The Association of Internet Commerce Companies (AKIT) on January 13, 2023 announced changes made to the "Standards for the Interaction of Marketplaces and Sellers of Goods" - now full information on fines and deductions should be in the public domain.

The clause on the placement on the marketplace in the public domain of information about the set of services and the final commission for the seller in the "Standards for the interaction of marketplaces and sellers of goods" was supplemented by the site's obligation to provide detailed information about fines, surcharges, adjustments and deductions. (The changes were approved at a meeting of the Commission on the creation of conditions for self-regulation in electronic commerce under the Ministry of Industry and Trade of the Russian Federation Protocol No. 15-641 of December 22, 2022).

The reason for making such additions to the document was, revealed as a result of sellers' appeals to the Commission, the issue of applying fines in violation of the dimensions of the goods declared by the seller.

Indicating the correct dimensions of the product is one of the key elements of the relationship between the marketplace and the seller of the product. It is not uncommon for a seller to send goods to a marketplace warehouse, declare dimensions that are underestimated at times that do not correspond to real ones - thus sellers want to get low tariffs for, and logistics as a result, carrier companies suffer losses, there may be failures in the planning of places in warehouses, the acceptance period increases.

Problems arise when buying: customers are guided by the dimensions when ordering goods, this is an actual selection criterion, if the product does not match, the product often returns and confidence in the site itself decreases.

Unfair practices of a number of sellers force sites to apply preventive measures to protect the activities of bona fide market participants. To organize a transparent process of forming rules of work on the part of the marketplace, it was decided to supplement the "Standards for the interaction of marketplaces with sellers of goods" with a clause on creating transparent conditions for cooperation between the parties and preventing abuse, namely: _ "The rules of the marketplace should not lead to unreasonable additional charges, adjustments, deductions, blocking, restricting users, termination of the contract."

Almost 680 appeals from sellers were received by the Commission as of January 13, 2023, 38 of them are still in operation, the rest have been considered. It is this feedback that allows us to identify the acute moments of interaction between the participants of the parties, detect problems and respond to them in a timely manner, said President of AKIT, Deputy Chairman of the Commission on Self-Regulation , Artem Sokolov.

2022

Russian marketplaces ahead of AliExpress in sales in the Russian Federation

At the end of November 2022, marketplaces Wildberries Ozon were ahead of sales Russia the Chinese to the site for the first time: AliExpress Wildberries accounted for more than 50% of sales, Ozon took second place with a share of 29%, closes the top three - 16 AliExpress %. This data MTS is evidenced by those announced on December 9, 2022.

By the number of unique users who entered the site in November 2022, Yandex.market is in the lead by a wide margin. Ozon and Wildberries are in second place in popularity, which showed the most significant increase in the number of users compared to November 2021: the number of users increased by 28% and 20%, respectively. The site and the AliExpress application in 2022 received a third fewer users than in November 2021, it closes the "rating" of marketplaces.

Over the year, the popularity of the Lamoda website and application also increased significantly - traffic increased by 22% compared to November 2022, as well as Russian home stores - by an average of 42%.

The surge in consumer activity occurred in the second week of the month: in most stores, traffic grew on November 8-12, 2022. Most actively, Russians made purchases on November 11, 2022: the number of users on the websites of popular online stores on this day increased by 12%, traffic - by 37%. This coincides with the sales dates of most marketplaces and online stores. On sites and applications of marketplaces, traffic growth on November 11, 2022 was above the market average: about 50-60%.

As noted in MTS, discounts at the beginning of the month attract more buyers, Russian marketplaces are gaining popularity, and the demand for fitness subscriptions, books and shoes has grown the most.

According to the study, the cost of shoes on marketplaces has risen in price by 11%, to 4.5 thousand rubles compared to November 2021. Also, the cost of cosmetics increased by 8%, the average check amounted to 1.7 thousand rubles. Books went up by 5%, on average, the check was about 640 rubles. In turn, the least of this list went up in price for household goods - by only 3%, the average check was 2 thousand rubles.

Marketplaces in Russia have created a single IT system to combat counterfeit

Marketplaces Wildberries, Ozon and Yandex Market have created a common information system with information about counterfeit sellers to prevent its distribution. About this in the Association of Internet Trade Companies (AKIT; a solution was implemented on the basis of this site) reported on August 9, 2022. Read more here.

Russian marketplaces signed an agreement on self-regulation with sellers

Russian marketplaces signed an agreement with sellers on self-regulation, including to combat counterfeit goods. This was announced by the Association of Internet Trade Companies (AKIT) on June 7, 2022.

The document was signed by the president of Opora Rossii Alexander Kalinin, the president of AKIT, Artyom Sokolov the executive director of the Rusprodsoyuz Association Dmitry Vostrikov, the executive director of the RUSBREND Association Alexei Popovichev, the founder and general director, Wildberries Tatiana Bakalchuk general director Ozon.ru Sergei Belyakov, managing director Lamoda Tatyana Zayachkovskaya, director for interaction state with authorities Yandex.Market Dmitry Rusakov.

"Standards for the interaction of marketplaces with sellers of goods" streamline a number of processes that were not described anywhere until June 2022, they include rules of cooperation and norms of interaction that allow solving controversial situations and avoiding them. The rules will ensure the predictability of the actions of both parties, which will inevitably lead to the ability to better predict the operating activities of Russian companies involved in the process.

In particular, for example, the conditions for changing the offer are clearly spelled out: the site undertakes to warn sellers about changes in the contract in two weeks (this will allow them to reorient to another marketplace, in case of disagreement with the new conditions), or the site must simultaneously support two offers, that is, the conditions for the seller will remain unchanged until the sale of the last unit of goods placed earlier.

The standards prescribe to leave absolutely open the composition of the services that are included in the final commission, and forcing sellers to participate in marketing promotions becomes unacceptable practice. There are also joint preventive actions and mutual assistance of the site and sellers in the fight against the sale of counterfeit products, which is relevant for the entire market as a whole, and a number of other points. The rules of good conduct on the part of suppliers are also spelled out in the document.

This document was developed at the site of the Ministry of Industry and Internettrade Trade together with market participants - its main goals are to create conscientious practices for the interaction of marketplaces with sellers, prevent manifestations of unfair competition and, of course, satisfy the needs of buyers in high-quality consumer goods, - said the state secretary - deputy. Minister of Industry and Trade of the Russian Federation Victor Yevtukhov

Earlier, there were no rules of conduct between suppliers and marketplaces, the so-called rules of the game, as OPORA ROSSII has been talking about for more than two years. We signed a document that introduces standards for the interaction of Marketplaces with entrepreneurs - sellers of goods. It should be noted that the rules were developed by interested parties jointly and in fact represent the so-called "social contract" containing the rights and obligations of the parties. The undoubted merit of these standards is the voluntary adoption of obligations to comply with them. The standards contain practices that are unequivocally recognized as unfair by all market participants. This is the beginning, but already with absolutely specific outlines of the "rules of the game," which are expressed in specific points of the signed document. We very much hope that all participants in digital platforms and marketplaces will join this document, said President of OPORA RUSSIA Alexander Kalinin.

We live in the era of the digital economy, where the pandemic has pushed us all very seriously. Therefore, it is vital for entrepreneurs to have non-discriminatory access to online platforms (marketplaces) through which they can offer their goods and services to end consumers. In the absence of rules of the game, there will always be controversial situations. Therefore, the signed standards of behavior of market participants are a step forward towards a civilized solution of all controversial issues, and as new interaction practices become available, the standards will be improved. Moreover, for our online platforms, this will become a more understandable mechanism for entering foreign markets, where the activities of online platforms are already regulated by law, noted Vice President of OPORA RUSSIA Alexey Kozhevnikov.

The signing of the Standards is the best proof of the industry's readiness for self-regulation, a proof of its maturity. At the stage of active development of e-commerce, which takes place in Russia, disputes and mutual claims inevitably arise: the rules of conduct in this market are only being formed, moreover, they change depending on the situation. The most valuable thing in the official recognition of general rules is that market participants are in dialogue, can carefully discuss controversial issues that arise and find joint solutions. We believe that the Standards will be "alive," that is, if new cases appear on both sides, they will be supplemented and changed if necessary, Added AKIT President Artem Sokolov.

The parties that signed the agreement expressed confidence that the approach to fair interaction between marketplaces and suppliers of goods will become industry-wide, and the Standards themselves will become an integral part of the offer.

2021

Marketplaces in Russia for the first time accounted for more than half of online commerce

In 2021, the total turnover of the largest Russian marketplaces (Wildberries, Ozon, Yandex.Market, SberMegaMarket and Russian sellers on AliExpress Russia) reached 1.5 trillion rubles, which is 111% more than a year earlier. The share of such services in the volume of Internet orders increased from 49% to 62%, analysts at Data Insight (Data Insight) calculated. From the data were released on March 22, 2022.

According to the study, in 2021 the volume of the online retail market in Russia amounted to 4.1 trillion rubles (an increase of 52% year-on-year) and 1.7 billion orders (+ 104%). The average check reached 2,400 rubles (-26%).

Abroad, Russian online stores sent 51 million orders (+ 86%), the average check was $30 (-29%), the market volume was $1.5 billion (+ 31%).

The volume of the online retail export market in Russia in 2021 amounted to $1.5 billion. Compared to last year, the number of shipments increased by 86%, and the volume of the market in rubles increased by 31%.

In 2021, the number of online orders increased by 104% (a record for the entire observation period), and the market volume in rubles increased by 52%. The share of online sales increased markedly: in 2021, they accounted for 12% of the entire retail market and 26% of the non-food retail market (+ 3 pp and + 5 pp year-on-year, respectively).

According to Data Insight, points of issue of orders and postamates remain the main delivery channel in 2021: this is how buyers received 82% of all shipments (+ 16 pp year-on-year). In general, online sales in Russia in 2021 accounted for 12% of the entire retail market and 26% of the non-food retail market.

eGrocery is the fastest growing segment of the domestic Russian online retail market: in 2021, the eGrocery market in rubles grew by 159% and amounted to 329 billion rubles, and the number of orders increased by 244% (from 69 million in 2020 to 237 million in 2021).

Research of the Russian Internet trading market for 2021

Online commerce in Russia grew by 13%, to 3.6 trillion rubles

The Association of Internet Commerce Companies (AKIT) in mid-February 2022 published data according to which the volume of the Russian e-commerce market in 2021 reached 3.6 trillion rubles, an increase of 13% compared to the previous year.

Of this amount, 3.1 trillion rubles fell on the domestic market (+ 13% compared to 2020), cross-border online sales amounted to 478.6 billion rubles (+ 9% compared to 2020). The share of online commerce in the total volume of retail sales for the year amounted to 9.2%.

According to the association, in 2021, Russians made 2.6 billion online orders, taking into account returns, the audience of online commerce amounted to 70 million people. At the same time, trade growth was recorded not only in online stores and marketplaces, but also on web services, financial storefronts, Telegram channels and Instagram blogs.

Top 5 popular product categories:

• Digital and household appliances - 24.9%;
• Furniture and household goods - 14.6%;
• Clothing and footwear - 13.8%;
• Food - 9.8%;
• Beauty and health - 7.4%.

The rating of the leading regions in terms of the volume of Internet trade at the end of 2021 is as follows:

• Moscow - 19.9%;
• Moscow region - 10.8%;
• St. Petersburg - 7.1%;
• Krasnodar Territory - 4.4%;
• Sverdlovsk region - 2.7%;
• Rostov region - 2.5%;
• Nizhny Novgorod region - 2%;
• Samara region - 2%;
• Republic of Tatarstan - 1.9%;
• Republic of Bashkortostan - 1.6%.

In the category "digital and household appliances," the average check for purchase in online stores in Russia at the end of 2021 increased to 11,260 rubles in 2021 (in 2020 - 8,817 rubles), in "clothes" and "food" decreased: 1,656 rubles (in 2020 - 2,021 rubles) and 1,406 rubles (in 2020 2,080 rubles), respectively. Among other categories, the difference in spending on "tools and garden equipment" is noticeable: 3,038 rubles in 2021 (in 2020 - 5,983 rubles), as well as on "goods for children": 1,656 rubles in 2021 (in 2020 - 3,357 rubles).^[13]

The Ministry of Industry and Trade creates standards for marketplaces. What will change for suppliers

As it became known in mid-December 2021, the Ministry of Industry and Trade creates standards for marketplaces, using the proposal of the Association of Internet Trade Companies (AKIT) as the basis.

As Deputy Minister of Industry and Trade Viktor Yevtukhov told Izvestia, a code of interaction between marketplaces and sellers is being created to regulate controversial issues. The document will require marketplaces:

• exclude the dependence of pricing on the platform on the participation of sellers in promotions;
• introduce material liability for the loss or damage of goods when it is issued on the online platform;
• monitor counterfeiting more closely;
• settle the issues of product disposal in the warehouse of marketplaces;
• Provide online feedback to the customer.

At the same time, by mid-December 2021, it is not reported what sanctions will be applied for violating these requirements.

Most of the major marketplaces supported the proposed supplier rules.

We advocate self-regulation of the industry and the adoption of a code of interaction between sellers and marketplaces. At the same time, Aliexpress already complies with the rules prescribed by the code, as it builds trusting relations with partners and does not force them to a certain price level or a certain type of logistics - our working conditions are transparent, "AliExpress Russia said.

Ministry of Industry and Trade The newspaper was told Russia that the Marketplaces market is quite competitive. Several of the largest players:,, Wildberries Ozon Aliexpress Russia, "," "Yandex Market form SberMarket no more than 30% of the entire market for such sites. At the same time, we believe that the situation cannot be aggravated, otherwise the risk of dictate conditions on the part of marketplaces is possible.^[14]

FAS engaged in inspections of online marketplaces

On December 12, 2021, it became known that the Federal Antimonopoly Service (FAS) would conduct inspections of online marketplaces. The subject of close study of the activities of the sites is the interaction of the sites with suppliers.

Izvestia was told about this by the FAS. According to an informed source of the publication, the service will analyze, among other things, the conditions for the transition of the supplier from one platform to another. According to the interlocutor, these conditions do not always take into account the interests of business, and sometimes directly contradict them: there are examples when an entrepreneur was not given goods for eight months during the transition.

Vice-President of the Chamber of Commerce and Industry of Russia Elena Dybova, in a conversation with the newspaper, noted that "a million problems" were ripe in the field of e-commerce. According to her, marketplaces offer entrepreneurs complex contracts, put forward strict requirements, and each site has its own conditions. Big problems arise with the return of goods.

Alexey Kozhevnikov, vice president of Opora Rossii, also noted abuses against partners by services. For example, marketplaces can send a notice of a change in logistics tariffs the day before they are introduced, or impose participation in promotions.

Representatives of the country's largest marketplaces (Wildberries, Yandex.Market and SberMarket) said that their interactions with suppliers are honest, transparent and subject to contracts and offers.

The founder of the online platform Bidzaar Andrei Chernogorov, in particular, claims that insufficient business experience and low financial literacy of individual sellers lead to conflicts.

The only acceptable option that can ensure the protection of the rights and interests of all participants in the e-commerce market is self-regulation, President AKITRTEM Sokolov is sure.[15]

2020: Ministry of Industry and Trade offered 1.5 billion rubles in subsidies to marketplaces

On November 25, 2020, it became known about the proposal of the Ministry of Industry and Trade to allocate 1.5 billion rubles of subsidies for Russian marketplaces. The agency wants to compensate for their costs for logistics and storage of goods in order to thereby support the export of products from domestic suppliers.

The newspaper "" wrote about the corresponding draft government decree developed by the Ministry of Industry and Trade and sent by the largest market participant. Kommersant This document says that 500 million rubles annually can be allocated for subsidies to marketplaces in 2021-2023, they are "of fundamental importance for increasing demand for competitive domestic products."

At the same time, restrictions are provided for recipients of funds. Subsidies are not available to marketplaces managed by foreign legal entities or in the authorized capital of which there are foreign owners.

Experts interviewed by the publication noted that it would be better to send support to small suppliers of such marketplaces, and not to the sites themselves. In addition, according to the newspaper's interlocutors, Wildberries will be the only recipient of the subsidy due to restrictions on foreign participation in marketplaces.

Perhaps the only possible recipient of this subsidy is Wildberries. The question of the fairness of such targeted support for large private business instead of helping small businesses remains open, - said another source of Kommersant in the e-commerce market.

The main export potential is in Western Europe, the USA, Asia, and Russian sites do not have access to this audience, says Ilya Kretov, CEO of eBay in global markets. In his opinion, it is necessary to simplify customs procedures for retail exports of goods by legal entities.

Notes