Eshopmedia

Eshopmedia develops a platform to automate the sale of advertising on sites and in mobile applications of e-commerce sites, and also solves advertisers' problems by launching promotional campaigns. In particular, by January 2024, Eshopmedia cooperates with Ozon, SberMarket, Yandex Market, Аптекой.ру, Detsky Mir and other Russian online retailers.

History

2025: Bankruptcy Filing

In mid-December 2025, it became known that the Moscow Arbitration Court accepted the application of eShopMedia LLC (Eshopmedia) to declare the company insolvent. The submitted documents say that the debt of the organization is 4.4 million rubles.

Eshopmedia provides tools to automate the sale of advertising on the site and in the mobile application, and also solves advertisers' tasks to launch advertising campaigns. It is noted that Eshopmedia cooperates with such large players in the Russian market as Ozon, SberMarket, Yandex Market, Аптека.ру, Detsky Mir and another 40 online retailers in the Russian Federation.

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Фото: Freepik

In January 2024, Haiv, a subsidiary of VimpelCom (Beeline brand), acquired a stake in Eshopmedia for venture capital investments. Then it was said that the investment would be aimed "at developing a technological platform for the sale of advertising inventory of online stores." Eshopmedia also planned to expand the sales team and automate processes.

The bankruptcy petition was sent to Eshopmedia itself, in connection with which the company is not entitled to propose the candidacy of the arbitration manager. As noted by the Business News Agency, the court sent requests to several self-regulatory organizations of arbitration managers, who were asked to submit candidates for an interim manager in the manner prescribed by law. At the same time, Eshopmedia needs to confirm the existence of debt, including to the tax authorities, submit a list of creditors and debtors, as well as provide evidence that the company does not have property at the expense of which it can pay off obligations. The bankruptcy case will be heard on its merits in February 2026.^[1]

2024

Increase in VimpelCom's share to 20%

VimpelCom The investment fund "" created by the telecommunications company Hyve expanded its presence in the capital of the developer of advertising technologies Eshopmedia, increasing its share from 9% to 20%, which became known on November 5, 2024.

According to CNews, the investment partnership between the organizations started in January 2024. The funds are planned to be used to improve the technology platform and strengthen the sales team.

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Фото: Freepik

Eshopmedia's portfolio of solutions includes tools to automate online advertising. Among the permanent partners of the company are large pharmaceutical, cosmetic and consumer brands, including Nizhfarm, L'Oreal, Unilever and Health & Nutrition.

According to the Interactive Advertising Development Association, the advertising market in e-commerce Russia tripled in 2023, reaching ₽163,5 billion. Analysts Okkam of the group predict further growth of the segment up to ₽435 billion by the end of 2024.

Globally, investment in advertising technology for online commerce continues to grow. Research firm eMarketer expects global costs in the sector to be $140 billion by the end of 2024, accounting for 20% of total Digital Signage spending.

The effectiveness of advertising tools is confirmed by the financial performance of leading electronic platforms. Thus, the advertising revenue of the Ozon marketplace in 2023 amounted to ₽70 billion, which is equivalent to 4% of the company's total turnover.

The development of the segment of advertising technologies in e-commerce will continue at least until 2027 with an annual increase of more than 20%, which makes this area one of the most promising in the advertising market.^[2]

VimpelCom bought 9.235% of Eshopmedia

On January 12, 2024, it became known about the sale of 9.235% of Eshopmedia to VimpelCom. The Russian telecommunications operator concluded a deal through a subsidiary of Haiv LLC, created by VimpelCom specifically for venture financing projects. Financial and other parameters of the transaction are not disclosed.

According to VimpelCom, the investment directed by Eshopmedia will go to the development of a technology platform for the sale of advertising inventory of online stores, marketing and sales.

It became known about the sale of 9.235% of Eshopmedia

It is noted that after attracting VimpelCom as an investor, the Eshopmedia operating team will not change and will continue to work on current tasks.

According to Forbes on January 12, 2024, the co-owners and founders of Eshopmedia include the CEO of the company Zoya Andreeva (with a share of 31.83%, commercial director Larisa Justus (14.04%) and technical director of Eshopmedia Andrei Gusev (14.7%), as well as Evgeny Shchepelin (31.83%) and Igor Lutz (13.36%). Whether the additional issue was bought out during the transaction or one of the co-owners sold part of their share, the parties did not disclose.

According to Zoe Andreeva, VimpelCom's investments will help the startup finance the development of its own technology platform, as well as build synergy with other Beeline AdTech products to form the best offer for retail media clients.^[3]

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