Why sales fluctuate
"How do I increase sales on Ozon?" is one of the most common questions sellers search for. The answer is never a single lever: a store has to be looked at from several angles at once - rankings, logistics, delivery time, price, packaging, the product card, advertising and the ranking algorithm itself.
Below is how we approach the job when the goal is to grow a store's sales. The example is a test store we use to try out hypotheses before applying what works to our main accounts. That is why its growth curve is uneven: some tests land, some do not.
Factor 1: logistics and the FBO model
Logistics is the first factor. The FBO model (marketplace fulfilment, where the marketplace stores and ships your stock) will essentially always beat FBS (you ship from your own warehouse).
The reason is simple: the marketplace earns more on FBO goods - through the sale itself, storage, delivery, supply handling and the rest. On FBS that revenue pool is smaller, so FBS items get less promotion support. FBS products are still promoted, just less strongly. Almost always, an FBO item will outrank an FBS item. That is the baseline.
Factor 2: local sales share and clusters
Ozon plans supplies by cluster (a regional group of warehouses). Look at your items by cluster to see where you are short of stock, and check your local sales share - the share of orders fulfilled from stock inside the customer's own cluster.
In our test store that share is 73%. We consider a healthy local sales share to be above 85-90%. That is what lets a store hold strong positions. When the share drops below roughly 85%, rankings and sales suffer noticeably.
Now look at your top clusters by sales volume. In the test store, the top clusters all carry the status "urgent restock" while also having the highest average daily sales. That tells you the clusters are underloaded. When warehouse stock is low, the marketplace has little reason to push the item, so it ranks lower. Logistics is therefore the first thing to fix.
Factor 3: content rating and card completeness
Next is the level of the product card: content, ratings and related metrics. A 100% content rating is the baseline, not an achievement. Yet in audit after audit, sellers still leave cards incomplete and run low content ratings. Content rating is a ranking factor, and it is one of the easiest to fix.
In the test store some cards were missing photos, and some had no spoken content (audio or video), even though the specifications were fully filled in.
Check that your specifications include text with keywords, and check how those keywords are written. A comma-separated keyword list is about the most serious SEO mistake you can make. These factors add up, brick by brick, to your sales volume.
Recommendations without the deep dive
There are many more factors, and you do not have to dig through every tab the way a full audit does. When we run audits the work is deeper than this, but a lighter pass is often enough.
That is the idea behind our recommendation service: connect a store and it returns specific actions to grow sales, built on the experience of our team. Besides analytics, it gives a summary of the store - sales, traffic and sales funnels by product. An AI agent then produces recommendations based on that store's own metrics.
How the AI agent works in practice
Ask it: "How do I increase sales in my store?" A real answer looked like this:
- Turnover and the number of orders in ad campaigns are falling, and the cheapest cost per acquisition is on a campaign that has been switched off - turn it back on.
- For the 55-litre container and the white marble mat: if you restock the warehouse, it is worth restarting ad campaigns.
Note that it does not just say "run ads". It checks whether that is actually the right move. Here it says: if you restock, then it makes sense to switch campaigns back on, because they had a low cost per acquisition and a low ad cost share (ACOS).
In effect, restock the white marble mat: when in stock it brought orders at almost 20 times lower cost than the store's average ACOS - essentially the cost of acquiring a customer.
It also recommends adding the search terms it found to the description of a 75 cm floor squeegee and to the grey and black trays, which raises the content rating and brings more traffic. You can open the task list, where these items are highlighted, and check them.
For the 75 cm squeegee, the missing keyword was "floor mop 75 cm". The system compared the product title and description with the terms buyers actually use for this kind of product, checked whether you rank for them, and recommended adding the ones you are missing.
For the black tray it flagged the price: the marketplace price index is unfavourable, so adjusting the price would help hold positions. The price index factor has weakened somewhat in the ranking formula lately, but it still influences rankings, so it is worth working on.
Warehouse risk
While warehouses carry risk, supply recommendations are temporarily switched off. In the test store the warehouse-risk flag was active, so all supply advice was paused. The practical move is to clear stock faster through FBS promotions.
You can also get recommendations for a single product. Asking about the 75 cm squeegee returned:
- Add the missing search terms, such as "floor mop 75 cm", to the title and description. This improves the content rating and helps the item appear in relevant queries.
- With 295 units sitting in FBO warehouses at risk, switch to FBS or activate a discount and join a promotion to clear the stock faster.
- If you decide to advertise, create a small campaign with a manual bid and pay-per-click, and watch the cost per acquisition - similar products already show good numbers. And keep stock available: without the product, ad budget brings no result.
Three ways to grow sales
You can raise sales on Ozon by sitting and analysing all these metrics yourself, collecting what to do and digging through every tab. That works - we did it for years.
There are now three routes:
- Do it yourself. Track every metric and act on what you find. A proven method, but time-consuming.
- Order a paid audit. Someone analyses the store and explains in plain words what to do to fix sales. Our team runs these regularly.
- Use a recommendation service. It shows the collected metrics and smart recommendations for your store in a chat format.
Pick whichever is most convenient for you, and act on it.
Takeaway
You can increase sales on Ozon by analysing metrics yourself, ordering audits, or using a service with recommendations. Choose the route that fits your team and start with the basics: FBO stock in your top clusters, a complete product card with well-written keywords, and a price that keeps your index healthy.
