Ozon vs Wildberries: where to start
The days when Ozon sold only books and Wildberries only clothing are long gone. Both marketplaces now compete across almost every category. But for a seller choosing where to launch, the two platforms still feel very different.
Here are three reasons to consider Ozon first. They are not the most obvious ones, so stay with me.
1. Less competition in apparel
Suppose you are an apparel brand and want to start in a less crowded environment. The clothing category on Ozon is still actively developing, so building brand awareness there is easier and cheaper than on a mature, saturated platform.
2. Buyer trust in high-tech and high-ticket goods
If you sell technology products with a high price tag, Ozon tends to be the easier place to sell. The platform has a reputation for being more reliable, especially when it comes to disputes between the marketplace and the buyer.
High-tech goods and warranties go hand in hand. A buyer is more likely to trust a platform that takes their side quickly and resolves the issue without a long investigation. If your product matches all its stated technical specifications, or you sell well-known brands such as Apple, Samsung, Canon or Sony (with the brand documents in place), Ozon is the better fit.
In my view, this is partly why, when the same item is listed on both marketplaces at a similar price, buyers more often order on Ozon.
3. Conscious consumption and returns
This depends on the product, of course. Wildberries at one point introduced paid returns. Buyers could order up to 50 clothing items at once and keep only one or two. Over time the programme covered all buyers.
Ozon also encourages conscious consumption, but does it less explicitly and without paid returns. When a buyer prepays an order on Ozon, they tend to choose more carefully.
Ozon keeps expanding its pickup point network, which also helps buyers choose the platform. When the same product is available on both Wildberries and Ozon, buyers have recently been choosing Ozon more often.
A friendlier platform for newcomers
Reason number two: the platform is easier for a new seller. The vast majority of sellers I have spoken to consider Ozon more customer-oriented. Yes, there are nuances and there are difficulties with technical support, but where are there none?
For a new seller it matters to understand how the platform works. Ozon support operators respond quickly to individual requests and help solve problems. Not every issue is resolved instantly, but from what I see as a technology partner working closely with support on client projects, Ozon support does make the effort.
I will not compare Ozon and Wildberries support directly, because the gap is simply too wide. On top of that, a new seller joining Ozon usually gets a personal manager who oversees their work at the start. Registering on Ozon is also fairly simple, and the seller dashboard is intuitive enough to figure out on your own.
When joining Wildberries, I always recommend having someone on the team who can set up the store and get the first sales running.
Support and penalties
Reason number three: in my experience as a technology partner working closely with sellers, Ozon is much more loyal to them. What does that mean in practice?
When a seller is penalised for a violation, Ozon assigns penalty points that expire over time if there are no repeat violations.
Commission size
There is no single answer on commission. The rate depends on the product category. On average, it is roughly the same on both marketplaces.
Bottom line
Ozon offers a less competitive environment for a launch, is more loyal to sellers and has more responsive support. Commission is comparable to Wildberries, but the working conditions for a seller are more comfortable.
What has changed since this was recorded
One point has shifted: earlier, returns on Ozon were free while refusals on Wildberries were paid. Now Wildberries, Ozon and Yandex Market have all said they are keeping their usual conditions for the time being and do not plan to charge for returns of goods of proper quality.
