Ozon, Wildberries and Yandex Market are the largest online marketplaces in Russia. Many foreign manufacturers and sellers are interested in them. The rules for non-residents are not the same everywhere and they change, so here we separate what the platforms state from what you must verify for your own case.
What the platforms state
Yandex Market has a section for international sellers. Foreign companies can sell, and the goods must be located outside Russia at the moment the order is placed. Three models are described: FBS (you store and pack, and hand orders to a Market sorting centre in your country), FBS Last Mile (you bring orders to a pickup point or sorting centre in Russia) and FBP (you ship goods to a Market partner's warehouse in your country).
Ozon has an English-language seller portal. To register you need a registered legal entity (company registration and tax numbers, the company name in English, payment details). Ozon states that you do not need to register a company or a brand in Russia to start. A contract for placing goods from abroad is published, and Ozon may review a seller and decline a registration.
Wildberries has run programmes for sellers from several countries, including sellers from China and from neighbouring countries. Terms differ by country and change, so check them on the platform's seller portal.
What depends on your case
Rules vary by platform, your country of registration and the fulfilment scheme. Documents, payouts, currencies and logistics are set by the platform contracts. Third-party guides often contradict each other and the official portals, so verify every requirement at the source. We do not provide legal, tax or customs advice: use a lawyer, an accountant and a customs broker for those.
What to prepare in any case
- A product that can be sold remotely. Check the platform's prohibited categories and the certification you might need.
- Unit economics. Platform commission, logistics, returns, advertising, taxes and duties, all turned into a price that still earns money.
- Content in Russian. Titles, descriptions, keywords, photos and infographics written for Russian shoppers and Russian search.
- A fulfilment plan. Where goods are stored and how orders reach the customer.
- Advertising and management. The platforms run on internal advertising; planning the budget and tracking the share of ad spend in revenue (ACOS) is part of the work from day one.
How we can help
We run stores on all three platforms every day: product cards, advertising, stock and analytics. We start with an entry audit that includes a go or no-go decision. See our Russian marketplaces service or request a free consultation.
