Marketplaces continue to strengthen their positions in Russian online commerce. According to the Gaidar Institute's Center for Evidence-based Expertise, the combined share of the largest sites in 2024 reached 80% of all online sales, equivalent to more than 5 billion orders. Moreover, Wildberries and Ozon account for an impressive 77% of the total volume.
This dominance affects not only the structure of the market, but also the behavior of buyers. According to the study, about 30% of Russians believe that lack of access to marketplaces would significantly worsen their financial situation due to rising prices, reduced assortment and reduced convenience. Users especially appreciate fast delivery, convenient return conditions and a wide network of pick-up points.
Marketplaces have become a key scaling tool for businesses. About 38% of sellers consider the main advantage to be the ease of starting, and another third consider the convenience of doing business. The ability to reach a new audience is also an important factor. The geography of sellers is quite balanced: most of them are in the Central District, but a significant number are represented in other regions.
The owners of pick-up points also form a separate market segment. More than 40% of entrepreneurs manage networks of two or more PVZS, and their main motivation is high income and ease of launch. Despite this, sellers also note difficulties — high competition, commissions, refunds and imposed discounts.
Analysts warn that such a strong concentration in the market can lead to risks of monopolization. However, it also stimulates the development of standards, from improving logistics to integration with banking services. In general, the market is moving from a stage of rapid growth to a structural restructuring, where attention will be focused on transparency, control and sustainability.
Marketplaces are becoming an integral part of the economy, and buyers and entrepreneurs are increasingly adapting to the new digital reality.
