A new study by Easy Commerce has shown that advertising activity on Russia's leading marketplaces is becoming more concentrated. According to an analysis conducted from April to August 2025, 20% of brands control up to 90% of all advertising visibility on the main pages of sites like Ozon, Wildberries and Yandex Market.
Experts have studied more than 110 platforms and 150,000 online points of sale using the Commerce Analytics Tool, collecting data every 15 seconds. Using neural network technologies, the share of brands, categories, and advertising formats was determined, which allowed us to see key trends and the degree of market concentration.
The results are impressive: 20% of advertisers occupy 71% of advertising space on Wildberries, 84% on Ozon, and 89% on Yandex.Market. At the same time, Wildberries remains the most diverse platform, featuring more than 530 unique brands, despite the reduction in their number over the year. Ozon and Yandex Market, on the contrary, continue to increase the number of active advertisers.
The distribution of categories shows a clear specialization. Wildberries is a leader in fashion — shoes and clothing. Electronics and household appliances account for the majority of Yandex Market sales, while Ozon focuses on consumer goods such as chemicals, cosmetics, and household products.
Among retail services, Scooter demonstrates the most active dynamics: over the year, the number of brands on the main page increased by 220, reaching 590. The advertising activity of the Golden Apple, Detsky Mir and Pyaterochka is also growing.
Analysts noted that the audience of marketplaces reacts to ads in different ways. Yandex Market has the highest rate of engagement (click-out) — 11.5%, which is explained by the interest of customers in technology and high willingness to make purchases. On Wildberries, the figure is only 0.4%, which indicates a longer "review" of user behavior before they make a purchase decision.
In addition, the study revealed a relationship between advertising activity and sales. An increase in the share of advertising presence (SoV) on average correlates with an increase in sales, although advertising is not the only success factor. Companies combining different formats and actively working with content are showing more steady growth.
At the same time, most brands still use the same type of advertising strategies: on Ozon, 80% of companies are placed in only one format, on Wildberries and Yandex Market — 60% and 50%, respectively. This indicates the untapped potential of combined campaigns.
The conclusions of the study are obvious: the market is becoming more competitive, and entry for new players is expensive. It is important for brands to select marketplaces according to their category, test different formats and constantly monitor the share of advertising visibility. According to Easy Commerce, a 30% increase in SoV on average leads to the same increase in sales if advertising is accompanied by work on content and pricing strategy.
