The universal marketplace market in Russia has shown a slowdown, which industry participants call the most noticeable since the format's existence. By the end of 2025, the combined sales of the three largest sites are estimated at 8.59 trillion rubles. The annual turnover growth of the "big three" amounted to 32.2%, whereas a year earlier the dynamics reached 56.2%.
A parallel estimate from another analytical center gives a similar scale: 8.3 trillion rubles by the end of 2025 and an increase of 25%, while a year earlier there was an increase of 53%. In general, the pace of the largest platforms remains higher than the overall dynamics of the e-commerce market, where growth is estimated at about 9%, but the market is registering a transition to a more mature development model.
Experts attribute the slowdown to the retail situation, especially in the non-food segment. Boris Ovchinnikov, partner at Data Insight, put the explanation bluntly:
"The slowdown in growth can be explained by the general slowdown in the retail market, especially non-food products."
The sites themselves describe a new pillar for growth through geography and the structure of demand. Ozon believes that further expansion will be due to the penetration of the Internet into small towns and villages where a significant proportion of the population lives. Wildberries notes the preservation of double-digit dynamics in the basic categories, including clothing and footwear, beauty products, textiles, food and toys.
On the side of sellers and service partners, another factor is being discussed: the internal rules of the sites. Roman Sokolov, Director of the Wholesale and Retail Trade Department at Reksoft, admits that growth could slow down amid higher commissions and tougher working conditions for sellers, as this affects business activity and turnover.
For foreign economic activity and logistics, the point of the news is to change priorities. During the overgrowth period, the market forgave part of the operational losses. In the deceleration phase, money begins to “flow out” through fees, storage, refunds, lengthy processing, and poor accuracy of product data. It becomes more profitable for stores to keep stricter SKU mathematics, reassemble packaging and dimensions, reduce the share of returns due to content and quality, and forecast shipments across warehouses. In such a model, the winners are those who adapt the economy and processes faster to the current market pace.
