The commissions of the largest Russian marketplaces have grown over the year to a value comparable to half the cost of the product. According to the Association of Electronic Commerce Representatives, the average commission on Ozon rose from 18.6% to 47.8% of the base cost, adding 29.2 percentage points. Wildberries grew by 10.8 points, from 31.9% to 42.7%. Yandex Market gained 15.2 points and reached 40.1%.
The figures are higher for individual work models. Vasily Paperin, the founder of the Market Papa service, gave a calculation of the FBO at which goods are stored in the warehouses of the site: on Ozon, the commission for the year increased from 43% to 55%, on Wildberries — from 32% to 42%. He estimated the international benchmark for the same model at 5-15%.
The consequences for the seller's economy are direct. The average profitability on marketplaces decreased from 15% to 5% over the year, according to Market Papa statistics. Some entrepreneurs have gone into the red, and they are driven there primarily by commissions.
Alexey Molodykh, CEO of MARMP, called the main reason for the growth the desire of the sites to earn more, an additional reason is the growth of the platforms' own costs, which is shifted to sellers.
The market responds with a reduction. By the end of June, about 1.2 million active entrepreneurs worked at three sites, and their number fell by 6.3–14.1% over the year. Registrations of new sellers decreased by 25% year-on-year in the first half of the year, while liquidations increased by 20%. According to Young estimates, by the end of the summer, another 15-20% of small sellers will leave the market.
Prices went up. In the second quarter, the consumer price index on marketplaces increased by 1.8% year—on-year for the first time in three years. For certain categories, Market Papa records an increase of 5-10%, and the forecast for the end of the year is plus 8-15%.
Platforms are looking for ways to retain sellers. Yandex Market is testing a subscription that provides a reduced commission.
What the seller should do in the next month. Calculate the full load for each site separately: commission plus logistics plus storage plus promotion. Compare FBO and FBS by their positions — the gap in 2026 reached a size at which a change in model changes the economy more than any work with price. And evaluate the Yandex Market subscription in advance: it is profitable to pay for the right to pay less only with a certain amount, and this threshold is calculated according to your data.
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