Marketplaces have long been considered a universal platform for starting and scaling small businesses. However, for the first time in recent years, Russia has recorded a decrease in the number of active sellers on the largest platforms: according to Data Insight, in the first half of 2025, their number on Wildberries and Ozon decreased by 2%. This gave rise to discussions: is the marketplace model losing relevance?
According to Ivan Gribov, an expert in the development of digital solutions for entrepreneurs, it is too early to abandon the idea of placing goods on marketplaces. However, the old "I'll get out and everything will go" approach no longer works. Today, success requires strategic calculation.
First of all, it is important to soberly evaluate your product: how competitive, unique and interesting it is for the target audience of the marketplace. Next, you need to calculate the economics: platform commissions, logistics costs, refunds, promotions, and commissions for participating in promotions can significantly reduce margins.
In addition, the marketplace is not a substitute for a full-fledged business: it is more of a sales tool than an independent ecosystem. You can't ignore developing your own brand, working with your customer base, and building loyalty.
According to Gribov, it is now important to approach the decision to enter marketplaces with a cold calculation, asking yourself the key questions: "Why do I need this?", "Is my product ready for such competition?", "Do I have the resources to manage?".
It is also important to keep in mind the risks: platforms change the rules, may restrict or block sellers, and introduce algorithms that are not always transparent to participants. Therefore, it is necessary to have backup sales channels: your own website, social networks, and wholesale directions.
Conclusion: marketplaces have not lost their importance, but they have become more complex and demanding. For those who are willing to invest time and resources, they still offer great opportunities. Others should think twice before diving into this market.
