OTP Bank, Royal Credit Bank and Credit Europe Bank have joined the Ozon Green Price loyalty program in recent months, in addition to the already participating Ozon Bank, Sovcombank and MTS Bank. The mechanics of the program involve co-financing the discount: the buyer receives the product at a reduced price, and the difference is reimbursed to the seller by the partner bank in rubles or points.
At the same time, not all sites have switched to the open model, in which a discount is available when paying with a card from any bank. On Yandex. Market, a 3% discount is valid only when paying with Yandex Bank or VTB cards. Wildberries limits the discount exclusively to payment via a WB wallet. Banks and marketplaces have been negotiating the terms of access for over a year.
The central Bank consistently advocates an open model in which the discount amount does not depend on the means of payment chosen by the buyer.
Valeria Popova, senior analyst at Rikom-Trust, explains the position of the major players in the structure of their business: "Such a program is a paid marketing channel. Large banks with their ecosystems may not be interested in it, but for medium—sized and niche banks, the Ozon audience is a way to attract customers."
According to her, the parties have reached a compromise.: The open model is implemented on commercial terms by Ozon, while Wildberries retains the closed scheme. If a legislative decision is made, the marketplace will have to open access, but the timing of such a decision remains uncertain.
For sellers trading on several platforms at the same time, the situation creates a practical asymmetry: Ozon's discount mechanics cover a wider range of buyers, whereas on Wildberries its effect is limited to users of the platform's own wallet. Medium—sized and niche banks, on the other hand, gain access to a multi-million customer audience through partnerships with marketplaces - a tool for attracting customers that is not available to them through traditional channels.
Legislative decoupling can change the balance of power: mandatory open access will force Wildberries to reconsider the model, which will entail a redistribution of traffic and marketing budgets between sites.
Related materials:
- Wildberries has launched a multi—level loyalty program for sellers - the platform builds discount mechanics on its own, up to three levels in terms of the amount of purchases in 365 days
- Sellers are asking the government to reduce commissions by six months — who pays the discounts to the buyer in the end
- Regions account for 80% of e-commerce turnover: marketplaces or your website are the entire economy of the channel, where the discount burden falls
