Ozon continues to expand the horizons of its business by launching a new business line under the Ozon Select brand. This project will focus on the sale of mid-range and premium segment products, including fashion, cosmetics, electronics, and interior items. At the first stage, Ozon Select will be presented as a separate mobile application, and a full-fledged web platform is expected in 2026.
The main feature of the new service will be the focus on domestic premium brands. Previously, categories such as cosmetics and high-end appliances were not separated into a separate segment, but now they will become the basis of the Ozon Select range. According to the company, in the first half of 2025, the demand for products worth more than 35 thousand rubles increased by almost 74%, which was one of the reasons for launching a new sales format.
The existing Ozon Fashion Lux showcase is already partially implementing the idea of Select, and will be integrated into the new platform. The app aims to provide customers and brands with an improved user experience, including a higher level of service, easy navigation, and personalized delivery of premium products.
In addition to Ozon itself, other large marketplaces have joined the trend towards creating separate spaces for expensive categories. So, Wildberries, Yandex Market and Avito already offer sections where luxury goods are presented.
Market experts point out that this step is in line with the global trend of customization and personalization of online shopping. Separating the premium segment into a separate service allows not only to increase audience loyalty, but also to form a clearer brand positioning against the background of growing competition in e-commerce.
Thus, the launch of Ozon Select can be considered as a logical continuation of Ozon's business diversification strategy and the company's desire to strengthen its position in the niche of premium online retail.
