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Starting in October 2026, a federal law comes into force that establishes uniform rules for the operation of marketplaces for all sites. The following are fixed: prohibition of forced participation in promotions, protection against unjustified blocking, standards for payment deadlines to sellers, responsibility of platforms for the quality of goods in the catalog. Until now, many of these rules existed as voluntary promises of platforms — now it is the law.

Wildberries & Russ, Ozon and Avito have officially secured the right of sellers to refuse marketing promotions without the risk of receiving sanctions from the platform. The change was made amid massive complaints to the Federal Antimonopoly Service. Prior to this, the rejection of "automatic promotions" actually deprived the card of positions in the search. Now you can't. But at the same time, marketplaces have switched to a new strategy: they lower prices at their own expense, killing sell

Promotions no longer have the same effect. Customers have become more rational, and discounts are turning from a sales growth tool into a source of pressure on business margins.

The Federal Tax Service is changing its approach to bonus points on marketplaces: payments that compensate for sellers' discounts are increasingly being interpreted as an economic benefit and should be included in the tax base. The key dispute is when to recognize income: when awarding points or only when they are "monetized". The regulator's new view may force sellers to recalculate the economics of promotions, restructure accounting, and more closely compare reports with site data.

A new tool has appeared — promo codes from sellers that give customers additional discounts directly from the store. The feature is already available to a test group of partners in Russia: the seller sets the expiration date and percentage of the discount, selects the products or assortment for the promotion, and the buyer applies the code in the shopping cart. Promo codes are reusable, and you can run up to 10 active promotions at the same time. We are analyzing how to use the tool for repeat s

Wildberries has opened a window for free shipments to warehouses using the "WB Warehouse" (FBW) model: from January 15 to February 15, some of the goods from the approved list can be delivered without paying for acceptance, including destinations with standard paid acceptance. For sellers, this is a chance to reduce the logistical cost and spread the leftovers by region faster, but the benefits can only be used if they are accurately included in the list and the delivery is prepared correctly.

The end of the year is becoming a serious challenge for retail and logistics. New Year's rush increases the load on warehouses, fulfillment and delivery, and it is increasingly difficult for customers to navigate promotions and delivery dates. Experts explain how businesses and customers adapt to the peak season.

Marketplaces are discussing discount rules: will customers be able to receive equal bonuses from any bank's cards, or will promotions remain a tool for private conditions?