Is it worth entering marketplaces in 2025?

The e-commerce market has entered a phase of maturity, and by 2025, platforms have become not just a trading platform, but a digital equivalent of a global trading center. The question of whether to enter marketplaces is one that manufacturers, distributors, and young brands are facing. The attractiveness of platforms lies in the ready-made infrastructure, audience, and analytical tools, but success requires careful planning. The scale of the market is confirmed by the dynamics: in Russia, the total revenue of the TOP-5 marketplaces for 2024 exceeded 5 trillion rubles, with the number of orders reaching 4.2 billion. These volumes mean one thing – the traffic and demand are already there, you just need to learn how to work with them.

Is it worth entering marketplaces in 2025?

Marketplaces in 2025 operate under different laws than at the beginning of the decade. Ozon, Wildberries, Yandex Market, KazanExpress, and Aliexpress Russia have redistributed the audience among themselves, with a 38% increase in the total number of sellers in a year. The average commission for sales has increased to 17.8%, depending on the category and logistics model. For example, the commission for electronics reaches 24%, while in the fashion segment, it does not exceed 13.5%.

Platforms have expanded their reporting, automation, and targeting systems, introduced APIs for connecting ERP and CRM. Ranking and search algorithms have changed: now speed of responses, depth of product catalog, and metrics of repeat orders are important. Whether to enter marketplaces in these conditions depends on the readiness to use them as a full-fledged sales system, not just a showcase.

Entry Models: Independent Entry or Through Partners

The decision to enter a marketplace in 2025 requires choosing between three main models, including:

1. Direct placement using the FBS model (Fulfillment by Seller), where the seller stores the goods and handles the delivery.
2. Using platform logistics under the FBO scheme (Fulfillment by Operator) with storage at the marketplace’s warehouse.
3. Working through distributor agencies that take care of promotion, product listings, logistics, and even procurement.

The average self-sustainability period for independent entry is 4.5 months. When working through agencies, this period is reduced to 2 months, but considering commissions, additional services, and contractual restrictions. Entering marketplaces without experience is definitely worth it, but with a clear entry strategy, pricing, and content.

Product as the Main Tool: Is It Worth Entering Marketplaces in 2025?

The 2025 consumer relies on comparison, reviews, fast delivery, and visual perception of product listings. Therefore, even a unique product without 360° photos, reviews, and responsive service loses competitiveness. Entering marketplaces with basic products is pointless without developing unique selling propositions, packaging, and support.

One example is a manufacturer of natural cosmetics from Novosibirsk who increased revenue from 90,000 to 1.3 million rubles per month in 6 months by focusing on design, video reviews, samples, and transitioning to FBO. The key was not the price, but the brand perception in search results and reviews.

Advertising and Promotion: How Much and Where to Invest

Promotion on marketplaces in 2025 is not just banner advertising but a complex set of tools: split testing of listings, auto-bidding in search, promotional mechanics, cashbacks, special offers. Traffic expenses at launch account for 18–25% of turnover. To calculate profitability, it is important to consider:

1. Search bid rate (average of 4 to 20 rubles per click).
2. Campaign ROI (a good indicator is above 130%).
3. Impact of reviews and ratings on organic reach.

Entering marketplaces without planning an advertising budget is not advisable, even with high demand, listings without traffic do not reach top positions, thus losing visibility.

Entrepreneur’s Checklist Before Entry

Entering marketplaces without preparation is not recommended if basic launch conditions are not met:

1. Financial calculation of unit economics considering all commissions.
2. Readiness to change packaging to meet warehouse requirements.
3. Photos and descriptions that comply with moderation filters.
4. Competitor analysis – prices, reviews, listing design.
5. Integration with WMS/CRM or at least manual inventory control.
6. Setting up returns and clear order processing.
7. Registration of a legal entity and cash register (required by law).
8. Reserve budget for advertising, especially in the first 3 months.
9. Development of promotional strategies and participation in major sales events.
10. Contingency plan for rating drops (penalties, delays, etc.).

Each point directly affects financial stability and final revenue.

Entering Niche Markets: Where Competition is Lower and Margins are Higher

In 2025, platforms are actively developing categories with low saturation: industrial B2B segment, components, HoReCa products, spare parts, regional farm products. These categories have higher than average margins – up to 42%, lower competition, and purchase conversions reaching 7–11%.

For example, a supplier of plumbing components from Tver created a brand for marketplaces, launched 38 SKUs, and achieved a turnover of 4.7 million rubles in the first quarter, while the cost per click remained three times lower than in the “home appliances” category.

Entering marketplaces in these segments is particularly advantageous for manufacturing and local brands.

Regulations, Taxes, and Legislative Changes

The Federal Tax Service has intensified monitoring of operations on marketplaces. In 2025, every legal entity is required to provide sales data through cash register software integrated with the “Honest Sign” system. Norms on online trading and labeling in clothing, footwear, cosmetics, and children’s goods segments have also been updated.

For legal operation, registration as an individual entrepreneur or LLC, use of a cash register, reporting, and payment of VAT or simplified tax system are required. Entering marketplaces without understanding the tax burden is risky, especially when planning for significant growth.

Digital Commerce as a New Growth Point

In 2025, platforms have evolved into full-fledged business ecosystems. The decision of whether to enter marketplaces cannot be universal. With a competitively priced product, smart packaging, and a well-thought-out strategy, the platform can lead to exponential growth in 3–6 months. However, without planning, it can become a resource-consuming channel.

Real cases show that those who adapt their model to the platform’s logic, automate processes, and actively use promotion tools achieve stable revenue faster than in traditional retail.