Latest news, reviews and useful information

Franchising is the most popular business model that allows entrepreneurs to launch their business following a ready-made scenario. Not everyone who chooses this path understands how franchises work and what pitfalls franchisees may encounter. On one hand, it provides access to a well-established brand, a proven business model, and support from an experienced partner. On the other hand, there are strict limitations, financial commitments, and a high risk of losing invested capital.

In recent years, the franchising market in Russia has been growing rapidly, attracting more investors. With the increasing number of offers, there is also a rise in unsuccessful launches. Mistakes in choosing can lead to financial losses, conflicts with the franchisor, and disappointment in the business. Let’s explore how franchises are structured, their advantages and risks, as well as how to choose a reliable business model to avoid financial losses.

### Business Franchise – Quick Start or Risky Investment

Franchising has long been a powerful tool for entrepreneurs looking to enter the business world with minimal risks. Along with opportunities come obligations, but not every franchise guarantees success. Analysis of the Russian market shows that an idea can either “take off” or become an unsuccessful investment.

Over the past 5 years, the number of business models in Russia has increased by 30%. The popularity of the format is explained by the simplified entry into the market since it is already tested, and the company operates under a recognizable brand. Statistics show that 40% of franchise owners do not recoup their investments within the first three years of operation. The main reasons are the wrong choice of the franchise model, insufficient support from the rights holder, and inflated expectations regarding demand.

### How Franchises Work: Business Mechanics from the Inside

Franchising is a collaboration model between a franchisor and a franchisee. The former provides a well-established business concept, a brand, technologies, and support. The latter takes on obligations to comply with established standards, conduct business in accordance with requirements, and make regular payments of an initial fee and royalties.

#### Key Stages of Launching a Franchise

There are six stages:

1. **Analysis and selection of a franchise.** Before purchasing, it is important to thoroughly study the market, evaluate financial indicators, development prospects, and carefully review the contract. It is essential to understand how well the business model is adapted to the local market.

2. **Contract conclusion.** The document defines key cooperation conditions, including the amount of the initial fee, royalty payment terms, business management requirements, and marketing support.

3. **Payment of the initial fee.** This payment is mandatory and gives the franchisee the right to use the brand and business model. The fee amount can vary from 100 thousand to several million rubles, depending on the franchise’s popularity.

4. **Training.** Many franchisors provide comprehensive training covering business standards, marketing tactics, customer interaction, and financial management.

5. **Opening a business under the franchisor’s brand.** At this stage, the choice and rental of premises are made, equipment is purchased, employees are hired, and business processes are established in accordance with network standards.

6. **Regular royalty payments.** Monthly payments to the franchisor, ranging from 3% to 15% of turnover. In some cases, royalties can be replaced by a fixed payment.

Franchising allows minimizing the risks associated with starting a business and requires strict adherence to the franchisor’s instructions. Management mistakes, ignoring standards, and insufficient marketing activity can lead to the failure of even the most promising franchise.

### Advantages of Franchising

Franchising offers a range of advantages that make it attractive to entrepreneurs.

Pros of franchising:

– Brand recognition, reducing marketing costs;
– Opportunity to use a ready-made and efficient business strategy;
– Support from the franchisor;
– Quick market entry;
– Optimization of staff training and advertising costs.

The advantages work only with a smart choice of franchise and a thorough analysis of cooperation conditions.

### Disadvantages of Franchising

Despite the obvious benefits, franchising comes with a number of limitations.

Cons of franchising include:

– Strict business operation framework without the ability to implement own solutions;
– High royalties: royalties can range from 5% to 15% of turnover;
– Limited control over purchases and suppliers;
– The need to follow corporate standards, even if they do not match the local market.

Mistakes in choosing a franchise can lead to financial losses and disappointment, so it is important to carefully analyze the conditions before signing the contract.

### How Online Business Franchises Work

Modern technologies open up new opportunities for franchising. Online business franchises are gaining popularity due to minimal costs for renting premises and staff. Risks in this area are also significant.

The most common directions are:

– Online education and course sales;
– Dropshipping and marketplaces;
– IT services and SaaS platforms.

The main challenge of online franchises is the need for independent customer acquisition. Without a sound marketing strategy, even a proven business model may not be profitable.

### Conclusions

Franchising is a powerful tool for starting a business, but not a universal solution. It is suitable for those willing to follow corporate standards and work according to a proven scheme. For entrepreneurs seeking complete independence and flexibility, this format may not be suitable.

Before purchasing a business model, it is important to conduct a thorough analysis, study real reviews, and understand the obligations that will need to be taken on. Only in this way can risks be minimized and an informed choice made.

Each era gives birth to its own money symbols. In the 2020s, one of them is a coffee shop. Not just a place, but a multifunctional cross between an office, an interest club, and a marketing platform. Coffee sales have moved into the category of high-turnover microbusiness with minimalist aesthetics. This type of business proved to be resilient even in the years 2020-2022, when offline retail, catering, and entertainment venues were declining. Demand remained stable, and even the average check increased. In 2024, the coffee market in Russia increased by 7.3%, reaching over 290 billion rubles in turnover. Interest in the niche remains consistently high, especially among investors. They are looking for businesses with a clear model and a short payback period.

From a financial and management perspective, is it worth investing in a coffee shop in 2025 is a question that has long lost its romanticism. It’s about calculation, logistics, analytics, and fighting for traffic. Let’s consider all the nuances in this article.

### Investment Attractiveness of Cafes

By the beginning of 2025, investments in the coffee business have transitioned from being a trend to a stable investment format. Simple start-up, stable demand, and high profitability make the model attractive. The volume of investments in the market reached 7.9 billion ₽, showing an 8% growth compared to the previous year. To-go formats and franchises are leading, thanks to easy scalability and risk reduction.

Drinks provide a margin of up to 300%, and the profitability of a coffee establishment is usually 30-45%. The revenue of a successful location starts from 500,000 ₽, with a payback period of at least 6 months.

A coffee franchise strengthens positions: the brand, training, and standards simplify the launch. Even with high competition, demand in regions remains stable. This is why the question remains relevant: is it worth investing in a coffee shop if the format continues to show growth.

### Financial Model of a Coffee Establishment

A clear business model of a coffee project helps reduce risks and accurately forecast profitability. Initial investments in an establishment start from 850,000 ₽. The main expense items are rent, renovation, equipment, and marketing.

Equipment for a coffee shop includes a coffee machine, grinder, showcases, and working inventory – a significant part of the budget goes to this.

Monthly expenses include rent, salaries, taxes, logistics, and raw materials. Food costs – up to 25% of revenue. With stable operation, a to-go location brings good income. Its net profit varies depending on traffic and costs.

Buying an existing coffee business is a quick start but requires document and financial checks.

To understand whether investing in a coffee shop is worth it, it is necessary to control every ruble and manage the project’s economy wisely.

### Evaluation of Risks and Profitability of a Coffee Business

More than a third of new coffee shops close in the first year. Reasons include errors in traffic assessment, weak business model, and inflated expectations.

For example, a coffee shop in the center of Novosibirsk with investments of 1.8 million ₽ did not break even – it lacked guest traffic. Another location in a residential area for 700,000 ₽ paid off in six months due to stable foot traffic.

A franchise of such an establishment reduces risks through standards and support. However, external threats remain: price increases, supply disruptions, staff turnover.

Whether to invest in a coffee shop depends on the ability to manage not only profit but also risks.

### Competition in the Coffee Establishment Market

Metropolitan markets are oversaturated – there are over 8000 cafes in Moscow alone. Coffee shops in central districts stand literally opposite each other. In small and medium-sized cities, market competition is lower. The density of establishments remains within one point per thousand people. This opens up prospects for new formats.

Three types of players operate in the market:

– boutique coffee shops;
– franchise projects;
– mobile formats and kiosks.

Those who offer a non-standard approach win: unique flavors, local collaborations, events. Therefore, the question remains relevant: is it worth investing in a coffee shop if the concept stands out from competitors.

### Entry Formats: Franchise, Ready Business, From Scratch

The coffee business offers three main starting options. Starting from scratch provides complete freedom in choosing a concept but requires time, experience, and significant expenses. Most of the budget goes to renovation, equipment, and design.

A coffee franchise provides a quick start without unnecessary complexities: brand, standards, marketing, and location assistance come as a package. However, strict frameworks and royalties limit flexibility.

Buying an existing coffee shop helps start quickly. This option saves time on launch. But before the deal, it is necessary to carefully check the documents, debts, and actual financial indicators. Without this, there is a high risk of mistakes.

Choosing a location for such establishments is a key success factor. Even a strong concept does not work without traffic.

The format can vary, but the essence is the same – whether to invest in a coffee shop if there is no clear idea and financial cushion for the first months.

### Profit: The Truth Without Sugar Coating

The profitability of a coffee shop depends not on the number of drinks but on the precise calculation of all expenses and revenues. Drinks bring good income due to high markups. Additional options – desserts, syrups, plant-based milk – increase the order price. This raises the average check and makes each sale more profitable.

A coffee bar with good foot traffic can bring stable income. With proper expense management and careful control of drink costs, the business yields a confident net profit. It allows covering costs and forming a reserve for development.

Additional revenue channels:

– merchandise, beans, accessories sales;
– cuppings, coffee masterclasses;
– collaboration with local bakeries;
– delivery through aggregators;
– coffee subscriptions.

The financial result of the establishment is formed by several factors. It is important how the team works, how well internal processes are organized, and how quickly the establishment adapts to seasons and guest tastes. The faster the business reacts to changes, the more stable the income.

Continuous analysis: LTV, revenue, average check, rejection of non-performing items – are critically important. Only this way can a confident answer be given to the question: is it worth investing in a coffee shop if the goal is not to indulge ambitions but to earn.

### Conclusion

Starting a coffee project is not about cozy armchairs and Edison lamps. It’s about calculation, economics, and daily micromanagement. The breakeven point usually comes in 4-6 months. A successful project recoups investments in 8-14 months. But without experience, market understanding, and a safety cushion, opening a coffee business turns into an expensive experiment.

Format, location, team, food cost control, menu flexibility, analytics – all of this matters as much as coffee quality and atmosphere. This is why whether to invest in a coffee shop is not about the industry but about the approach. If the approach is systematic and the calculation is cold, coffee warms not only the hands but also the account.

The franchise format creates a special business model in which one business partner (franchisor) grants another (franchisee) the right to use a trademark, technologies, instructions, service standards, and business system. The concept is based on licensing and repeatability, where an entrepreneur implements a proven model with minimal risks. Therefore, what is a franchise is a ready-made business entry strategy with predictable results.

The franchisor provides knowledge, brand, training, access to IT systems, marketing support, and quality control. The franchisee pays a one-time initial fee and royalties monthly. Both parties work towards mutual growth, maintaining clear business distance and responsibilities.

### Rules for launching a franchise: what it is and how it works

The format requires clear structuring. The franchisee does not receive a ready-made business but implements a model according to approved standards. The system includes a legal agreement, a business case, guidelines, corporate support, and employee training. The brand ensures recognition, while the partner adheres to the regulations. The franchisor scales the network, and the entrepreneur reduces market entry risks.

#### Legal Foundations

The agreement documents key elements: territory, duration, types of products or services, personnel requirements, reporting forms, sanctions for violations. Regular audits, mystery shopping, CRM reports are mandatory control elements. The legal side protects everyone: the partner retains rights, the franchisor controls quality. Participants adhere to the contract supported by the Civil Code (Chapter 54, RF).

#### Franchise Economics

The model outlines three key payment streams: initial fee, monthly royalties, marketing fees. The commission ranges from 100,000 to 5,000,000 ₽ depending on the brand. Royalties range from 3–10% of turnover. Additional fees include contributions to general advertising, app support, IT maintenance. The payback period depends on the category, averaging from 6 to 24 months. Therefore, the answer to what a franchise is an investment with built-in return mathematics.

### Types of franchises by model

Understanding formats helps choose the optimal model for business goals. Varieties of franchises determine the level of commitments, investments, and autonomy:

1. **Product-based**: The manufacturer grants the right to distribute products under the brand. Example: “Apple Premium Reseller.” The franchisee does not change the product but organizes sales in the required format. Popular in technology, FMCG, fashion segments.

2. **Production**: The franchisee receives recipes, instructions, equipment. Produces products independently. Example: Coca-Cola — local plants produce drinks under license. Suitable for food, chemical, pharmaceutical markets.

3. **Service-based**: Not a product but a service is transferred: haircut, massage, training, rental. Example: “Like Center” studios, “Skyeng” schools. Service is controlled, not the product. Dominant in educational and beauty networks.

4. **Mobile**: Business operates without a fixed location. Example: mobile car washes, food trucks, “wheels delivery.” Minimal investments, high flexibility, rapid scalability.

5. **Investment**: The format involves a third-party manager. The franchisee is an investor who invests capital and receives reports. More commonly used in hotels and restaurants.

6. **Master franchise**: The franchisee receives the right to develop the network in a specific territory. Controls sub-franchisees. Requires significant capital and experience. Used by international brands: KFC, McDonald’s.

7. **Digital**: The product is entirely digital: online courses, services, applications. Example: a license to launch an LMS platform with content and CRM. Low costs, global coverage, quick setup.

Each format reveals a specific aspect of the approach. The specific choice depends on capital, competencies, goals, and launch time. It can be said that a franchise is not a universal solution but a flexible tool with dozens of modifications.

### How to choose the right format

Optimizing the starting path requires analysis. When choosing, consider:

– Entry level (capital);
– Readiness for operational management;
– Industry competencies;
– Goals (income, scaling, passive income).

A novice entrepreneur often chooses a service or product franchise with a simple entry. An experienced one may opt for a master model or production. Analyzing niche ratings, financial modules, competitor cases helps make an objective choice. A well-founded decision shortens the path to the first profit by 30–50%.

### Mistakes when launching a franchise

Mistakes when launching a franchise often occur not for technical reasons but due to ignoring the strategic base outlined in the documentation package. The main failure is underestimating the importance of internal standards. The franchisor provides a detailed set of regulations: instructions, brand book, scripts, checklists, service protocols. Deviating from these points undermines trust, reduces efficiency, and leads to sanctions. The brand starts to perceive the point as vulnerable, blocks access to training, denies marketing support. Violating rules is not a trivial matter but a critical blow to the reputation of both parties. Cases confirm that a franchise is primarily about precise compliance with regulations, not a loose interpretation of recommendations.

The second typical mistake is overestimating the brand. A strong logo does not replace real management. Even a successful national network does not guarantee an incoming flow without efforts on-site. Opening in an unprepared region, lack of local marketing, insufficient staff control nullify the franchise’s reputation power. The partner starts to rely on the magic of the name, ignoring operational tasks. Such an approach renders the essence of franchising useless.

The third failure occurs during calculations. Without financial modeling, the partner enters the project without understanding the breakeven point. Seasonality, logistics, depreciation, labor costs, taxes, hidden expenses are ignored. As a result, even with normal sales flow, the project goes into the red. The error occurs at the start due to a lack of deep planning. Therefore, even before signing the contract, it is necessary to create a P&L model, consider three scenarios (optimistic, basic, pessimistic), assess profitability through ROI and payback period. It is crucial to understand that a franchise is not just a contract with a brand but a business with financial responsibilities and figures at the entrance.

### Conclusions

Franchising proves its effectiveness as a way to scale a brand and enter business. The model combines standardization, delegation, and support. The franchisee receives a ready-made business algorithm. The franchisor scales the brand without investing in points. As a result, both parties build a sustainable partnership. It can be said that a franchise is a growth mechanism where each element works in conjunction.

Choosing a franchise is a question that not only affects the profitability of investments but also the sustainability of the business over a 3-5 year horizon. A mistake costs more than a failed start from scratch: dashed expectations, frozen investments, reputational risks. In 2025, the franchising market offers over 2500 active proposals in Russia and over 8000 worldwide, ranging from coffee shops to robotic workshops. A systematic approach is the only way to distinguish a sustainable model from marketing fluff.

Checking the Basics: Legal and Financial Foundation

Any assessment starts with documents. The franchise agreement should establish transparent obligations for both parties. The franchisor must provide standards, technological maps, logistical chains, marketing support. They ensure compliance with the model.

Royalties range from 3% to 12% of turnover — with inflated rates, efficiency decreases as early as the second quarter. The initial fee averages from 200,000 to 3 million rubles — its size does not always correlate with profitability.

Important: in the category of “franchises with small investments,” full support is often lacking — especially in service niches. Here, there is a high risk of being left alone with a model not adapted to the local market.

Choosing a Ready-Made Business: Decision-Making Logic

When choosing, a series of actions need to be taken:

1. Market Analysis. The choice starts not with a logo, but with demand analysis. Regional specifics can nullify even the strongest model. In 2024, about 38% of franchising points ceased operations. They entered the list of regions with unformed demand or excessive competition.
2. Evaluation of the Business Model. Profitability, turnover cycle, average check — mandatory parameters. Franchises with quick payback show a return on investment from 6 to 14 months. Example: a licensed mobile dry cleaning business in Moscow — average payback in 9 months with investments up to 600,000 rubles.
3. Franchisor Verification. Real reviews from current partners, legal disputes, open data by TIN — the basis for verification. A reliable franchisor provides access to CRM, training platform, marketing materials. Support should work not only at the launch stage but also in the operational phase.
4. Break-Even Point Calculation. The number of customers needed to cover costs is calculated step by step. For example, for a food delivery franchise with rented kitchen space and three couriers. The break-even point is reached with an average monthly revenue of 450,000 rubles.

Franchising Under the Microscope: Benefits Without Illusions

A partnership business model provides a quick start but does not guarantee success. Only 27% of new franchisees in 2023 achieved planned financial indicators in the first six months.

Key success factors:

• Adapting the business model to local conditions;
  
• Operational cost control;
  
• Continuous contact with the franchisor;
  
• Willingness to follow instructions without deviation.
  

Buying a “well-known brand” without analysis is a common mistake. In the category of “profitable franchises,” there are many options with high seasonality or opaque monetization models. For example, a ready-made business selling quests. It sounds impressive, but in 2023, 40% of such points in Russia closed due to changing consumer interests.

Selection Criteria: One List — Entire Strategy

To precisely understand how to choose a franchise, it is important to rely on specific indicators. Each criterion verifies the structural stability before signing the contract:

1. Financial Model. Payback period, break-even point, and profitability level determine potential. A business under a brand with investments of 500,000 ₽ returns investments in 8-10 months with stable revenue of 200,000 ₽.
2. Support. Strong franchising includes training, marketing tools, CRM access, personal manager. This simplifies the launch and reduces risks.
3. Contract Transparency. The franchise agreement fixes royalties, initial fee, exit conditions. Transparent terms allow evaluating the economy before launch.
4. Market Adaptation. Franchises for small businesses yield results when considering local specifics. Regional analytics and competitor data are mandatory for demand assessment.
5. Flexibility of Business Processes. The format should be scalable, adaptable to seasonality and changing demand with small investments. It wins due to process simplicity.
6. Franchisee Reviews. Real cases reveal the model’s strengths and weaknesses. Examples of successful launches confirm the reliability of the business system.
7. Franchisor Experience. Market tenure, number of partners, and access to figures are reliable markers. An experienced franchisor provides a proven model, not a hypothesis.

Small Business and Franchise: Growth Areas

Franchising projects for small businesses are a segment with high potential, especially in everyday demand niches: repairs, food delivery, health. Compact formats, minimal investments, quick setup.

For example, the ready-made business “Profrement” with investments from 450,000 rubles pays off in 7 months in a city with a population of over 100,000 people.

It is important to choose not a loud brand, but a clear economy. Ready-made business projects with small investments are suitable for testing hypotheses — the main thing is to avoid uncertified offers without legal scrutiny.

Vector of Sustainability

In 2025, the market automatically filters out fake offers — thanks to digital platforms for evaluation and reviews with verification. Companies actively develop franchising in the technological direction. Micro-franchises in IT, B2B services, and automation are coming to the forefront.

The choice should be made at the intersection of common sense, data, and specific calculations. How to choose a franchise is decided not by the brand, but by logic, numbers, and the real experience of other investors.

How to Choose a Franchise: Conclusions

Here, the win is formed before signing the contract. A systematic approach, verification, calculations, and a sober risk assessment create the foundation. In 2025, those who act precisely, quickly, and based on facts will win.

Thus, thorough analysis and comprehensive verification of a franchising offer are not just desirable but absolutely necessary conditions for building a successful and long-term business. Ultimately, a well-thought-out choice of a franchise, based on a deep understanding of the market and your own capabilities, will be the key to your financial well-being and entrepreneurial success.

Digital transformation has completely changed the structure of consumer behavior. By 2025, virtual shopping has become established as the basic consumption model. In this context, the practical question arises: is it worth investing in online stores if the market seems saturated and the competition is excessive? The answer requires not assumptions, but a clear analysis based on demand structure, expenses, business models, and profitability.

Market perspective: is it worth investing in online stores

The development of online retail is moving not in breadth, but in depth. Expansion no longer means launching dozens of new formats, but implies improving operational efficiency, customization to demand, and data management. According to the trend estimate, the volume of the global online segment exceeded 6.5 trillion dollars by 2025. The main growth came not from hypermarkets, but from niche virtual stores focusing on segmented requests. Therefore, the question of whether to invest in online stores requires consideration of specificity: a narrow niche often brings more profit than mass coverage.

70% of the audience makes regular purchases online. The average check and frequency increase due to personalization, convenience, loyalty programs. In such conditions, digital commerce becomes one of the usual investment tools alongside bonds and stocks.

Financial aspect: startup costs and return on investment

To understand whether it is worth investing in online stores, one needs to weigh the structure of startup costs and payback periods.

Main expense items:

• website and mobile version development — from 100,000 to 500,000 rubles;

• CRM, warehouse and logistics integration — up to 150,000 rubles;

• advertising budget for launch — from 200,000 rubles;

• purchase of the first batch of goods — 300,000–1,000,000 rubles;

• licenses, certification, taxes — from 50,000 rubles.

Total investments on average start from 800,000 rubles. But with a precisely selected niche, the payback period is 8–14 months. Net margin on goods ranges from 10% to 40%, depending on the category. The highest profitability is demonstrated by brands with exclusive supply, limited production, or high LTV (customer lifetime value).

Demand, competition, and niche selection

The mass launch of online stores has led to increased competition, especially in segments such as clothing, electronics, and children’s goods.

Key criteria for choosing a niche:

• high customer LTV;

• sales repeatability;

• low return rate;

• clear target audience;

• limited number of major competitors.

What is profitable to sell in an online store

In 2025, the following are of interest:

• personalized products (engraving, custom design);

• healthy food and eco-products;

• products from local manufacturers;

• digital goods and subscription models;

• educational and developmental products.

Platform or standalone project: where to invest

Two key formats coexist in the market: marketplaces and independent businesses. Before investing, it is necessary to determine which will yield the best results.

Advantages of a marketplace:

• ready-made audience;

• simplified logistics;

• process automation.

Disadvantages:

• high commissions (up to 20–30%);

• difficulties with personalization;

• lack of control over the customer base.

Independent online store

This format allows for building a brand, managing customer experience, accumulating own data, and launching flexible marketing campaigns. However, it requires higher investments and competencies.

Promotion and scaling: how to ensure the growth of an online store

After launching, any online store enters a stage of active competition. To prevent investments from depreciating, the business requires constant scaling through advertising, audience retention, and systematic analytics. Promotion specifically determines whether it is worth investing in online stores — the return on investment directly depends on the ability to generate a stable flow of orders.

The digital environment offers dozens of audience acquisition channels. The most effective ones are:

1. Contextual advertising (Google Ads, Yandex Direct) — suitable for quick sales and niche testing.

2. SEO promotion — brings stable organic traffic at a low cost per click.

3. SMM — contributes to brand formation and direct sales through social networks.

4. Email and messenger marketing — allows building trust and increasing LTV.

5. CPA networks and affiliate programs — expand reach without direct advertising costs.

6. Marketing funnels and auto funnels — automate the sales cycle from first touch to repeat order.

Analytics systems and data management

Promotion is impossible without tracking and adjustment. Using end-to-end analytics, CRM, and accounting systems allows monitoring the real effectiveness of channels. Investors receive transparent indicators: average cost of acquisition, conversion, ROI, dynamics of repeat orders.

Risks: business realities in 2025

Even the most carefully planned project faces external and internal risks. To accurately answer whether it is worth investing in online stores, it is necessary to weigh potential threats and ways to minimize them.

Key risks of investing in online stores:

• overheated market — high competition reduces margins and increases customer acquisition costs;

• logistics changes — warehouse delays, supply instability, rising delivery costs;

• dependence on advertising platforms — updates to Google, Meta algorithms, marketplaces can nullify traffic;

• staffing challenges — lack of qualified specialists in niche areas (analytics, performance marketing, procurement);

• legal and tax changes — transition to new taxation, advertising regulations, requirements for personal data.

How to minimize risks:

• focus on branding, not just products;

• automate logistics and storage through outsourcing;

• simplify user experience (UX/UI);

• build a financial model considering worst-case scenarios;

• use multi-channel strategies and test hypotheses;

  

• maintain a “financial cushion” equivalent to 3–6 months of operational expenses.

So, is it worth investing in online stores?

Online trading in 2025 has solidified its status as a mature, systematic investment direction. Despite saturation and growing competition, the market maintains high growth dynamics and offers flexible development scenarios. Direct management, transparent economy, scalability, diversification opportunities, and model flexibility are key arguments in favor of investments. Is it worth investing in online stores? Yes, with a smart approach. Success will be ensured by systematic planning, analytics, sustainable positioning, and adaptation to market changes.

The beginning of an entrepreneurial journey is often accompanied by fear: where to find an idea, how not to fail, and where to start. The answer to all these questions can be franchising — a model that offers a ready-made business with a developed strategy, a recognizable brand, and support. But there are no fewer pitfalls here than advantages. Therefore, the question of how to choose the right franchise becomes crucial for anyone considering this investment format.

Understanding Franchising: Essence and Key Terms

Franchising is a model of business cooperation in which one party — the franchisor — grants the other party, the franchisee, the right to use its brand, format, and business processes. In exchange for access to the established system, the partner makes an initial contribution — a one-time fee for entering the network — and regularly pays royalties, which can be fixed or calculated as a percentage of revenue.

This approach allows for a quicker start, reduces risks, and utilizes the resources of a major player. But it is important to remember: you are not just buying a franchise, you are becoming part of a larger system with its own rules.

How to Choose the Right Franchise: From Idea to Action

When contemplating how to choose the right franchise, an aspiring entrepreneur should not be guided by the brand’s popularity, but by analysis. It is important to evaluate not only the concept itself but also the support structure, investment requirements, profitability, and regional potential.

Mistakes at the initial stage often prove to be fatal. It is not advisable to proceed blindly — the more thorough the preparation, the higher the chance of achieving stable profits and creating a business resilient to market fluctuations.

Key Selection Criteria: What Really Matters?

There are many myths surrounding franchising. Some believe that a well-known brand guarantees success. Others think that simply investing is enough and “it will somehow work out on its own.” In reality, there are objective parameters to consider when choosing a partner. Before signing a contract, check:

• what the actual financial model is — not a presentation, but one applicable in your region;
• whether the franchisor provides training and support at all stages;
• if the conditions regarding royalties, penalties, purchases, and standards are transparent;
• whether the concept is truly adapted to your city or market;
• if there are experienced specialists with whom you can directly communicate.

Adhering to these criteria minimizes risks and provides a foundation for a confident start. This approach helps understand how to choose the right franchise and make a decision based on analysis and calculation rather than emotions.

Franchisor and Franchisee: Partnership or Dependence?

The role of the franchisor is not only to sell but also to support. If you are only offered a brand and instructions without answers, sharing of figures, and providing analytics, it is worth considering. True partnership in franchising is built on interaction and common goals.

In turn, the franchisee must adhere to corporate standards, reporting, formatting, pricing policies, which limits freedom but builds business stability. This is why it is essential to carefully analyze how to buy a franchise to avoid finding yourself in an uncomfortable dependence in the future.

Considerations in the Contract: Key Agreement Points

The legal aspect is as important as the business one. The franchise agreement regulates the duties and rights of the parties, payment procedures, termination conditions, and possible sanctions. It should not be signed “on trust” — each point must be clear and agreed upon.

It is important to clarify in advance: how royalties are formed, whether you are obliged to purchase products only from the franchisor, what the renewal conditions are, and whether you can sell the point to another person. Understanding how to choose the right franchise begins with studying the contract and assessing all restrictions, so legal consultation before signing is a reasonable and strategically correct step.

Investments and Profitability: Financial Calculation

Any business involves investments. Purchasing a business model partnership is no exception. You will need to invest not only in the initial contribution but also in repairs, equipment, personnel, marketing. Consider also a “safety cushion” for 3–6 months — it is especially important in an unstable economic environment.

Remember: income does not come immediately. Calculate the payback period in advance — how many months until breakeven and when to expect profits. Compare offers not only based on the investment amount but also on the actual financial result demonstrated by existing partners.

Current Trending Niches: Franchise Selection Tips

Franchising is actively developing in the food service, children’s education, logistics, medical, and beauty industries. There is also growing interest in self-employment formats — licensed brands with minimal entry and management without hiring staff.

To understand how to choose the right franchise, it is important to consider not only the popularity of the sector but also the participation format, investment level, and your readiness for operational management. If you have not yet decided on a niche, pay attention to the following segments:

• cafes and to-go coffee shops — low entry threshold, high traffic;
• beauty sector — manicure, cosmetology, massage, tanning salons;
• education — children’s courses, online schools, mental arithmetic;
• logistics and courier services — in demand in any city;
• health and fitness — especially formats without rent (mobile).

These directions demonstrate high profitability even with moderate investments.

Advantages and Limitations: Balancing Security and Dependence

The main value of a turnkey business is risk reduction. You receive a proven product, a recognizable brand, access to suppliers, advertising support, and a clear financial model, significantly reducing the “trial and error period.”

However, do not forget about the downsides: royalties, limited freedom, dependence on corporate decisions. Not everyone is willing to work within strict frameworks.

How to Choose the Right Franchise: Conclusions

Understanding how to choose the right franchise allows you to turn buying a business into a strategic move rather than a lottery. The key is not to be swayed by promises and not to rush: analysis, calculations, and dialogue with the franchisor are more important than flashy presentations.

A branded license does not make the business easy but makes it predictable. It does not eliminate the need to work but reduces the number of unknowns. And if you approach the choice systematically, franchising can become a real springboard for a confident start in entrepreneurship.

The e-commerce market in 2025 is a space where success is determined by data and strategic calculation. The growth of the audience is accompanied by increasing costs and intensifying competition, making the question of the investment attractiveness of online stores very relevant. Profitability depends not on trends, but on a competent analysis that takes into account the business model, niche selection, customer journey, cost of customer acquisition, and business adaptability. In this article, we will discuss whether investing in online stores is profitable.

Numbers Instead of Emotions: Real Picture of E-commerce

According to ITU data, nearly 5.3 billion users are online. However, the increase in the number of orders does not necessarily translate to revenue growth. Customers have become more demanding: they compare, choose, and calculate.

In categories like fashion, electronics, and home goods, demand shows a plateau. Nevertheless, niches like zero waste, pet care, and local brands demonstrate growth of up to 17% per year. The question of “what is profitable to sell in an online store” requires analysis not only of audience interests but also of 2025 trends such as ethics, same-day delivery, and customization.

Investments in Online Stores: Model Breakdown

Whether investing in online stores is profitable depends on the business model. The payback period for projects on Shopify with investments up to 500,000 ₽ in 2023 averaged between 12-18 months. However:

• The average costs to open an online store range from 300,000 to 1.2 million ₽: hosting, CMS, development, logistics, advertising, inventory;
• The profitability of an online store depends on the category. For consumer electronics, it’s up to 8%, for clothing up to 25%, for handmade products over 30% depending on the unique offering.

Business Plan for an Online Store in 2025

Opening a store without a clear plan is a guaranteed path to losses. A proper business plan for an online store includes:

• Detailed analysis of the competition;
• Financial model with a breakeven point;
• Promotion strategy considering changes in SEO and a 23% increase in CPL in 2024.

Is it profitable to invest in online stores without a business plan? Only if you are prepared to lose capital. Statistics show that 7 out of 10 online stores close within the first two years.

Choosing a Niche: Numbers, Logic, Strategy

A wrong niche choice can halve profitability. How to choose a niche in 2025? Analyze three factors:

1. Demand: study seasonality, volume, and depth of interest using Google Trends, Yandex Wordstat.
2. Competition: number of players, brand levels, CPC in the niche.
3. Profitability: margin, cost per lead, customer lifetime value.

Only at the intersection of this data does growth potential emerge. Whether investing in online stores is profitable depends on the accuracy of niche selection rather than the size of investments.

Online Store vs. Marketplace: Comparison

Marketplace or online store — an eternal choice. The former provides traffic and trust but limits branding and increases commission. The latter requires investments but offers full control. Wildberries and Ozon hold 74% of the total turnover in the Russian retail market. However:

• Commission can reach 25%;
• Competition in search results is high;
• Limited customer interaction.

An online store with a solid SEO structure and personalization retains customers longer. This is why the profitability of investing in online stores is a question of strategy, not just the platform.

Is Investing in Online Stores Profitable: 7 Facts

The profitability of e-commerce in 2025 directly depends on technological advancement and precise strategies. These figures help understand where real profit is being generated today:

1. Demand for niches with a subscription model has increased by 40%.
2. Investments in an online store with a unique brand pay off 1.5 times faster.
3. Opening an online store with investments up to 1 million ₽ is realistic with smart logistics and no-code solutions.
4. AOV (average order value) in the premium segment is 68% higher.
5. Integration with AI increases customer LTV by 20%.
6. Delivery localization is a key growth driver in regions.
7. Content marketing reduces CPA by 30% with a quality approach.

Each of these factors strengthens the position of an online store in the competitive market. When implemented correctly, they reduce the payback period and increase project sustainability.

Increasing Profit: Specific Mechanics

The profit of an online store in 2025 depends on three factors: process automation, deep analysis of audience behavior, and effective supplier management. Platforms like MoySklad, CRM systems, and analytics systems like Google Looker allow control over every stage of the funnel. Increasing profit by 20–30% is achieved through logistics optimization and assortment personalization.

Point analysis of ad effectiveness and product cards reveals “dead zones” and increases conversion without a budget increase. Monitoring average order value and focusing on repeat sales increase customer LTV — the main lever for sustainable revenue. Suppliers who adhere to SLAs and delivery times minimize returns and claims costs.

Suppliers Worth Working With

In a competitive environment, those who have established seamless logistics come out on top. Wholesale warehouses with API integration, dropshipping schemes with minimal lead times, and local suppliers in the region all contribute to supply chain flexibility. Working with suppliers through platforms like Optlist.ru or Tiu.ru reduces search time and expands the assortment at the start.

To answer the question of whether investing in online stores is profitable, suppliers should be considered as an asset, not a background factor. It is often the stability of supplies that determines a store’s competitiveness in the long run.

Market Contradictions: When Profit Turns into Risk

Online retail in 2025 is not just about trends but also about instability. Changes in legislation, rising logistics costs, currency fluctuations — all affect the profitability of investments. Adaptability is what drives success. Owners who use omnichannel sales, manage assortments through AI, and build personal brands show revenue growth 35% higher than the market average.

Problems have not disappeared — they have transformed. Returns, overspending on advertising, demand unpredictability — these are standard turbulence points. However, a systematic approach reduces risks. For example, testing a niche at the MVP stage can save up to 40% of the launch budget.

Online vs. Offline: Who Survives in 2025

Physical retail continues to lose ground. The profitability of offline points has decreased on average by 12% according to Retail Rocket. Online shows the opposite trend. It is easier to scale, launch promotions, and has lower costs. The market gradually absorbs those who have not adapted.

A marketplace is a viable channel, but it has limitations. With the right strategy, a proprietary online store offers higher profitability. It better retains customers and strengthens the brand. Is it profitable to invest in online stores? Yes — with a strategy, automation, and flexibility in place.

Is Investing in Online Stores Profitable: Conclusions

In 2025, investing in online stores is not a trendy move but a calculated business decision. With a smart strategy, niche selection, and expense control, e-commerce demonstrates sustainable profitability. Success belongs to those who automate processes, adapt to the market, and build a brand rather than just going online.

Is investing in online stores profitable? Yes, if the approach is systematic and actions are backed by analytics rather than assumptions.

The sphere of e-commerce continues to grow rapidly, covering more and more market segments. The demand for convenience, speed, and personalized solutions leads to the expansion of the audience and increased competition. In conditions of oversaturated assortment, making the right choice of direction becomes crucial. The question of “what to sell profitably in an online store” in 2025 concerns both newcomers and existing entrepreneurs. The article explores trends, analysis tools, product examples, and approaches to niche selection that ensure real profit.

What to sell online: how to choose a niche?

The beginning of any project requires analysis. Before registering a website or launching advertising, it is necessary to understand what product to sell online, who it is targeted at, whether there is a paying demand, and how strong the competition is. Mistakes at this stage can lead to frozen capital and budget drain.

Choosing a niche should be based on a balance: on the one hand, demand, on the other hand, adequate competition. If the market is overheated, entry is difficult. If demand is unstable, growth is impossible. It is important to analyze seasonality, logistics, profitability, and promotion channels. Only a comprehensive approach allows you to understand what is profitable to sell in an online store and choose an assortment capable of bringing stable profit in real competitive conditions.

How to analyze demand and competition?

Demand analysis starts with key queries. Google Trends, Wordstat, marketplaces, aggregators are the main sources. To determine what to sell online in 2025, it is necessary to track query dynamics, trends in social networks, and changes in the audience’s lifestyle.

Competition can be analyzed by the number of reviews on marketplaces, presence of advertising in search results, entry price. It is also important to study delivery format, packaging, communication channels. The easier it is to outperform leaders in quality, speed, and service, the more promising the niche.

What is profitable to sell in an online store: selection criteria

To choose a profitable online business, one must rely not only on trends but also on figures. The selection takes into account:

• high frequency of repeat orders;
• small weight and size;
• ease of packaging;
• clear target audience and segmentation;
• scalability;
• resistance to marketplace dumping;
• stable demand regardless of the season.

Only with these parameters can one confidently build an online store with a steady flow of orders and healthy profits.

Trends 2025: what to sell online?

Modern users are looking for solutions, not just an assortment. Therefore, functionality, convenience, eco-friendliness, and personalization come to the forefront. Below are directions reflecting the trends of 2025:

• products for sleep and recovery — orthopedic pillows, relaxation gadgets;
• personal assistants — AI devices, trackers, home automation;
• for education — courses, workbooks, auxiliary materials;
• for pets — smart bowls, activity trackers, AI toys;
• wearable electronics — bracelets, smart watches with health tracking.

If you are unsure what is profitable to sell in an online store, start by analyzing these directions. They cover a mass audience and have stable growth.

Physical goods, digital products, or services?

Modern online businesses can be based on any of these formats — or combine them. Physical options require logistics and packaging but provide a more tangible result. Digital products are high-margin but require protection against piracy. Services are tied to personal involvement or complex organization.

Understanding the format helps determine what is profitable to sell in an online store in specific conditions: with minimal investments, passive involvement, or a focus on expertise.

Where to sell: marketplaces, social networks, own website

Selling is not just about the product but also about the channel. To understand what is profitable to sell in an online store, it is important to know where to do it. Some products sell better through marketplaces due to search traffic. Others require promotion through content on social networks.

The optimal path is a combination: website + marketplace + Instagram/TikTok/YouTube. This increases trust and expands reach, especially if business ideas are based on visual or expert products.

Mistakes when launching an online store

Even with a good assortment, one may not be profitable if basic mistakes are made. Below are common miscalculations faced by novice entrepreneurs:

• launching without analyzing competitors;
• focusing on non-liquid categories;
• failure to test the niche;
• lack of a unique selling proposition;
• ignoring logistics and returns;
• weak descriptions and photos;
• ineffective promotion channels.

Understanding the risks is already half the way to answering the question of “what is profitable to sell in an online store and how to avoid losses.”

How to develop a profitable online business in 2025?

Selling is just the first step. To build a sustainable profitable online business, an ecosystem must be established: from CRM systems to retargeting. It is important not only to sell but also to retain customers: through newsletters, bonuses, subscriptions.

Automation is also necessary: from logistics to analytics. By building a funnel, repeat sales, and support, an entrepreneur turns an online store into a business, not just a constant race for revenue.

What is profitable to sell in an online store: conclusions

Understanding what is profitable to sell in an online store requires analysis, not guesswork. A successful project is based on data, trends, audience interest, and smart packaging. The main thing is not to wait for the perfect product but to launch, test, and adapt.

Niches with stable demand, fast logistics, and clear positioning give a start not only to sales but to a business capable of growth and scalability. In 2025, those who succeed are not those who guessed right but those who checked, calculated, and adjusted course in time! Therefore, when forming ideas for an online store, it is important to rely not on intuition but on analytics, market trends, and real numbers.

Today, there are many ways to invest in trading. However, without preparation, you can lose money. Therefore, it is important to study the risks in advance and choose the appropriate option. The trading sector includes stores, wholesale sales, franchises, commercial real estate, online platforms, and delivery. To invest successfully, you need to have a good understanding of how all this works and be able to assess risks.

Experts distinguish between active and passive investments, portfolio and direct investments, and capital diversification to reduce risks. An investor should take into account the current market situation and long-term prospects. Let’s consider this in more detail in the article.

### **Main Investment Strategies – Where to Invest Money in Trading**

To preserve and increase capital, you can use investment methods in trading that involve the use of passive instruments. Financial investments in retail networks, commercial real estate, and marketplaces allow you to receive a stable income without active participation in the business.

A popular option is portfolio investment in retail. Buying shares of the largest retail companies, such as X5 Group, Lenta, or Ozon, provides an opportunity to receive dividends. Investments in funds (ETFs) focusing on retail help minimize risks and distribute capital among different trading sectors.

Commercial real estate remains a reliable asset. Owners of retail premises receive stable rental income, depending on the location and traffic of the property. Modern investors more often invest in warehouses and logistics centers. This is relevant against the backdrop of the growth of online trading.

### **Active Investments: Capital Management in the Retail Market**

Starting your own business in retail requires high involvement. It gives full control over assets and the ability to manage development. Opening your own store, franchising, or buying an existing business allows you to make a profit by actively managing processes. In this case, it is necessary to consider marketing strategies, procurement, turnover, and the level of competition.

Direct investments in retail are an active investment option. Acquiring stakes in existing companies or participating in venture projects gives a chance to achieve high profitability. It is associated with risks. To minimize losses, investors analyze the business model, development prospects, and market conditions.

### **Direct or Portfolio Investment in Trading – Which Approach to Choose**

The choice between direct and portfolio investments depends on goals, level of involvement, and readiness for risks. Some prefer control over the business and active participation in its development, while others prefer stability and asset diversification. Let’s look at the key features of each approach, their advantages, and potential risks.

### **Direct Investments: Control and Opportunities**

Investing involves buying a stake in a company or full ownership of a business. The approach requires involvement in management, providing access to high margins and strategic development. Franchising is a popular method that allows working under a well-known brand with minimal risks.

Direct investment is suitable for entrepreneurs ready for management decisions and prompt response to market changes. Investments in startups and local retail chains can bring high returns. They require careful evaluation of financial indicators and business strategy.

### **Portfolio Investments: Stability and Diversification**

This approach reduces risks by distributing assets among different companies and sectors. An investor invests capital in stocks, bonds, and funds, forming a balanced investment portfolio.

### **Risk Minimization in Trading Investments**

Retail is subject to a number of risks, including changing consumer preferences, economic fluctuations, and increased competition. Additional threats include legislative changes, marketplace development, and increased logistics requirements.

### **How to Protect Investments**

To minimize risks, investors use diversification – the distribution of capital among different assets. Financial literacy, evaluation of business plans, and regular market monitoring help reduce the likelihood of losses.

### **Tips for Investors on Minimizing Risks in Investments**

Before choosing ways to invest in trading, it is important to study market trends, demand dynamics, and competitors’ behavior. Developing a clear strategy helps avoid spontaneous decisions that can lead to losses. Experienced investors analyze current indicators and forecasts for the coming years. Investment methods:

1. **Choosing Reliable Assets**. Investments in proven retail networks, successful franchises, and stable companies reduce the likelihood of financial losses. Profitability depends on the stability of the business, its competitive advantages, and the ability to adapt to changing market conditions.

2. **Capital Allocation and Risk Insurance**. Using a diversification strategy helps protect investments from the instability of one sector. Placing funds in different trading directions, such as online commerce, offline retail, and logistics, reduces dependence on individual factors. Additionally, financial risk insurance allows compensating for potential losses.

### **Profitability of Trading Investments**

Key factors of profitability include the location of the trading point, product range, marketing tools, and operational efficiency. Investment methods in trading depend on demand levels, competition, and economic conditions.

### **Which Assets Bring Maximum Profitability**

Investments in assets with high liquidity – commercial real estate, e-commerce, and network stores – are considered the most profitable. A long-term strategy requires analysis of trends, including trade automation, personalized marketing, and the development of omnichannel sales.

### **Conclusion**

Investment methods in trading provide an opportunity to increase capital and require a competent approach and consideration of market factors. Portfolio and direct investments, active or passive participation – the choice depends on the strategy and level of involvement. Experienced investors use diversification, analyze the market, and consider macroeconomic trends. A smart approach to investments helps minimize risks and ensure stable profitability.

E-commerce reached a high level of maturity in 2025. Leading platforms in the Russian Federation — Wildberries, Ozon, Yandex Market — continue to grow their audience, expand their assortment, and implement automation mechanisms for sellers. However, intensifying competition raises one of the main questions for a novice entrepreneur: is it too late to enter marketplaces in the conditions of an overheated market?

The positions of the leaders have solidified, product niches are largely occupied, and advertising costs are rising. On the other hand, the customer base is growing, delivery geographies are expanding, and algorithms are being improved. Therefore, evaluating entry in 2025 requires a strategic approach based on calculations rather than emotions.

The reality of marketplaces for businesses in 2025

Online sales have become a standard not only for large brands but also for small businesses. Demand is generated within platforms, consumers explore product cards without leaving the interface, and compare offers among thousands of sellers. Marketplaces become a tool where there is no need to build a website, set up logistics, or manually manage payment systems. Everything is concentrated in one window.

However, along with the increase in turnover, the complexity of entry also increases. A newcomer faces high competition, the need to operate within strict regulations, manage assortment under price pressure. Therefore, the question “is it too late to enter marketplaces” requires calculating the breakeven point considering commissions, fulfillment, marketing, and product cost.

Why it’s not too late to enter marketplaces?

Despite the saturation of certain categories, the market scale leaves room for maneuver. Inside popular platforms, hundreds of new requests emerge daily, demand for specialized products, local brands, and flexible offers. Therefore, the answer to the question of whether it’s too late to enter marketplaces in 2025 depends not on time but on approach!

Competition has increased, but so has the audience. If in 2020 mass demand products dominated the platforms, today the winner is the one who analyzes the niche, optimizes the product card, works on conversion, invests in traffic, and builds a sales funnel on the platform.

Starting on marketplaces: key actions in 2025

Entering electronic platforms requires preparation. Below is a list of initial steps necessary to launch a project from scratch:

• analyze demand and choose a product niche with minimal competition;
• calculate profitability considering all costs;
• register and verify as a seller;
• create a product matrix and package initial batches;
• develop a unique selling proposition for product cards;
• optimize titles and descriptions using keywords;
• shoot and process visual content;
• integrate logistics and choose a fulfillment strategy;
• launch an advertising campaign on the platform;
• plan the accounting and analytics system.

This step-by-step sequence forms the basis on which sustainable growth is built. Without it, even the best product may not attract traffic and therefore not generate profit.

Is it too late to enter marketplaces: when not to start?

For an objective assessment, it is necessary to consider situations where entry is indeed impractical. Below is a list of factors that indicate when to postpone entry or change the business model:

• lack of financial cushion for the first three months of operation;
• unwillingness to regularly invest in promotion;
• desire to work manually without automation of accounting and analytics;
• choosing a product without uniqueness or low turnover;
• focus on price without calculating cost and commission levels;
• ignoring customer service and reviews;
• blindly copying others’ product cards without analysis;
• lack of a strategy for repeat sales;
• negative attitude towards working with platforms as partners;
• underestimating analytics as a daily management element.

Such mistakes lead to rapid loss of working capital, poor ratings, and the inability to scale. In other words, the answer to the question of whether it’s too late to enter marketplaces will be affirmative for those who are not ready to change their mindset.

Selling on Wildberries, Ozon, and Yandex Market: what works in 2025?

The largest platforms require different approaches. Selling on Wildberries today revolves around speed, price, and a wide assortment, Ozon focuses on deep analytics, cross-selling, segmentation, while Yandex Market provides maximum support for local brands with an emphasis on SEO promotion.

Each platform changes the rules. New packaging requirements, penalties, conversion recommendations, traffic automation, and KPIs all become operational routines. This is why the question “is it too late to enter marketplaces” is often asked by those who fear change. But in such an environment, the adaptive, not the swift, emerge as winners.

Secrets of growth on marketplaces in high competition conditions

Despite the increasing number of sellers, scaling remains achievable. Strategies to expand beyond a single platform, optimize product cards, reduce returns, and broaden the assortment allow for upward movement. With a systematic approach, rapid growth on marketplaces remains attainable.

Against the backdrop of growing competition and stricter requirements, the main focus shifts towards working on customer loyalty, feedback, and assortment management. Investments in brand development within the platform, customization of packaging, and the implementation of automated sales tools become integral parts of the strategy. In this context, the question of whether it’s too late to enter marketplaces sounds different — it’s now crucial not just to enter the platform but to do it wisely and with a clear understanding of the new rules of the game!

How to start selling on marketplaces as a newcomer in 2025?

A newcomer must understand that entry is not just about clicking “register,” but a stage where one must be not only a seller but also an analyst, logistician, and marketer. Only in this case will launching a business on marketplaces be systematic rather than chaotic.

It is necessary to monitor positions daily, study competitors’ strategies, work on content, and adapt unique selling propositions. The winners are not those who upload a product card first, but those who manage all metrics.

Conclusion

In practice, it becomes too late for those who are unwilling to change. Marketplaces become a separate business with their own laws, logic, and algorithms. Entry requires investments, patience, and systematic work. However, with the right strategy, any entrepreneur can build a profitable channel.

The final answer to the question of whether it’s too late to enter marketplaces depends on whether the seller is willing to invest in content, analytics, support, logistics speed, and experiments. Only in this case does “too late” turn into “successful”!

700 billion rubles – that’s the revenue Wildberries showed for 2024. The logic is simple: where there is money, a flow of sellers strives. How to start selling on marketplaces in 2025 is not a philosophical question, but an engineering task. The entry point is simple, but you can’t bypass the pitfalls. That’s why we’ll break it down step by step – firmly, clearly, to the point.

How to start selling on marketplaces: analytics before the start

Before starting, it’s important not to just “sell,” but to understand who, what, and why. Market research at this stage is the foundation of the strategy. Without analyzing demand and competition, you can’t calculate the margin, forecast revenue, and choose a platform for placement.

The numbers speak for themselves: on Ozon, not a single product without analytical preparation entered the top 100 categories by the end of 2024. Specific tools – MPStats, Moneyplace, Mparser. These services provide data on demand dynamics, price range, and the share of sellers with Fulfillment by Marketplace.

Choosing a niche: logic, not inspiration

How to start selling on marketplaces? To begin with, you need to decide what the product will be. Choosing a niche for sales happens not on Instagram, but in Excel. Margins – no less than 30%. Demand volume – not less than 10 thousand queries per month. Competition – no more than 10 major players on 1-3 pages. This is what the real launch math looks like.

Marketplaces are not about “I love knitting mittens.” Starting a business from scratch there requires calculations: costs for logistics, packaging, promotion, commission. The average commission is 5-17% depending on the category.

Product and delivery: starting from the base

Entering the market through online platforms is impossible without a well-established logistics system. Working through FBO – when the goods are pre-shipped to the platform’s warehouses – reduces delivery time and increases the chance of getting into the BuyBox.

The average storage period in the warehouse is 60 days. Beyond that – penalties. Logistics are built through automated services: SberMegaMarket and Yandex.Market already in 2025 introduced integrations with TMS and ERP systems.

Key: how to start selling on marketplaces – to streamline not only delivery but also stock levels. Without accurate inventory – minus rating.

Packaging and certification

The EAC certificate is mandatory for clothing, footwear, cosmetics, and children’s products. In practice – up to 14 days for processing and 15-25 thousand rubles for products of medium complexity.

Packaging affects not aesthetics, but preservation. Damaged goods = return = penalty. Standards at WB, Ozon, YM differ – it’s important to study the platform’s technical documents in advance.

Choosing a marketplace for the product

The platform determines the strategy. Wildberries dominates in clothing, Ozon in electronics, Yandex.Market in technology and FMCG, SberMegaMarket in everyday goods. AliExpress – in budget categories.

Key: how to start selling on marketplaces – understand where the audience is already buying the necessary product. Transition from one platform to another rarely pays off. It’s better to choose one with high relevant traffic.

Selling packaging

Customers choose with their eyes. The main thing is not design, but data: accurate parameters, guarantees, return conditions. Photos – not less than 1500×1500 px, at least 5 angles. Title – concise, with keywords.

A card with high conversion rate is an e-commerce funnel in miniature. Content affects CTR and CR: with an increase in the number of photos from 3 to 6, conversion increases by 14%, according to Ozon data.

Key: how to start with sales on online platforms – not just upload the product, but make it visually and contextually competitive.

How to start selling on marketplaces: step-by-step guide

Empty theories don’t drive sales, numbers and actions do. The plan should not just hang in your head, but be executed step by step, like a checklist.

How to start trading on online platforms:

1. Choose a niche. Evaluate demand, competition, price range. MPStats, Yandex Wordstat, Ozon Analytics.
2. Select a product. Not based on passion, but on profitability. Minimum 30%.
3. Prepare documents. Individual entrepreneur or LLC, current account, digital signature.
4. Get certified. By categories, mandatory for brands.
5. Set up logistics. FBO / FBS / DBS – choice based on strategy.
6. Register on the platform. Ozon, WB, YM – different interfaces, same goals.
7. Create an online store within the platform. Proper cards, SEO descriptions, photos.
8. Launch advertising. Internal promotion system + external channels: social media, context.

Eight steps – a roadmap for starting. Each point is a critical juncture without which the e-commerce system simply won’t launch.

Monitoring metrics

The platform rewards active sellers. High rating, quick responses, minimal returns – all affect the position in the results. Advertising budget is not charity, but a tool.

Advertising within the platform pays off with an ROI of 120% or more. Stopping it doesn’t mean saving money, it means dropping in search results.

Tools

Moneyplace, Mpstats, SBIS.Analytics, Ozon Seller. Show dynamics, average price in the category, order volume – all in numbers. This is the only way to adjust the strategy and increase profits.

Key: how to start selling on marketplaces – track metrics and react quickly.

Beginner mistakes and how to avoid them

Violations of shipping deadlines, inflated revenue expectations, lack of product stock – the three main mistakes. Beginners often “forget” about taxes, including the 6% simplified tax system and contributions for individual entrepreneurs (at least 52,000 rubles in 2025).

Selling on marketplaces for beginners is not about luck, but about systematic work. One wrong step – and the card loses positions, and the product sits idle.

Starting to earn from online sales correctly means considering risks, not relying on chance.

How to start selling on marketplaces: the main thing

It’s important to fully engage in the process: choose a niche, test the product, launch sales, work with metrics, scale. Only concrete steps bring results. Conducting trade through the internet is not a one-evening project, but a business with a system, analytics, and constant adjustment.

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.