Is it worth investing in online stores in 2025?

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”!

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.