Marketplaces
Wildberries, Ozon or Avito: where should a small brand start selling?
Start where your product and your logistics fit. Wildberries has the most orders, Ozon the larger average order, and Avito charges goods sellers for views rather than sales. Data Insight finds marketplaces take 81% of Russian online orders. Most small brands start with one platform and a pilot of five to twenty products. A VITON13 launch plan starts from $93.
Which marketplace should a small brand start on?
There is no single winner, because the three platforms work differently. Wildberries and Ozon are marketplaces: buyers order, the platform delivers through its pickup points and takes a fee on each sale. Avito is a classifieds platform with delivery options: goods sellers list for free and pay to be seen. The right first platform depends on what you sell, at what price and how you can ship it.
The market is big enough to justify the effort. Data Insight estimates that Russian online retail reached 13.4 trillion roubles in 2025, up 19%, and that marketplaces account for 81% of all orders and 62% of sales value. Starting on one platform, learning its rules and then adding the second is safer than launching everywhere at once.
How big are Wildberries, Ozon and Avito?
| Platform | Scale | Source |
|---|---|---|
| Wildberries | 4.04 trillion roubles and 4.3 billion orders in 2025; 82 million buyers a month in 11 countries | Data Insight; Wildberries seller portal |
| Ozon | 3.57 trillion roubles and 2.3 billion orders in 2025; 69.2 million active buyers in Q2 2026 | Data Insight; Ozon results |
| Avito | 72 million users and more than 240 million active listings | Avito company page |
How do the platforms charge sellers?
| Platform | Main charge | Also pay for |
|---|---|---|
| Wildberries | A fee on each sale that depends on the product category and the sales model | Logistics, storage and optional advertising |
| Ozon | A sales fee that depends on the scheme, category, type and price of the product | Logistics, storage beyond free periods and optional advertising |
| Avito | For goods, listings are free and sellers pay for unique views, from 0.80 roubles by category | Promotion tools; transport, property and services pay per listing |
Count the whole unit economics, not just the fee: cost price, fee, logistics to and from the buyer, storage, returns, advertising and tax. A product that looks profitable at the headline fee can lose money once returns and delivery are added, especially in clothing and shoes, where try-on returns are common.
Which platform suits which product?
| What you sell | Often a good first platform | Why |
|---|---|---|
| Clothing, shoes, accessories, cosmetics | Wildberries | The most orders and a habit of frequent, small purchases |
| Electronics, home goods, appliances, larger baskets | Ozon | A larger average order and a broad catalogue |
| Used goods, bulky items, handmade, local sales | Avito | Free listings, pay per view, buyers who search nearby |
| A narrow niche product | The platform where your competitors already sell well | Proven demand beats a theoretical audience |
A simple test works better than any table. Search for your product on each platform, count the sellers, read the reviews of the top five and note their prices. Where there is demand, a few strong sellers and complaints you can fix, you have a place to start.
Should you ship to the marketplace warehouse or from your own stock?
Both big marketplaces let you choose. With FBO on Ozon or FBW on Wildberries you send stock to their warehouses and they handle delivery; with FBS you keep stock and ship each order to them. Ozon also offers realFBS, where you deliver to the buyer yourself. Warehouse models speed up delivery and often improve visibility, but tie up stock; shipping from your own place keeps control but needs daily packing. Our separate guide on FBO, FBS and FBW compares them in detail.
What would a marketplace launch cost with VITON13?
The launch plan is selected; add the platforms and cards you need. The totals add the live starting prices of VITON13 packages in both production modes, and the timeline shows how long the chosen work takes. Platform fees, logistics and stock are paid separately.
Cost calculator
Plan your marketplace launch
Tick what your launch needs; the totals update as you choose.
Your estimate
- AI-assisted
- from $93
- Human-led
- from $113
- Timeline
- 7–12 working days
stages can overlap; the written estimate fixes the dates
Get a written estimate in 1 working dayStarting prices of VITON13 packages; the written estimate confirms the platforms, products and price after we review your assortment.
The launch plan covers a written platform decision, the priority assortment, an account readiness checklist, a listing production plan, a first-cycle dashboard and a map of who owns what. It takes 7–12 working days.
What should the first 90 days look like?
- Weeks 1–2: register, check category rules and marking, calculate unit economics for each product.
- Weeks 2–4: publish a pilot of five to twenty products with strong cards and real photos.
- Weeks 4–8: test prices and a small advertising budget; answer every question and review.
- Weeks 8–12: keep the products that sell at a profit, fix or drop the rest.
- After 90 days: expand the range on the first platform, or copy the winners to the second.
When is it too early for a marketplace?
If you cannot hold stock for a steady flow of orders, if your margin cannot absorb fees, delivery and returns, or if the product needs certification you do not have yet, wait. A marketplace magnifies what already works; it rarely fixes a weak product or a thin margin. In that case sell directly first, collect reviews and come back with numbers.
How VITON13 does it
We start with a written decision: which platform first, which products and why, based on your margins, logistics and the demand we can see on each platform. Then we prepare the account checklist, the listing production plan and a dashboard for the first operating cycle, and name who owns each task. The platform alone decides registration, moderation and seller eligibility. AI-assisted: AI gathers and drafts, a specialist checks every figure. Human-led: a specialist leads, AI assists. The written scope and price arrive within one working day.
Marketplace launch
- Price
- $93 AI-assisted or $113 human-led
- Timeline
- 7–12 working days
Wildberries store launch support
- Price
- $53 AI-assisted or $73 human-led
- Timeline
- 3–5 working days
Ozon store launch support
- Price
- $53 AI-assisted or $73 human-led
- Timeline
- 3–5 working days
AI-assisted: AI drafts inside defined steps, a person directs and checks every result. Human-led: a specialist does the work and AI assists.
What is included
- A written launch decision: platform, products and reasons
- A priority assortment and an account readiness checklist
- A listing production plan and a first-cycle dashboard
- Delivery: 7–12 working days after access to your assortment and costs
Not included
- Platform fees, logistics, storage and stock
- Certification and marking codes for your goods
- Running the store after launch
- Any promise of approval, sales or a position in search
Revisions: 2 revision rounds
Get an estimate in 1 working dayWritten estimate within 1 working day
Example
PILOTPilot in progress
No published marketplace launch case yet
VITON13 has not yet published a marketplace launch case with a seller’s figures, so this guide shows no invented sales. The first sellers join through the pilot programme, and their before-and-after numbers will be published with their consent.
What this does not prove
- Without a case, nothing here proves how our launches perform; the figures come from Data Insight and the platforms themselves.
Questions and answers
Which is better for a beginner, Wildberries or Ozon?
Neither is better in general. Wildberries has more orders and suits frequent, cheaper purchases such as clothing; Ozon has a larger average order and a broad catalogue. Check demand for your exact product on both, and start where the numbers work.
Can I sell on Avito as a business?
Yes. Avito has professional storefronts and tools for businesses. For goods, listings are free and you pay for unique views, from 0.80 roubles depending on the category. It suits used goods, bulky items, handmade and sellers who serve buyers nearby.
Should I start on several marketplaces at once?
Usually not. Each platform has its own card rules, logistics and advertising, and splitting a small team across three halves the learning. Launch on one, find the products that sell at a profit, then copy them to the second.
How many products should I start with?
A pilot of five to twenty products is enough to learn prices, reviews and logistics without freezing too much stock. Choose products with proven demand and a margin that survives fees, delivery and returns.
How long does the VITON13 launch plan take?
It takes 7–12 working days after we get access to your assortment and cost data. Platform-specific launches for Wildberries, Ozon or Avito can run alongside it or straight after, using the same decisions and product list.
Will my store definitely be approved?
No one can: the platform alone decides registration, moderation and seller eligibility. We prepare the account, the documents checklist and the cards to the current rules, so that the usual reasons for rejection are dealt with before you apply.