Business Development on the Ozon Marketplace: Opportunities and Strategies

Contents:

• Why Choose Ozon?
• Business Development Strategies on Ozon
• Which Sole Proprietorship Is Best for Ozon?
• How to Register a Sole Proprietorship for an Ozon Pickup Point?
• Conclusion

In recent years, marketplaces have become an integral component of e-commerce, offering vendors unparalleled opportunities to expand their businesses and attract new clientele. Among the most prominent and dynamically evolving marketplaces in Russia is Ozon — one of the nation’s largest trading platforms, enabling sellers to reach a vast audience. To commence collaboration with Ozon, one must register a legal entity or establish a sole proprietorship (SP). This article explores which SP structure is optimal for operating on Ozon and the critical considerations when selecting a business form.

Why Choose Ozon?

The e-commerce sector today offers sellers multiple platforms for trade, with Ozon standing out as one of the most appealing. Vendors are drawn to its straightforward registration process and seamless fund withdrawal mechanisms. What additional advantages distinguish Ozon?

• Extensive Audience: Ozon boasts millions of users, granting sellers access to a broad spectrum of potential customers.
• Trust: The platform enjoys a sterling reputation and consumer trust, which can significantly bolster sales.
• Logistics & Delivery: Ozon provides diverse logistical solutions, including FBS (Fulfillment by Seller) and FBO (Fulfillment by Ozon), streamlining the delivery process.
• Marketing Tools: The marketplace equips sellers with promotional instruments such as targeted ads, discounts, and special offers to enhance product visibility.
• Analytics & Reporting: Ozon offers tools to analyze sales performance, track marketing campaign efficacy, and optimize product assortments.

Business Development Strategies on Ozon

To thrive on the platform, a well-crafted strategy is essential. Key components include:

• Assortment Optimization. It is crucial to meticulously select products featured on the marketplace, considering demand, competition, and profitability. Optimizing the product range enables sellers to focus on high-potential offerings and drive sales growth.
• Competitive Analysis. Studying competitors on Ozon provides insights into trending products, pricing strategies, and marketing tactics. This analysis allows businesses to align with market trends and consumer needs.
• Strategic Pricing. Pricing is pivotal to success on the platform. Sellers must account for product costs, marketplace fees, logistics, and competitor rates. A holistic pricing strategy attracts customers and boosts sales volumes.
• Leveraging Marketing Tools. Ozon offers tools like search ads, banners, promotions, and discounts. Utilizing these enhances product visibility, engagement, and sales momentum.
• Leveraging Marketing Tools. Ozon offers tools like search ads, banners, promotions, and discounts. Utilizing these enhances product visibility, engagement, and sales momentum.
• Data-Driven Analysis and Optimization. Ozon’s analytics tools track sales, campaign performance, and inventory efficiency. Data insights empower sellers to refine strategies and outcomes.
• Multi-Channel Integration. Syncing with social media, websites, and other sales channels expands audience reach. Cross-platform promotion drives traffic and sales on Ozon.
• Participation in Promotions. Ozon’s campaigns and events offer opportunities to spotlight products and amplify sales through heightened visibility.
• Brand Development. Building a distinctive brand fosters customer loyalty. Unique value propositions, cohesive design, and a reputation for reliability differentiate sellers.
• Mobile Optimization. With rising mobile commerce, ensuring Ozon stores are mobile-friendly is essential for a seamless shopping experience.

Which Sole Proprietorship Is Best for Ozon?

Two primary structures suit marketplace operations: a standard SP or a self-employed tax regime (STS). Most entrepreneurs opt for the former, as STS restricts sales to handmade goods. Key tax considerations include:

• Simplified Taxation Scheme (STS): Allows businesses to choose the tax base — income or income minus expenses. For trading on Ozon, the “income minus expenses” option is recommended, as it enables deductions for logistics, storage, and other operational costs.
• Patent Taxation System (PTS): Designed for individual entrepreneurs in specific sectors. However, PTS may not be the most advantageous for Ozon sellers, as it imposes annual income limits and does not account for deductible expenses.

Additional Steps for SP Registration:

1. Determine the Type of Business Activity

When registering as an individual entrepreneur, specify the business activity using OKVED codes. For trading on Ozon, the following codes are appropriate:

• 46.90 — Non-specialized wholesale trade
• 47.91 — Retail trade via mail order or online platforms
• 47.19 — Other retail trade in non-specialized stores

Selecting the correct OKVED code is critical to avoid complications with tax authorities and business partners.

2. Document Preparation

To register as an individual entrepreneur, the following documents are required:

• Application for IP registration
• Passport copy
• Taxpayer Identification Number (TIN)
• Receipt of state duty payment

After registration, open a business bank account for transactions with Ozon and partners.

3. Logistics and Inventory Management

When working with Ozon, logistical considerations are critical. Decide how products will be delivered to customers:

• FBS (Fulfillment by Seller): The seller manages storage and ships products independently.
• FBO (Fulfillment by Ozon): Ozon handles storage and delivery.

Depending on the chosen model, account for expenses such as warehouse storage, packaging, labeling, and shipping.

4. Marketing and Promotion

A well-defined marketing strategy is essential for success on Ozon. Key tools include:

• Search engine advertising
• Targeted social media campaigns
• Collaborations with bloggers and influencers
• Participation in Ozon’s promotions and special offers

5. Financial Management

Effective financial oversight is crucial. Track expenses for procurement, logistics, marketing, and other costs. Regularly monitor financial metrics and analyze sales performance to optimize profitability.

How to Register an SP for an Ozon Pickup Point?

If the entrepreneur’s primary activity involves opening a pickup point rather than trading on the platform, registering as an individual entrepreneur (IP) remains essential to legally formalize the location and its revenue. To establish an IP for this purpose, follow these key steps:

Step 1: Tax System Selection

Before registering as an individual entrepreneur, choose a tax regime. For an Ozon Pickup Point (PVZ), the Simplified Taxation System (STS) or Patent Taxation System (PTS) are likely the most suitable options. The choice depends on your region and business specifics. Consulting a tax advisor or accountant is recommended to ensure compliance and optimize tax obligations.

Step 2: Document Preparation

• Required Documents for IP Registration:
• Application for IP registration
• Passport copy
• Taxpayer Identification Number (TIN)
• State duty payment receipt (if applicable)

Step 3: Submit to Tax Authority

Prepare and file the required documents with the local tax authority. This can be done in person, through a legal representative, or online via the Gosuslugi portal. Once processed, the tax authority will issue the Certificate of Registration as an Individual Entrepreneur and other relevant documentation.

Step 4: Open a Business Account

After registering as an individual entrepreneur, open a business bank account. Select a bank offering competitive terms for IPs and complete the account setup. Once the account is operational, proceed to formalize a contract with Ozon to establish a Pickup Point (PVZ). Contract terms may vary based on regional requirements and other operational factors.

Step 5: Secure Premises

To launch an Ozon PVZ, secure a premises meeting the company’s requirements for space, location, and other criteria. After selecting the site, formalize a rental or purchase agreement .

Procuring Equipment and Supplies.

Operational needs for the PVZ include:

• Furniture (tables, chairs)
• Technology (computers, printers)
• Packaging materials (boxes, tape, labels)
• Miscellaneous supplies (receipt printers, signage)

Compile a detailed list of required items and procure them to ensure seamless operations.

Step 6: Hire Staff

If hiring staff for the PVZ, formalize employment contracts and ancillary documentation in compliance with labor regulations.

Conclusion

Achieving success on Ozon demands meticulous planning, data-driven analysis, and agility in adapting to evolving market trends. Sellers can leverage strategies such as strategic curation of product offerings , dynamic pricing models , targeted marketing campaigns , and cultivating positive customer feedback to enhance visibility and drive sales. It is imperative to recognize that each business is unique, requiring tailored approaches aligned with specific objectives and operational needs.