Marketplace Ads Help 47% of Shoppers Choose Products
47% of shoppers choose products thanks to marketplace advertising, a study by Easy Commerce found. Wildberries grew its Beauty category to 445 billion rubles, Ozon to 230 billion rubles.
Nearly half of shoppers — 47% — say that advertising on e-commerce platforms helps them choose products. This was the finding of a study by the Easy Commerce press service, whose data was shared with AdIndex.
In total, 94% of Russians notice ads on online retail platforms. 80% of respondents view them positively or neutrally. Only 14% of respondents find ads annoying, while 6% of citizens ignore them completely.
The audience most receptive to e-commerce ads is users aged 18–35: the figure reaches 61%. For this group, ads on retail platforms are among the two main sources of knowledge about new brands, alongside social media.
For Russians aged 36–45, three channels work equally well: social media, e-commerce, and external placements. In the 46–60 group, the picture is different: 19% ignore marketplace ads, while the influence of TV and outdoor advertising rises sharply, the study's authors note.
Forecast: slowdown to 22%
By the end of 2026, Russian e-commerce will grow 22%, according to Easy Commerce analysts, compared to 28% at the end of 2025.
In the Beauty category, marketplaces remain the key sales channel. The category leader is Wildberries: by the end of 2025, the platform grew 11%, to 445 billion rubles. In the first half of 2026, sales in the category increased 37% compared to the previous period.
In 2025, Ozon grew its Beauty category by 75%, to 230 billion rubles, and continues to accelerate: up 70% in the first half of 2026. Yandex Market's category volume at the end of 2025 was about 22 billion rubles, down 8%; in the first half of 2026, the decline continued — down 6%.
"On all three marketplaces, the 'Women's skincare cosmetics' subcategory accounts for the largest sales volume, but also the highest competition," Easy Commerce noted.
Zolotoye Yabloko outpaces platforms in purchase frequency
Russians most often make Beauty category purchases at Zolotoye Yabloko — 86% of respondents said so. 65% choose Wildberries, and 38% choose Ozon.
Reviews and visuals in product cards play a decisive role when choosing an unfamiliar brand: 66% of Russians are ready to buy a product from an unknown brand if the card has good reviews and attractive photos.
It was previously reported that the global e-commerce market will exceed $5 trillion for the first time in 2026, with growth of 8.6%. The share of online sales in total retail trade reached 25.4%.
Source: AdIndex
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