Key marketplace updates in May: what sellers need to know
In May, major marketplaces introduced new advertising tools, updated ranking algorithms, and expanded seller account capabilities. Here are the most important changes that could impact sales performance and marketplace visibility.
The platform has strengthened its content quality standards. To pass moderation, product listings must now include at least five high-quality images, detailed product descriptions, and complete specifications. Apparel and footwear categories must also feature accurate size charts.
Listings that fail to meet the new requirements may experience a decline in search visibility.
Ozon launches “target spend” advertising strategy
Ozon introduced a new CPC advertising strategy that allows sellers to set a target advertising cost ratio. The platform automatically adjusts bids to help achieve the desired performance level.
The tool is available for search and recommendation placements and can be used for products with at least five completed orders.
Yandex Lavka introduces “maximum orders” strategy
UrbanAds, Yandex Lavka’s advertising platform, has launched a new automated strategy focused on maximizing order volume.
The algorithm reallocates advertising budgets toward placements with the highest likelihood of generating purchases. Sellers only need to select products and set a daily budget to start a campaign.
Advertising and promotion updates
New advertising placement on Ozon
Ozon has opened banner advertising opportunities on the order confirmation page. Advertisers can target audiences based on geography, demographics, and user segments.
Promotions gain more influence on search rankings
Both Wildberries and Ozon have increased the impact of promotional campaigns on product rankings. Participation in marketplace promotions can now significantly improve product visibility and search placement.
What’s new on Avito
Auto-targeting
Avito has launched an automated targeting tool that identifies the most relevant audience based on ad content and user behavior.
Discount-oriented audience segment
Advertisers can now target users who actively engage with discounts, special offers, and promotional campaigns.
AppsFlyer integration
The new integration with AppsFlyer enables advertisers to track the effectiveness of mobile campaigns, including app installs, registrations, and purchases.
UTM tagging recommendations
Avito has also introduced guidance for proper UTM tag implementation to improve traffic tracking and campaign analytics.
Changes on Yandex Market
New ranking factors
Delivery speed and return rates now have a greater impact on product rankings than pricing. Products with high return rates may lose visibility even if they remain competitively priced.
Review system updates
Sellers are expected to respond promptly to negative reviews, as delayed responses may affect store ratings. Reviews from active buyers, as well as reviews containing photos or videos, now carry more weight in the overall rating system.
Updates for Wildberries sellers
Changes to the “points for reviews” program
Wildberries has removed the additional reserve requirement for review incentive campaigns while keeping all other program conditions unchanged.
Maximum payment option in the tariff Builder
Sellers can now set a spending cap for additional services and platform options, making advertising and operational costs more predictable.
New features on Ozon
AI-powered seller assistant
Ozon is testing a virtual assistant that analyzes store performance and provides recommendations to help sellers improve results.
Changes to the “star products” program
Welcome bonuses are now available exclusively to participants of the “Star Products” program. Sellers can independently determine the validity period of these bonuses.
Flexible rates in the “pay per order” model
Sellers can now choose a promotion rate of 5%, 7%, or 9%. Higher rates provide greater traffic potential and improved visibility within marketplace search results.
Conclusion
The key trends of May include stricter content quality requirements, a growing emphasis on logistics performance in ranking algorithms, and increased automation of advertising tools.
To remain competitive, sellers should focus on optimizing product listings, managing customer reviews effectively, and taking advantage of new promotional opportunities offered by marketplaces.