The past year was a turning point for domestic e-commerce: for the first time in a long while, the number of active sellers on marketplaces began to decline. According to data from the analytics service Mpstats, published by Tochka Bank, the number of sellers decreased by approximately 6.9% between February and December 2025. At the same time, the median revenue of the remaining players showed strong growth, increasing by almost 19%. Experts see this as a sign of the market maturing, transitioning from spontaneous growth to systematic development.
The largest influx of people wanting to earn money on online platforms was observed in 2023, when peak numbers of new trading businesses were registered. However, in 2025, this figure returned to the levels of three years prior. Meanwhile, the median seller's revenue over the same period soared to a record 574,500 rubles — the highest in four years.
The study showed that in 2025, 149,700 new players were registered, which is 17.8% less than the year before. The market is being left primarily by micro-entrepreneurs with a turnover of up to 100,000 rubles. While in 2022 the share of sellers with revenue up to 10,000 and up to 100,000 rubles was 27% and 37% respectively, by the beginning of 2026, these figures had shrunk to 15% and 28%.
In parallel, the position of the "middle class" is strengthening. The share of sellers with revenue from 1 to 3 million rubles has doubled in four years. These players operate professionally: they expand their presence, optimize purchasing and assortment, and invest in automation and marketing. Analysts summarize: the era of easy money on marketplaces is over, giving way to the consolidation and centralization of business.
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The largest influx of people wanting to earn money on online platforms was observed in 2023, when peak numbers of new trading businesses were registered. However, in 2025, this figure returned to the levels of three years prior. Meanwhile, the median seller's revenue over the same period soared to a record 574,500 rubles — the highest in four years.
The study showed that in 2025, 149,700 new players were registered, which is 17.8% less than the year before. The market is being left primarily by micro-entrepreneurs with a turnover of up to 100,000 rubles. While in 2022 the share of sellers with revenue up to 10,000 and up to 100,000 rubles was 27% and 37% respectively, by the beginning of 2026, these figures had shrunk to 15% and 28%.
In parallel, the position of the "middle class" is strengthening. The share of sellers with revenue from 1 to 3 million rubles has doubled in four years. These players operate professionally: they expand their presence, optimize purchasing and assortment, and invest in automation and marketing. Analysts summarize: the era of easy money on marketplaces is over, giving way to the consolidation and centralization of business.
Source