A new study by IC Pozitsiya, cited by Izvestia, paints a clear picture of the sentiments and anxieties of Russian sellers. The main challenge for 38% of sellers is growing competition, and the primary response to it, according to 85% of respondents, is the active development of their own brand.
What else does business expect from digital platforms in the near future? Read about seller expectations for 2026.
Finances and Rules: A Demand for Stability and Transparency
Entrepreneurs are focused on economic logic and predictability. The main practical expectation for 35% of sellers is a reduction in commissions and tariffs, with this being the #1 priority for every fourth seller (26%).
Dissatisfaction also surrounds the discount system: 28% expect its transformation, especially in light of recent disputes between marketplaces and banks. The demand for stability is reinforced by the request from 31% of sellers to fix the terms of the offer agreement, making changes no more than once every six months.
Business also wants greater clarity in financial operations: 21% of respondents expect more transparent conditions for payments and refunds. At the same time, 30% predict increased attention from tax authorities, adding to the tension.
Quality and Logistics: Trust and Efficiency
Sellers are also paying close attention to product quality and delivery. 22% anticipate the introduction of new quality verification rules, which could become a tool for cleaning the market of unscrupulous players. Another 20% expect further development of warehouse infrastructure to speed up and reduce the cost of logistics.
Looking Ahead: Where Ecosystems Are Headed
Sellers are looking beyond current problems, outlining development vectors for the platforms themselves. The top expectation (35%) is the strengthening of systems to protect rights and combat fraud—a key safety factor for all parties.
In second place is expansion into new markets (28%), which would open additional growth channels for business. Integration with social media also remains a trend: 27% see potential in deep integration for promotion through content. Rounding out the list (18%) is the request for closer interaction between marketplaces and government structures to solve systemic issues.
Conclusions
Sellers are entering a new stage in their relationship with marketplaces. Business is moving from passively accepting rules to formulating clear demands: financial efficiency, stable rules, safety, and new tools for growth. Satisfying these demands will become the main competitive advantage for platforms in 2026.