Marketplaces 2025: outdated rules and unfulfilled predictions
The Russian e-commerce market is entering a mature phase. Aggressive, budget-driven marketing is being replaced by strategic, data-driven analytics. According to Valentin Marchenko (Spiks), a fundamental shift is occurring: value is moving from "shouting" to "dialogue."
The outdated paradigm: 5 practices losing effectiveness
Endless sales. Discounts without genuine value and respect for the customer have become empty marketing noise.
Fake review boosting. This not only fails to work but has become a risk for seller ratings due to smarter algorithms.
Universal mechanics. A one-size-fits-all promotion template for all product categories no longer delivers results.
The "be everywhere" strategy. Instead of spreading themselves thin, brands are now focusing on 1-2 relevant marketplaces.
Blind scaling. Copying others' successes without calculating one's own unit economics leads to losses.
Forecasts: what came true and what didn't
Confirmed: Reviews and user-generated content have become a key driver of trust and sales. Marketplaces have solidified their position as ecosystems dominated by mobile traffic.
Failed: The predicted explosive growth of direct-to-consumer (D2C) sales did not materialize. AI-based automation is not yet capable of fully replacing human analysis.
Profile of the new consumer
The 2025 consumer is rational and conscious. They meticulously filter reviews, trust transparent brands, and value not only the price tag but also service quality and honest communication. They vote with their ruble for products with real value.