The number of Chinese advertisers on Russian marketplaces has doubled
The share of Chinese advertisers on Russian marketplaces doubled in the first half of the year
According to the results of the first half of 2025, the presence of Chinese advertisers on Russian marketplaces more than doubled: their share increased from 3.3% to 7.3% compared to the same period in 2024. This was reported by Kommersant, citing data from the analytics service Digital Budget.
Investments by Chinese brands in promotion on the Russian market also grew significantly during this period—by 2.6 times, reaching 1.15 billion rubles. The most notable growth was observed in the categories “Home Appliances and Electronics” (77% of all placements) and “Automotive”—here, Chinese companies accounted for 5% of total placements in the category, while spending 19% of the total budget.
Advertising market experts confirmed the trend: according to their data, the average SOV (share of voice) of Chinese brands in the first half of the year was 5.5%. On certain platforms, the numbers were higher: on Yandex Market—11.4%, on Ozon—5.9%.
Wildberries reported that Chinese companies account for only a small part of their advertising inventory. Ozon and Yandex Market declined to comment.
Based on Digital Budget research for «Kommersant».