Advertising on marketplaces: the key to revenue growth for Russian sellers
Data Insight, together with the RWB Research service, has published a new report “Advertising and Promotion on Marketplaces. The Effect for Sellers,” which provides an in-depth analysis of the effectiveness of advertising tools on the country’s leading marketplaces.
Marketplaces in Russian E-commerce: Key Figures Today, marketplaces account for 61% of the total turnover in Russian online retail and 80% of all internet orders. At the same time, it is the promotion strategy that determines how successfully goods are sold and how quickly a seller’s business grows.
The Effect of Promotion: Facts and Figures The study revealed impressive results for sellers who actively invest in promoting their products. In November 2024, the number of product card views for such sellers increased by almost 9 times, and their revenue grew by 75%. By comparison, sellers without significant promotion saw growth of only 49%.
The greatest effect was observed in electronics categories:
Laptops: +547 percentage points growth
Smart Home: +267 percentage points
Car electronics: significant sales growth
Not only visibility increases, but also trust Promotion increases not only reach but also boosts product ratings 1.6 times faster, which helps build customer loyalty.
The Power of Integrated Promotion Results are further enhanced by integrating offline advertising: sellers who combined online and offline tools demonstrated even higher revenue growth — 85% in December 2024 compared to 81% using only marketplace advertising.
Interestingly, even when using only offline advertising, revenue growth amounted to 86% in November and 127% in December compared to the same months in 2023.
Promotion on marketplaces is not just a way to increase brand awareness. It is one of the most effective tools for quickly increasing revenue, especially in competitive segments. This is evidenced by data obtained from a sample of more than 13,000 Wildberries sellers who invested at least 500,000 rubles in advertising campaigns.
For modern sellers, investing in advertising and promotion on marketplaces is becoming the foundation for growth and sustainable success in the rapidly changing e-commerce market.