China remains the main driver of growth
By the end of 2025, Ozon Global has taken first place in the cross-border trade segment for the first time. As Mikhail Burmistrov, CEO of Infoline-Analytics, told Shopper’s, the marketplace pushed AliExpress into second place, while Wildberries retained third. The expert attributed the platform's success to the overall growth of its ecosystem: an increase in its customer base and order frequency.
The key factor behind Ozon Global's leadership was its deep integration with the Chinese market. According to data from the Association of Internet Trade Companies (AKIT), China accounts for the lion's share of cross-border purchases by Russians — 90% of the total cross-border trade volume. The total amount Russians spent on foreign purchases last year increased by 50%, reaching 404 billion rubles, while the number of orders grew by 24.4%, to 209 million (according to Data Insight estimates).
Infrastructure for working with China
Ozon began actively developing its Chinese operations in 2021, and by 2022, sales had increased sixfold. The company is focusing on localizing logistics capabilities in China: in the fall of 2023, a fulfillment center was launched in Dongguan, reducing the minimum delivery time to 8–12 days. Today, the marketplace collaborates with 10 warehouses in China and one in the United Arab Emirates. By the summer of 2024, the number of Chinese sellers working with the platform reached 100,000.
Sergei Semko, an analyst at Data Insight, notes that Ozon Global has become the fastest-growing player by integrating cross-border trade into its own platform. The company organized transparent delivery and returns through the infrastructure of pickup points that customers are already familiar with, eliminating the main barrier — uncertainty.
Changing demand and payment challenges
In 2025, demand shifted toward rare and unique items that complement the assortment of local sellers: clothing, footwear, home goods, construction, and renovation products. According to Burmistrov, orders from abroad do not overlap with domestic ones in terms of delivery times, and the main focus of Ozon and Wildberries remains on the local market.
Previously, cross-border trade operators faced serious challenges due to the tightening of compliance procedures by Chinese banks, which temporarily reduced Ozon Global's seller base. However, the company managed to overcome these difficulties and increase its turnover.
Tax outlook
Authorities plan to regulate the cross-border trade segment. The Ministry of Finance has drafted a proposal to introduce a value-added tax on imported goods sold through marketplaces. The rate is proposed to be increased gradually: in 2027 — 7%, in 2028 — 14%, and in 2029 — 22%.
Source
By the end of 2025, Ozon Global has taken first place in the cross-border trade segment for the first time. As Mikhail Burmistrov, CEO of Infoline-Analytics, told Shopper’s, the marketplace pushed AliExpress into second place, while Wildberries retained third. The expert attributed the platform's success to the overall growth of its ecosystem: an increase in its customer base and order frequency.
The key factor behind Ozon Global's leadership was its deep integration with the Chinese market. According to data from the Association of Internet Trade Companies (AKIT), China accounts for the lion's share of cross-border purchases by Russians — 90% of the total cross-border trade volume. The total amount Russians spent on foreign purchases last year increased by 50%, reaching 404 billion rubles, while the number of orders grew by 24.4%, to 209 million (according to Data Insight estimates).
Infrastructure for working with China
Ozon began actively developing its Chinese operations in 2021, and by 2022, sales had increased sixfold. The company is focusing on localizing logistics capabilities in China: in the fall of 2023, a fulfillment center was launched in Dongguan, reducing the minimum delivery time to 8–12 days. Today, the marketplace collaborates with 10 warehouses in China and one in the United Arab Emirates. By the summer of 2024, the number of Chinese sellers working with the platform reached 100,000.
Sergei Semko, an analyst at Data Insight, notes that Ozon Global has become the fastest-growing player by integrating cross-border trade into its own platform. The company organized transparent delivery and returns through the infrastructure of pickup points that customers are already familiar with, eliminating the main barrier — uncertainty.
Changing demand and payment challenges
In 2025, demand shifted toward rare and unique items that complement the assortment of local sellers: clothing, footwear, home goods, construction, and renovation products. According to Burmistrov, orders from abroad do not overlap with domestic ones in terms of delivery times, and the main focus of Ozon and Wildberries remains on the local market.
Previously, cross-border trade operators faced serious challenges due to the tightening of compliance procedures by Chinese banks, which temporarily reduced Ozon Global's seller base. However, the company managed to overcome these difficulties and increase its turnover.
Tax outlook
Authorities plan to regulate the cross-border trade segment. The Ministry of Finance has drafted a proposal to introduce a value-added tax on imported goods sold through marketplaces. The rate is proposed to be increased gradually: in 2027 — 7%, in 2028 — 14%, and in 2029 — 22%.
Source