The recent policy change by OZON platform, announced on September 20, has sent shockwaves through its seller community. The new regulation imposes a 500-SKU limit for new stores, with expansion only possible after reaching specific sales thresholds. This move signals OZON's strategic shift toward quality-focused operations and presents both challenges and opportunities for sellers.
New Regulations: Balancing Challenges and Opportunities
While some sellers view the SKU limitation as a death knell for volume-based business models, others recognize it as an opportunity to create a more level playing field. The policy forces sellers to focus on product selection and operational efficiency rather than competing through sheer quantity. This transition aligns with OZON's broader goal of enhancing service quality and user experience.
Operational Capability: The Decisive Factor
The policy has highlighted stark differences in seller performance. Some quickly surpass sales thresholds to unlock additional SKU capacity, while others struggle to achieve profitability. This divergence stems primarily from operational capabilities, including:
- Strategic product selection
- Listing optimization
- Marketing effectiveness
- Customer service quality
Skilled operators demonstrate superior ability to maximize conversion rates and sales volume within the SKU constraints.
Leveraged Growth Strategies for Rapid Scaling
For sellers lacking extensive experience or resources, strategic partnerships offer viable pathways to success. Two primary approaches have emerged:
- New Seller Leverage: Beginners can accelerate their learning curve through professional training programs covering platform rules, product selection techniques, and listing optimization strategies.
- Managed Operations: Sellers with limited time or expertise can engage professional management services to handle all operational aspects while focusing on other business priorities.
Case Study: Successful Implementation
One notable case involved a seller achieving over 1 million rubles in sales within two weeks through professional management services. This success not only generated immediate profits but also enabled the seller to bypass SKU limitations, creating additional growth opportunities.
Strategic Adaptation Over Hard Work
The OZON marketplace demonstrates that success depends more on strategic approaches than effort alone. Sellers should consider:
- Adopting data-driven product selection
- Optimizing listing content
- Monitoring policy changes
- Enhancing customer experience
Professional partnerships often yield better results than independent experimentation, particularly for sellers lacking operational expertise or bandwidth.