Russia's e-commerce platform Ozon presents both opportunities and challenges for international sellers. As the platform evolves in 2026, with reduced tax-free thresholds, expansion across eight CIS countries, and new policies for local resale of returned goods, sellers must adapt their product selection strategies accordingly.
Core Principles of Product Selection
Principle 1: Regulatory Compliance
With reduced tax-free thresholds in 2026, prioritize products priced below €150. Select items that can be easily resold if returned, minimizing logistics and storage costs.
Principle 2: Market Trend Alignment
Russian e-commerce penetration continues to rise, particularly in cosmetics and appliances (over 70% online sales). Focus on products that meet "health, comfort, and leisure" needs as sports equipment and gift categories show significant average order value growth.
Principle 3: Cross-Market Compatibility
With Ozon operating across eight CIS countries, select universally compatible products like small appliances supporting 110-220V voltage or items with multilingual instructions to maximize operational efficiency.
Four High-Potential Categories for 2026
Category 1: Healthy Living Products
Vitamin sales have grown 2.4x year-over-year, while sports equipment shows 155.2% average order value increase.
- Single-component vitamins (magnesium+B6, Omega-3, vitamin D3)
- Portable fitness equipment (mini yoga mats, resistance bands)
- Lightweight camping gear
Implementation: Highlight natural ingredients and safety certifications. Ensure vitamin products include compliant test reports. Keep prices below €120.
Category 2: Essential Home Goods
Home products show 50% online penetration, with 67% demand growth in Kazakhstan.
- Multi-functional storage solutions
- Scandinavian-style lighting
- Compact kitchen appliances
Implementation: Prioritize lightweight items. For Kazakhstan, emphasize large-capacity, cold-resistant products. Use bundle strategies to increase order value.
Category 3: Cross-Market Small Appliances
Over 70% of appliance sales occur online, with high conversion rates across Ozon's eight markets.
- Compact coffee makers
- Portable projectors
- Dual-voltage hair tools
Implementation: Complete mandatory EAC certification. Include Russian and Kazakh instructions. Utilize Ozon FBP warehouses for better visibility.
Category 4: Emotional Purchase Items
58% of Russian consumers make small purchases for mood enhancement.
- Affordable cosmetics (€9.9 average price)
- Creative accessories
- Stress-relief toys
Implementation: Emphasize visual appeal and value. Keep prices below €50. Leverage social platforms like VK for promotion.
Risk Management in Product Selection
Risk 1: Certification Requirements
Russia maintains strict regulations requiring specific certifications for electronics (EAC), children's products (EAC + safety declaration), cosmetics (national registration), and food-contact materials (GOST R).
Risk 2: Regional Preferences
Consumer behavior varies significantly across regions:
- Moscow/St. Petersburg: Premium, design-focused products
- Siberia: Winter necessities
- Far East: Small, lightweight items
- Kazakhstan: Home and baby products (45% COD payments)
Risk 3: Return Policy Considerations
Avoid fragile or easily damaged goods that cannot be resold locally if returned. Prioritize products that can be resold in original condition.
Tailored Strategies by Seller Experience
New Sellers (0-3 months)
Start with low-cost, low-risk emotional purchase items or electronics accessories. Test 3-5 SKUs per category using cross-border shipping. Avoid complex certification requirements initially.
Established Sellers (3+ months)
Adapt bestsellers for multiple markets by adding voltage compatibility and multilingual documentation. Expand to Kazakhstan and Belarus, focusing on home and appliance categories. Partner with local influencers through Ozon's affiliate program.
Success on Ozon in 2026 requires balancing market trends with policy changes. By focusing on growing categories while navigating new regulations and regional differences, sellers can establish sustainable growth regardless of their experience level.