In 2025, Russian e-commerce leader Ozon announced a fundamental transformation of its search mechanism: a complete shift from traditional keyword search to a tag-based system. This strategic overhaul aims to enhance user experience, optimize platform efficiency, and encourage sellers to provide higher-quality product information. For cross-border merchants, this represents both significant opportunities and new challenges in the competitive Russian market.
The Data-Driven Strategy Behind Ozon's Search Revolution
Ozon's decision to implement tag-based search stems from comprehensive analysis of user behavior, platform data, and market trends. The traditional keyword approach presented particular challenges in the Russian language context:
- Enhanced User Experience: Tags provide more intuitive product discovery, allowing users to combine multiple tags to quickly narrow search results.
- Platform Efficiency: The structured nature of tag data enables more accurate algorithmic processing and personalized recommendations.
- Content Quality Improvement: The new system discourages keyword stuffing while encouraging more complete and accurate product descriptions.
Impact on Cross-Border Sellers: Navigating New Opportunities
The search overhaul presents both advantages and requirements for international merchants:
Opportunities
- Reduced language barriers through English tag support
- More precise traffic targeting for new product launches
- Increased transparency in operational strategies
Challenges
- Traditional keyword optimization techniques becoming obsolete
- Critical importance of precise tag selection
- Increased operational costs for tag management
Strategic Guide for Cross-Border Operations
1. Developing a Comprehensive Tag Matrix
Merchants should utilize the full allowance of 30 tags per product through strategic combinations:
- Core Tags: Fundamental product categories and features
- Long-Tail Tags: Specific use cases or niche applications
- Supplementary Tags: Seasonal, gift, or trend-related terms
2. Advanced Tag SEO Techniques
The transition from keyword stuffing to systematic tag testing requires sophisticated approaches:
- Multiple account testing to evaluate different tag combinations
- Use of fingerprint browsers to maintain account integrity
- Continuous optimization based on performance data
3. Advertising System Integration
Combining tag strategies with Ozon's advertising tools can amplify results:
- Grouping ads around high-performing tags
- Balancing automated and manual ad placements
- Using advertising data to refine tag selections
4. Visual and Content Optimization
While tags drive discovery, traditional elements remain crucial:
- Incorporating core tags naturally into product titles
- Designing visuals that reinforce tag associations
- Optimizing backend product information with strategic tags
Capitalizing on the Tag System Transition
Ozon's search evolution represents a significant opportunity for cross-border sellers to establish early advantages in the Russian e-commerce market. The current transition period offers a critical window for merchants to adapt their strategies before the new system matures.