Many new cross-border e-commerce sellers struggle on the OZON platform not due to lack of enthusiasm, but because they become lost in the complex operational rules. While advertising is important, blindly investing without clear product selection is simply burning money. So how can sellers achieve profitable growth through precise product selection on this competitive Russian platform?
Keywords: The Gateway to Traffic and Product Selection
On OZON, keywords serve as the bridge connecting products to consumers. Mastering high-search-volume keywords means accessing potential massive traffic. New sellers don't need Russian language proficiency to utilize OZON's backend search query function or third-party tools to identify popular search terms.
However, popular keywords often correspond to highly competitive "red ocean" markets. For resource-limited newcomers, targeting niche markets with mid-to-long-tail keywords proves more strategic. Analyzing price ranges for products associated with selected keywords allows sellers to evaluate profit potential before committing to inventory.
Product Selection: The Foundation of Profitability
Effective product selection forms the core of cross-border e-commerce success. Quality products drive sales while building store reputation, creating a virtuous cycle. Key considerations include:
- Market demand: Deep understanding of Russian consumer preferences through social media, platform data, and industry reports
- Product quality: Partnering with reliable suppliers to minimize post-sale issues
- Price competitiveness: Balancing profitability with market expectations through competitor analysis
- Differentiation: Avoiding commoditization through unique value propositions like cultural adaptations
Multi-Store Operations: Expanding Visibility While Mitigating Risk
Without advertising, operating multiple stores becomes an effective visibility strategy. While current regulations limit one cross-border store per business license, sellers may explore using family or friend credentials for additional outlets.
This approach requires more than simple duplication. Even identical products may perform differently across stores, necessitating data-driven focus on top performers whose successful strategies can then be replicated. This differs fundamentally from "store cluster" models involving hundreds of stores through bulk operations - an approach too resource-intensive for beginners.
Precision Operations: Optimizing Conversion Rates
Beyond product selection, operational excellence enhances competitiveness through:
- Store design: Professional, visually appealing layouts that reflect brand identity
- Product descriptions: Detailed, accurate content highlighting unique features with quality visuals
- Customer service: Prompt response to inquiries and effective complaint resolution
- Data analysis: Regular review of traffic, conversion, and average order value metrics
The Path to Success: Patience and Persistence
Cross-border e-commerce requires long-term commitment rather than immediate results. Sellers must maintain focus through inevitable challenges like fluctuating traffic or competitive pressures, continuously adapting strategies while developing operational expertise.
One successful home goods store exemplifies this approach. By identifying "Russian-style tableware" as a high-potential niche, focusing on culturally distinctive products, and systematically expanding through multiple stores, the business achieved sustainable profitability through data-driven optimization.
While OZON presents significant opportunities for international sellers, success demands strategic execution and continuous improvement. Three months of focused implementation typically reveals whether chosen approaches will yield results in this dynamic marketplace.