Many new sellers on the OZON marketplace struggle with low order volumes in their initial stages. While the desire for quick profitability is understandable, lack of experience often becomes the primary obstacle. This article reveals an effective strategy—leveraging trending products—to help sellers establish their presence and accelerate sales growth. The approach isn't about simple replication, but rather about extracting key insights and applying them creatively to develop unique bestsellers.
Common Pitfalls: The Dangers of Blind Copying
New sellers often fall into the trap of imitating successful stores when faced with OZON's vast product selection. However, directly copying products or engaging in reselling rarely succeeds in today's competitive environment. This basic approach frequently yields poor results or complete failure. The true art of leveraging trends lies in identifying emerging bestsellers—products showing early promise with relatively lower competition.
Why Focus on Emerging Bestsellers?
Established stores with popular products typically enjoy significant customer bases and sophisticated operations that new sellers can't easily match. These veteran sellers benefit from professional teams, extensive experience, and substantial resources. For instance, an established store with a successful product likely has optimized promotion strategies, customer service systems, and supply chain management. New sellers attempting to compete directly often lose price wars and struggle to match product quality and service standards.
Emerging bestsellers from newer stores present better opportunities. These products may gain traction due to unique selling points or sudden market demand. New sellers can capitalize on these trends, using their agility and innovation to carve out market share. For example, a newly launched smart home device with distinctive features might attract immediate consumer interest. Alert sellers can quickly source and list such products to ride the wave of popularity.
Data-Driven Product Selection: Identifying Potential Winners
Effective product selection requires leveraging marketplace analytics tools. These tools provide access to various product rankings—including top sellers, new popular items, potential winners, niche products, and supply gaps. Analyzing this data helps sellers identify promising emerging products that can drive early sales success. For instance, reviewing lists of rapidly growing new products can reveal future bestsellers in their early stages.
Image Optimization: Learning From Success Without Copying
Product images significantly influence click-through rates. While new sellers might be tempted to copy successful listings' images directly, this approach risks copyright issues and lacks originality. A better strategy involves analyzing top-performing images for their structure, color schemes, and usage contexts, then adapting these elements creatively for one's own products. Successful product images have typically undergone rigorous testing to maximize appeal.
For example, high-performing electronics images often feature clean layouts highlighting product benefits, complementary color palettes conveying quality, and realistic usage scenarios. New sellers should study these designs while adding unique touches—perhaps incorporating playful elements for children's products. Looking beyond OZON to other e-commerce platforms can provide additional inspiration for image strategies.
Advertising Approaches: Adapting Proven Methods
When facing competition selling identical products, new sellers should analyze whether competitors' success stems from advertising or organic traffic. For advertising-driven success, examining whether competitors use search ads or template promotions can inform strategy. While borrowing successful ad structures can be helpful, sellers should make thoughtful adjustments—such as slightly increasing bid amounts by 0.4% to 0.8%—to stand out in crowded markets.
Borrowing strategies isn't a long-term solution. Sellers must continuously refine their approaches through testing while improving product quality and service. Tactics like periodic promotions or enhanced customer service can boost satisfaction and loyalty.
Implementation Tips: Critical Details Matter
Successful execution requires attention to several key factors:
Market awareness: Stay attuned to industry developments by monitoring news sources, social media, and competitor activity to spot emerging trends early.
Quality and service: Even with effective marketing, poor product quality or customer service will undermine long-term success and generate negative reviews.
Continuous learning: The e-commerce landscape evolves rapidly. Participate in training programs, study industry resources, and network with other sellers to stay current.
Persistence: Building sales takes time. Expect challenges and remain flexible in adjusting strategies—whether modifying prices, refining images, or optimizing ads—until finding what works.
For new OZON sellers, strategically leveraging trending products offers a pathway to rapid sales growth. By thoughtfully analyzing successful products, optimizing presentation, and refining advertising, sellers can increase visibility and orders. Remember that adaptation, not imitation, is key—developing unique value propositions ensures sustainable success in competitive markets.