The share of marketplaces will grow
The footwear category on Ozon Fashion shows steady growth
The share of online sales in fashion is growing, and last year it was already more than 54%. Buyers are increasingly buying clothes and shoes online, and the lion's share of these purchases are made on marketplaces. Ozon is one of the leading players in the Russian fashion market, and the Fashion direction on the platform is the fastest growing. About trends in online trading, about the specifics of the shoe market and recommendations for brands planning to sell shoes through the marketplace - in an exclusive interview with SR with the Commercial Director of the Footwear direction at Ozon Fashion Olga Moskvicheva.
Olga Moskvicheva - Commercial Director of the Footwear Department at Ozon Fashion- Olga, tell us how Ozon Fashion has developed since its launch in 2019? What are the key indicators for 2025?
Ozon Fashion is the fastest growing area within Ozon. Over 6 years, the turnover has grown more than 92 times, which made us the number 2 player in the Russian clothing and footwear market (offline + online). This was made possible by a developed logistics infrastructure: at the end of the first half of 2025, there were 48 fulfillment centers operating in the country. Such a logistics base allows for the effective development of regions: almost 70% of purchases on Ozon Fashion are made outside Moscow, and every fifth order is in small towns with a population of up to 50 people. According to the results of the first half of the year, the number of Ozon branded pick-up points exceeded 000 thousand. This makes online shopping comfortable even in remote corners of the country.
From 2019 to 2024, the turnover of the area increased from 4,2 billion to 380 billion rubles. According to the results of the first half of 2025, 18% of the turnover comes from the footwear segment. The category is actively developing: today, Ozon Fashion employs more than 326 thousand sellers. The customer base has increased 11 times - from 3,8 million in 2020 to 42 million in the first half of 2025. Over the past year, the frequency of orders has increased by 30%: on average, buyers place orders once a month. The demand for fashion goods in the premium segment is also growing: the number of buyers with a check of 50 thousand rubles for the first half of 2025 increased by 78%, from 200 thousand rubles - by 72%.
- Online sales of fashion goods, including footwear, in Russia in 2025 exceeded offline sales for the first time. Why is online growing? And what trends can you note?
The trend will continue (according to the forecast of Infoline, this year online will take a share of 63%), and the share of marketplaces will grow. Online is growing due to the growth of trust in online shopping and marketplaces. Among our users, the share of young people who are already accustomed to making purchases online is growing, and the coverage in the regions is also increasing - the number of pick-up points for orders is growing, delivery times are decreasing, thus, today we can provide Russians with all the options when ordering clothes and shoes on Ozon.
- Why are people increasingly buying clothes and shoes on marketplaces?
Buyers choose marketplaces for several reasons: services - fast delivery, fitting and easy return; widest range; installment or payment in parts, bonuses, cashback; high level of trust in this sales channel, for example, already having a positive experience of buying in other categories (food, pet products), the ability to read reviews about the product itself and the services for its delivery and return.
- How is the Ozon Fashion footwear category developing?
Demonstrates steady growth in both the number of buyers and seller activity. Over the past year, the number of sellers in the footwear category has increased by 47%, and turnover in the first half of the year has grown by 44%. This category represents all price segments and types of sellers - from chains to individual entrepreneurs. Large retail brands are actively strengthening their presence in e-commerce and revising sales strategies, integrating retail outlets into the online channel using the FBS model. This means that they use stores as warehouses - orders are placed on Ozon, and delivery is carried out directly from the retail outlet. Ozon is becoming a universal platform that provides brands with flexible cooperation formats: you can work with your warehouses, use the logistics infrastructure of the marketplace itself, and also connect fast delivery - up to three hours. Active growth of newcomers continues. Working on the marketplace requires resources and knowledge, so sellers are actively building up their expertise in sales management and process automation.
- Shoes are a specific product for online sales, the client definitely needs to try them on and have tactile contact. Do you take this into account?
We pay special attention to the quality of the content: detailed photos, video reviews, the most accurate description of the product. The card must necessarily indicate the key parameters: insole length, width, last features, materials. This allows the buyer to form the most accurate idea of the model and make a decision sometimes even without the need for physical fitting. Our task is to minimize the effect of doubt from a remote purchase due to an informative and visually accurate presentation of the product.
- What should sellers take into account when working through marketplaces?
It is important for sellers to understand the specifics of the platform. One of the critical aspects is the accurate calculation of unit economics, which allows you to make informed decisions on the range, pricing, investments in promotion and adjust the strategy for profit growth. We recommend that sellers actively work with the team: without coordinated work and competent management, it is almost impossible to achieve a sustainable result on the marketplace.
It is important to analyze the experience of competitors: what product categories they are developing, what assortment they work with, how they build pricing and assortment policies. It is better to focus on a narrow but deep assortment - this increases controllability and quality of service.
The key factor of success is promotion: it is necessary to provide high-quality content to facilitate the buyer's choice (detailed photographs, size chart, reviews with photos and videos) and competent use of marketing tools.
Well-thought-out logistics, convenient assortment and transparent return policy are important. The buyer must be sure that he will be able to return the goods without problems if they do not suit him. Online prices should be competitive compared to offline stores - this is an important incentive even for the most cautious buyers to be motivated to "take a risk" and order online.
- What support tools does Ozon have for new sellers?
For those who want to start a business on Ozon Fashion, we have the following support tools: free storage for 365 calendar days from the date of delivery, which allows you to have enough time to start sales; knowledge base for sellers https://seller-edu.ozon.ru/; educational platform for sellers with free courses https://seller-university.ozon.ru/; various tools for developing new product cards (for example, reviews for points).
- Which brands are of greatest interest to buyers?
I will list the brands that are drivers of category growth based on the results of the first half of 2025: T.TACCARDI, Nike, adidas, adidas Sportswear, PUMA, Reebok, Crocs, Obba, New Balance, TENDANCE, ASICS, TimeJump, X-Plode, Baden, ECCO. The total share of these brands amounted to 36% of the Ozon Fashion footwear assortment.
- What are the development focuses of Ozon Fashion for the second half of 2?
The main priorities are to ensure demand with relevant goods and focus on bestsellers. We are increasing the depth of deliveries for key items, improving the range of products in the regions and continue to actively invest in discounts to ensure the most advantageous offer for the buyer. An important focus is monitoring seasonal dynamics: the absence of a real winter this year affected the demand structure, so we are flexibly adapting the range and increasing sales in basic, multi-season categories with stable demand.
Brands' interest in promotion is also growing - the share of paid traffic is increasing significantly. The use of promotion tools is becoming a mandatory part of the strategy: in conditions of high competition, this is an important resource for increasing brand visibility and sales volume.
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