Ozon lays out products on display – Kommersant FM

Ozon lays out products on display – Kommersant FM

Ozon (MOEX: OZON) plans to become a product aggregator - the marketplace offers small and medium-sized businesses to use its platform as a showcase. The company intends to attract small shops, bakeries and convenience stores to cooperate for the delivery of vegetables, baked goods and other products with a short shelf life. The goods will be stored in the entrepreneur's warehouse. They also offer to deliver products independently; the commission for placing on the marketplace will be 5%.

Will such a scheme be of interest to business? And who will be responsible for the quality of goods and service? Marketplace expert Artem Bobtsov believes that entrepreneurs will have to deal with claims, and the cost of goods on the site will be slightly higher than in offline stores: “Ozon Fresh and Yandex.Lavka only work with delivery from their own distribution centers.

If fresh products do get there, they can be stored for a maximum of six to seven days. Local suppliers and small farms, in fact, are denied access to such sales channels, because in this case they need to enter into an agreement and have a large production site, which is only available to large players. And if you look at the products that are sold there, these are federal companies, the same ones that work with leading retail chains.

That is, this is a storefront model: the product is displayed on the marketplace, as soon as the user places an order, the information goes directly to the supplier, say, a local manufacturer or seller. He, accordingly, ensures the delivery of products to the buyer on his own.

If we talk about the site’s commission of 5%, then I would actually expect that it will grow over time, since now its size is much smaller than on the marketplace as a whole.”

It is also reported that entrepreneurs will have access to site promotion and analytics tools. Sellers will be able to expand their audience by adding 46 million marketplace users, Ozon clarifies. Nikolay Smirnov, director of development of the “Eat Rural” farm product delivery service, notes that this option may be of interest to businesses: “Federal networks now provide a number of inspections of goods at all stages, study declarations of conformity, composition, and the availability of veterinary accompanying documentation. That is, the retailer must make sure that the products do not contain toxic or harmful substances.

When working through a marketplace, this will not happen, that is, we present the buyer with a choice: take risks at your own peril, literally, like in a regular market. But for business in this case there is definitely an absolute plus - statistics. That is, Ozon, in particular, makes it possible to observe the history of a product through reviews. If some product already had problems, such comments will probably appear in the card.

Suppliers are definitely curious about such a large platform. Bringing an audience to your website is now much more expensive and more difficult than ending up on a marketplace showcase.

Of course, we are also interested in this option. We understand that the specifics of the modern buyer are such that he wants to order everything in one place. There is no contradiction in this when the user, supposedly, went to buy an air humidifier, saw a push about farm sour cream and purchased it too, adding it to the same order.”

As Ozon notes, sellers will be able to set their own delivery times and the number of orders per day. However, it will be difficult for small industries to cover a large area on their own, noted the founder of the Two Sisters chain of stores, Galina Dembitskaya: “This may be attractive exclusively for manufacturers. That is, for me, as a store, an intermediary, in essence, this is not interesting. Previously, the marketplace worked directly with manufacturers and took all risks; there was direct communication.

And now it turns out that the site, in fact, wants to shift absolutely everything to the intermediary. This is where the question of prices arises.

Moreover, when we are talking about perishable products, work with claims must be very active. And, for example, a store like ours cannot cover the whole of Moscow. Moreover, 5% is a small commission, given the number of Ozon users. But this still applies to those who can, let’s say, process such a volume of audience.”

Last year, the grocery delivery market grew by 47%, according to Infoline estimates. According to analysts, in 2023 Russians spent more than 900 billion rubles on online orders of such goods. In 2022, expenses amounted to about 600 billion rubles.

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Daria Fomenko

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