Яндекс Маркете - это отличная возможность для предпринимателей и бизнесменов, которая позволяет им эффективно продавать свои товары и услуги.
Яндекс Маркете предоставляет доступ к огромному количеству потенциальных клиентов, что существенно увеличивает шансы на успех.
С помощью Яндекс Маркете можно создавать эффективные рекламные кампании и привлекать больше покупателей.
Это также позволяет бизнесам анализировать свои продажи и оптимизировать свою маркетинговую стратегию.
Company Information
Yandex.Market is a popular Russian online marketplace that was launched in 2006.
It's owned by Yandex, one of the largest technology companies in Russia.
The platform allows users to search for and compare prices of products from various online stores.
Yandex.Market also provides a range of services, including product reviews and customer ratings.
Its website is available in multiple languages, including Russian, English, and others.
Statistics and Performance
As of the third quarter of 2021, the daily audience of Yandex Market is over 8.4 million people.
Yandex Market had a significant presence in the market with 230 million product offers from around 25,000 stores and 26.1 million products from over 28,000 partners available for purchase as of October 2020.
By July 2023, Yandex Market had 14 warehouses and transit centers across the country.
The network of pickup points (PVC) of Yandex Market had around 13,000 points as of October 2024.
The overall turnover of Yandex Market's services increased by 50% year-over-year, reaching 235.8 billion rubles in the third quarter of 2024.
The number of active buyers on Yandex Market reached 18.2 million, while the number of active sellers grew to 90.7 thousand by the end of 2024.
Cost and Fees
Registration and adding products to Yandex Market are free, but you'll only pay for customer actions. There are two models for placing your products on the platform.
The "Transition to the site" model, also known as CPC, charges you for clicks on your website links or phone number. The cost per click is at least 0.1 euros (30 rubles).
The "Order on the Market" model, also known as CPA, charges you a flat rate of 2% of the product price for each order made directly on Yandex Market.
What is the cost?
The cost of using Yandex Market is quite straightforward. You only pay for actions taken by the buyer, not for listing your products.
There are two models to choose from: "Переход на сайт" (CPC) and "Заказ на Маркете" (CPA). The CPC model charges you per click on your website or phone number, with a minimum cost of 0.1 u.e. (30 rubles) per click.
You can also opt for the CPA model, where you pay a flat 2% commission on the product price for each order made on Yandex Market.
If you're based in Moscow or St. Petersburg, Yandex Market will even handle delivery for you.
Additional reading: Cost per Action Affiliate Programs
3. Unforeseen Expenses
Unforeseen Expenses can be a real challenge when selling on Yandex Market. Non-refundable commission fees are a major concern, as they don't get returned even if the buyer cancels the order.
These fees can significantly impact your financial results, especially if each order is considered valuable to you. It's like losing money without any compensation.
Some advertisers recommend being prepared for fake orders, which can lead to additional expenses. According to a post on intermonte.org, Yandex initiates control purchases through Yandex Toloka, returning the goods afterwards. This can result in extra costs for the seller, including the initial purchase, courier services, and the 2% commission fee.
Fake traffic, or "sklikiwanie", is another issue sellers face. This refers to useless clicks that don't lead to sales, often caused by errors or intentional manipulation. Competitors or malicious bots may generate these fake clicks to increase costs for the seller.
Store Management
Store management at Яндекс Маркете has undergone significant changes over the years. In 2023, the marketplace joined a new unified structure of ecom-services within Яндекс, alongside Еда, Деливери, and Лавка.
This reorganization was led by Роман Маресов, who also became the new general director of Яндекс Маркет. His leadership has likely brought new perspectives and strategies to store management.
The current structure of Яндекс Маркет is quite streamlined, with the company being a separate legal entity since 2024, owned entirely by МКПАО "Яндекс".
Yandex Market – Sellers
Yandex Market is a game-changer for sellers, offering a platform to showcase their products and connect with potential customers.
By registering on Yandex Market, sellers can quickly and easily list their products, reaching a vast audience of potential customers. In fact, "ВсеИнструменты.ру" was able to list over 160,000 products on Yandex Market, despite initially only using it as an online showcase without connecting to the platform's logistics.
Sellers can benefit from a range of advantages, including a dedicated channel for sales and targeted traffic to their store. Yandex Market's high reputation also positively impacts the image of the products listed on the platform, increasing consumer trust in the seller's store.
Here are some key benefits for sellers on Yandex Market:
- This is an additional sales channel and a source of targeted traffic to your store.
- With simple registration, you can quickly list your products and start generating revenue.
- The high reputation of the Yandex brand has a positive impact on the image of your products, increasing consumer trust in your store.
- You'll have access to detailed statistics on sales and revenue.
To ensure effective sales on Yandex Market, sellers should follow the platform's guidelines for product listing. According to a Yandex Market employee, it's essential to use the "what+who+model" formula in the product name, include the manufacturer's name, provide a detailed product description, add high-quality images, and fill in additional product information.
Owners and Management
In 2018, Yandex and Sberbank became equal shareholders in a joint venture, with 10% of the shares allocated to create an option fund for Yandex Market's team.
Yandex and Sberbank announced their decision to split their joint assets in June 2020. This led to Yandex buying out Sberbank's stake in Yandex Market for 42 billion rubles in July 2020.
By February 2021, Yandex Market had become part of a separate e-com and ridetech business group, led by Danyil Shuleyko.
In October 2023, Yandex Market was integrated into a new ecom-services structure within Yandex, alongside other services like Food, Delivery, and Marketplace. This move saw Roman Maresov take the reins of the new structure, and he also became the new director of Yandex Market.
As of December 2024, Yandex Market had been reorganized and was operating as a separate legal entity, with MKPAO Yandex as its sole owner.
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Surprises from the Control Service
You might experience some unexpected surprises from the control service, which can be frustrating.
The control service can shut down your store without giving a reason, and you can't dispute their decision.
This service helps remove dishonest sellers from Yandex.Market, but it can also lead to some unwanted provocations from them.
Be prepared for some potential provocations from sellers who might try to take advantage of the system.
A former marketing director of Sportmaster, Arseny Devdariani, shared a personal anecdote about a surprising experience with the control service.
Product Delivery and Sales
To make your product delivery and sales process run smoothly on Яндекс Маркете, it's essential to follow the platform's rules for product presentation. By doing so, you'll increase the chances of your product being displayed in search results, making it more visible to potential customers.
According to Яндекс Маркете's official recommendations, you should use the formula "what+who+model" in your product's name. For example, instead of using a generic name like "EOS 1300D Kit" or "любительская зеркальная фотокамера черная весом в 485 грамм Canon", use a clear and descriptive name like "Фотокамера Canon EOS 1300D Kit".
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You should also make sure to include the product's manufacturer in the name. If you don't, customers won't be able to find your product when searching for specific brands.
To provide a complete product description, include all the necessary details, such as product features, specifications, and any other relevant information. This will help customers make informed purchasing decisions and reduce the likelihood of them looking elsewhere.
Here are some key points to keep in mind when creating your product description:
- Include a detailed and accurate description of the product
- Highlight the product's key features and benefits
- Provide any additional information that might be relevant to the customer
By following these guidelines, you'll be able to create a clear and compelling product description that will help drive sales and increase customer satisfaction.
Top Brands
GP made a remarkable entry into the top brands on Yandex Market, with a staggering growth in subscribers from 300 to 30,000 people in just a few months.
The brand's impressive results earned them a spot in the list of sellers with the fastest growth in subscribers, a feat that was recognized by Yandex Market itself. They even sent a heart-shaped award to the GP office with the message: "Look how much you're loved on Yandex Market".
GP's success can be attributed to the effective use of a range of marketing tools tailored specifically for Yandex Market, which helped them achieve remarkable growth and recognition.
Yandex Factory's Brand Development and Differentiation
Yandex Market started selling products under its own brands in 2022, launching Commo, Junion, and Tuvio.
In January 2023, the service announced the launch of the Nocord brand for electric tools.
Yandex Market launched Pragma, Lunnen, Raskat, and Outstep in 2024.
These brands cater to different product categories, showcasing the company's expansion.
By September 2024, Yandex Market's own brands were rebranded as Yandex Factory, a separate entity within Yandex.
Yandex Factory launched the Cubits brand for radio-controlled toys and "City in Details" construction sets in October 2024.
The same month, Yandex Factory announced its first clothing brand, Muted.
For your interest: Creating Brand Recognition Is an Important Marketing Strategy.
Top Growing Yandex Market Brands by Subscribers
GP made it to the top growing brands on Yandex Market by subscribers, with a staggering increase from 300 to 30,000 subscribers in just a few months.
Their impressive growth was recognized at the annual E-Com СФЕРА conference, where they received a special award for the most rapid subscriber growth.
GP's achievement is all the more remarkable considering the average growth rate of other sellers on Yandex Market, which has seen a fourfold increase in the number of sellers with online stores.
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The number of subscribers on Yandex Market has reached 7 million, with sellers who have online stores seeing a 20% higher average order value and increased repeat purchases.
One of the key factors contributing to GP's success is their strategic use of Yandex Market's marketing tools, which have helped them tap into the platform's vast audience.
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