The largest increase in the number of sellers on Ozon was in the first quarter of 2021! Wildberries is the most popular!

Ozon's seller count had the biggest Q1 2021 increase; Wildberries is the top choice

BusinessDialogue learned that as part of the Tinkoff data analysis project, Tinkoff’s individual entrepreneur registration service conducted research on the sales activities of individual entrepreneurs in the market together with Ozon.

The number of individual sellers on Ozon has tripled in the past year. Wildberries is the most popular platform, with over 70% of individual sellers selling their goods on it. The number of new sellers on Ozon in the first quarter of 2023 increased the most, with a growth rate of 42%. On average, third-party sellers earn 43,600 rubles per month on e-commerce platforms.

The study analyzed the transactions of Tinkoff customers who registered as self-employed sellers in the market. The identity of individual entrepreneurs is determined based on the Federal Tax Service database or the fact that they registered as individual entrepreneurs through Tinkoff’s registration service, and the fact that they conduct transactions as individual entrepreneurs in the market is determined by supplementing customer debit cards from one or more sites during the first quarter of 2021 to the first quarter of 2023. Ozon data considers sellers who registered as individual entrepreneurs on the website and made multiple sales during the selected period. By the end of 2022, over 14,000 active individual entrepreneur sellers were already selling on Ozon.

According to TinkoffData, the number of individual entrepreneurs in the market is steadily increasing. Compared with the previous quarter, the number of sellers increased by 47% in the fourth quarter of 2022. In the first quarter of 2023, the number of individual salespeople decreased by 11%. This is due to the reduction of commercial activities after the peak season and changes in the conditions for new sellers on some websites.

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Meanwhile, in absolute terms, the number of individual entrepreneurs on Ozon has increased by 3.2 times year-on-year. The reason for the popularity of individual entrepreneurs in the market is that their registration is simpler than that of individual entrepreneurs, they have additional income outside of their main income, and they can expand their business by selling goods and services online. At the same time, most large markets support cooperation with individual entrepreneurs, except for Lamoda and SberMegaMarket.

According to Tinkoff, Wildberries has maintained a leading position in the share of self-employed salespeople over the past two years. In the first quarter of 2023, 74% of sellers conducted transactions on the platform, compared to 83% in the first quarter of 2021. Since September 2021, individual sellers on Ozon have been selling their products. By December 2022, the share of individual operators on Wildberries had increased to 24%.

Compared to the fourth quarter of 2022, the number of self-employed sellers on almost all markets decreased in the first quarter of 2023. Ozon is an exception – during a specific period, the number of sellers there increased by 42%. They are distributed in submarkets such as “beauty” (50%), “pets” (15%), “domestic products” and “clothing”.

BusinessDialogue learned that for at least 15% of third-party sellers, trading on e-commerce platforms is an additional source of income outside of their main work. According to Ozon analysts, home and gardening are the most popular categories for individual operators. Nearly one-third of sellers offer goods in this category. Among the same category, the highest turnover is 30% of the total turnover of individual operators. Ozon analysts said that in 2022, individual salespeople had the highest sales volume in December, averaging 47 products sold. Throughout 2022, individual salespeople completed an average of 27 sales per month.

Editor ✎Estella/AMZ123

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