The continuous evolution of e-commerce platforms remains crucial for maintaining competitive advantage. Russian marketplace OZON, since entering the Chinese market, has consistently optimized its features to enhance user experience and operational efficiency. Recent significant adjustments to its store rating system signal impending changes to the platform's traffic distribution mechanism.
New Promotion Policy: Incentivizing Sellers and Ecosystem Optimization
Effective July 19, OZON will automatically include products with sales records within the past 30 days and sufficient inventory in promotional activities. This policy aims to boost seller engagement, eliminate inactive stores, and foster a healthier operational ecosystem. While some sellers express concerns about potential profit margin impacts, the long-term benefits include increased platform vitality and improved product quality.
Store Ratings: The New Operational Compass
The newly introduced "Seller Rating" feature in OZON's backend, previously available only to local stores, now provides all merchants with real-time visibility into store health metrics. Sellers can now monitor product ratings and on-time delivery performance through this dashboard, offering precise operational guidance.
Product Ratings: Customer Feedback as Quality Improvement Tool
Product ratings represent the average of customer reviews on product pages, directly reflecting consumer satisfaction levels. Sellers can leverage these metrics to implement targeted product improvements. Notably, the platform considers only numerical ratings, excluding review text content to maintain objectivity.
Delivery Metrics: The Critical Performance Indicator
Order fulfillment metrics now include late shipment counts, cancellation rates, and on-time delivery percentages. With OZON reducing maximum preparation time to five days, these indicators carry heightened importance. Sellers must closely monitor order status to avoid delivery delays that could negatively impact store ratings. Utilizing OZON's mobile app or email notifications can help ensure timely order processing.
Rating System's Impact on Traffic Distribution
The updated rating system will directly influence store and SKU weighting, traffic allocation, and product visibility. This necessitates more precise operational strategies focused on product quality and service excellence to gain advantage under the new distribution framework.
Strategic Adaptation: Embracing Platform Evolution
To navigate OZON's platform updates, sellers should adopt proactive adjustment strategies and maintain continuous learning. Key operational focus areas include:
- Product quality optimization: Monitor ratings and implement improvements to enhance customer satisfaction
- Logistics efficiency: Strengthen inventory management to ensure timely shipments
- Customer service excellence: Promptly address inquiries and after-sales issues
- Platform engagement: Participate actively in promotional activities to increase visibility
- Data analytics: Regularly analyze store metrics to inform strategic adjustments
The Era of Precision Operations
OZON's rating system upgrade marks the platform's transition into an era of refined operations. Sellers must shift from broad-stroke approaches to precision management to stand out in an increasingly competitive marketplace. Only through continuous operational improvement can merchants adapt to platform changes and capitalize on emerging opportunities.
Regulatory Changes: Dual Implications for Marketplace Participants
The platform adjustments present both challenges and opportunities. High-performing sellers stand to benefit from enhanced exposure and sales potential under the new traffic allocation system, while less competitive merchants must accelerate capability development to remain viable.
OZON's consistent platform enhancements demonstrate its commitment to operational efficiency and user experience optimization. Successful marketplace participants will be those who embrace change, commit to continuous learning, and consistently elevate their operational standards.
Platform Development: Continuous Improvement Trajectory
While a relative latecomer to the e-commerce sector, OZON's dedication to platform refinement remains noteworthy. As system functionalities continue evolving, the marketplace appears positioned to offer Chinese sellers increasingly sophisticated tools for Russian market expansion.