If goods can burn down in a marketplace warehouse without the right to compensation, and the commission eats up half the price, the seller has few levers left to protect the business. One of them is – own turnkey online store as a second sales channel: it reduces dependence on platforms, cuts commission costs and provides another stable source of orders that is not tied to the offer, warehouses and algorithms of a single platform. From October 1, 2026, the platform economy law should change the situation, but, as practice shows, it rather strengthens the arguments in favor of having your own website than removes them. We figure out how much the launch costs, what it gives the business and why it is not about leaving Wildberries or Ozon.
How much the marketplace actually leaves to the seller
From July 7, 2026, Wildberries raised commissions for all operating models: for FBW and FBS – up to 10% in many categories, and for the storefront model, DBS and C&C – straight to 20%. Since late August 2026, Ozon has unified its tariffs: for most categories on FBO and FBS, the commission levels out and reaches 55%. According to the Association of E-commerce Representatives (APET), over three years, from early 2023 to late 2025, the commissions of the largest marketplaces grew by 58-63%, and the cost of logistics services – by 33-89%.
On your own website, direct transaction deductions are limited to acquiring – about 2-2.5% including VAT on the bank commission introduced from January 1, 2026 (more details – in the FAQ section). The difference is huge, but it is not free: the cost of acquiring the first customer to your own website is higher than on a marketplace with ready-made traffic. This is the main cost item, which is replaced by the commission on the platform.
There is also another side to the issue – the legal one. Over the past two and a half years, the number of seller lawsuits against Ozon has almost tripled (from 613 to 1825), and against Wildberries structures – by 130%, to about 8 thousand. The main reasons are the loss of goods in warehouses, errors in calculating dimensions, withholding of funds and fines.
The platform economy law: what will change from October 1, 2026
Federal Law No. 289-FZ on the platform economy was adopted by the State Duma on July 22, 2025, signed by the president on July 31, 2025, and comes into force on October 1, 2026. In short: this is the first law that regulates the relations between marketplaces and sellers in Russia at the legislative level, rather than through the offer of a specific platform.
The essence of the platform economy law comes down to several obligations for marketplaces:
- to notify the seller of changes that worsen conditions (commission growth, new fines, restrictions) at least 45 days in advance, and of technical and neutral changes – 15 days in advance;
- not to force the seller to participate in promotions at their own expense;
- to disclose the principles of search results and product card ranking;
- to resolve disputes with sellers out of court within a specified time limit;
- to check counterparties and goods through state registers.
The law applies not only to Wildberries: any digital platform with a daily audience of over 100 thousand users falls under the regulation, including Ozon, Yandex Market and prof
ile service aggregators. Wildberries has already introduced a similar 45-day advance notice period for significant changes to the offer – the company confirmed this practice even before the law came into force, extending it to financial terms, commissions and logistics rules.
But the law also has its skeptics. Experts interviewed by «Vedomosti» note that 289-ФЗ is unlikely to lead to a sharp reduction in the number of legal disputes between sellers and platforms – this requires more transparent internal conflict resolution procedures, not just formal notification deadlines. For a seller, there is a practical conclusion here: from October 2026, it is worth recording all notifications from the platform as legally significant documents, saving screenshots of current conditions and contacting the FAS in case of deadline violations. The law provides these tools, but you will have to use them yourself – the platform will not compensate anything automatically.
Your own online store or a marketplace: not «or», but «and»
Leaving marketplaces, which today account for about two-thirds of the Russian e-commerce turnover in monetary terms, is economically unprofitable. But the remaining third of the market is independent online stores, and their share is not shrinking, but growing along with the market as a whole.
A prime example is the clothing brand 12Storeez: its own brand's online store and offline boutiques brought the company 13.4 billion rubles in revenue in 2025 and a 4.6-fold increase in net profit, up to 1.1 billion. Brand co-founder Ivan Khokhlov has repeatedly explained the result by the fact that the main promotion channel is working with the customer community and content marketing, while advertising in Google and Yandex yields less than 2% of sales. The marketplace works here as a tool to reach a new audience, and their own website – as a channel where the main margin and loyal base remain.
What your own website gives that a marketplace does not
The main limitation of any platform is that the seller does not get the contacts of their own buyer. Reselling something to the same client is only possible through a new advertising auction within the marketplace. On your own website, this data belongs to the business: you can run a newsletter, a loyalty program, and personal offers. According to joint data from NAFI and the E-Commerce Union, companies with their own website see repeat purchases from 40% of clients, while those working only through marketplaces – 19%.
Maxim Dimitrov, co-owner of the men's clothing brand Cave, described the strategy after a series of fires at marketplace warehouses in July 2026 as follows: keep no more than 10% of goods in one warehouse, expand the FBS model and increase sales through your own online store. The St. Petersburg brand of wooden construction sets «Gogolshop» took a similar path back in the spring: co-founder Ekaterina Kovernik said that the company deliberately left marketplaces when the balance of interests with the platforms was disrupted, and bet on direct sales. According to her, platforms in this niche take 50-60% of a sale – too much to build an entire business on them.
The trust factor: how a website affects the purchase decision
According to a study by T-Bank eCommerce (Tinkoff eCommerce), 75% of marketplace buyers additionally search for the seller's website before buying. Of these, 45% want to make sure the seller is not a scammer, and 36% check certificates, specifications and warranty conditions that do not fit into the product card. For a business, this means that the absence of a website is not a neutral situation, but lost trust of a part of the audience even before making a purchase decision.
In wholesale, the effect is stronger. Corporate buyers and regional distributors usually do not buy through the retail interface of Ozon or Wildberries – there is no electronic document management, VAT processing, personalized pricing, and deferred payment. A separate section for wholesale sales on the website with a dealer dashboard covers this segment, which the marketplace physically cannot reach.
SEO as a capitalized business asset
Internal advertising on a marketplace is renting visibility: as soon as the budget runs out, the product card drops in the search results. Organic traffic on your own website works differently: investments in semantics, technical optimization, and content accumulate and continue to bring visitors without constant payments. According to BrightEdge, organic search provides 53% of all traffic in e-commerce – more than paid advertising, social networks, and email combined. According to digital agencies, the ROI of SEO for online stores can reach 420% over a 12-18 month horizon, although the first noticeable results are usually visible 3-4 months after starting work.
How much does a turnkey online store cost
The price heavily depends on the platform and the scale of the task. Builders like Tilda or InSales are the cheapest start: 5-10 thousand rubles for launch and 2-5 thousand per month, but with a ceiling of 100-200 catalog items and without flexible customization. CMS solutions (1С-Битрикс, WordPress with WooCommerce, OpenCart) cost more: from 120 to 500 thousand rubles at the start, depending on the complexity and region of development. A fully custom platform, developed from scratch for specific business tasks, costs from 1-2 million rubles and is justified with a turnover from 50 million rubles per year.
We build a turnkey online store for marketplace sellers from 100 000 rubles in 14 days – below the entry threshold for a standard CMS solution and noticeably faster than the average development time due to a ready-made architecture for integration with 1С, Wildberries, and Ozon. This is not a builder with a catalog ceiling and not a long custom project: turnkey online store for a seller who needs a second sales channel, not an experiment with a template.
How to overcome typical fears before launch
«Managing two channels – means expanding the staff and getting confused in stock balances». In practice, this is solved by end-to-end automation: a product is entered once in the accounting system (МойСклад or 1С), from where it is synchronously broadcast to the website, Ozon, and Wildberries. When sold on any platform, the stock balance is deducted everywhere simultaneously.
«There are millions of buyers on the marketplace, but no one will come to my website». The website indeed has no built-in audience – it needs to be brought in purposefully through SEO, paid search advertising, and Telegram. A legal way to nudge existing marketplace buyers: indicate the brand's website in the manual or warranty card inside the package – this is allowed by the platforms' rules if it does not look like an advertising slogan.
«Development costs hundreds of thousands and will never pay off». Unlike the marketplace commission, which is gone forever, website costs are capitalized: the website remains a business asset and continues to work even without monthly investments in advertising, if you invest in SEO from the very beginning.
Online store for wholesale sales
A separate scenario is when some of the seller's buyers are wholesalers and dealers rather than retail customers. On a marketplace, such a client physically has nowhere to place an order with deferred payment, a personalized volume price and a full set of closing documents. The solution is a website section with a personal account for wholesale clients: individual price lists, order history, shipping status and integration with the same accounting system used for retail and marketplaces. For the seller, this is access to a demand segment that the marketplace fundamentally does not serve.
Frequently asked questions
Is it worth leaving the marketplace completely for your own website? No. Platforms provide reach and an influx of new buyers, while a website provides margin and repeat sales. The working model for 2026 is both channels in parallel, rather than choosing one.
How much does your own online store cost from scratch? From a few thousand rubles for a website builder with a limited catalog to several million for custom development. For a marketplace seller who needs full-fledged but not excessive functionality, our team creates a turnkey solution starting from 100 000 rubles in 14 days.
How to open your own online store if you already sell on Ozon? Separately from the account on the platform. The website connects to the same inventory management system (for example, МойСклад or 1С) as the Ozon account, so sales on the marketplace do not need to be stopped.
When does the platform economy law come into force and what does it change? The State Duma passed the law on July 22, 2025, the president signed it on July 31, 2025, and the main provisions come into force on October 1, 2026. From this date, marketplaces are obliged to notify about changes worsening conditions 45 days in advance, not force promotions at the seller's expense, and disclose ranking principles. At the same time, the law does not limit the size of commissions and, according to lawyers, is unlikely to sharply reduce the number of disputes between sellers and platforms.
How to pay less for acquiring considering the 2026 VAT? From January 1, 2026, acquiring services are subject to VAT at a rate of 22%, but the tax is charged only on the bank commission amount, not the entire receipt: for example, with a 1% commission on a 1000 rubles purchase, the VAT will be about 2,2 rubles. Companies on the general taxation system can deduct this VAT. Accepting payments via SBP helps reduce costs – commissions there are lower and are not subject to VAT.
How not to get confused with inventory when selling simultaneously on Wildberries, Ozon and your own website? You need a unified accounting system – 1С:Управление торговлей or МойСклад. When an order is placed on any platform, the inventory is deducted in the central database and updated on all storefronts simultaneously, which eliminates the sale of non-existent goods.
In short
Commissions are growing, warehouses can fail through no fault of the seller, and the platform economy law from October 1, 2026, changes the procedure, but not the economics of the platforms. Against this background your own turnkey online store – is not an alternative to Wildberries and Ozon, but a way to reduce dependence on platforms, cut commission costs and get another stable sales channel. The marketplace continues to bring in new buyers, while the website turns them into loyal customers and brand equity.
Sources
- Wildberries commissions from July 7, 2026 – buhonin.com
- Ozon commissions for sellers on FBO and FBS in 2026 – postavleno.ru
- Marketplace sellers are increasingly suing platforms – sostav.ru
- Wildberries increased the notice period for sellers regarding offer changes – sostav.ru
- 289-ФЗ – the first law on marketplaces: what will change for sellers – vc.ru
- Acquiring 2026: commission with 22% VAT – pay.yandex.ru
- Marketplace and online store market 2025-2026 – oborot.ru
- 12 STOREEZ brand increased its profit fourfold in 2025 – ura.news
- "A billion from Instagram": the story of 12Storeez – marketmedia.ru
- Are marketplaces over? Sellers are moving to direct sales (NAFI data, development prices) – vc.ru
- 75% of marketplace users check seller websites – forbes.ru
- SEO promotion of an online store in 2026 (BrightEdge data, ROI) – sostav.ru
- Fires at Wildberries warehouses: how sellers are coping – secrets.tbank.ru
- The era of easy money on marketplaces is over. Brands are leaving – setters.media
