Online store turnkey for the seller of the marketplace: how much it costs and how to open

If a product can burn up in a marketplace warehouse without the right to compensation, and the commission eats half the price, the seller does not have much leverage to protect the business. One of them is own online store on a turnkey basis It reduces site dependency, reduces commission costs and provides another stable source of orders that is not tied to the offer, warehouses and algorithms of one platform. From October 1, 2026, the law on the platform economy should change the situation, but, as practice shows, it rather strengthens the arguments in favor of its site than removes them. Find out how much it costs to launch, what gives the business and why it is not about leaving Wildberries or Ozon.

How much does the marketplace actually leave to the seller?

From July 7, 2026, Wildberries raised commissions for all work models: for FBW and FBS – up to 10% in many categories, and for showcase model, DBS and C&C – up to 20%. Since the end of August 2026, Ozon has unified tariffs: for most categories on FBO and FBS, the fee is compared and reaches 55%. According to the Association of representatives of electronic commerce (APET), for three years, from the beginning of 2023 to the end of 2025, the commissions of the largest marketplaces increased by 58-63%, and the cost of logistics services - by 33-89%.

On its own website, direct withholdings from the transaction are limited to acquiring - about 2-2.5%, including VAT on the bank commission introduced from January 1, 2026 (for more details, see the questions section). The difference is huge, but it is not free: the cost of attracting the first customer to your site is higher than on the marketplace with ready-made traffic. This is the main cost item, which is replaced by the commission.

There is another side to the question, the judicial. Over the past two and a half years, the number of claims by sellers to Ozon has almost tripled (from 613 to 1825), and to the structures of Wildberries - by 130%, to about 8 thousand. The main reasons are the loss of goods in warehouses, errors in the calculation of dimensions, withholding of funds and fines.

The platform economy law: what will change from October 1, 2026

Federal Law No. 289-FZ on Platform Economy was adopted by the State Duma on July 22, 2025, signed by the President on July 31, 2025, and it enters into force on October 1, 2026. In short: this is the first law that regulates the relationship between marketplaces and sellers in Russia at the level of the law, and not the offer of a specific site.

The essence of the law on the platform economy is reduced to several duties of marketplaces:

• notify the seller about the worsening changes (increase in commission, new fines, restrictions) at least 45 days in advance, about technical and neutral changes - 15 days in advance;

• not to force the seller to participate in the shares at his own expense;

• disclose the principles of search results and card ranking;

• to resolve disputes with sellers in pre-trial order within the prescribed period;

• check the contractors and goods through state registers.

The law applies not only to Wildberries: any digital platform with a daily audience of 100,000 users, including Ozon, Yandex Market and profile aggregators of services, is subject to regulation. Wildberries has already introduced a similar 45-day advance notice period for significant changes to the offer, a practice the company confirmed before the law came into force, extending it to financial terms, fees and logistics rules.

But the law also has skeptics. Experts interviewed by Vedomosti note that 289-FZ is unlikely to lead to a sharp reduction in the number of litigation between sellers and sites – this requires more transparent internal procedures for resolving conflicts, not just formal notice terms. For the seller, there is a practical conclusion: from October 2026, it is worth fixing all notifications from the site as legally significant documents, saving screenshots of the current conditions and contacting the FAS if the deadlines are violated. The law gives these tools, but you will have to use them yourself – the site does not automatically compensate for anything.

Your online store or marketplace: not “or”, but “and”

To leave the marketplace, which today accounts for about two-thirds of the turnover of Russian e-commerce in money, is economically unprofitable. But the remaining third of the market is independent online stores, and their share is not declining, but growing along with the market as a whole.

An illustrative example is the clothing brand 12Storeez: the online store of its brand and offline boutiques brought the company in 2025 13.4 billion rubles in revenue and an increase in net profit by 4.6 times, to 1.1 billion. Co-founder of the brand Ivan Khokhlov has repeatedly explained the result by the fact that the main channel of promotion is work with the community of buyers and content marketing, and advertising in Google and Yandex gives less than 2% of sales. Marketplace here works as a tool to reach a new audience, and your own site – as a channel where the main margin and loyal base remain.

What gives your site, what is not on the marketplace

The main limitation of any site is that the seller does not receive contacts of his own buyer. You can resell something to the same customer only through a new advertising auction inside the marketplace. On its own site, this data belongs to the business: you can conduct a newsletter, a loyalty program, personal offers. According to the joint data of NAFI and the E-Commerce Union, 40% of customers make repeated purchases for companies with their own website, 19% for those who work only through marketplaces.

Co-owner of the brand men’s clothing Cave Maxim Dimitrov after a series of fires in warehouses marketplaces in July 2026 described the strategy as follows: keep no more than 10% of the product in one warehouse, expand the FBS model and increase sales through its own online store. A similar way in the spring went St. Petersburg brand of wooden designers “Gogolshop”: co-founder Ekaterina Kovernik said that the company deliberately left the marketplace, when the balance of interests with the sites was broken, and made a bet on direct sales. According to her, the sites in this niche take 50-60% of the sale – too much to build on them the entire business.

Trust Factor: How a Website Affects a Purchase Decision

According to a study by T-Bank eCommerce (Tinkoff eCommerce), 75% of buyers on marketplaces additionally look for a seller’s website before buying. Of these, 45% want to make sure that the seller is not a scammer, and 36% check certificates, characteristics and warranty conditions that do not fit into the product card. For business, this means that the absence of a website is not a neutral situation, but the lost trust of a part of the audience 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 flow, VAT work, personal prices and deferred payment. A separate section for wholesale sales on the site with the dealer’s personal account closes this segment, to which the marketplace does not physically reach.

SEO as a Capitalized Business Asset

Internal advertising on the marketplace is a rental of visibility: as soon as the budget ends, the card falls in the results. Organic traffic on your own site works differently: investments in semantics, technical optimization and content accumulate and continue to bring visitors without constant payments. According to BrightEdge, organic search accounts for 53% of all e-commerce traffic – more than paid advertising, social media and email combined. Digital agencies estimate that SEO returns for online stores can reach 420% in the 12-18 month horizon, although the first noticeable results are usually seen 3-4 months after the start of work.

How much is an online store on a turnkey basis

The price depends on the platform and the scale of the task. Constructors 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 positions and without flexible customization. CMS solutions (1C-Bitrix, WordPress with WooCommerce, OpenCart) are more expensive: from 120 to 500 thousand rubles at the start, depending on the complexity and development region. Fully custom platform, developed from scratch for specific business tasks, costs from 1-2 million rubles and is justified with a turnover of 50 million rubles per year.

We make an online store turnkey for sellers of marketplaces from 100,000 rubles in 14 days - below the entry threshold for a typical CMS solution and significantly faster than the average development period due to the finished architecture for integration with 1C, Wildberries and Ozon. This is not a designer with a catalog ceiling or a long custom project: turnkey For a seller who needs a second sales channel, not a template experiment.

How to Remove Typical Startup Fears

To manage two channels is to expand the staff and get confused in the leftovers.. In practice, this is solved by end-to-end automation: the product is started once in the accounting system (My Warehouse or 1C), from where it is synchronized to the website, Ozon and Wildberries. When selling on any site, the remainder is written off everywhere at the same time.

There are millions of customers on the marketplace, and no one will come to my site.. The site does not have a built-in audience – it needs to be brought purposefully through SEO, contextual advertising and Telegram. A legal way to push existing buyers of the marketplace: specify the brand website in the instructions or warranty card inside the parcel - this is allowed by the rules of the sites, if it does not look like an advertising slogan.

“Development costs hundreds of thousands and will never pay off.”. Unlike the commission of the marketplace, which leaves irrevocably, the costs of the site are capitalized: the site remains an asset of the business and continues to work even without a monthly investment in advertising, if you invest in SEO from the beginning.

Online shop for wholesale sales

A separate scenario is when part of the seller's buyers is not retail, but wholesalers and dealers. On the marketplace, such a customer physically has nowhere to place a purchase with a deferred payment, a personal price for the volume and a full package of closing documents. The solution is a section of the site with a personal account for wholesale customers: individual price lists, order history, shipment status and integration with the same accounting system that is used for retail and marketplaces. For the seller, it is access to a segment of demand that the marketplace does not serve.

Frequently asked questions

Is it worth leaving the marketplace completely for the sake of your website? Nope. Sites provide coverage and inflow of new buyers, the site - margin and repeat sales. The working model of 2026 is that both channels are parallel rather than choosing one.

How much does your online store cost from scratch? From several thousand rubles for a designer with a limited catalog to several million for custom development. For a marketplace seller who needs full-fledged, but not excessive functionality, our team makes a turnkey solution from 100,000 rubles in 14 days.

How to open an online store if I already sell on Ozone? Separate from the playground account. The site connects to the same balance accounting system (for example, MoiSwarehouse or 1C) as the office on Ozon, so sales on the marketplace can not be stopped.

When does the platform economy law come into force and what does it change? The State Duma adopted the law on July 22, 2025, the president signed it on July 31, 2025, and the basic norms come into force on October 1, 2026. From this date, marketplaces are obliged to notify about worsening conditions changes 45 days in advance, not to force shares at the expense of the seller and disclose the principles of ranking. At the same time, the law does not limit the size of commissions and, according to lawyers, is unlikely to dramatically reduce the number of disputes between sellers and sites.

How to pay less for acquiring, including VAT in 2026? From January 1, 2026, acquiring services are subject to VAT at a rate of 22%, but the tax is charged only on the amount of the bank commission, and not on the entire check: for example, at a commission of 1% from a purchase of 1000 rubles, VAT will be about 2.2 rubles. Companies on the general taxation system can take this VAT deductible. Reducing costs helps to accept payment through the SBP - the commissions there are lower and VAT is not taxed.

How not to get confused in the balances, selling simultaneously on Wildberries, Ozon and your website? You need a unified accounting system - 1C: Trade Management or MySparehouse. When placing an order at any site, the remainder is written off in a central database and updated at all windows at the same time, which excludes the sale of a non-existent product.

Shortly.

Commissions are growing, warehouses can fail through no fault of the seller, and the law on the platform economy from October 1, 2026 changes the procedure, but not the economy of the sites. Against this background turnkey online store This is not an alternative to Wildberries and Ozon, but a way to reduce site dependency, reduce commission costs and gain another stable sales channel. Marketplace continues to bring new customers, the site - turns them into regular customers and brand capital.

Sources

1. Wildberries Commission from July 7, 2026 buhonin.com

2. Ozon Commission for FBO and FBS Sellers in 2026 postavleno.ru

3. Marketplace vendors are increasingly suing marketplaces. sostav.ru