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~ Boxberry International ~

Marketplaces are a great opportunity both for small stores — as a starting ground — and the
bigger ones, as a valuable addition to sales channels. Entering the Russian market through
local marketplaces is an optimal way to test the waters and find out if your products would be
popular among Russian customers, all without investing too much in standard procedures
related to entering a new market.

owever, to be noticed, your shop and your beneficial for selling on marketplaces, taking delivery price
products have to stand out and be properly and time into account.
Hselected and framed. We have summed up a
few tips on how to prepare for launching your brand A tip: One SKU is a unit with particular attributes, like
on Russian marketplaces. a size M black T-shirt. That means you have to put all of
those SKUs separately. To save time, try putting up products
1. Choose the first set of products to enter the such as kits, sets or one-size items. If all goes well, consider
marketplace expanding your product range.
Analysis of your SKUs is the first step: try to review all of
your products and choose 2. Put a price on the
“INDIVIDUAL
the most promising for sales products
on the Russian market. For Analysing the market
that, you will also have to is crucial to pricing the
STORY-TELLING
acquire expertise on the products you want to sell
Russian market as a whole on marketplaces. To put a
and the product categories final price for a product on a
PRODUCT LISTINGS
you want to sell in. By marketplace, you will have to
the way, the most popular include the marketplace’s fee
product categories in the and logistics costs.
ARE A TREND;
largest Russian marketplaces
are electronics, healthcare Thus, we advise putting more
goods, accessories, clothing, expensive items on sale. The
HOWEVER, THEY’RE
tools and home improvement price difference for a more
items, books and hobby costly good will not be as
goods (Data Insight, 2020). significant as for the cheaper
NOT A MUST. WHAT’S one when you include all
If you are a distributor, additional costs.
you need to check if the
MORE IMPORTANT
products are exclusive: many 3. Create informative
items are already sold on product listings in the
local marketplaces either by local language
IS TO INCLUDE AS
Russian sellers or by foreign Individual story-telling
ones. If you have to compete product listings are a trend;
with local sellers, you need however, they’re not a must.
MANY DETAILS AS
to have a price advantage, What’s more important is
including the delivery cost. to include as many details
Taking into account the as possible: customers prefer
POSSIBLE”
difference in delivery times online stores to offline
between local sellers and ones due to clear product
foreign ones, lower pricing characteristics, among other
is crucial. In that case, reasons.
customers might prefer a significantly lower price to the fast
delivery time. Of course, if you are entering one of the Russian
marketplaces, then product listings have to be translated into
In case you want to sell products from your own brand, the Russian. Using automatic translation is not a good idea, as
starting point would be to analyse the market in the product the initial intention may be lost, and the customer will not
category you want to sell in. Not all categories would be have a clear understanding of what the product is like.

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