On a marketplace the size of Ozon, a product lives or dies on its card. Shoppers never meet the brand — they meet a thumbnail, a title and a handful of scrolling images, sitting beside a dozen near-identical competitors. Brands arrived with catalogue photography made for retail shelves and could not understand why impressions never became orders: visibility stayed capped, conversion from card to cart sat low, and restocking decisions were made on instinct rather than on data.
Consumer Brands
Ozon.ru — Marketplace Brands
Marketplace growth for consumer brands on Ozon.ru — product cards built to convert, and the analytics discipline to prove they did.
2.1M
Product impressions tracked
+125%
Purchased orders
2.6M ₽
Ordered value, 28 days
37%
Cart-to-order conversion
The challenge
The approach
We treated the product card as conversion design rather than decoration. Every listing received a purpose-built set of infographics — what the product is, how to use it, what makes it different — composed for mobile scrolling and still legible at thumbnail size, across categories running from FMCG and coffee to skincare, electronics and home appliances.
Behind the creative we ran the marketplace like a media channel: tracking impressions, card-to-cart and cart-to-order conversion week by week, watching the visibility index, catching lost sales from stock-outs before they compounded, and feeding each lesson back into the next round of cards, pricing and promotion.
The results
Cards started earning the impressions they were given. Across the accounts we managed, the funnel moved where it counts — impressions in the millions, conversion from card to cart climbing, and purchased orders up sharply over the tracked period. Monthly ordered value reached the millions of roubles, with delivery and buy-out rates followed alongside so growth stayed profitable rather than merely loud.
