Ozon Platform Operation & Promotion Guide 2025

As a seasoned e-commerce operations expert with 5 years of experience on the Ozon platform, I have successfully managed multiple best-selling products across various categories. This guide covers key areas such as return management, review optimization, and promotion strategies, all based on real-world cases and latest platform policies. The structure includes problem scenarios, underlying logic, solutions, and avoidance tips, with specific operational paths and data comparison tables to support practical application.

Problem Scenario: High Return Rate Affecting Product Performance

A Chinese seller selling home appliances on Ozon faced a return rate of over 20%, which significantly impacted their product ranking and sales. Despite having a good product description, the issue was traced back to unclear delivery timelines and incorrect product specifications.

• High return rates lead to reduced visibility and poor seller performance scores.
• Incorrect product information leads to customer dissatisfaction and returns.
• Ozon's recent policy (as of Q4 2024) penalizes sellers with high return rates by reducing their product placement in search results.

Underlying Logic: Understanding Ozon’s Return Policy and Seller Performance Metrics

Ozon has updated its return policy to better protect both buyers and sellers. According to the official document “Ozon Return Policy 2024,” sellers are required to handle returns within 7 days of receiving the item, and repeated returns can result in account restrictions.

• Seller performance is measured through metrics like return rate, delivery time, and customer satisfaction.
• A return rate above 10% may trigger a performance warning, while over 20% can lead to listing suspension.
• Optimizing product descriptions and ensuring accurate shipping timelines are essential for reducing returns.

Solution: Implementing Effective Return Management and Product Optimization

The seller improved their product listings by adding more detailed specifications, including size, weight, and compatibility. They also adjusted their shipping timelines and provided clearer instructions for returns.

• Go to Seller Central > Products > Edit Product to update product details and specifications.
• Use Seller Central > Orders > Returns to monitor and manage return requests efficiently.
• Offer clear return policies on the product page to reduce confusion and improve customer trust.

Avoidance Guide: Common Pitfalls and How to Avoid Them

Many Chinese sellers make the mistake of not updating their product information regularly or failing to communicate clearly about delivery times. These issues often lead to higher return rates and poor seller ratings.

• Regularly check and update product descriptions to ensure accuracy.
• Clearly state shipping timelines and return conditions on the product page.
• Monitor seller performance metrics using Seller Central > Performance Dashboard.

Problem Scenario: Low Customer Reviews Impacting Conversion Rates

A seller offering children’s toys had very few reviews, which affected the conversion rate. Customers were hesitant to purchase due to the lack of feedback from other buyers.

• Low review counts decrease buyer confidence and conversion rates.
• Ozon prioritizes products with higher review counts and better ratings.
• Recent updates to the Ozon algorithm now emphasize review quality over quantity.

Underlying Logic: Review Optimization and Its Impact on Sales

Ozon places significant emphasis on customer reviews, as they directly influence product visibility and sales. According to the official document “Ozon Review Policy 2024,” sellers must encourage genuine reviews without incentivizing them, as this violates platform rules.

• Products with 5-star ratings and positive reviews see a 30-50% increase in clicks.
• Review quality is more important than quantity, as per the new algorithm update.
• Sellers should focus on improving product quality and customer service to naturally boost reviews.

Solution: Encouraging Genuine Reviews Through Excellent Service

The seller improved their customer service by providing faster response times and more detailed packaging. They also sent personalized follow-up messages to customers after delivery, encouraging them to leave honest feedback.

• Use Seller Central > Messaging > Customer Messages to respond to customer inquiries quickly.
• Send post-purchase emails via Seller Central &