2025 Guide to Post Activation Store Operations

As a seasoned e-commerce operations expert with 5 years of experience in Ozon Global Selling, I have successfully managed various aspects of post-activation store operations, including return management, review optimization, and promotional strategies. This guide outlines the key operational steps, underlying logic, practical solutions, and common pitfalls to avoid for new sellers on Ozon. The content is structured around real-world cases, latest platform policies, and actionable insights.

Problem Scenario: High Return Rates After Store Activation

After activating their store on Ozon, many new sellers face unexpectedly high return rates, which negatively impact their sales performance and seller rating. For example, a Chinese seller selling smart home devices experienced a return rate of 18% within the first month, leading to poor visibility and low conversion rates.

• High return rate due to unclear product descriptions
• Incorrect or damaged products delivered by third-party logistics
• Miscommunication with customers about delivery timelines

Underlying Logic: Why Returns Happen and How to Prevent Them

Returns on Ozon are primarily driven by customer dissatisfaction, which can stem from mismatched expectations, quality issues, or logistical problems. According to Ozon's official policy (Ozon Seller Guide v2024), sellers are required to handle returns efficiently and maintain a return rate below 10% to qualify for premium promotions and higher visibility.

The main factors influencing returns include:

• Product description accuracy
• Quality assurance during production and packaging
• Logistics reliability and delivery speed

Solution: Implementing a Proactive Return Management System

To reduce return rates, sellers should adopt a proactive approach that includes clear product descriptions, quality checks, and efficient logistics. One successful case was a seller who improved their return rate from 18% to 6% by implementing the following measures:

• Updating product titles and bullet points with detailed specifications
• Adding high-quality images and videos showing product usage
• Partnering with reliable local warehouses for faster delivery
• Using Ozon’s "Return Policy" settings under Seller Central > Product Settings > Returns

Table: Comparison of FBA vs. Local Warehouse Costs for Return Handling

Parameter	FBA (Ozon FBA)	Local Warehouse (Seller Self-managed)
Storage Fee per Month	$0.15/Item	$0.05/Item
Handling Fee per Return	$1.50	$0.80
Shipping Cost per Return	$3.00	$2.50
Total Estimated Cost per Return	$5.00	$3.80

Pitfall: Ignoring Customer Reviews and Feedback

Many sellers neglect the importance of managing customer reviews after activation. A Chinese seller selling fashion accessories noticed a sharp decline in sales after receiving multiple negative reviews due to delayed shipping. Despite having a good product, the lack of timely responses and resolution led to a drop in conversion rates.

• Ignoring customer feedback can lead to a decrease in trust and repeat purchases
• Failing to respond to negative reviews may result in lower seller ratings
• Ozon requires sellers to address complaints within 72 hours (per Ozon Seller Guidelines)

Solution: Actively Manage Reviews and Improve Customer Experience

Review optimization is crucial for maintaining a positive seller reputation. A successful case involved a seller who improved their average rating from 3.8 to 4.7 by taking the following actions:

• Responding to all negative reviews within 24 hours via Ozon’s messaging system
• Offering discounts or free samples to dissatisfied customers
• Encouraging satisfied customers to leave positive reviews through post-purchase emails