Ozon Store Lifecycle Management 2025: Optimize Your Strategy

Effective store lifecycle management is critical for long-term success on Ozon, especially as the platform continues to evolve with new policies and competition intensifying. This article explores key stages of a store's lifecycle, including setup, growth, optimization, and sustainability, supported by real-world examples and actionable strategies.

Problem Scenario: Store Lifecycle Management Challenges

• Many sellers fail to plan for the entire lifecycle of their Ozon store, leading to inefficiencies in operations and marketing.
• Without proper planning, stores often hit a plateau or decline after initial success due to poor inventory management, low review rates, and lack of continuous improvement.
• Failure to adapt to Ozon’s evolving policies can result in penalties, account suspension, or loss of sales volume.

Underlying Logic: The Importance of Lifecycle Planning

• The Ozon ecosystem is dynamic, with frequent changes in buyer behavior, algorithm updates, and policy adjustments.
• A well-managed store lifecycle ensures consistent performance across all stages—setup, launch, growth, optimization, and retention.
• Proactive planning helps avoid common pitfalls such as overstocking, poor customer service, and ineffective marketing campaigns.

Solution: A Step-by-Step Approach to Store Lifecycle Management

• 1. Pre-Launch Preparation (Setup Phase): Conduct market research, define product positioning, and set up your Seller Central account with accurate information.
• 2. Launch and Growth (Early Stage): Optimize listings with high-quality images and SEO-friendly titles. Use Ozon’s advertising tools like Promoted Listings and Targeted Ads to drive traffic.
• 3. Optimization (Mid-Stage): Focus on improving conversion rates through A/B testing, managing returns efficiently, and building a strong review profile.
• 4. Sustainability (Mature Stage): Diversify product lines, expand into new categories, and maintain customer engagement through loyalty programs and personalized promotions.

Case Study: Real-World Example of Successful Lifecycle Management

• Company: “Xiaomi Accessories Store” (Chinese brand operating on Ozon).
• Challenge: Initial success in smartphone accessories but faced declining sales due to poor return handling and low review counts.
• Strategy: Implemented a structured return process using Ozon’s Return Center, sent follow-up emails to customers, and optimized product listings with detailed descriptions and high-quality images.
• Result: Increased customer satisfaction scores by 40% and boosted repeat purchase rate by 25% within three months.

Policy Update: Latest Ozon Guidelines for Store Management

• Ozon has updated its return policy as of Q3 2024, requiring sellers to handle returns within 7 days and provide clear return instructions on product pages (Ozon Return Policy).
• New rules on review management emphasize that sellers cannot incentivize positive reviews or delete negative ones, which could lead to account penalties.
• Advertising guidelines now require higher quality content and stricter targeting parameters to ensure user experience is not compromised.

Table: FBA vs. Self-Shipping Cost Comparison (for Reference)

Item	FBA (Fulfillment by Ozon)	Self-Shipping
Delivery Time	2–5 days	3–7 days
Order Processing Fee	8% of order value	N/A
Storage Fee	0.6 RUB per unit per day	N/A
Return Handling	Managed by Ozon	Handled by seller

Pitfalls to Avoid in Store Lifecycle Management

• Ignoring Customer Feedback: