Yandex Market is the third most important platform for a seller after Wildberries and Ozon: traffic in mass categories is lower, but competition is softer and getting to the top of a niche costs less. This guide covers the launch: registration, fulfillment models, commissions and first sales.
Where Market fits into the overall strategy — covered in the platform comparison and the pillar guide to promotion.
Who can sell and how to register
Sole proprietors (IP), companies and self-employed individuals (samozanyatye) can sell on Market — the self-employed with assortment limits, since they may only sell goods of their own production. Registration is free:
- Seller account — partner.market.yandex.ru: you will need a Yandex ID.
- Business details: legal status, company records, tax regime.
- Accepting the offer agreement and connecting the store.
- Uploading product cards and choosing a fulfillment model.
The legal status is chosen by the same logic as for other platforms — sole proprietor, LLC or self-employed.
Fulfillment models: FBY, FBS, DBS and Express
The selection logic is the same as on WB and Ozon — the criteria are covered in the FBO vs FBS guide. Models can be combined across different products: FBY supply step by step, when DBS pays off.
Economics: commission and costs
The model is familiar: the sales commission depends on the category, and logistics, storage (on FBY) and promotion services come on top — the full fee structure. The loyalty program is a separate line item: Plus points are partly funded by the seller in exchange for visibility among Yandex Plus subscribers.
The rule is the same as on other platforms: the decision to launch is made not on the commission rate but on the full unit economics of the specific product.
How promotion works
- Product card and content — the same foundation as everywhere: complete attributes (they double as filters), quality photos, a well-built title. The methodology is in the product card SEO guide.
- Boost Sales — Market's in-house ad tool: the bid is a percentage of the price and you are charged per order, not per click. Boosted cards get priority in search results and on shelves.
- Store quality index — an aggregate score (on-time shipments, cancellations, complaints) that affects the visibility of every card you have. Watching it is basic hygiene, on par with the seller rating on WB and Ozon: how the rating works.
- Promotions and Plus points — taking part earns badges and a place on promo shelves; reviews for Plus points speed up your first ratings; calculate the economics of each promotion using the logic from the guide to promotions.
The full system — which levers to pull and in what order — is in the Market promotion hub.
A standard launch plan
- Check demand in your category — open Market search results for your target keywords and size up the leaders by reviews and prices.
- Run the unit economics against Market's commission and logistics — for your own product, not an average one.
- Choose a model — FBY for fast-turning bestsellers, FBS or DBS for the rest of the assortment.
- Move your cards over — content from WB and Ozon can be reused, but fill in the attributes to match Market's filters.
- Launch Boost Sales on a starter pool of SKUs and watch the quality index from the very first shipment.
Related reading: moving product cards between platforms.
FAQ
"Should a beginner launch on Yandex Market?" As a first platform — rarely: traffic in mass categories is lower than on WB and Ozon. As a second or third platform for a product with proven economics — yes: competition is softer and getting to the top of a niche costs less.
"How much does registration on Yandex Market cost?" Seller registration is free. Costs start with the sales commission, logistics and promotion — the same as on other platforms.
"Which fulfillment models does Market offer?" Four: FBY (Yandex handles storage and delivery), FBS (your warehouse, Market delivers), DBS (your warehouse and your delivery) and Express (fast delivery). Models can be combined across different products.
"Can self-employed individuals sell on Market?" Yes, but only goods of their own production — resale is closed to the self-employed on every marketplace. More on the limits of each legal status is in the guide to sole proprietors, LLCs and self-employment.
"What is the store quality index?" An aggregate score of how the store operates: on-time shipments, cancellation rate, customer complaints. A low index cuts the visibility of every card in the store, so watch it from the first shipment.
