Migrating cards between marketplaces: what gets reused

Launching on a second marketplace is almost always the right move: the same purchasing, the same content, new demand. But "just copy the cards" is only half the truth: part of the content carries over as is, part has to be reworked for someone else's ranking rules. Below: what gets reused, what gets redone, and how to avoid the standard traps.

• Photos and video — the main asset: the shoot pays for itself on the second platform automatically. Only check the technical size requirements and the category cover rules.
• Infographics — the messages and the slides are the same; edit out mentions of mechanics that do not exist on the target platform (points, badges).
• Barcodes and article numbers — one SKU system across platforms makes accounting and reconciliation far simpler.
• Product facts — composition, dimensions, what is in the box: a single source for all.

1. 1Category and attributes. Category trees and attribute sets differ between platforms; mapping "my WB category to the Ozon category" is the most important part of the migration: the wrong category buries visibility (Subject ID on WB, attributes on Ozon).
2. 2Title. The rules and the demand patterns differ: a title for WB and a title for Ozon are built from the same core but by their own formulas.
3. 3Semantics. The semantic core is one, the search volumes are not: queries that drive sales on WB may be phrased differently on Ozon — check your semantic core against the target platform's search suggestions.
4. 4Description and Rich content. On Ozon, add Rich and max out the content rating — WB has no such concept, while on Ozon it is a hygiene must.
5. 5Prices. Ozon's price index compares you against other platforms: a discount on WB with no mirror on Ozon cuts your promotion — pricing has to be planned across all channels at once.

• Import by article number or link — platforms can pull in competitors' cards and your own from other marketplaces; the result always needs manual attribute polishing.
• Bulk templates (Excel/API) — the working path for large assortments: one master file of product data, exports in each platform's format.
• Multi-channel management services — worth it from a few dozen SKUs; make sure stock sync works honestly, or you will collect cancellations.

1. 1Pick a pilot: 10–20% of the assortment — bestsellers with clear economics on the target platform (commissions and logistics differ, so recalculate the unit economics).
2. 2Map categories and attributes, then move the content over with adaptation.
3. 3Launch them as new products: content rating at 100, starter reviews, test traffic.
4. 4On the pilot results, scale the migration of the rest of the assortment with templates.

"Can I simply copy cards from WB to Ozon?" Mechanically, yes — the platforms can import them. But without category mapping, attribute polishing and title adaptation, copied cards are all but invisible in search: what gets copied is the content, not the positions.

"What carries over and what does not?" Photos and video, infographics, product facts and barcodes carry over. Category, attributes, title, semantics and description get redone. Reviews, rating and behavioral history do not carry over — those are earned again.

"Which products should I start a second platform with?" With bestsellers whose unit economics still add up under the target platform's rates. A pilot of 10–20% of the assortment teaches you the new platform's rules more cheaply than migrating the entire catalog at once.

"Why does something that flies on WB not sell on Ozon?" A different audience, different query volumes, zero reviews at the start and, often, attributes that were never reworked. Plus the price index: if the WB price is lower, Ozon cuts your promotion.

"How do I sync stock between platforms?" Through multi-channel management services or your own API integration. Manual sync is the first thing to break, and it leads to seller-fault cancellations on both platforms.