Russian merchants are increasingly launching independent online stores as major marketplaces like Wildberries and Ozon raise commission fees and update terms to disclaim liability for goods destroyed in drone strikes. According to Yandex Pay, the number of orders on independent sites rose by 87% year-on-year in July and August 2026, with turnover increasing by 36%.
Data from Yandex KIT shows that the number of private online retail platforms grew by 59% in August 2026 compared to July. For the same period, turnover for stores using the platform increased by 87% compared to May-June, while the number of transactions rose by 71%. Experts suggest this shift is driven by a desire for direct consumer contact and reduced dependence on marketplace infrastructure.
INFOLine forecasts that sales in independent online stores could reach 5.75 ₽ trillion by the end of 2026, a 25.8% increase over 2025. The market share of independent e-commerce is expected to rise to 34.9% in 2026. Meanwhile, Data Insight has lowered its overall Russian online retail sales forecast for 2026 from 15.4 ₽ trillion to 15 ₽ trillion.
Marketplace activity is also facing headwinds, with SberIndex reporting a 15% decline in consumer spending on marketplaces in September 2026 compared to the July-August period. Analysts attribute the cooling growth to supply chain disruptions caused by warehouse strikes, which have prompted sellers to accelerate the development of their own logistics and direct-to-consumer sales channels.
