Over the past year, more than 22,000 Ozon sellers utilized the VKontakte platform to promote their products through influencer-created content. Known as 'shops', these posts feature product cards that allow users to make direct purchases. Since the format's launch in October 2025, creators have published 700,000 such posts, including reviews, unboxings, and sketches.
The initiative has generated significant engagement, accumulating over 45 billion views and resulting in 9.5 million completed orders. By the end of September 2026, the volume of orders processed through this content reached 140,000 per day. Ozon serves as the primary partner for this monetization program, which enables creators to earn a commission on sales generated from their recommendations.
The most popular product categories within this social commerce model include home goods, household chemicals, cosmetics, skincare products, and pet supplies. According to VK representatives, the success of the format relies on a combination of organic content creation and algorithmic targeting, which helps businesses achieve consistent conversion rates rather than just temporary reach.
Ozon's marketing and monetization director, Oleg Dorozhok, noted that influencer content is increasingly becoming a core component of the marketplace's demand-generation strategy. This approach allows businesses to engage with audiences outside the platform, guiding potential customers through the entire journey from initial product discovery to the final purchase.
