Ozon and VK launched the Vneshneye Prodvizheniye tool in October 2025 to facilitate influencer marketing for marketplace sellers. The platform allows entrepreneurs to set tasks, choose publication formats, and define rates within their Ozon seller accounts, automatically listing products in the VK AdBlogger catalog.
Over the past year, more than 22,000 sellers have utilized this tool. Influencers have published over 700,000 pieces of content, including reviews, unboxing videos, and sketches, which have generated more than 45 billion views. This activity resulted in over 9.5 million completed orders.
The system currently processes an average of over 140,000 orders per day directly from influencer content. The payment model is based on a commission per sold item, ensuring that sellers only pay for successful conversions. Sellers of home goods, household chemicals, cosmetics, and pet products have seen the highest order volumes.
Ozon marketing director Oleg Dorozhok noted that influencer content is becoming a systematic part of demand management strategies. VK operations director Andrey Gostev highlighted that the combination of organic creator recommendations and interest-based targeting drives consistent engagement and conversion rates for businesses.
