Ozon reported a 20% increase in its customer base over the first nine months of 2026, reaching over 73 million users. During this period, the average annual order frequency per active buyer rose by 53% to 51 orders. Consequently, the total gross merchandise value (GMV) for sellers on the platform grew by 43% year-over-year.
The platform noted a significant decrease in the advertising cost of sales (ACOS) for its merchants. Specifically, the ACOS for cost-per-click (CPC) tools dropped by 27%. Despite this reduction, the popularity of the CPC format increased, with 30% more sellers adopting it and the number of advertising orders per seller more than doubling compared to the previous year.
The cost-per-order (CPO) model also saw growth, with a 36% increase in the number of sellers utilizing these tools. This rise is attributed to the introduction of a new 'Payment for Order' product covering all items at lower rates. Overall, the ACOS for CPO tools decreased by 38% compared to the same period in 2025.
