How to launch a new brand on marketplaces

Going onto a marketplace is often seen as a technical formality: register, upload the cards, ship the goods to the warehouse. In reality, a card without a thought-out SEO structure and initial social proof simply won't show up in search — and will gather dust on the virtual shelf unnoticed.

A product card isn't a photo, it's a data structure

Marketplace algorithms rank products not by how beautiful the photos are, but by how well the card's text matches buyers' search queries, plus behavioural metrics: click-through rate, conversion, buyout rate. So work on the card starts with researching the real phrases buyers type in, not with a creative product name.

The first weeks decide a lot

A new card has almost no history — no reviews, no sales stats the algorithm can use to promote it. So it makes sense to give the first weeks an artificial boost: focus on the platform's internal advertising, work with bloggers for the first organic reviews, and a launch promo price to collect the first sales and feedback.

Don't start with three platforms at once

The temptation to launch on Wildberries, Ozon and Yandex Market all at once is strong, but each platform needs its own card logic, its own analytics and its own attention. It's wiser to fine-tune the process on the one platform where your audience is concentrated, and only then roll the working model out to the others.