Interactive Showcase. How Niche Brands Can Take Center Stage on Russian and International Marketplaces

Russian marketplaces are growing, but niche brands are having a hard time breaking through: hundreds of thousands of sellers compete on Wildberries and Ozon. However, research shows that 70% of buyers are open to new brands if their product stands out. The key to success is not only a high—quality product, but also the ability to deliver it.

Now is the best time for niche players — customers are tired of the faceless mass market and are looking for informed purchases. But to take center stage in the marketplace showcase, you need to play by the rules of digital merchandising: interactive instead of flat photos, engaging instead of dry features, brand history instead of boilerplate descriptions. Then even a small shoe manufacturer from Yekaterinburg will be able to bypass large retailers — not with a budget, but with the ability to present the product.

• Current retail market conditions.
• Which marketplaces to choose and how to optimize product profiles?
• Real-world cases: what worked for Russian brands?
• What mistakes in descriptions and photos are most often made by Russian sellers?
• How can a brand be adapted to different cultural markets? Which local fashion trends and consumer habits should be taken into account (for example, size grids in the USA vs. Europe)? Which visual and textual elements inspire confidence among audiences from different countries?