New format
Yandex Market: how to list an online store
Yandex Market is a surface where shoppers compare products and store offers. For a seller it’s a demand channel next to your own site: card comparisons, search, and related Yandex surfaces.
Below: store requirements, feed prep, connection steps, and ops after moderation. Placement models (CPA, CPC, marketplace logic) and cabinets have changed since 2018 — check current Market partner Help. Peer platforms live in a separate article.
Why a store needs Market
Shoppers often compare prices and delivery in one catalog. Appearing in Market results and related search surfaces brings demand you’d otherwise buy entirely with ads.
Downsides: price competition, dependence on rules and the product card, fees / click cost by model. Don’t put 2018 audience figures in the plan — use your pilot and unit economics.
When the channel fits:
- B2C retail, legal assortment
- margin left after fees
- catalog with decent photos and descriptions
- ready to confirm orders quickly
Site and business requirements
Typical minimum: sole trader or legal entity, retail of new original goods, legal compliance, working HTTPS site without malware, cart and checkout, a card per SKU with photo and description.
On the site in the open: legal details and contacts, current prices and availability, payment, delivery, and returns. Orders in business hours are handled fast — historically about an hour; check current SLA in the rules.
Checklist before applying:
- legal details on the site
- returns and delivery policy
- prices match the feed
- availability synced
- test purchase as a buyer
Product feed: YML and updates
Prices go as a file or URL: YML is preferred for large catalogs (CMS module or 1C export). For a small assortment a table sometimes works — if the format is still accepted.
Update the feed regularly: a stale price or “available” at zero inventory hits store rating and moderation. After upload, check the error report in the partner cabinet.
Connection and moderation
Create or sign into the Market partner cabinet, fill store data, upload the feed, set delivery regions, warehouses, and pickup methods. The store goes to review: staff or automation check rule fit; sometimes they run control purchase scenarios.
Timelines and checklists changed — clarify the old “a few business days” guide. After a reject, read the reason, fix site or feed, and apply again.
Common reject causes:
- no returns or contacts
- broken cart
- price mismatch
- banned or gray assortment
- unstable site
After launch: price, availability, reviews
Keep the feed live, watch error share, order confirmation speed, and reviews. Poor service discipline hurts visibility more than one more banner.
Count CPA and margin by SKU: dumping for impressions without profit is a dead end. In parallel strengthen your site and other channels.
Takeaways
Market is a channel with strict site and feed requirements — not a “list and forget” button.
Check the placement model and rules against current Help; don’t copy 2018 audience figures into the business plan.
FAQ
Do I need my own site?
For the classic storefront / click-out model — yes: a stable shop with cards, cart, and policies. FBY/FBS and other schemes — see current Help.
Which feed format?
YML most often; tabular formats were also accepted. Current list — in Help. The key is regular price and availability updates.
How is this different from Google Merchant?
Different ecosystem and rules. The idea is similar: feed plus policy fit plus ads/display. See the Merchant Center article.
Does Market guarantee sales?
No. You need competitive price, availability, reviews, order-handling speed, and margin after fees.
Can I sell used goods?
Historically new original goods were required. Banned assortment and exceptions — by current platform rules.
Applying to Yandex Market with a stale feed and missing return policy?
We’ll align the site, YML, and delivery rules so moderation is about fit — not a reject loop.
Discuss the task
