Promoting Russian products through e-commerce platforms was a key agenda item at the meeting of the State Council of the Russian Federation's commissions on Industry and International Cooperation and Export, which took place on October 21 as part of the Made in Russia International Export Forum at Russia National Center. The meeting was attended by the heads of Russia's largest marketplaces, Ozon and Wildberries. The forum was organized by Russian Export Center (REC, VEB Group).
Veronika Nikishina, General Director of Russian Export Center, presented the results and development plans for the Made in Russia National Stores program, collective stores and showcases featuring Russian goods on international and foreign country-specific e-commerce platforms.
In recent years, the National Stores network has become a key tool for promoting domestic products on international e-commerce platforms. Today, it comprises 50 online stores on 21 platforms in 8 countries, from China and Vietnam to the UAE and Uzbekistan. The program allows companies to list their products abroad at minimal cost and gain access to a wide distribution network.
“Through National Stores, international buyers gain access to over 3,000 products from 848 Russian manufacturers, 77% of which are small and medium-sized businesses. Made in Russia National Stores have become a powerful tool for supporting our manufacturers in promoting themselves in foreign markets. We don't just create online storefronts. We’re building an omnichannel promotion system to ensure that Russian products are recognizable and in demand abroad,” Veronika Nikishina.
Particular attention in developing online export is being paid to integrating the program with Russia's largest marketplaces. In 2024, Russian Export Center (REC) launched a joint project with Ozon called the Beauty Made in Russia. Ozon's country section featured a showcase of the same name and a special Build Your Own Beauty Box section featuring over 900 cosmetic products from 10 participating companies. The campaign is part of REC's larger Made in Russia Beauty Box project, aimed at promoting Russian cosmetics and women's entrepreneurship.
“Russian cosmetics are becoming increasingly popular. In the first nine months of this year alone, exports of this category through Ozon to the CIS countries more than doubled. This is clear evidence of growing demand not only domestically but also internationally. Our joint projects with Russian Export Center are an important tool for promoting domestic brands in the CIS countries, where we are expanding our presence and logistics infrastructure. Thanks to this, we create favorable conditions for Russian manufacturers to enter international markets,” Natalia Boer, Director of Ozon CIS.
“We provide sellers not only with the opportunity to get on the marketplace shelf but also with access to international markets, significantly expanding the export potential of their business. This is real support for non-resource, non-energy export. Any manufacturer from the hinterland can offer their products directly to consumers, and already, through Wildberries, sellers can supply goods to seven countries. And we will continue to work on developing our international business. Our priority is the countries of the East and the Global South,” Tatyana Kim, founder of Wildberries and head of RWB.
It's worth noting that in 2025, six large-scale campaigns were conducted to promote Russian brands in China and the UAE as part of the Made in Russia National Stores program. These included the participation of celebrities and opinion leaders, such as Kamila Valieva. Her participation in the Made in Russia festival and fair in Beijing helped attract the attention of millions of people to Russian products.
Another striking example was the International Online Fair of Russian Brands, held on May 17 in Zaryadye Park. Over the course of six-hour stream, 102 Russian products were presented to Chinese buyers, with total sales exceeding 1 billion rubles.
Made in Russia International Export Forum is a key event of the year for Russian exporters. The Forum is organized by Russian Export Center. The Moscow Government is the business program partner. TASS is the general information partner. RIA Novosti is the exclusive information partner. Information partners include Channel One, Rossiya24, MAER Media, Vedomosti, Expert, Gazprom Media, and Insight People. Roscongress Foundation is the operator of the Forum's business program.
Russian Export Center (REC, VEB Group) is a government institution that supports non-resource, non-energy export. It provides companies from various industries with both financial and non-financial support at all stages of entering international markets, including as part of the International Cooperation and Export national project. Most services offered by the REC Group are available online on My Export digital platform. REC is also responsible for the key functions of supporting and implementing the Made in Russia program.
Veronika Nikishina, General Director of Russian Export Center, presented the results and development plans for the Made in Russia National Stores program, collective stores and showcases featuring Russian goods on international and foreign country-specific e-commerce platforms.
In recent years, the National Stores network has become a key tool for promoting domestic products on international e-commerce platforms. Today, it comprises 50 online stores on 21 platforms in 8 countries, from China and Vietnam to the UAE and Uzbekistan. The program allows companies to list their products abroad at minimal cost and gain access to a wide distribution network.
“Through National Stores, international buyers gain access to over 3,000 products from 848 Russian manufacturers, 77% of which are small and medium-sized businesses. Made in Russia National Stores have become a powerful tool for supporting our manufacturers in promoting themselves in foreign markets. We don't just create online storefronts. We’re building an omnichannel promotion system to ensure that Russian products are recognizable and in demand abroad,” Veronika Nikishina.
Particular attention in developing online export is being paid to integrating the program with Russia's largest marketplaces. In 2024, Russian Export Center (REC) launched a joint project with Ozon called the Beauty Made in Russia. Ozon's country section featured a showcase of the same name and a special Build Your Own Beauty Box section featuring over 900 cosmetic products from 10 participating companies. The campaign is part of REC's larger Made in Russia Beauty Box project, aimed at promoting Russian cosmetics and women's entrepreneurship.
“Russian cosmetics are becoming increasingly popular. In the first nine months of this year alone, exports of this category through Ozon to the CIS countries more than doubled. This is clear evidence of growing demand not only domestically but also internationally. Our joint projects with Russian Export Center are an important tool for promoting domestic brands in the CIS countries, where we are expanding our presence and logistics infrastructure. Thanks to this, we create favorable conditions for Russian manufacturers to enter international markets,” Natalia Boer, Director of Ozon CIS.
“We provide sellers not only with the opportunity to get on the marketplace shelf but also with access to international markets, significantly expanding the export potential of their business. This is real support for non-resource, non-energy export. Any manufacturer from the hinterland can offer their products directly to consumers, and already, through Wildberries, sellers can supply goods to seven countries. And we will continue to work on developing our international business. Our priority is the countries of the East and the Global South,” Tatyana Kim, founder of Wildberries and head of RWB.
It's worth noting that in 2025, six large-scale campaigns were conducted to promote Russian brands in China and the UAE as part of the Made in Russia National Stores program. These included the participation of celebrities and opinion leaders, such as Kamila Valieva. Her participation in the Made in Russia festival and fair in Beijing helped attract the attention of millions of people to Russian products.
Another striking example was the International Online Fair of Russian Brands, held on May 17 in Zaryadye Park. Over the course of six-hour stream, 102 Russian products were presented to Chinese buyers, with total sales exceeding 1 billion rubles.
Made in Russia International Export Forum is a key event of the year for Russian exporters. The Forum is organized by Russian Export Center. The Moscow Government is the business program partner. TASS is the general information partner. RIA Novosti is the exclusive information partner. Information partners include Channel One, Rossiya24, MAER Media, Vedomosti, Expert, Gazprom Media, and Insight People. Roscongress Foundation is the operator of the Forum's business program.
Russian Export Center (REC, VEB Group) is a government institution that supports non-resource, non-energy export. It provides companies from various industries with both financial and non-financial support at all stages of entering international markets, including as part of the International Cooperation and Export national project. Most services offered by the REC Group are available online on My Export digital platform. REC is also responsible for the key functions of supporting and implementing the Made in Russia program.