Case Study: Ozon.ru protects branded search and halves referral costs with SimilarWeb

How Ozon.ru supports its traffic acquisition activities and optimizes its product offering strategy, using competitive and market intelligence

Ozon.ru, founded in 1998, is Russia’s first major online retailer with 16 million registered users, roughly $230M in annual revenue and about 25.7M monthly visits. As the market leader it faced the twin challenges of protecting branded search traffic from an extensive affiliate network, optimizing SEO, and using competitive insight to guide expansion into new product categories.

Ozon.ru deployed SimilarWeb’s competitive-intelligence tools (Keyword Competitors, Search Traffic, Audience Interests and Popular Pages) to monitor affiliates’ keyword activity, spot partners bidding on branded terms, shape product offering decisions and track SEO performance. By enforcing targeted affiliate management and using competitor-driven product and keyword insights, the company halved referral traffic and related costs while maintaining sales—indicating higher-quality traffic—and gained actionable data to expand product lines and improve organic search strategy.

Ozon.ru

Konstantin Bayandin

Digital Marketing Director