Business on marketplaces has always reminded me of an old story:
Once upon a time, everyone wanted to join the gold rush.
The problem is that those who looked for gold didn't make money.

It was those who sold shovels.

At VSE PRO OZON, it became clear — the shovels are gone. Now everyone in this game is already digging.
And digging at their own expense.

Marketplaces used to be about speed.
Whoever got in faster skimmed the cream.

Now it's different.
You can get in fast.
But you can also run out just as fast.

Because the market started demanding not actions, but systems.

Logistics.
Economics.
Returns.
Teams.

Boring things that are usually remembered too late.

And you know what's the most curious thing about it?

Mistakes haven't gone away.
They just cost more now.
Much more.

And at some point, you start to understand a simple thing:

You no longer compete with product cards.
You compete with what lies beneath them.