One of the Russian biggest online retailers, Ozon, said at a recent conference in Moscow that it wants to expand sales of footwear through its website by a factor of ten. It also wants to sell more clothing.

At the moment, Ozon is perceived by Russian customers mainly as an internet platform where they can buy only certain categories of hardgoods such as books, household appliances, electronics and other household items, but Ozon is putting a lot of effort into reversing the situation and increasing sales in footwear and other new segments.

In a way, Ozon wants to do what Amazon did in the U.S. when it bought Zappos in 2009 for nearly $1 billion.

Strong growth in Ozon's footwear sales is anticipated because it is currently at a very low level. The company wants to expand them significantly in order to become a real competitor to major players in the online segment of the Russian shoe market, such as Wildberries and Lamoda.

Ozon has already attracted 350 companies that sell shoes and clothes as partners in the program over the past few months. To secure the growth in the segment, Ozon plans to set up fitting stations in 500 to 600 pick-up points all over the country. In addition, Ozon is said to be one of the most popular online marketplaces in Russia and the CIS region. The website has an average daily traffic of 1.2 million people and 65,000 orders per day.

In 2017, Russian citizens purchased 166.5 billion rubles (€2.2bn-$2.52bn) in clothes and shoes online, 27 percent more as compared to the previous year, according to a local consulting agency, Data Insight. Online sales are growing faster than the general market.