If you sell across the Russian-speaking internet, three catalogs dominate: Wildberries, Ozon, and Yandex.Market. Together they cover the vast majority of CIS-region online retail — Russia, Belarus, Kazakhstan, Armenia, Uzbekistan, Kyrgyzstan, and neighboring markets — and they share almost nothing when it comes to image specs.
Wildberries enforces a single portrait aspect ratio and demands on-model apparel shots. Ozon splits its ruleset by category: apparel goes on a distinctive light-gray background, everything else on white. Yandex.Market authors loosely but crops to 3:4 at display time, with a content-rating score that rewards sellers who ship high-resolution files.
This is a tool-utility guide for sellers on remove-bg.io's supported CIS locales — ru-RU, be-BY, kk-KZ, uz-UZ, hy-AM, ka-GE, uk-UA. We describe each marketplace's publicly published photo rules, the practical workflow for shipping one master file to all three, and the small traps (pixel thresholds, hex codes, category splits) that get listings quietly down-ranked.
No geopolitics, no platform endorsement — just the spec sheet.
Wildberries — the 3:4 portrait mandate
Wildberries ("Вайлдберриз", "WB", "WB Партнёры") is the largest CIS marketplace by GMV and monthly active users, with 30M+ monthly buyers and a dominant share in apparel, footwear, and home goods. Its seller portal at seller.wildberries.ru applies a single photo ruleset across all supported countries — the catalog is unified, and per-country differences live at the fulfillment, tax, and delivery layers, not at the photo-spec layer. A seller in Belarus uploads the exact same 900×1200 JPEG that a seller in Kazakhstan or Armenia would.
The canvas
| Property | Requirement |
|---|---|
| Aspect ratio | 3:4 portrait (width:height) — non-negotiable |
| Minimum resolution | 700 × 900 px floor; 900 × 1200 px effective minimum |
| Recommended resolution | 900 × 1200 px |
| Target high resolution | 1800 × 2400 px (improves quality score and zoom) |
| Formats | JPEG / JPG, PNG, WEBP |
| Max file size | 10 MB |
| DPI | ≥72 |
| JPEG quality | ≥65% — sub-65% images are downgraded |
| Images per listing | 1 minimum, up to 30 (industry-leading max) |
The 3:4 portrait orientation is the single biggest trip-up for sellers arriving from Amazon, Shopify, or Etsy. A 1:1 square or 4:3 landscape studio shot will not pass moderation — it must be re-cropped before upload.
Background policy by category
The canonical bar for hero (main) images: white or light gray, no gradient, no texture, no foreign objects. RGB (255, 255, 255) is the safe default. Secondary images are looser — lifestyle, detail, on-model context shots all welcome.
Category-specific rules:
- Apparel ("Одежда") — the hero image must be on-model or on-mannequin. Flat-lay is optional as a secondary. This is a meaningful difference from Western platforms like Zalando (ghost-mannequin friendly) or Amazon (flat-lay friendly): Wildberries wants to see fit ("посадка"), with a neutral studio cyc behind the model.
- Footwear ("Обувь") — multiple angles required. Front, side, sole, detail shots of material and construction.
- Accessories ("Аксессуары") — the product must fill at least 10% of the frame. Yes, 10%, not 80% — accessories are small, and Wildberries relaxes the fill rule for them explicitly.
- Apparel fill — product ≥20% of the frame.
- Everything else (electronics, home, beauty, F&B) — white or light-gray neutral; product ≥80% of the frame.
What moderation rejects
Enforcement on the hero image is strict. Prohibited:
- Text overlays of any kind — including size charts, prices, "скидка" / "sale" / "новинка" banners.
- Logos — brand, store, or competing marketplace logos (Ozon or Yandex watermarks on a WB listing = instant rejection).
- Price tags ("ценники"), watermarks, promotional "плашки" banners.
- Third parties — animals, unrelated people, branded background objects.
Image quality is also a direct ranking factor on Wildberries, not just a moderation gate. A seller listing with 30 high-resolution images routinely outranks one with 3–4 at-threshold shots — the algorithm reads visual richness as catalog depth.
Per-country scope
Wildberries operates the same catalog across Russia, Belarus, Kazakhstan, Armenia, Uzbekistan, Kyrgyzstan, and Georgia. A seller in Minsk (be-BY) or Almaty (kk-KZ) or Yerevan (hy-AM) or Tashkent (uz-UZ) uses the identical photo spec. The seller UI is primarily Russian-language, but the file you upload does not change per country. If your tool workflow produces a compliant 900×1200 for RU, it also ships compliant for BY, KZ, AM, UZ, KG.
Ozon — the #f2f3f5 fashion gray, and the category split
Ozon is the #2 CIS marketplace behind Wildberries, especially strong in electronics, home, and FMCG. Seller portal at seller.ozon.ru; English docs for cross-border sellers at docs.ozon.ru/global/en/.
Ozon's photo ruleset is more category-nuanced than any other CIS marketplace. Different aspect ratios and different background colors per category.
The two canvases
| Property | Apparel / Footwear / Accessories | Everything else |
|---|---|---|
| Aspect ratio | 3:4 portrait (±2% tolerance) | 1:1 square (default) |
| Background | Light gray #f2f3f5 |
White, or black for white/transparent products |
| Minimum resolution | 200 × 200 floor; 900 × 1200 recommended | 200 × 200 floor; 900 × 900+ recommended |
| Maximum resolution | 7680 px per side | 7680 px per side |
| Formats | PNG, JPEG, JPG, HEIC, WEBP | same |
| Max file size | 10 MB | 10 MB |
| Images per listing | 1 main + 29 additional (30 total) | same |
The #f2f3f5 fashion gray is Ozon's signature rule. It's specific enough that moderation flags a drifting gray — #eeeeee or #f0f0f0 won't pass cleanly, and a tool that ships only a "light gray" preset is useless. Sellers must match the hex exactly, or their catalog shows visible seams where one garment sits on #f2f3f5 and another on #efefef.
White or transparent products — white ceramics, glassware, white apparel — get a different treatment: black background, to preserve silhouette. This is rare and moderator-adjudicated, but it's the rule.
Ozon Fresh, the grocery sub-marketplace, runs on yet another spec and is outside the 3:4 / 1:1 split above; treat it as its own ruleset.
Content rating ("Контент-рейтинг")
Ozon operates a content quality score that directly ranks listings within a category. Image inputs to the score:
- Aspect ratio compliance (3:4 for apparel, 1:1 for others).
- Correct background (
#f2f3f5, white, or black per category). - Number of images — more is better, up to 30.
- Resolution — 900×1200+ for apparel, 900×900+ for others.
- No prohibited overlays.
- Video asset present.
A listing that satisfies all six dimensions sits visibly higher in category search than one that passes moderation but scores low. For sellers with mixed catalogs — fashion plus electronics plus home — Ozon effectively demands two parallel image workflows: a 1:1 square white and a 3:4 portrait #f2f3f5.
Prohibited
Same as Wildberries: no text overlays, no logos, no watermarks, no price tags, no promotional banners. Competing marketplace names in watermarks = automatic reject.
Yandex.Market — loose authoring, strict display
Yandex.Market (Яндекс.Маркет) is the #3 CIS marketplace behind Wildberries and Ozon, but it holds a unique advantage: Yandex Search integration. Listings feed directly into Yandex organic and shopping results — a discovery channel WB and Ozon can't match. Seller portal at partner.market.yandex.ru.
The canvas
| Property | Requirement |
|---|---|
| Aspect ratio | 3:4 at display time — images auto-cropped to 3:4 in search results and storefront |
| Minimum resolution | 300 × 300 px (the loosest floor on the CIS cluster) |
| Recommended size | Sum of sides ≥ 1800 px for content-rating eligibility; ≥ 2048 px for high media-quality score |
| Formats | JPG, JPEG, PNG, HEIC, WEBP |
| Max file size | 10 MB |
| Images per listing | 1 minimum; category-dependent max |
The 300×300 floor is theoretical — you can list, but images below the ≥1800 px sum-of-sides threshold are excluded from rating eligibility, which means the listing can't climb the shopping-SERP. Practical minimum for real-world sellers is 1200×1200, and the target for competitive rating is the 2048 px sum-of-sides mark.
Background policy
White or transparent preferred. The official Yandex guidance:
- The background should not interfere with product visibility.
- Product fills at least two-thirds (≥66%) of the image.
- Complete item shown; no partial views unless as a secondary complementary shot.
- Multi-component sets shown together.
Yandex.Market is also the only CIS marketplace that formally permits infographic-primary images as an alternative to photos — useful for digital goods, software, and services. WB and Ozon discourage this; Yandex allows it if the infographic is clear, identifies the product quickly, and the product genuinely can't be photographed.
Prohibited: watermarks, store logos, price tags, discount labels, contact info, third parties (people, animals unless integral), explicit or regulated content, text overlays making comparative claims ("better than X") or emotional descriptors, and anything violating local law.
Pro tips — the master-file strategy
Most CIS sellers list on all three marketplaces. Producing three separate master files per SKU is a tax on small operations. Here's the efficient path.
Shoot once, at 1800×2400 portrait. A 3:4 portrait master at 1800×2400 satisfies Wildberries' high-resolution target, Ozon's 3:4 apparel spec, and Yandex.Market's ≥2048 px sum-of-sides content-rating threshold in one file. For square-crop Ozon (non-apparel), centre-crop the same master to 1800×1800 — you lose some top and bottom, but the centred product stays intact.
Decide on-model vs ghost-mannequin per category. Wildberries apparel requires on-model or mannequin for hero shots — ghost-mannequin doesn't pass. Ozon apparel accepts either with the #f2f3f5 backdrop. Yandex.Market accepts both. If you're optimizing cross-platform, shoot on-model (works for all three) rather than ghost-mannequin (works for two of three).
Use transparent PNG only for mostly-white packaging. Transparent backgrounds are useful when your product is a cosmetic bottle, a white ceramic, or a garment that would disappear on white — you can composite onto white, #f2f3f5, or black per platform without re-shooting. Our transparent background tool exports PNG with full alpha. Note: some platforms (Ozon for apparel, Wildberries hero) expect a colored background, not transparent; use the transparent as an intermediate master, not the final upload.
Match #f2f3f5 exactly for Ozon apparel. A preset that ships "light gray" is not enough. If your background tool doesn't let you enter a hex code, pick one that does. Drift of even a few shades produces visible seams across a storefront and can soft-fail the content-rating.
Watermarks are self-sabotage. Competitor marketplace logos in the photo (leftover from a prior Wildberries shoot being re-used on Ozon) trigger automatic rejection on the destination platform. Strip all marks from hero images.
Localize the listing text, not the image. Translation matters for titles, descriptions, and attributes — not for the photo. A single master image ships across RU, BY, KZ, AM, UZ, KG. Save the i18n effort for copy.
Bottom line
Wildberries, Ozon, and Yandex.Market cover most CIS e-commerce between them, and their photo rules diverge enough that a "good enough for Amazon" file often fails on all three. The cheapest fix is a 1800×2400 portrait master with product centred, shot against a neutral backdrop you can recolour per destination. remove-bg.io handles the background swap, the re-canvas, and the hex-exact fills for white, #f2f3f5, or black — no signup, HD free, and a 3:4 crop preset that matches all three marketplaces' expectations. Start with the background remover, export a transparent master, and composite per platform.
