Yandex has taken a significant step to enhance the online shopping experience by integrating its new service, Ritm, directly onto the main page of ya.ru. This innovative platform allows brands and sellers to showcase their products through engaging photos and videos, all while providing a personalized shopping experience for users. According to a representative from Yandex, this integration aims to boost search traffic for registered companies and offer tailored product selections for consumers.
With more than 200,000 e-commerce companies already utilizing the platform, the service has already generated over 150 million impressions in just one month. The company anticipates that this figure could potentially double by the end of the year, significantly increasing visibility for participating businesses. Maria Opritova, the product director for Ritm, expressed enthusiasm about the platform’s potential, stating, "This opens new prospects for online businesses. It’s a chance to showcase products to a large audience and engage them with quality content."
The functionality of Ritm allows users to click on the displayed products to be redirected to the respective online store or even subscribe to a brand’s page. Notably, the posts in Ritm are not classified as advertisements, which could be appealing for businesses looking to engage with customers without the direct costs associated with traditional advertising methods.
Ritm's content is strategically placed beneath the search bar on Yandex's main page, alongside products from Yandex Market. This positioning creates a seamless shopping experience, where users can easily transition from browsing stylish looks to purchasing items directly. As one online store representative noted, more than 80% of the traffic generated since joining the platform has come from new audiences, highlighting Ritm's effectiveness in reaching potential customers.
The service, currently in beta testing mode, continues to evolve and accept applications from e-commerce businesses. It is designed to cater to various sectors, including fashion, home goods, household appliances, electronics, and beauty products. Brands like Bork, Zolotoye Yabloko, Cozyhome, Lichi, and Brandshop are already making use of the platform, showcasing their offerings to a wider audience.
Furthermore, the platform is experimenting with additional business categories, indicating Yandex's commitment to expanding the service's capabilities and reach. Entrepreneurs interested in joining Ritm can apply through the platform's official website, where they can submit their requests to be part of this innovative e-commerce solution.
In March 2025 alone, Ritm reported that audience coverage exceeded 330,000 users, further emphasizing its growing popularity among consumers. The integration of Ritm on Yandex's main page is seen as a pivotal move for both brands and shoppers alike, as it allows for a more interactive and visually appealing shopping experience.
As the online retail landscape continues to evolve, platforms like Ritm are crucial for helping businesses adapt to changing consumer behaviors and preferences. The ability to provide personalized content and direct links to products could very well transform how users engage with brands online. With Yandex's vast user base, the potential for increased sales and brand awareness through Ritm is substantial.
In conclusion, Yandex's Ritm service is poised to redefine the e-commerce experience by offering a free, effective way for brands to connect with consumers. As more businesses join the platform and the service develops, it will be interesting to see how it impacts the online shopping environment in the coming months.
