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Key Event Overview: Avito’s Mandatory Online Payment for Self-Pickup in Select Categories
In October 2025, Avito, one of Russia’s largest classified and e-commerce platforms, announced a major update to its transactional infrastructure for specific categories, particularly in the Fashion segment. Under the new regulations, sellers and buyers are required to use online payment for transactions that involve self-pickup, alongside the existing Avito Delivery option. Personal handover (“from hand to hand”) without online payment is no longer available for certain product categories. Listings that do not comply with the new rules are automatically archived, obligating sellers to accept the updated terms and connect at least one delivery option to keep their ads active. The commission fee for sales in the affected categories now ranges from 2% to 9%, charged only after successful payment confirmation to the seller.
Avito’s representatives frame this adjustment as a move toward greater safety and transactional transparency for both parties. About 20% of the Fashion category—examples given include men’s moccasins but not children’s clothing or shoes—are directly affected. According to company data, 90% of listings in these categories already use Avito Delivery as the default method, indicating widespread adoption of centralized transaction support mechanisms.
Strategic Context and Operational Rationale
The direct trigger for this policy stems from the ongoing evolution of payment and logistics processes on peer-to-peer e-commerce platforms. Avito’s pilot initiatives in 2025 demonstrated that online payment for self-pickup provides a significant layer of protection: the buyer’s payment is safely held by Avito’s partner bank and only released to the seller after successful handover and buyer confirmation. If the product or transaction fails, the buyer is refunded and dispute resolution is streamlined. Company officials assert that these measures are oriented toward minimizing fraud, aligning Avito’s user experience with conventional online marketplaces, and meeting the expectations of a digital-first consumer base. The platform currently manages over 70 million monthly users and has seen rapid growth in the adoption of Avito Delivery, with order volumes increasing by 1.5 times year-on-year in 2024–2025, according to transactional product vertical management statements (TAdviser).
This update also coincides with Avito’s broader infrastructure advancements. The platform recently expanded payment options in partnership with Russian Post, enabling “payment upon receipt” for some logistics flows—though the current change specifically targets self-pickup scenarios, preserving payment safety mechanisms (AK&M).
Impact on E-Commerce Architecture and Content Systems
Catalog and Feed Integrity
Mandatory online payment for selected self-pickup items is likely to impact the composition and integrity of product feeds across Avito’s platform. For large segments such as Fashion, the requirement standardizes transaction modalities and enforces clear rules for the commercial lifecycle of listings. This reduces ambiguity for both buyers and sellers, improves the reliability of feed data, and minimizes risks associated with off-platform payments. Automated archiving of non-compliant listings ensures cleaner catalogs and greater transactional confidence.
Standardization of transactional conditions also affects upstream catalog management. By aligning payment modalities with delivery logic, Avito tightens the link between the listing’s inventory status and the actual ability to fulfill orders. This improves the completeness and accuracy of feed datasets, which are critical for analytics, recommendation engines, and cross-channel integrations—especially for business users who syndicate listings to external marketplaces or analytics platforms. Consider the significance of product feed and ensure you understand their importance in your e-commerce strategy.
Cataloguing Standards and Listing Quality
Requiring sellers to select a delivery method and accept new payment terms directly raises the uniformity and completeness of product cards. Listings now must meet stricter requirements to remain visible, which incentivizes more detailed descriptions, clearer photos, and improved metadata. These improvements, in turn, facilitate better ranking, filtering, and user search experience. For content managers and automation infrastructures, the new rules simplify template requirements and streamline large-scale product onboarding.
With stricter payment and logistics standards, the card structure, transactional meta-data (such as payment status), and order progress tracking become more consistent. As a result, content validation—whether manual, automated, or AI-driven—can operate with greater efficiency. This reduces the likelihood of incomplete or mismatched records that disrupt buyer workflows or generate support requests.
Impact on Inventory Turnover Rates
By mandating instant online payment and delivery alignment, Avito effectively shortens the decision-to-order execution window. Sellers are less likely to maintain idle or non-compliant listings—a frequent bottleneck in classic classifieds, where manual coordination often leads to lost sales. The revised process encourages real-time updates and more agile stock management, which is vital for fast-moving segments like Fashion.
For buyers, the guarantee of payment safety and systematic delivery options reduces friction in the conversion funnel, likely increasing the speed at which assortment is moved from listing to fulfillment. The encrypted transaction channel reduces hesitation and accelerates the sales cycle, laying groundwork for further scale in peer-to-peer e-commerce.
No-Code Automation and AI-Driven Processes
The new rules simplify baseline requirements for SaaS platforms and no-code automation tools that integrate with Avito’s exchange. When product listing requirements are standardized and payment/delivery logic is uniform, integration and automation tasks become more predictable. This is particularly relevant for vendors and users who bulk-list items or synchronize cross-platform inventory via API.
AI-powered content verification and recommendation systems benefit from more consistent input data. Uniform transaction standards reduce outlier cases and facilitate better model training for fraud detection, user segmentation, content moderation, and predictive analytics. With transitions becoming algorithmically verifiable, the risk of false positives in transaction-detection drops, freeing up resources for infrastructure optimization and user support.
Industry Implications: Towards Platform-Led Regulation and the Future of Marketplace Content
Avito’s regulatory leverage over the transactional mechanics of Fashion-related listings signals a broader trend toward marketplace responsibility for user safety and content integrity. By enforcing payment and delivery standards, the platform redefines its role from passive intermediary to active transaction facilitator. This aligns Avito more closely with global marketplace norms, where end-to-end order security is not just a user preference but a functional requirement.
For content professionals, SaaS vendors, and e-commerce operators, the main takeaway is the growing expectation that catalog, feed, and transactional standards will be determined by platform policies rather than individual seller preferences. This re-centralization of rules increases the reliability of market datasets, supports advanced automation and AI, and reduces the complexity of multi-channel e-commerce operations.
The changes also reinforce the crucial link between content quality and operational outcomes: well-structured and compliant cards are not only easier to find and convert, but now also mandatory for commercial visibility. As Avito and similar operators evolve, content infrastructure is likely to see further convergence of cataloguing standards, payment rules, and logistics integrations—forming a unified backbone for safe, scalable, and efficient peer-to-peer commerce. The importance of creating a product page cannot be overstated. By focusing on smart automation, you can streamline the process.
Sources: TAdviser, AK&M Information Agency.
From an e-commerce perspective, Avito's move reflects a growing industry emphasis on transaction security and content quality. This shift towards platform-led regulation highlights the importance of standardized product data and efficient feed management. For businesses, this means adapting content strategies to meet evolving marketplace requirements. In this context, NotPIM's capabilities, particularly in automated feed transformation, enrichment, and validation, become increasingly valuable in helping e-commerce businesses maintain compliance and maximize the performance of their listings on platforms like Avito. Consider looking at some effective strategies on 'How to Create Sales-Driving Product Descriptions Without Spending a Fortune'.