A seller on Wildberries or Ozon — Russia’s largest online marketplaces — can advertise with Telegram Ads in two ways: send traffic straight to the product page (website ads in the euro account via a reseller) or first to their own Telegram channel or bot. Orders from these ads show up in the marketplaces’ built-in external traffic analytics if the link is tagged according to their rules. This guide explains how to choose a route, tag links and keep your data.
Is Telegram Ads a good fit for sellers?
Telegram Ads shows short ads in channels and bots and charges per 1,000 impressions (CPM). It is a reach channel: it works well for products that can be explained in one sentence and one image, and for sellers who run a channel with picks, discounts and new arrivals.
There are weak points too: no optimization for orders, limited text and minimum budgets at resellers. If your product needs a long explanation or margins are very thin, calculate an acceptable cost per click first — see How Much Does Telegram Ads Cost.
Where to send traffic: product page, channel or bot
| Option | Available in | Pros | Cons |
|---|---|---|---|
| Straight to a WB or Ozon product page | Euro account only (website ads) | Short path to an order, orders appear in marketplace analytics | No second touch; the user may not come back |
| Your own channel | Any account | Builds an audience you can sell to again for free | You must run the channel; longer path to purchase |
| Bot | Any account | Can give a promo code or selection, collect contacts | Needs setup and maintenance |
According to the Russian reseller eLama, Telegram Ads has allowed ads for external websites, including marketplaces, since August 2023. Today this is available in the euro account through a reseller; accounts paid in TON or Stars can only promote objects inside Telegram. More options are covered in Telegram Ads for E-commerce.
How to tag links for Wildberries
In February 2024, Wildberries added external traffic analytics to the seller account (according to ppc.world). For clicks and orders to appear in the report, the product page link must carry UTM tags:
- Add a utm_campaign tag whose value contains your seller ID, a separator and a campaign name (WB’s example uses my_ad_campaign).
- Set utm_source to the platform name, for example telegram_ads.
- Set utm_medium to the payment model; for Telegram Ads that is cpm.
- Check that the final link fits the ad’s link length limit.
Check the exact separator and current requirements in Wildberries’ help section in the seller account, as they can change. General UTM rules for Telegram Ads are in a separate guide.
How to tag links for Ozon
According to Click.ru (November 2023), Ozon’s external traffic analytics lives under Promotion → External traffic in the seller account. There you set a utm_campaign prefix in the format vendor_org_XXXXX and use a link builder:
- Batch creation. Up to 100 links at a time; supported sites are ozon.ru, ozon.kz, ozon.by and ozon.travel — product, seller and brand pages.
- Required tags. utm_source (source) and utm_medium (payment type); utm_campaign, utm_term and utm_content are optional.
- Attribution. Orders in the session after the click and within a 30-day window are counted, using a last-click model.
- Reports. Downloadable for periods of up to six months, with session, cart and order data.
According to the same source, links to collections, store showcases and brand zones may report orders incorrectly, so for a test it is better to link to a specific product page.
What ads to write for products
A Telegram Ads ad is limited to 160 characters of text, and adding an image raises the minimum bid. For products, specifics and benefits usually work: what it is, how it differs, the marketplace price or discount. Do not promise anything that is not on the product page: a mismatch in price or stock hurts conversion and can lead to rejection in moderation.
Test several versions at once: different products, offers and images. How to do this systematically is explained in A/B Testing Telegram Ads Creatives.
Labeling and paperwork (Russia)
Ads shown to users in Russia must be labeled under Russian law: the ad needs an erid token, and data is sent to the ERIR ad registry through an advertising data operator. When you work through a Russian reseller, they usually handle this. Details are in Telegram Ads Labeling in Russia.
Marketplaces also run their own programs to support external advertising. For example, in 2025 Ozon gave sellers bonuses for product posts in Telegram channels and VK communities from its list; that promotion ran until March 31, 2025. Before launching, check whether any current programs are available in your seller account.
How to launch your first campaign
- Pick 2–3 products with good reviews, enough stock and a clear benefit.
- Decide where to send traffic: the product page (euro account) or your channel or bot.
- Tag links according to WB or Ozon rules and keep a table matching tags to ads.
- Open an account through a reseller — compare terms in the Telegram Ads resellers section.
- Set up targeting by interests or topical channels and launch 3–5 ads.
- After a week, compare spend with orders in external traffic analytics and switch off weak combinations.
FAQ
Can a Telegram ad link directly to a Wildberries or Ozon product page?
Yes, if the campaign runs as a website ad in the euro account, which is opened through a reseller. Accounts paid in TON or Stars can only promote channels, bots and other objects inside Telegram.
How do I see marketplace orders from Telegram ads?
Use the built-in external traffic analytics: on Wildberries via a utm_campaign tag with your seller ID, on Ozon in the External traffic section with the vendor_org prefix. Without correct tagging, orders will not appear in the report.
Which is better: product page or channel?
The product page gives a short path to purchase; a channel builds an audience for repeat sales without paying for impressions. Many sellers test both and compare cost per order.
Do marketplace product ads need labeling?
Yes, ads shown to users in Russia must have an erid token and be reported to ERIR. Russian resellers usually do this on the advertiser’s behalf.
Does Telegram Ads optimize for orders?
No, Telegram Ads charges for impressions and does not optimize delivery for marketplace orders. You have to evaluate performance manually using external traffic analytics.
What budget do I need for a test?
The minimum budget depends on the reseller, plus commission and VAT. Current minimums are collected in our article on Telegram Ads cost and in the reseller reviews.
