eTraction, the B2B e-commerce service division of the Otto Group launched earlier this year, has supported the e-commerce launch of the brands of Melon Fashion Group, a sizeable player in the fashion retail industry with over 550 outlets in Russia and neighboring countries.

The three brands of the group – Befree, Zarina, and Love Republic – now have full-fledged Internet stores based on eTraction’s IT, fulfillment and call-center capacities. eTraction also manages delivery throughout Russia via partners Russian Post and DHL.

“Based on a CPO agreement [eTraction is remunerated for each order forwarded], this partnership has required zero investment from Melon,” said eTraction’s general manager Evgeny Schepelin in an exchange with East-West Digital News. “We didn’t even charge for integration since Melon uses Bitrix and we have the required capacity to integrate this system with our own IT platform. The same principle applies to our other clients, provided that integration is simple.”

Several companies operating on the Russian market help offline brands launch and manage e-commerce activities. Among the internationally oriented providers are Arvato Russia, a leading fulfillment provider and a subsidiary of the Bertelsmann group; O’Courier, the B2B service branches of leading e-commerce operator OZON; and KupiVIP E-Commerce Services, a subsidiary of flash-sales leader

  • RUSSIAN E-COMMERCE REPORT – The total volume of Russian online retail is expected to exceed $16 billion this year, up from $13 billion in 2012, not including cross border sales. In partnership leading universities and consultancies, EWDN has published an in-depth research on this industry. To receive free insights or to order the full version (2013 edition), please contact us at

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  1. […] services, which were made available to third-party retailers only last year, are intended for major clothing, accessories, cosmetics and perfume […]

  2. avatar pożyczki says:


    Otto Group’s eTraction helps third-party fashion brands migrate online | EWDN