SberMarketing is the largest player in the advertising market. It offers a full range of services: from creating advertising content and promoting it across all channels, to marketing digital and AI products, event organization, digital avatar development, and merch creation.

Merch House is one of the company’s business units that addresses clients’ marketing, communication, and HR needs with turnkey merch and branded products: from concept to promotion and PR. Merch House creates striking merchandise and implements collaborations with popular designers, artists, and bloggers, as well as producing branded products. It develops collection designs, manufactures merchandise from quality materials, and opens e-commerce platforms for selling branded products.

Within the Merch House direction, it also develops Sber’s online store, SberShop: from product design to warehousing and logistics. It also develops and produces Sber’s corporate products, expands the range, and launches new collections and collaborations — SberShop stores are opening across Russia.

In 2024, SberMarketing, in collaboration with MAER, introduced a unique comprehensive system for evaluating the effectiveness of branded products as a full-fledged advertising channel — the merch metric.