Online education standards are continually raising. A user is more thoroughly examining the service and looking for outcome guarantee. Today online education is considered an investment into professional or personal growth. Students are choosing educational products based not only on program or teacher. Now the format, convenience, ecosystem and personal curriculum are of importance. You will not impress anyone with an option of studying anywhere you want. The global market is focused on sustaining users, collaborative education and stability of technical performance. Soon Russian market is to enter this stage as well, so it is high time to make plans and address Russian EdTech companies important questions.