MOSCOW, Sept 7 (Reuters) - Russian online retailer Ozon on Tuesday said it plans to spend 2 billion roubles ($27.29 million) promoting and supporting sellers on its marketplace over two weekends in November, which includes Black Friday.

Ozon said it expects to reach 100 million people in the November sales which will take place around two separate weekends, including Black Friday, one of the highlights of the global e-commerce calendar.

In anticipation of its "High Season with Ozon", the company said most of the 2 billion rouble investment would go on advertising, especially in Russia's regions, which account for more than 70% of sales.

The promotional spending represents 8-10% of the company's total capital expenditure for the year as a whole.

Ozon, which made its debut on the Nasdaq late last year, in August reported a widening loss in core earnings in the second quarter, but expects to continue growing quickly alongside other players in Russia's rapidly expanding e-commerce sector.

The company has raised its full-year gross merchandise volume growth guidance to 110% from 100% and plans 2021 capital expenditure of 20-25 billion roubles. ($1 = 73.2810 roubles) (Reporting by Olga Popova. Writing by Alexander Marrow. Editing by Jane Merriman)