Wildberries is the largest online marketplace in Russia, offering a wide range of products, including women’s, men’s, and children’s clothing, footwear, accessories, beauty products, toys, electronics, books, stationery, sports goods, and household items. The platform was founded in 2004 by Tatyana Bakalchuk and has since grown to become one of the most popular e-commerce platforms in Russia, with a market share of over 13% as of 2021.
Entry Requirements for Wildberries
Register a Seller Account:
- Visit the Wildberries website or download the mobile app for Android or iOS.
- Click the “Open a Store” button.
- Enter a phone number and verify it via SMS code.
Provide Business Information:
- Select your country of registration.
- Fill in company details, including Taxpayer Identification Number (ИНН), Primary State Registration Number (ОГРН), Tax Registration Reason Code (КПП), business form, full and short company names, and the CEO’s full name.
Pay the Security Deposit:
- Pay a security deposit, which varies by country:
- 10,000 rubles for Russian citizens.
- 360 Belarusian rubles for Belarus.
- 47,500 drams for Armenia.
- 10,700 soms for Kyrgyzstan.
- 55,000 tenge for Kazakhstan.
- 1,430,000 sums for Uzbekistan.
Accept the Platform Terms:
- Review and accept the terms of the offer, which is the agreement between the platform and the seller.
Create Product Cards:
- Go to the “Products” section and fill out product cards with descriptions, sizes, colors, and other parameters.
Choose a Fulfillment Model:
- FBS (Fulfillment by Seller): Seller handles storage, labeling, and order processing; Wildberries handles delivery.
- FBO (Fulfillment by Operator): Marketplace handles storage, labeling, and delivery; seller delivers the product to the warehouse.
- DBS (Direct by Seller): Seller manages storage, packaging, and delivery independently; Wildberries serves as a showcase.
By following these steps, you can successfully start selling on Wildberries and tap into its large customer base.
Benefits of Wildberries
Selling on Wildberries offers numerous benefits for businesses, especially for those looking to tap into the Russian e-commerce market. Here are some key advantages:
Large User Base
Wildberries has a massive user base, making it one of the largest online retailers in Russia. With over 48 million monthly shoppers and 4.5 million daily orders, it provides sellers with a direct pipeline to a vast and hungry market.
Well-Developed Logistics
The platform offers efficient and fast delivery, which is crucial for successful sales. Wildberries controls last-mile delivery through 2,500+ pickup points and partnerships with Russian Post, ensuring 95% of orders reach customers within 24 hours.
Low Initial Investment
Starting on Wildberries doesn’t require significant investments, making it accessible for beginners and small businesses.
Wide Product Range
Wildberries offers a variety of products, allowing sellers to offer many different categories and meet diverse customer needs. This includes women’s clothing, footwear, home goods, cosmetics, sports equipment, children’s products, accessories, electronics, and more.
Regional Penetration
Wildberries provides access to regions like Siberia and the Far East, where e-commerce adoption has surged 28% year-over-year.
Premium Demand
42% of users prioritize imported electronics, cosmetics, and apparel, making it an ideal platform for premium products.
First-Mover Advantage
Only 18% of top sellers on Wildberries are international brands, leaving vast opportunities for new entrants.
Marketing and Promotional Tools
Wildberries offers robust marketing tools, including discounts, flash sales, and banner ads, which can significantly boost sales during promotional periods.
Customer Retention Tools
The platform provides CRM tools to help sellers engage customers strategically, turning one-time buyers into repeat customers through personalized discounts and loyalty programs.
Analytics Dashboard
Wildberries’ Seller Portal offers granular insights to refine strategies, including demand forecasting, competitor benchmarking, and traffic source analysis.
Support for Local Businesses
Wildberries reduces fees for Russian manufacturers, supporting local brands and helping them thrive in the market.
Global Reach
The platform is expanding internationally, helping Russian brands export their products to new markets.
By leveraging these benefits, businesses can effectively expand their reach, increase sales, and thrive in the dynamic Russian e-commerce landscape.
The Most Popular Product Categories on Wildberries
Wildberries is the leading online marketplace in Russia, offering a wide range of products. Here are the most popular product categories on Wildberries in 2025:
Women’s Clothing
Women’s clothing continues to dominate on Wildberries, with high sales volumes in categories like outerwear, suits, and dresses.
Footwear
Women’s footwear makes up a large portion of this category, with sneakers, particularly white athletic models, being especially popular.
Home Goods
Home products, including kitchenware, bedding, and cleaning products, show steady demand, with items like mops and mattresses being top sellers.
Children’s Products
In the children’s products category, various types of clothing, especially for girls, are in demand. Wet wipes and diapers also rank high in sales.
Beauty Products
Cosmetics and self-care items, including Korean and Israeli cosmetics, are in high demand. Top products include restorative hair masks and creams for dry skin.
Sports Goods
In the sports category, products for fitness, tourism, hunting, and fishing, as well as sports nutrition and cosmetics, are in demand.
Accessories
Bags, backpacks, and jewelry lead the accessories category. Seasonal demand for school backpacks and headwear also affects sales.
Electronics
While electronics are not the most popular category, smartphones, laptops, and gaming equipment like PlayStation 5 show good sales due to their high price points.
Men’s Clothing
Men’s clothing, especially oversized styles and gift items, remains popular. Women often buy men’s products as gifts.
Home Appliances
Kitchen, beauty, and health products, such as professional hair dryers and curling irons, occupy top positions in the home appliances category.
Wildberries, as the leading e-commerce platform in Russia, continues to dominate the market with its extensive product range, efficient logistics, and strong customer base. Its popularity across diverse categories like women’s clothing, footwear, home goods, and beauty products ensures that it remains a key player in the region’s retail landscape.
For sellers, Wildberries offers unparalleled opportunities to reach a vast audience, leverage robust marketing tools, and benefit from its well-developed logistics network. As it expands globally and supports local businesses, Wildberries is poised to maintain its growth trajectory and solidify its position as a go-to marketplace for both consumers and sellers.
