In Russia and the CIS, online retail has grown at an impressive pace, with Wildberries leading the market. Often called the “Amazon of Russia,” it offers tremendous opportunities for international merchants who want to reach new customers. At the same time, sellers must navigate platform rules, logistics, and account management challenges.
This guide explains Wildberries’ platform model, how to register, and strategies to build a store from the ground up—so you can avoid common mistakes and grow faster.
I. Understanding Wildberries
1. Business Model
Wildberries runs on a hybrid model that combines its own retail business with a marketplace structure:
- FBO (Fulfillment by Wildberries): Sellers ship products to Wildberries warehouses in advance. The platform manages storage, delivery, customer service, and returns.
- FBM (Fulfillment by Merchant): Sellers ship directly to end customers, while Wildberries provides payments and transaction support.
This model makes it accessible to both small sellers testing the waters and larger businesses looking to scale.
2. Social Shopping Innovation: Shared Cart
In 2025, Wildberries rolled out a Shared Cart feature, adding a new layer of social commerce. It allows users to share single products or bundles via links or QR codes on VK, Telegram, WhatsApp, and other popular platforms.
- Boost order value: Share multiple SKUs at once—great for bundles, sets, and seasonal promotions.
- Direct private traffic: Sellers can push shared cart links in groups, newsletters, or profiles, making checkout seamless.
- Influencer-friendly: Local creators can promote product bundles, driving fast conversions through social channels.
This innovation opens a fresh marketing avenue and makes shopping more engaging.
II. How to Join Wildberries
The onboarding process is relatively simple, though it requires preparation.
1、Documents required
- Business license (with Russian/English translation)
- Legal representative’s passport
- Tax registration details
- Bank or payment account information
2、Registration & contracts
- Apply on the Wildberries website
- Sign the electronic contract via email
- Confirm commission rates (typically 15–20%, depending on category)
3、Seller dashboard setup
- Complete store details (logo, brand story, shipping/return addresses)
- Upload product listings (all descriptions must be in Russian; professional translation is highly recommended)
4、Choose logistics model
- FBO: Bulk shipments to Wildberries warehouses, with the platform handling last-mile delivery.
- FBM: Seller-managed shipping, suitable for testing smaller volumes but slower in delivery times.
III. Operating on Wildberries
1. Product strategy
- Best-selling categories: Fashion, beauty, home goods, accessories, and baby products.
- Seasonality: Strong demand for winter apparel and heating products; summer sales rise in camping and gardening.
- Design preferences: Russians favor clean, European-style designs and cooler tones.
- Pricing: Mid-range pricing works best, as buyers focus on value.
2. Listings & optimization
- Titles: Brand + main keyword + feature (in Russian).
- Images: Main image with white background, additional shots showing details and use cases.
- Keywords: Use trending search terms and competitor references for tags.
- Ratings: Early reviews are critical—promotions can help generate initial feedback.
3. Logistics & delivery
- FBO: Prepare shipments 20–30 days in advance for bestsellers.
- FBM: Direct shipping is possible but requires timely updates to tracking numbers.
- Customs: Orders above €200 may be subject to duty—splitting shipments helps avoid extra costs.
4. Avoiding account bans
Wildberries enforces strict compliance. Common risks include:
- Unauthorized or copyrighted products
- Misleading discounts or fake promotions
- Poor performance (late shipments, high return rates)
- Multiple accounts using the same IP/device
Tips:
- Always provide accurate registration data
- Use original content for listings
- Maintain fulfillment performance and high ratings (≥4.5)
- Assign each account its own clean IP and device environment
👉 Recommended solution: Use reliable residential proxies (e.g., IPFoxy) with coverage in Russia and Eastern Europe to simulate real user environments, reduce account linkage, and ensure stable, low-latency connections.
5. Shared Cart marketing tips
- Bundle related products to raise conversions
- Create holiday gift carts with coupons to drive seasonal sales
- Promote cart links on social platforms ahead of time for maximum impact
IV.Conclusion
Wildberries is one of the most promising e-commerce platforms in Russia. Sellers who adapt to local demand, manage logistics effectively, and keep accounts safe can build a strong foothold in this fast-growing market. With the right strategy and tools, it’s possible to scale quickly while minimizing risks.
