Wildberries sharpens its fee policy for partner pickup points
The Wildberries marketplace has announced changes to revenue shares collected from partner pickup points known as POPs. A recent telegram post from Mash outlined the new approach, signaling a strategic shift in how margins are calculated at POPs.
The posted policy states that when a store’s products total more than 8 million rubles, the margin is trimmed by 0.03 percentage points for each additional million rubles in turnover. If the pickup point’s revenue reaches 8 million rubles, the margin will settle at 3% on every product item. The changes took effect on October 6, according to Mash. The stated goal of the adjustment is to reduce the number of delivery points operated by individual entrepreneurs, aligning with a broader push to streamline the marketplace network.
Wildberries has also indicated that a flexible tariff system is under testing. This system would apply a unique tariff to each pickup point, informed by its turnover and ongoing maintenance costs. The intended outcome is to tailor charges to the specifics of each location rather than applying a one-size-fits-all rate.
Industry observers note potential implications beyond the immediate fee changes. Maxim Loginov, a resident of the Skolkovo Foundation and founder of Russia’s first system for promoting sellers on online marketplaces, recently discussed the matter with socialbites.ca. He warned that aggressive changes could threaten the viability of some Russian sellers, especially with Wildberries expanding its reach into China. Loginov suggested that as much as 30% of domestic production that currently relies on Wildberries as the sole sales channel could face bankruptcy or be forced to seek alternative marketplaces. He argued that Russian sellers face a price-quality challenge in this competition, and that Chinese suppliers entering the top 30 categories could push local producers out of the market.
Earlier reports noted concerns about warehouse practices under the Wildberries umbrella, including deliveries of wet products to customers. These concerns underscore ongoing scrutiny of operational practices as the company refines its logistics and pricing strategies.
As the market adjusts, stakeholders are watching how the new tariff framework will influence the behavior of both sellers and pickup-point operators. Analysts suggest that a successful scale of operations will depend on clear cost visibility, careful selection of POP locations, and the ability to manage margins while maintaining value for end customers. The evolving pricing model may also affect the competitive dynamics among sellers who depend heavily on Wildberries for exposure and distribution, particularly in regions where alternatives remain limited. The full impact on pricing, seller profitability, and the geographic spread of pickup points remains a developing story as the marketplace implements these changes and evaluates their outcomes. Insight into how these adjustments interact with international expansion plans will shape the broader strategic landscape in the months ahead, with market participants seeking to understand potential shifts in supply chains and regional competition. Readers are advised to monitor official updates from Wildberries and industry analyses for ongoing developments and operational guidance. This commentary reflects observed trends and expert opinions noted in reports from Mash and other industry voices, with ongoing updates as new data emerges.