How to Start Selling on Wildberries?

Selling on Wildberries, Russia's largest online marketplace, has become an attractive opportunity for both local and international sellers. With millions of daily users and a wide range of product categories, it's a powerful platform for entrepreneurs to tap into the Russian e-commerce boom. If you're considering launching your business on Wildberries, this guide will walk you through the key steps, practical tips, and sourcing strategies.

Why Wildberries Is a Great Choice for New Sellers

Wildberries holds more than 13% of Russia's total e-commerce market share, with a steady year-over-year increase in users and revenue. It appeals to both urban and rural buyers, supports multiple product categories, and provides logistics services across Russia, Kazakhstan, Belarus, and beyond.

What makes Wildberries ideal for new sellers:

• No upfront subscription fees

• Built-in delivery and fulfillment network

• Strong customer base across CIS countries

• Opportunity for international sellers

Compared to marketplaces like Ozon or AliExpress Russia, Wildberries offers a simpler onboarding process and lower seller commissions in certain categories—making it a smart launchpad for small businesses.

Step-by-Step: How to Start Selling on Wildberries

1. Prepare Your Business Information

To begin, gather all necessary documents and details. Wildberries works with both individual entrepreneurs and legal entities. If you're a foreign company, you can still register, but you'll need to comply with certain requirements:

For companies registered in Russia:

• Business registration certificate (INN, OGRN)

• Bank account details

• Passport of the company director

For international sellers (without Russian registration):

• Wildberries allows entry via partners or using intermediaries (agents or fulfillment partners) with local licenses.

• Alternatively, you can establish a local legal entity or cooperate with a sourcing agent in China or Eastern Europe.

2. Register on the Wildberries Seller Platform

Go to seller.wildberries.ru and click "Регистрация" (Registration). Follow these steps:

• Choose between individual entrepreneur, LLC, or foreign company

• Enter your email and phone number

• Upload required documents

• Accept the user agreement

Wildberries will review your documents and notify you within a few business days.

3. Access Your Seller Dashboard

Once approved, you will receive access to the Wildberries Seller Portal (also called the Supplier Portal). This is where you'll:

• Upload product listings

• Track orders and sales

• Manage stock levels

• View financial reports

It may look overwhelming at first (especially if you're unfamiliar with Russian), but many resources and translation tools can help.

4. List Your Products

Upload your product catalog with the following key information:

• Product name and category

• SKU or barcode

• Descriptions in Russian (required)

• Price and supply details

• Product images (high-quality and professional)

• Certification (if needed for regulated products like cosmetics or food)

Important: Descriptions must be in Russian. If you don't speak the language, use a professional translation service or work with a local consultant.

5. Deliver Products to Wildberries Warehouses

Wildberries operates on a Fulfilled by Wildberries (FBW) model. Sellers are required to send their goods to designated Wildberries warehouses, where the platform handles:

• Storage

• Picking and packing

• Delivery to customers

• Returns

You can ship goods via:

• Self-delivery to a warehouse

• Courier delivery

• Through logistics partners or sourcing agents

International sellers often cooperate with freight forwarders or fulfillment services in China, who consolidate shipments and deliver to Russia via rail or road.

6. Monitor Sales and Get Paid

Once your products are live:

• Orders start coming in (Wildberries promotes new listings heavily)

• You'll receive regular sales reports via the dashboard

• Payments are made weekly to your registered bank account

• Wildberries takes a commission on each sale (depending on the category)

Where to Buy Products to Sell on Wildberries

Why Source from China?

If you're planning to resell products profitably, sourcing from China remains one of the most effective options due to:

• Cost advantage: Prices are often 30–60% lower than local wholesale markets.

• Wide selection: Thousands of manufacturers produce trending kitchenware, beauty tools, gadgets, and more.

• Customization: Private labeling and custom packaging are widely available.

• Scalability: Easily scale up once your store gains traction.

How to Source From China Successfully

1. Use a Professional Sourcing Agent (Recommended for Efficiency & Safety)

Working with an experienced China sourcing agent like Market Union ensures:
Reliable Supplier Vetting – We help you find trustworthy manufacturers, avoiding scams.
Cost Negotiation – Get the best prices without compromising quality.
Quality Control – Factory audits, inspections, and production monitoring.
End-to-End Logistics – Handle shipping, customs, and compliance for Russia (including EAC certification & Wildberries requirements). 

2. Source Directly via Trade Shows or Online Platforms

If you prefer to find suppliers yourself, consider these two approaches:

A. Attend China Trade Shows (Best for Building Trust & Quality Checks)

Meet Suppliers Face-to-Face – Key events like the Canton Fair or Yiwu Expo allow you to inspect products, verify factories, and negotiate directly.
Discover New Trends – Get firsthand exposure to innovative products and competitive pricing.
Challenge – Requires travel to China, and language/cultural barriers may exist.

B. Use B2B Platforms (Convenient but Requires Caution)

Wide Selection – Platforms like Alibaba or 1688 offer massive supplier options.
High Risk – Fake suppliers, inconsistent quality, and hidden costs are common without local expertise.
(Tip: Market Union can help verify Alibaba suppliers if you choose this path.)

3. Ensure Compliance for the Russian Market

If selling on Wildberries or other Russian platforms, verify:
EAC Certification – Mandatory for most products entering Russia.
Correct Labeling & Packaging – Must meet Russian regulatory standards.
(Market Union can assist with certification and documentation to avoid customs delays.)

Popular Products to Source from China:

Market Union has helped hundreds of sellers find high-converting products with attractive packaging, Russian labels, and competitive pricing for marketplaces like Wildberries.

Tips for Success on Wildberries

Success on Wildberries depends on how well you understand the local consumer mindset. Here's how to build a store that converts:

• Use professional Russian translations for titles, bullet points, and descriptions

• Upload high-quality lifestyle images that follow Wildberries' photo standards

• Include size charts, instructions, and care info in Russian

• Stay active during seasonal sales like Black Friday, March 8th (Women's Day), and back-to-school periods

You can also run discount campaigns or participate in Wildberries' promotional events to boost your visibility.

Want help finding your first winning product? Contact Market Union—we'll match you with best-selling kitchenware, beauty items, toys, and more that are tailored for Wildberries' customers.