The share of pickup points operating under the Wildberries brand decreased by 5%
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Regular conflicts between Wildberries and partners are already affecting the popularity of the site among operators of pick-up points (PIU). According to Tinkoff eCommerce, in April the share of pickup points operating under the Wildberries brand among the largest players decreased from 43% to 38%, while Ozon and Yandex.Market managed to increase their figures. If current approaches to conflict resolution are maintained, the trend may continue, experts say. At the same time, Wildberries and its customers are unlikely to suffer much: market leaders now have a high level of pickup point coverage in large cities.
In April 2023, the share of the Wildberries franchise among the largest marketplaces decreased by 5 percentage points (p.p.), to 38% mom, calculated in Tinkoff eCommerce. For Ozon and Yandex.Market, over this period, the indicators increased by 3 p.p., to 28%, and by 2 p.p., to 15%, respectively.
For the year, from April 2022 to April 2023, according to Tinkoff eCommerce, the share of single-brand Wildberries pickup points decreased by 11 p.p. At Ozon and Yandex.Market, the indicators increased by 3 and 10 p.p., respectively.
In March, a dispute broke out between Wildberries and several pickup point managers over fines for substitution of goods by customers, when operators of pick-up points threatened to close the facilities. Wildberries then suspended the write-off of new fines, held meetings with partners, and promised to improve feedback and the arbitration system. Then it became known about the signing of online platforms with PVZ agreements on the principles of joint work.
Wildberries told Kommersant that the share of partner pickup points out of the total number of the marketplace remains at the level of March 2023, and the figure increased by 6% year-on-year.
According to its own data, the Wildberries network has about 30 thousand pickup points, of which 62% are affiliated. Ozon has more than 25,000 pickup points throughout the country. According to a Kommersant source in the company, the share of its own pickup points accounts for less than 3%. Ozon Partner Logistics Program Development Director Denis Dyachenko noted that the development of the pickup point network is a priority for the marketplace in 2023, as 8 out of 10 orders are delivered to such points. Yandex.Market has about 13,000 pickup points in operation as of April this year, which is twice as many as at the beginning of this year and six times more than in April 2022, the company said.
Franshiza.ru expert Anna Rozhdestvenskaya notes that the negative news agenda around marketplaces and the presence of unresolved conflicts with existing partners influence the decision of an entrepreneur to choose a site for opening a pickup point. According to Franshiza.ru, today the demand capacity for the Ozon pickup point franchise exceeds the total demand for the Wildberries and Yandex.Market pick-up points.
Executive Director of Oborot.ru Ivan Kurguzov believes that the negative news background is not the main factor for entrepreneurs when choosing one or another PVZ franchise.
According to him, “the specifics of working with Wildberries have always been known,” but manufacturers and sellers came to this marketplace in a stormy stream. If Wildberries does not change the approach to working out conflict situations with partners, Mr. Kurguzov continues, then the trend of reducing the share of the marketplace among pickup point operators may continue.
Mikhail Burmistrov, CEO of Infoline-Analytics, notes that some pickup point operators who encountered difficulties when working with Wildberries could switch to the Yandex.Market and Ozon franchise. But, the expert emphasizes, the level of coverage of the Wildberries and Ozon pickup points in large cities already makes it possible to ensure a good level of accessibility of such facilities. Thus, Mr. Burmistrov explains, of the three largest players, only Yandex.Market is actively expanding its network of pickup points. And Ozon, for example, has focused on development in small towns and point expansion in large cities, the expert adds. In 2022, the growth of interest in opening a pickup point in Russia as a whole slowed down as this market became saturated and business activity generally declined (see “Kommersant” dated February 6).
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