How to enter Wildberries in 2026?

Wildberries is the largest marketplace in Russia with a daily audience of over 30 million users. An individual entrepreneur (IE), LLC, or self-employed individual can start a business on Wildberries in 2026. To start trading, you must pay a mandatory security deposit of 10,000 ₽.

Who can trade on Wildberries

A mandatory condition for entering the platform is registration as an IE, LLC, or self-employed individual. Selling as a regular individual is not allowed.

IE is the optimal choice for most beginners. Simple registration, minimal reporting, and the ability to scale the business without unnecessary restrictions.

LLC is suitable for medium and large businesses when partnerships or significant turnover are planned.

To trade as an IE or LLC, you must select the OKVED code 47.91 — "Retail trade by mail or via the information and communication network Internet."

Self-employed individuals offer the fastest start, but with serious limitations that are important to know in advance.

How to start selling on WB as a self-employed individual

Self-employed individuals can trade on Wildberries, but only with goods of their own production — for example, handmade items. Reselling purchased goods is not available for self-employed individuals.

Key limitations for self-employed individuals:

Turnover limit — no more than 2,400,000 ₽ per year. When this amount is reached, trading stops until the end of the tax period. On average, this is 200,000 ₽ per month — which may not be enough for a full-fledged business on the marketplace.

Ban on labeled goods — you cannot sell clothing (except self-made), electronics, cosmetics, children's products, and food.

What documents are needed for registration on Wildberries

The list of documents depends on the business form.

IE: passport, TIN, OGRNIP — assigned automatically upon registration.

LLC: charter, OGRN, organization TIN, director's passport.

Self-employed individual: passport, TIN, certificate of registration as a NPD payer.

The system automatically determines the seller's status by TIN and loads the data — you won't need to enter everything manually.

For certain product categories, you will additionally need:

declaration of conformity — for clothing and textiles;

GOST certificate — for cosmetics;

mandatory documentation — for children's products;

permission to use a trademark — if you are selling branded products.

It's easy to check if a specific product can be sold on the platform: enter its name in the WB search and see if there are competitors with similar offers.

Step-by-step guide to entering Wildberries

Step 1. Registration on the WB Partners portal

Go to the official Wildberries website, in the top menu select "For Business" → "Become a seller" or go directly to the WB Partners portal.

Enter your current personal phone number and continue registration. Register only with your own number. Using someone else's phone — even a spouse's or close relative's number — can lead to losing access to your seller dashboard. Restoring access can take a long time.

Step 2. Payment of the security deposit

The security deposit is 10,000 ₽ for all business forms: IE, LLC, and self-employed individuals. It is paid in a single payment from the account linked to the TIN specified during registration. The deposit is non-refundable. Its purpose is to weed out unscrupulous sellers. This is a fee for access to the platform, not a deposit.

Step 3. Acceptance of the offer

The offer is the main legal document that regulates the relationship between the seller and the marketplace. It specifies all conditions: commission rates, penalties, promotion rules, supply requirements. The offer should only be signed after careful study — ignorance of the terms does not exempt you from penalties.

Step 4. Choosing a work scheme: FBO, FBS, or DBS

Sellers can choose the most suitable work format for them:

FBW ("WB Warehouse") — the seller ships goods to the Wildberries warehouse, which handles storage, picking, and delivery of orders to customers.

FBS ("Marketplace") — the seller independently picks and packs orders, then transfers them to the Wildberries warehouse for further delivery.

DBS ("Showcase") and EDBS ("Express Showcase") — the seller uses Wildberries only as a showcase to attract customers, and organizes all logistics independently.

DBW ("WB Courier") — the seller sends orders to customers using Wildberries couriers.

C&C ("Pickup from seller's store") — the customer selects a product on the platform and then picks it up in person from the seller's physical store.

Step 5. Creating product listings

A product listing is the seller's showcase on the marketplace. It determines whether customers will buy from you or go to a competitor.

A high-quality listing includes:

An SEO-optimized name that matches real customer queries;

A detailed and clear product description;

At least 5–7 high-quality photos from different angles;

Correctly filled characteristics and parameters;

A competitive price. Before setting a price, be sure to use the built-in calculator in your WB seller dashboard — it allows you to calculate profit and all associated costs, taking into account commissions and logistics.

How much money is needed to start trading on Wildberries?

Minimum possible start — from 80,000 ₽, if launching one product and doing everything yourself. This approach requires a clear understanding of logistics, sales, marketing, and unit economics simultaneously.

Sustainable start — in the range of 150,000–300,000 ₽. This budget provides room for maneuver and reduces risks.

The table below shows approximate expenses for starting trading on Wildberries:

Expense Item	Amount
WB Security Deposit	10,000 ₽ (mandatory, non-refundable)
IE registration online via Gosuslugi	0 ₽
Product purchase	from 30,000 to 100,000 ₽ and above
Photos and infographics for listings	5,000–20,000 ₽ (or DIY)
Labeling and packaging	5,000–15,000 ₽
Advertising (first 3 months)	100,000–200,000 ₽
Reserve for returns and penalties	20,000–30,000 ₽

How to choose a niche and product for entering WB

A correctly chosen niche is half the success. A mistake at this stage is costly: money is tied up in the product, the listing is not indexed, and there are no sales.

What sells well on WB:

clothing and accessories — traditionally the leading category;

home and interior goods;

children's products;

sports goods;

cosmetics and personal care products;

seasonal products before holidays.

What is not recommended for beginners to sell:

fragile goods with a high percentage of damage during delivery;

goods requiring mandatory labeling and complex certification;

products with a short shelf life;

large-sized goods — create problems with logistics and storage.

Product selection algorithm:

Check demand: enter the product name in the WB search and assess competitor activity.

Open the "What to sell on WB" table in your seller dashboard — it highlights products with a supply deficit.

Calculate unit economics: cost price + commission + logistics + advertising should yield a positive margin.

Compare your own cost price with competitors' prices — if your cost price is lower than their retail price, that's a good sign.

Start with a small test batch, without investing the entire budget at once. An important guideline: the retail price of the product should be no lower than 1,500 ₽. With a lower price, it is extremely difficult to turn a profit considering current commissions.

Typical mistakes when entering Wildberries

Underestimating the budget

Product purchase is only a third of the actual expenses. Advertising, packaging, logistics, and a reserve fund together double the required amount. Those who don't plan for this in advance go into the red by the third month.

Too small a batch

Purchasing 50–100 units does not allow for regional shipment, and without it, the listing is poorly indexed in search and sales do not grow.

Lack of advertising

New listings without sales history are virtually invisible in WB search. Allocate at least 20% of the total budget for promotion from the very beginning.

Ignoring promotions

Sellers who do not participate in marketplace promotions risk reduced reach. The right approach is to factor in the possibility of a discount in the initial product price already at the calculation stage.

Registering with someone else's phone number

Restoring access can take several weeks and cost real money in the form of lost profit.

Starting as a self-employed individual without understanding the limits

With a turnover above 2.4 million ₽ per year, you will not be able to trade until the end of the tax period — the business will simply stop.

Frequently Asked Questions

1. Can I enter WB for free?

Completely free is not possible. The security deposit of 10,000 ₽ is mandatory for everyone. IE registration online via Gosuslugi is free.

2. Can I sell on WB as an individual?

No. Wildberries only works with officially registered sellers: IE, LLC, or self-employed individuals.

3. How long does registration on Wildberries take?

Registration is done online and takes from a few hours to several business days — depending on the business form and the accuracy of the submitted documents.

4. Can I sell on Wildberries from Kazakhstan or Belarus?

Yes. Wildberries operates in all CIS countries — Armenia, Belarus, Kazakhstan, Kyrgyzstan, and Uzbekistan. Sellers from these countries can register and trade on the platform.