What is the difference between FBO, FBS and DBS on marketplaces and which scheme to choose?

FBO, FBS, and DBS differ in who stores the product, who packs it, and who delivers it to the buyer. FBO transfers all logistics to the marketplace, FBS leaves storage and packaging to the seller, and DBS fully transfers delivery to the seller's side. The choice of scheme affects profit, sales speed, logistics, and product positions in search — and a seller can use several models simultaneously.

What fulfillment models exist on marketplaces and how do they differ?

The three main models — FBO, FBS, and DBS — differ in how responsibilities are distributed between the marketplace and the seller. FBO — the product is stored at the marketplace's warehouse, and the marketplace is fully responsible for logistics. FBS — the product is stored by the seller, and the marketplace takes over delivery after the seller hands it over. DBS — the marketplace acts as a storefront, while the seller is responsible for storage and delivery.

These models are used on the largest platforms: Ozon, Wildberries, and Yandex Market. The mechanics are formally the same, but the names of the models differ across marketplaces.

Comparative table of marketplace logistics models (2026)

Fulfillment Model	Ozon	Wildberries	Yandex Market
From marketplace warehouse<br>Storage and delivery handled by the MP	FBO<br>Fulfillment by Ozon	FBO<br>FBW	FBY<br>Fulfillment by Yandex
From seller's warehouse<br>Storage with you, delivery by the MP	FBS	Marketplace<br>FBS	FBS
Express delivery<br>Picking in 15–60 min, delivery by MP courier	Ozon Express	WB Express	Yandex Express
Delivery by seller<br>MP only as a storefront	realFBS<br>Standard / Express	DBS<br>"Storefront"	DBS<br>Delivery by Seller

Schemes can be combined. For example, it's convenient to store fast-moving products at the marketplace warehouse via FBO, while rare or fragile items can be shipped from your own warehouse via FBS.

What is FBO and who is this model suitable for?

FBO is a model where the seller delivers the product to the marketplace's warehouse in advance, and the platform itself receives orders, picks, packs, and delivers. The seller's task is to replenish stock on time and avoid running out.

Who is FBO suitable for?

FBO gives the best results if: • products sell quickly and have high turnover; • the seller does not have their own warehouse or resources for packaging and logistics; • the product is not too fragile and can withstand several stages of transportation.

The model is popular for accessories, cosmetics, clothing, home goods, and stationery.

What advantages does FBO offer?

FBO increases the marketplace's trust in the seller.

On Ozon, product listings receive a fast delivery badge and are boosted in search results.

On Yandex Market, FBO products are more often shown to participants of the "Plus" program.

A significant advantage is the lack of operational burden. Packaging, sorting, logistics, and delivery — everything is done by the marketplace. This is especially useful with a large number of orders.

What risks exist when working with FBO?

Main risks:

Overpaying for storage. If a product sits unsold, the platform charges higher tariffs — Wildberries has particularly strict penalties. Sometimes it's cheaper to take back the stock than to keep paying.

Loss of quality control. After several returns, the product may arrive to the customer damaged. Negative reviews will appear on the seller's product listing.

Drop in positions when stock hits zero. A lack of product sharply reduces ranking, and it's difficult to recover positions.

What is FBS and who will find it convenient?

FBS is a model where the product is stored by the seller, and after an order, the seller picks and packs the shipment themselves, then hands it over to the marketplace's courier or brings it to a drop-off point. The platform organizes delivery to the buyer.

On Wildberries, this scheme is called "Marketplace," and it's important not to confuse it with the model of selling from the WB warehouse.

Who is FBS suitable for?

FBS is beneficial if:

you have space for storing goods — a warehouse, a room, a garage;

the seller is testing demand and doesn't want to move large batches to the platform's warehouse immediately;

the product is fragile or expensive, requiring control over packaging;

the assortment is large and requires flexible inventory management.

What features does the FBS model have?

Key points:

Quality control. The seller sees each product before shipping and is responsible for packaging. This reduces the risk of negative reviews.

Operational load increases. As sales grow, you need to organize workspace, storage, and regular shipments.

Speed is critical. On Yandex Market, the order must be handed over the same day. On Wildberries, the product is delivered to the pickup point immediately after the sale.

Large goods (KGT) and regular products are stored in different virtual warehouses — they cannot be mixed.

What is DBS and who is this model suitable for?

DBS is a model where the marketplace only provides the storefront, and the seller organizes the entire delivery process themselves. You can use Russian Post, CDEK, your own couriers, or other services.

Who is DBS suitable for?

DBS is convenient if:

the seller works with oversized goods — furniture, appliances, building materials;

the product requires special delivery — plants, chilled products, antiques, fragile items;

you already have your own courier service;

you need to test a niche with minimal investment.

What are the advantages and risks of DBS?

Advantages:

Full control over the process — from packaging to delivery.

Minimal platform commissions, as the marketplace is not involved in logistics.

Potential priority in search results for fast local delivery (e.g., Ozon Express and Market Express).

Risks:

Lower search ranking compared to FBO.

High delivery costs if logistics are not optimized.

Requires a clear understanding of cost price, otherwise operational costs will eat up profits.

Which fulfillment model to choose: FBO, FBS, or DBS?

The choice of model depends on the assortment, turnover, and the level of operational load the seller is willing to take on.

Recommendations:

For starting out, it's better to choose FBS: you can test demand without costs for storage and logistics.

For stable bestsellers — FBO. This model provides faster delivery, boosts ratings, and reduces daily operational tasks. It's important to distribute stock across regional warehouses, otherwise the effect will only be noticeable in one city.

For oversized goods, DBS is more profitable. Specialized carriers are often cheaper than marketplace logistics.

For selling on multiple marketplaces — the basic FBS model. One warehouse, multiple sales channels.

Experienced sellers often combine models: for example, first sell stock via FBO, then switch to FBS. Marketplaces allow this to be done automatically, and the buyer doesn't notice the difference.

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Frequently Asked Questions

Can I change the fulfillment model after starting sales?

Yes, you can. Marketplaces allow switching between FBO and FBS within the same product listing. For example, you can first sell off warehouse stock via FBO, then switch to FBS.

Where are commissions higher: FBO or FBS?

The sales commission is usually the same. However, FBO includes additional costs — storage and handling at the marketplace's warehouse. If a product turns over slowly, FBO can be unprofitable.

Does the model affect the product's rating?

Yes. FBO gives the product listing priority ranking: fast delivery positively impacts search results. FBS and DBS can also rank well, but only with high order processing speed.

Is there a fulfillment model where the marketplace doesn't take a percentage?

No. A sales commission exists in all models. Only the amount of additional costs differs: with DBS, logistics commissions are lower since the marketplace doesn't deliver the product.