If ordered through the platform, this product costs 28.69 €, down from an “original” 65.22 €. Wildberries offers a 56% discount on the product. Again, this may have a legitimate reason as well: everyone could assume the origin is Dior itself or an authorized seller.īut the price definitely raises a red flag. The origin of the product is not listed on Wildberries. This may not be a problem in itself after all, it could be a simple choice of design on Wildberries’ part. Wildberries doesn’t offer a lot of information about the product, whereas the Dior site lists ingredients, usage advice, and lots more. Screenshot: Original DIORSHOW MAXIMIZER 3D MascaraĬomparing the two can help us decide if we’re dealing with a counterfeited product or a grey market issue.Īlthough using a different promo picture, Wildberries seemingly displays the same product as Dior. This is Dior’s own website, showing the same product. This listing on Wildberries offers Dior’s Diorshow Maximizer 3D eyelash primer. Our comprehensive tools and services were designed to detect grey marketers on online marketplaces and prevent them from doing your brand any further harm. Well, even if they don’t, brand protection experts at globaleyez do. After all, among the platform’s vast amount of products acquired from all over the world, would Wildberries have the time and means to check if all sellers are authorized by brands? In fact, Wildberries seems to be a very lucrative place for grey marketers. What if some of those sellers don’t have the authorization of the brands whose products they sell? Again, although Wildberries doesn’t work with third party sellers, it does acquire its products from various sellers. Grey marketing is when a product is sold outside its official distribution network, distorting the market and causing brands immense loss in revenue and customer trust. Just like counterfeiters, grey marketers have stumbled upon Wildberries as well. That would be an amazing achievement in any country, but in Russia, it borders on miraculous. In fact, Wildberries’ sole owner is the company’s founder and CEO, Tatyana Bakalchuk, who went from Moscow English teacher to the richest Russian woman with a $1.1 billion fortune. It’s even more astonishing to consider that Wildberries seems to have achieved this without any major capital investments from third parties. Since its 2004 founding, Wildberries has become the largest online marketplace in Russia with over 48.000 employees and just under 15% share in the fragmented market. They can keep the size that fits and send the others back without any hassle.Ĭonsidering that shopping fails are one of the biggest reasons deterring customers from ordering online, it’s easy to see why this Wildberries feature is popular with shoppers.Īs well as working with third party sellers like Amazon or eBay, the company has direct links to (and offers the products of) over 40.000 brands in categories like apparel, cosmetics, electronics, footwear, books, home decor, and much more.Ĭlearly, the strategy is successful. For example, customers have the opportunity to order several sizes of a specific item, and - just like in a brick-and-mortar store - try them on at their chosen Wildberries pick-up point.
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Wildberries is a mixed marketplace offering both online and offline services.
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