Starting December 1, Wildberries, the prominent e-commerce platform, will introduce significant policy updates aimed at creating a more standardized and healthy business ecosystem. These changes present both challenges and opportunities for sellers looking to stand out in an increasingly competitive marketplace.
Enhanced Brand Protection: Authenticity as a Competitive Advantage
The cornerstone of Wildberries' new regulations focuses on strengthening intellectual property rights. Sellers must now list only officially authorized brand names in product listings' "Brand" field. This policy shift creates a clearer path for sellers with proprietary brands or legitimate brand authorization to differentiate themselves in the marketplace.
For sellers, this represents a prime opportunity to build brand equity. The platform is actively cultivating an environment that rewards originality and respects intellectual property. Completing brand registration will enable products to gain better visibility while establishing consumer trust—critical factors for long-term business success.
Standardized Platform Branding: Focusing on Distinct Seller Identity
Wildberries has refined its policies regarding the use of platform trademarks and logos, implementing stricter guidelines to prevent marketplace branding confusion. These measures protect the platform's brand identity while helping sellers avoid compliance risks associated with improper branding usage.
The policy underscores the importance of developing unique brand narratives and visual identities. Distinctive branding remains fundamental for customer retention and sustainable growth. Sellers should invest in cohesive brand storytelling, memorable visual elements, and quality products to cultivate lasting customer relationships.
Updated Cross-Border Prohibited Items List: Compliance as a Foundation
The platform has revised and expanded its list of prohibited cross-border products to ensure full compliance with international trade regulations. These updates carry particular significance for international sellers, directly impacting their ability to operate within legal parameters.
Sellers must thoroughly review the updated prohibited items list and regularly audit their product catalogs to avoid policy violations. Maintaining compliance serves as the bedrock for sustainable business operations on the platform.
Wildberries' regulatory evolution reflects broader e-commerce trends toward marketplace standardization and brand protection. Sellers who proactively adapt to these changes by refining their brand strategies and operational compliance will be best positioned to capitalize on the platform's growing ecosystem.