The competitive landscape of cross-border e-commerce is undergoing subtle changes as Wildberries (WB) announces a comprehensive platform upgrade. Through official subsidies and logistics acceleration measures, the marketplace aims to enhance its competitiveness in cross-border operations while creating a more favorable business environment for sellers.
Subsidy Program: Direct Financial Support for Seller Growth
According to an announcement dated October 17, 2025, Wildberries has officially launched its subsidy program with the following key features:
- Discount Range: Up to 10% maximum discount
- Cost Coverage: Fully borne by the platform without affecting seller revenue
- Settlement Method: Maintains original pricing and discount structures set by sellers
This initiative allows participating sellers to maintain their profit margins while gaining additional price competitiveness through platform subsidies, effectively improving product conversion rates. While Wildberries' subsidy intensity still trails behind Ozon's cross-border store offerings, the move clearly signals the platform's commitment to empowering sellers through direct financial investments that reduce customer acquisition costs and improve profitability.
Operational Optimization: Dual-Engine Approach to Enhance Competitiveness
Wildberries is transitioning from relying solely on organic traffic to adopting a dual-engine model combining "platform subsidies + traffic support." For sellers familiar with Ozon's operations, official subsidies are not a novel concept. Ozon's cross-border store has long utilized various subsidy policies to reduce sellers' trial costs and accelerate market penetration. Wildberries' adoption of this strategy demonstrates its determination in cross-border operations and emphasis on seller growth.
DPX Official Logistics: Simultaneous Delivery Speed and Cost Control
More notably, the subsidy program complements Wildberries' recently launched DPX official logistics solution, which offers several advantages:
- Significantly Improved Delivery Times: DPX reduces cross-border shipping to 10-15 days, substantially enhancing buyer experience
- Effective Cost Management: Unified logistics solutions lower operational complexity, streamline fulfillment processes, and reduce potential logistics costs
- Comprehensive Shopping Experience Upgrade: Fast delivery combined with platform subsidies creates a "fast and affordable" purchasing experience that increases repurchase rates
This strategic combination significantly enhances Wildberries' overall competitiveness in cross-border commerce, giving it distinctive advantages against competing platforms. Faster logistics and more competitive pricing will become key factors in attracting consumers.
Seller Strategies: Seizing Opportunities Through Platform Participation
In response to these positive changes, sellers are advised to consider the following strategies:
- Active Participation in Platform Activities: Closely monitor and engage in Wildberries' promotional campaigns to maximize available resources and support
- Leverage "WB Discount" Subsidies: Utilize subsidy programs strategically to enhance product price competitiveness and attract potential customers
- Optimize Product Listings: Ensure accurate and complete product information with high-quality images and videos to improve appeal
- Prioritize Customer Service: Respond promptly to inquiries and resolve issues to maintain high customer satisfaction
- Accelerate Sales and Review Accumulation: While maintaining reasonable profit margins, employ various methods to quickly build sales volume and reviews to improve product rankings and visibility
Wildberries' platform upgrade presents new opportunities for cross-border e-commerce sellers. By adapting business strategies and fully utilizing platform support, sellers can position themselves for accelerated growth in this evolving marketplace.