Wildberries has more than 3,000 collection points in Belarus

Wildberries has more than 3,000 order collection points in Belarus, with the network growing by 33% in 2025. Ivan Stolyarov, who heads collection point network development across the countries where the company operates, shared these figures in an episode of “Talking Business Honestly with WB”, a joint project by Wildberries and Office Life, published on 30 September. For the franchising community, the figures offer a benchmark for the development of a partner-operated model with similar day-to-day operations.

How the network has grown in Belarus

According to Stolyarov, 14 years have passed since the first Wildberries collection point opened in the country. He identified the launch of partner-operated collection points as a significant boost to small and medium-sized businesses. Under this model, entrepreneurs join the network by running their own collection point, where customers can collect purchases, try items on and decline them if necessary.

Collection points operate in every region of Belarus. Minsk Region leads the regional rankings, with more than 500 locations, followed by Brest and Gomel regions. The partner network therefore extends beyond the capital, with development taking place across the country.

The reporting periods behind these figures matter: the 33% increase refers to the full-year results for 2025, while Stolyarov cited the total of more than 3,000 collection points in the September episode. These figures should not be combined to estimate growth in 2026. For prospective operators, they primarily indicate the scale of the network within which they will be choosing a new location.

Using the map to assess locations

Wildberries encourages entrepreneurs looking for premises to use a dedicated map showing potential opening areas. According to the Office Life article, the service displays projected income, with data updated daily based on actual traffic. This gives prospective partners a tool for comparing areas before signing a lease.

Priority areas, marked in purple on the map, are particularly relevant. For collection points opened in these areas, the platform offers a higher remuneration rate and financial support in the form of a one-off payment. When comparing addresses, prospective operators should therefore consider not only premises costs but also the terms available in each area.

However, the map’s projections are best treated as a starting point for an independent financial assessment, rather than a promise of results. Before renting premises, it is worth checking entrance accessibility, how easily customers can reach the site and the cost of preparing the space. These are practical location checks, not additional requirements announced by the company. They help relate the service’s figures to the circumstances of a particular property.

A dedicated programme for smaller communities

In 2025, Wildberries launched a special programme for opening collection points in communities with up to 5,000 residents. It offers simplified terms. The article describes its purpose as reducing the financial burden on entrepreneurs in remote communities and helping them recoup their investment sooner.

For those interested in franchising in Belarus, this approach is notable for its focus on smaller local markets. A partner-operated business need not be assessed solely through the lens of major cities: smaller communities have a programme of their own. However, assumptions about demand or costs at an urban collection point should not be applied to a smaller location without an independent calculation.

Participation in this programme and support for opening in a priority area are separate grounds for assistance, and their applicability should be checked for the chosen address. The existence of a programme for communities with up to 5,000 residents should not be taken to mean that all prospective partners receive the same payments. Before investing, obtain the current terms and establish exactly which forms of support are available for the proposed location.

Assess payback alongside operational quality

The Office Life article puts the average payback period for a collection point at three to four months. This is a stated benchmark, not a guaranteed return of investment for every operator. A business plan should account separately for start-up costs and ongoing expenses, and test whether the budget can withstand a slower-than-expected path to the projected performance levels.

Before launch, specialists also recommend choosing a legal structure, as this affects tax liabilities, accounting requirements and opportunities for further development. Additional financial incentives are another part of the business model. According to the company, partners receive these for high ratings, speedy processing of incoming deliveries and correctly handling returns. Assessing a prospective collection point on location alone is therefore not enough: the organisation of day-to-day operations matters too.

A partner-operated collection point should not automatically be described as a franchise: the legal nature of the relationship must be established from the contract. Practical takeaway: before opening, compare several locations, confirm the support available and prepare a budget that does not rely on recovering the investment within three to four months. The network’s scale indicates how widespread the format is, but it is no substitute for checking the financial viability of an individual collection point.