Ivanovo region is No. 1 in terms of "millionaires" on Wildberries: 53% of sellers with a turnover of 1 million or more per month
By the end of 2025, the Ivanovo region took the first place in the country in terms of the share of entrepreneurs with high turnover on Wildberries: 53% of regional producers on the site have a monthly turnover of 1 million rubles, and the share of sellers with turnover over 100 million rubles reached 4%. At the same time, the "mass" of the market has grown — the total number of sellers in the region has increased by 11% year on year. In the group of the nearest regions, the share of "millionaires" includes Chuvashia, St. Petersburg, Moscow, Moscow and Nizhny Novgorod regions (about 40-42%).
For foreign economic activity and logistics, something else is more important: Ivanovo is an example of how regional specialization turns into a sustainable e-commerce model. Russian—made goods account for 84% of the turnover of local sellers, mainly clothing, home textiles and linen. This means a short supply chain, a fast product range renewal cycle and less dependence on import bottlenecks (freight, deadlines at the border, currency fluctuations). Plus, there are lower risks with labeling and compliance, which importers often "shoot" when scaling.
Another factor is the system programs for the development of sellers. The article notes the "Platform for Growth" project, which the marketplace is developing jointly with the Institute of Development: 87 brands from the Ivanovo region joined the program, and their turnover increased to an average of 92% over the period of participation compared to last year. In fact, this is the formula "production + showcase + analytics": the region provides the product, the site provides the audience and tools, and growth is ensured by the discipline of demand management (size grid, card quality, balance control, shipment speed).
It is clearly seen that in Ivanovo, those who rely not only on price, but also on manageable quality and data win. This is also emphasized by the representative of the children's clothing brand GAM — an important quote that explains the mechanics of growth from the inside out:
"Entering the marketplace gave us something that other large customers of our factory could not provide — transparent analytics and a quick customer response. Thanks to such a large active customer audience and Wildberries analytics, we are fine-tuning the product range and putting new products on sale faster, because only by trusting the brand, the buyer is ready to order the product even with a small number of reviews at the start. The GAM brand was rated by 47,000 customers by an average of 4.9, which is a very high figure. 7000 users of the online platform have added it to Favorite Brands," said Ivan Chernobrovkin, head of the GAM brand's e-commerce department.
A practical conclusion for sellers from other regions (and especially for importers): the Ivanovo model is based on three pillars — its own production, high quality control and constant work with analytics. Where imported goods benefit from the speed of launch, local manufacturers respond with flexible circulation and rapid product improvement based on feedback. And this is what most often turns a regional brand into a federal marketplace player.
