Lamoda summed up the development of the FBS model and showed that the "seller keeps stock at home" format in the fashion segment is becoming one of the key drivers of marketplace growth. According to the company, in 2025, more than 2 million products were sold through FBS, and the turnover according to the model increased more than fourfold. The dynamics reflect the demand for the range that brands are willing to showcase while maintaining control over the warehouse and the speed of updating collections.
In parallel, Lamoda has strengthened the "operational layer" of FBS. The company has moved key processes to a single Lamoda Seller platform and launched a mobile application so that sellers can manage assortment, orders, shipments and returns in one interface. This reduces the load on the operating system and helps to achieve stable shipments faster, including for small designer brands.
Logistics has shown a strong effect. Over the year, the volume of FBS shipments has more than tripled, while Lamoda has reduced the delivery time of orders by 22%. The company attributes the result to the launch of two new transit warehouses and the increased capacity of the Bykovo site. They are also developing an on-site collection service for orders from sellers' warehouses, and almost half of the site's FBS sellers have joined it.
The key idea of the company is reflected in the comment of the head of the department. Anastasia Utkina, Director of Lamoda's B2B product, noted:
"We see that more and more brands want to enter the marketplace while maintaining control over the stock and the speed of updating collections. Our task, first of all, is to minimize operational barriers for them. For us, FBS is not only a channel for scaling the product range, but also a contribution to the development of the industry.: We help brands of various sizes, from international companies to local showrooms, to build a stable online business together with Lamoda."
This sets a clear guideline for the marketplace market. FBS is growing where the relevance of stock, the speed of change of collections and quality control of packaging are important to the brand. The growth of the model increases the requirements for the seller's processes: balance accuracy, assembly discipline, transparent SLA on order transfer time. On the part of the site, logistical "accelerators" and a convenient cabinet become key, which reduces the number of errors on shipment and increases predictability.
In 2026, Lamoda plans to develop FBS by strengthening customer experience and expanding partner tools, including AI assistant, mobile logistics automation solutions, and content creation tools. For sellers, this is a signal to prepare cards and processes in advance, because traffic growth begins to bring money only with a stable build and a minimum of cancellations.
