The site operates according to the FBO model: the seller delivers the goods to the DNS warehouse, the retailer takes over the storage, order processing and acquiring. The commission is up to 25% of the sale — logistics, storage and payment acceptance are already included in this remuneration, there are no separate payments for these services.
Deliveries are accepted in seven cities: Moscow, St. Petersburg, Vladimir, Yekaterinburg and Krasnodar, as well as in two more locations not specified in public materials. To get started, the supplier needs to register, accept the offer, undergo verification, create product cards and send the first delivery to the warehouse.
For importers of consumer electronics and distributors who already work with Ozon and Wildberries, DNS represents a fundamentally different audience: buyers focused on appliances and electronics. The specialization of the network means a higher conversion rate in the relevant categories, although the coverage is still limited to seven cities.
The history of the reversal is significant. In 2021, Sergey Meshchanyuk, co-owner and director of DNS Development, explained the company's position directly:
"We don't want to build our own yet, because we believe in the power of specialization."
At the same time, he pointed out that it makes no sense for a company of this size to enter other people's marketplaces, and they did not plan to create their own. A year ago, DNS released an April Fools' Day post with the headline "DNS is becoming a marketplace!!1!" and immediately clarified that this was a joke, against the background of an active confrontation with Ozon and Wildberries. Now the "Sellers" section on the company's website records the change in strategy.
For participants of foreign economic activity in the segment of electronics and household appliances, the opening of DNS as a sales channel changes the calculation of the unit economy. A commission of up to 25% with logistics enabled is comparable to the conditions of large universal marketplaces, however, a specialized DNS audience can provide a higher average check in specialized categories. While the site is in closed beta, sellers who have been verified by invitation will be the first to work out the conditions.
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