The network covers 24 regions: Moscow and the Moscow region, St. Petersburg and the Leningrad Region, Krasnodar and Perm Territories, Nizhny Novgorod, Samara and Sverdlovsk regions, Tatarstan and Bashkortostan. Prior to this partnership, M.Video had 850 of its own distribution points, 15,000 partner points through Yandex Market, 5,500 points through SDEC, and 2,800 post offices.
Magnit Market was created on the basis of the KazanExpress network, purchased from AliExpress in 2023. At the end of July, the company announced that it would stop the website and application from September 6, and the project would switch to the "extended shelf" format, complementing the range of the retail chain. The vacated PVZ infrastructure was transferred to M.Video, which launched its own marketplace in the fall of 2025.
M.Video's financial situation remains tense. By the end of 2025, revenue under IFRS fell by 28.1% to 324.76 billion rubles, while net loss increased to 63.6 billion rubles. In the first half of 2026, the loss amounted to 36.1 billion rubles, and the liabilities amounted to 159.2 billion rubles.
Analysts at the TeDo consulting company point out that competing with Ozon and Wildberries with a smaller assortment and traffic is "not advantageous in any parameter." They see the advantage of M.Video in a combination of offline and online — in categories where pure e-commerce is weak: large equipment and expensive purchases that require consultation, delivery to an apartment or warranty service. According to their estimates, marketplaces have been living in the red for five to seven years, which requires either debt restructuring or a strategic investor.
Artur Gafarov, director of the Institute for the Development of Entrepreneurship and Economics, notes that using ready-made infrastructure is more profitable than creating a PVZ network from scratch, but recalls the difficult situation of M.Video during the period of business restructuring with a focus on online. Alexey Moskalenko, head of the Association of Electronic Commerce Representatives, considers cooperation promising due to Magnit's wide presence in the country.
Denis Dovganich, partner at ATK Consulting, adds: in mature markets, universal marketplaces divide 80-90% between one or two players, and the rest falls on niche sites.
For comparison, Wildberries currently has more than 98,000 PVZ in 22,000 localities, and Yandex Market has over 18,000 locations and postamates. Yandex Market also records the growing interest of entrepreneurs in the "Together" format, which allows them to open a joint venture within an existing business. The gap in the scale of the infrastructure determines how fast M.The video will be able to increase online turnover without attracting external capital.
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