There are 10 sellers participating in the pilot. The first partner was the Befree brand from the Melon Fashion Group. You can pick up the order the next day after registration, with payment in cash or by card upon receipt. Ozon does not disclose the names of the other participants or the timing of testing; a decision on scaling up or closing the service will be made based on the results of the pilot.
Previously, the marketplace used a pickup format with reservations only in narrow categories: medicines from pharmacies "36,6", alcohol from SimpleWine wine stores and bulky goods from sorting centers. Clothing is a fundamentally new direction for the platform in this model.
Ozon entered this segment later than its competitors in the market. Wildberries has been developing click & collect since 2024, opening the service to all sellers in the summer of 2025. In January 2026, Yandex Market enabled pickup for all Melon Fashion Group brands, the same group whose Befree has now become the first partner of Ozon.
For marketplaces, the format is attractive primarily from a logistical point of view: the expansion of the range and geography occurs without increasing the load on their own warehouses and delivery services. However, analysts note the structural limitations of the model. Without strict rules on balances, delivery dates, refunds, and prices, it doesn't scale well.
A separate problem is price arbitrage. In an offline store, the seller often sets the price lower than on the marketplace, since he does not incur commission and logistical costs. It is technically and commercially difficult to equalize prices on two sites at the same time. In addition, a customer who comes to the store for an online order may receive an offer to buy the product directly or at a different price, and the seller risks losing control of the customer flow generated by the marketplace.
For sellers working with an imported assortment, the model adds another level of complexity: synchronization of balances between the marketplace and the retail outlet requires either a single accounting system or manual control, which, with a high turnover of imported goods, increases the risk of errors during delivery and returns.
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