Each successful product card is backed by months, and sometimes years, of the seller's investment: advertising, reviews, sales history, a proven description, and an accumulated rating. Today, all this belongs to the site — to leave the marketplace means to start the promotion anew from scratch in a new place.
The initiative of the Ministry of Economic Development is changing the very legal nature of the product card. Anastasia Tyugai, President of the Association of Entrepreneurs of the Platform Economy, formulates the logic very concretely: "All the time the seller is trading on marketplaces, he is engaged in popularizing the card, promoting it, investing his own funds in the development of this card, which sometimes amounts to hundreds of thousands of rubles. This is already a real asset of the seller."
The Wildberries representative reacted cautiously, noting that the issues of recognizing the product card as an independent asset of the seller and transferring it between platforms require detailed study. The wording is expected — the sites have been building a business model for years, where the seller's transition to a competitor was accompanied by maximum costs precisely due to the inability to transfer the accumulated history.
The initiative did not appear in a vacuum. Three days earlier, on July 3, the government approved the procedure for checking product cards through 12 state information systems — the sites are required to check the registers within three working days after receipt of the documents. Both solutions together build a new architecture of relations: on the one hand, the government tightens control over the accuracy of data in cards, on the other hand, it expands the seller's rights to dispose of the result of their own investments.
There is no specific draft law yet — this is a proposal at the departmental level that requires working out a legal mechanism for accounting copyrights to a complex set of card data. There is no practical action for sellers today, but strategically it is worth starting to document investments in the promotion of specific cards — advertising budgets, feedback history, growth metrics — so that when a transfer mechanism appears, you have an evidence base for your own investments in the asset.
