Wildberries marketplace is entering the investment market by introducing a service called "WB Piggy Bank" to its clients. The new tool will be integrated into the company's mobile application and will provide an opportunity to invest in e—commerce projects through crowdfunding, a form of collective investment.
According to Georgy Gorshkov, Chairman of the Board of Wildberry Bank, the minimum threshold for participation in the project will be only 100 rubles. The potential yield will depend on the level of the Central Bank's key rate. In the future, users will be able to support not only projects, but also the sellers themselves represented on the platform.
The launch of the service will be handled by VB Invest LLC, registered in January 2025. Already in September, the company entered the register of operators of investment platforms of the Bank of Russia, which allows it to legally provide crowdfunding services.
The new investment format opens access to the market to those who previously had no opportunity to participate in investment projects due to high entry thresholds. Crowdfunding, depending on the model, can provide financial or non—financial forms of return on investments, from shares in the authorized capital to gifts and unique offers.
In addition to Wildberries, the Ozon marketplace has also taken a similar step, which is working on launching its own investment platform, but through mutual funds and digital assets. Ozon has already registered a management company and plans to expand its product line, including tools for individuals and businesses.
Experts point out that due to the wide customer base, marketplaces can become significant players in the private investment market. However, the main audience of such services will be users with small investment budgets. New platforms are shaping the trend towards the democratization of financial instruments.
