M.Video Resumes Registration of Pickup Points Under Its Own Brand

The marketplace became a stimulus for developing its own network. In July, the platform recorded a record influx of sellers: more than 1,600 sellers per month.

For the M.Video marketplace, pickup points are not only the last link in delivery but also part of a unified logistics loop. It connects online orders, stores and the warehouse network. Delivery already operates on a hybrid scheme: eight large and 51 regional warehouses are complemented by several hundred stores used as mini logistics centers. This model allows sellers not to concentrate all their stock at large warehouses.

The approach differs from the 2021 strategy. Back then, the company was expanding its network through partners and did not plan its own pickup points — the main share of orders went through stores.

Now the development of its own infrastructure is expected to support the platform's operations amid growing demand. There is also a downside: creating points from scratch is more expensive than using an existing trade and logistics network. Especially against the backdrop of business restructuring and the reduction of the physical network.