What entrepreneurs should prepare for: according to an official announcement, Wildberries will open registration for sellers from Georgia — the country will become the ninth where it will be possible to sell directly through the marketplace. The announcement was accompanied by a face‐to‐face meeting in Tbilisi for more than a hundred local SMEs; the release also noted that books, clothing, footwear, and cosmetics are among the most popular segments in Georgia.

How we got here: the platform itself launched in Georgia in October 2024, initially using a franchise model, with orders being delivered through local points and a gradual expansion of delivery options.

Infrastructure in place: today, there are delivery points in Tbilisi and Batumi (for example: 54 Paliashvili Street in Tbilisi; 58 Lermontov Street, etc. in Batumi). The network of delivery points is growing, as confirmed by local directories and mapping services.

Why this is important for business

• Demand and audience. According to the company, the majority of buyers are aged 25—44; 75 % of orders are placed by women; strong drivers are delivery speed and product range. This is a positive sign for local fashion, beauty, and book brands.
• WB traffic and infrastructure. The platform claims 79+ million customers, 20+ million orders per day, and 87,000 delivery points in the countries where it operates, which expands the potential reach of Georgian sellers not only in Georgia but also in neighboring markets.

What to change “here and now”: preparing for registration

Wildberries uses the WB Partners portal (seller.wildberries.ru / section “For business → Become a seller”). At the time of publication, the company officially announced the connection of Georgian sellers; based on the experience of other countries, the basic steps are as follows (details may be adjusted as Georgia is added to the list of seller countries):

1. Legal framework in Georgia. Determine the form of activity (sole proprietorship/limited liability company). This will be useful for contracts, settlements, accounting, and taxes in Georgia.
2. Documents and details. Prepare the registration documents for the company/sole proprietorship, bank details, contact number, and email address. In other markets, WB requests a TIN and supporting documents — we expect a similar approach for Georgia.
3. Contract and account. Registration with WB Partners, signing the offer/contract in EDO (as implemented for other countries), account activation, and access to listing tools.
4. Assortment and cards. Focus on categories with local demand — books, clothing, footwear, cosmetics — and create well‐designed cards (name, keywords, photos, characteristics, labeling).
5. Logistics (FBO/FBS/DBS). WB uses several shipping schemes. As it expands into Georgia, the company will likely offer local/cross-border configurations (warehouses, sorting, pickup points). Stay tuned for updates in your account and in PRO WB (partner training programs).

⚠️ Important: In 2024—2025, Wildberries is actively expanding its warehouse capacity and hubs in a number of countries (including Central Asia). In Georgia, there have been no public official announcements about the launch of a separate logistics center yet — the meeting in Tbilisi and the press release concern specifically the connection of sellers and educational support. We will monitor official announcements.

Legal and tax nuances for Georgia residents

• Taxes in Georgia. For online retail trade, Georgian sole proprietors often choose the “small business” regime (1% of turnover within the limit) or operate under the general regime/through an LLC — the choice depends on turnover, product category, and cost structure. (In this section, we provide general guidance; we will select the final scheme based on your figures.)
• Marking and compliance. Even if WB does not request documents at the start, the platform and regulatory authorities may require certificates/declarations of conformity — prepare a package in advance by product category.
• Cross‐border sales. If you plan to sell outside Georgia (to other WB countries), consider export/import issues, currency settlements, and product restrictions in advance. Practices in other markets show that it is sometimes more convenient to have a local operator/counterparty for final settlements and reverse logistics; we will discuss this during the consultation, taking into account your product range.

Quick checklist before you start

• Legal form and bank account in Georgia
• Profile in WB Partners + prepared documents
• 20—30 “ideal” cards with media and keywords
• Pilot logistics: test batch to the pickup point/warehouse, processing returns
• Marketing plan: prices, promotions, working with reviews, analytics
• Product compliance package (certificates/marking, if required)

How Espero helps

• Registration of individual entrepreneurs/limited liability companies and selection of a tax regime for e‐commerce.
• Support for connecting to WB Partners and contract analysis.
• Logistics (warehouse/pickup point/cross‐border) and returns setup.
• Compliance documents, brand and IP protection.
• Turnkey solution: first sales—from cards to analytics analysis.

Ready to launch? Write to us — we will prepare the documents, connect your WB account, set up logistics, and bring in your first sales.