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- To sort it out point by point: the owners of Wildberries PVZ asked landlords for discounts and deferrals
To sort it out point by point: the owners of Wildberries PVZ asked landlords for discounts and deferrals
The owners of Wildberries pick-up points have begun to seek a 50% reduction in rental rates or a delay in payments for up to six months, Izvestia has learned. The reason is the drop in revenue due to UAV attacks: in July, the revenue of many outlets decreased by 15-20% compared to the same period last year, and on peak days — by 30-40%. At the same time, rent remains one of the largest items of PVZ expenses, accounting for about 30-40% of their costs. Against the background of declining profitability, owners are increasingly putting up pick—up points for sale - the number of such ads has increased by 26% over the year, the Avito service has calculated. About why the profitability of the pick—up points was under pressure and whether this could lead to a reduction in their number, see the Izvestia article.
What difficulties did entrepreneurs face?
Some of the owners of Wildberries PVZ began asking landlords to reduce rates and delay payments amid falling business turnover and profitability, the chairman of the Board of the Association of E-Commerce Market Participants (AUREK) told Izvestia Evgenia Chernitskaya. According to her, the organization has prepared standard appeals for entrepreneurs to the owners of the premises. In one of the options, it is proposed to reduce the permanent part of the rent by 50% for six months, in the other — to provide rental holidays for the same period. At the same time, it is proposed to continue paying utility and operating costs in full, it follows from the materials of AUREK.
The reason for the decrease in revenue was, in particular, disruptions in Wildberries logistics after UAV attacks on marketplace warehouses. Due to lower turnover, PVZ owners are increasingly facing the risk of delayed payments to employees and landlords, she added.
In some regions, the incomes of Wildberries PVZ owners decreased by 15-20% year—on-year in July, and by 30-40% on peak days, Alexey Fedorov, chairman of the Council for the Development of Electronic Commerce at the Chamber of Commerce and Industry (CCI), calculated for Izvestia. This trend is confirmed by Alexey Moskalenko, Chairman of the Presidium of the Association of Electronic Commerce Representatives (APET). According to him, the marketplace is rebuilding logistics after the loss of a number of key warehouses: due to the reduction in supply volumes, the number of withdrawals to PVZ is decreasing, which directly affects the incomes of entrepreneurs.
The RWB does not agree with this assessment. These data are based on "individual cases and do not reflect the overall dynamics" of the PVZ network, a company representative told Izvestia. He also does not record a decrease in the number of orders or a surge in closures in July. The network now has 98,000 locations, which is 13% more than a year earlier. The number of partner applications for the opening of new PVZ has almost doubled recently, according to the company.
The profitability of a particular point depends not only on the number of orders issued, but also on the terms of the lease, operating expenses and other business parameters of the partner, noted in RWB. Therefore, third-party estimates of the decline in the profitability of individual PVZ cannot be extended to the entire network, the interlocutor assures. According to him, the company considers requests from partners individually.
Customers continue to actively place orders, and thanks to increased investment in discounts, sales in certain categories have already increased by 40-50%, according to a representative of RWB. According to him, in most regions the volume of orders already exceeds previous figures.
The structure of their expenses also affects the economy of the PVZ. The profitability of most outlets is now about 5-10%, and in some cases they operate with minimal profit or become unprofitable, said Roman Samoilov, director of the Consumer Sector and Agroindustrial Complex practice at Strategy Partners. According to his estimates, rent generates about 30-40% of the point's regular expenses on average. Therefore, its reduction can support the margin and in some cases bring the PVZ out of the loss.
However, one discount on rent will not be enough if the decrease in traffic and the number of orders is delayed, the expert believes. To restore the profitability of pick-up points, it is necessary to return the customer flow and at the same time reduce other operating costs, he added.
Meanwhile, the owners of the PVZ began to put the business up for sale more often. As of August 3, more than 9.3 thousand ads for the sale of such outlets were posted on Avito, a representative of the service said. In the first half of the year, their number increased by 26% compared to the same period in 2025, while demand increased by only 6%. The average cost of a finished PVZ was about 370 thousand rubles. Avito does not disclose data for July.
In Moscow, from July 20 to August 2, entrepreneurs posted about 65 ads for the sale of PVZ, according to data from a specialized resource. pvzbutik.ru to implement a ready-made business. In at least three cases, sellers reduced the declared value: one PVZ fell in price by almost 30%, from 3.25 million to 2.3 million rubles, another by 20%, from 2.7 million to 2.2 million rubles, and the third by almost 1.5 times, from 700 thousand to 400 thousand rubles.
What is the reason for the decrease in the profitability of pick-up points?
The decrease in the profitability of PVZ is primarily due to disruptions in logistics, Alexey Fedorov believes. According to him, problems in large warehouses led to a reduction in the number of orders and traffic at points, and an increase in delivery time could further affect demand. Some sellers also faced delays in shipments due to the recalculation of inventory after the UAV attacks, the expert noted.
Since mid-July, Wildberries facilities have been repeatedly attacked by drones. Logistics complexes in Elektrostal, Moscow Region, and Kotovsk, Tambov region, were the most severely damaged. Later, fires and damage occurred at several other warehouse facilities of the company, including in Krasnodar, Nevinnomyssk, St. Petersburg and Ryazan. As of July 31, the total direct damage from the attacks was estimated at about 75 billion rubles. Against this background, the company decided to freeze the investment program indefinitely in order to provide support to the sellers affected by the attacks.
The financial performance of the PVZ could also be affected by the outflow of sellers from the site, Alexey Fedorov believes. According to his estimates, about 10% of sellers could leave Wildberries. We are talking primarily about representatives of the microbusiness without a financial cushion and the most creditworthy entrepreneurs, the expert said. At the same time, Alexey Moskalenko does not record the mass departure of sellers. According to him, many entrepreneurs are reorganizing their work, in particular, they are transferring part of the assortment from a storage scheme in marketplace warehouses (FBO) to a model in which the seller independently stores goods and completes orders (FBS).
Experts do not expect a mass closure of the PVZ yet. However, according to Alexey Fedorov, a certain market correction is inevitable. First of all, according to his assessment, small single PVZS that work only with Wildberries and carry a high rental burden, including in shopping malls, are under threat of closure. According to his forecast, about 15% of such outlets may close by the end of the year. APET, together with Wildberries, is also working on measures to support PVZ owners, and the first decisions from the marketplace are expected before the end of the week, Alexey Moskalenko added.
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