Wildberries推出“品牌专区”：所有卖家均可自建品牌页面

This article covers core news that Wildberries has opened its previously head-seller-exclusive Brand Store feature to all sellers on its platform, and shares actionable industry takeaways as follows:

1. Low barrier to entry: The feature is already available in the "Sales Growth" section of seller dashboards. Sellers do not need to invest heavily in additional design resources; they can quickly build a branded storefront aligned with their brand identity using the platform’s pre-built modules, which include curated product collections, brand information sections, and custom branded banners.

2. Proven performance: According to platform data, the average order value (AOV) of orders driven by Brand Stores is twice that of orders from generic search traffic. Brand Stores also lift add-to-cart conversion by 5 percentage points and purchase conversion by 3 percentage points, delivering clear sales growth.

3. Continued upgrades: The platform will roll out more personalized customization and interactive features for Brand Stores by 2026, to provide sellers with stronger operational support.

Wildberries’ opening of Brand Stores to all sellers brings new tools and opportunities for brand owners to run in-platform brand marketing, with key takeaways below:

1. Upgraded brand marketing tooling: All brands can now build a dedicated in-platform brand page with custom visual styling, where they can publish brand stories, organize product collections, and run custom banners. This allows brands to systematically present their full product portfolio to consumers, communicate brand history, values and core strengths, and build a complete brand communication funnel with shoppers.

2. Conversion lift through improved user experience: Brand Stores add in-store search and clear navigation, eliminating the need for users to jump between the platform’s bulk search results. This streamlines the shopping journey and significantly improves the shopping experience for brand audiences.

3. Clear performance gains: Brand Stores deliver an AOV twice that of generic search orders, a 5 percentage point lift in add-to-cart conversion and a 3 percentage point lift in purchase conversion, effectively boosting brand sales efficiency. With more customization features coming from the platform in the future, this is an ideal time for brands to build and claim their in-platform brand presence early.

Wildberries’ opening of Brand Stores to all sellers marks a new policy update and brings new growth opportunities, with key insights for sellers as follows:

1. Clear policy change: Brand Stores, once exclusive to large brands and top-tier sellers, are now available to all registered sellers, with entry located in the Sales Growth section of the seller dashboard. The准入 threshold is extremely low.

2. Clear growth opportunity: Building a Brand Store requires no heavy additional investment in design resources, and can be completed quickly using pre-built modules, making it ideal for small and medium-sized sellers (SMS) to build their own brand recognition. Verified data shows that Brand Store orders have an average AOV twice that of generic search orders, add-to-cart conversion up 5 percentage points, and purchase conversion up 3 percentage points, effectively improving sales efficiency.

3. Opportunity outlook: The platform will continue to upgrade the feature through 2026, adding more personalized customization and interactive tools. Sellers can build out their Brand Stores early to capture first-mover traffic benefits, boost user loyalty, and build sustainable brand advantages.

Wildberries’ opening of Brand Stores to all sellers brings new business opportunities and transformation insights for factories building their own direct-to-consumer brands, key takeaways below:

1. Clear new business opportunity: As consumers increasingly prioritize brands over individual products, factories looking to transition to own-brand D2C e-commerce can build a dedicated brand presence on the platform with this low-threshold tool, eliminating the high costs of building and designing a standalone independent site. This allows factories to showcase their brand and products directly to consumers, moving away from the low-margin OEM-only model.

2. Data-aligned production and design: Brand Stores allow factories to centrally showcase flagship and new products. Factories can use user data collected through Brand Stores to identify consumer preferences, adjust R&D and production directions, focus on products that resonate with shoppers, and reduce inventory risk.

3. Insights for digital transformation: Factories do not need to invest massive resources to build an independent digital system from scratch when starting their e-commerce transformation. They can complete initial brand positioning using the platform’s existing mature tools, which lowers the barrier to transformation and makes it easy for factories to test the waters of own-brand e-commerce.

Wildberries’ opening of Brand Stores to all sellers signals a growing trend of branded services in the e-commerce industry, bringing valuable industry insights and new business opportunities for service providers, key takeaways as follows:

1. Broader industry trend: E-commerce has shifted from traffic-driven transactional selling to brand-focused operations. Not only large top-tier brands need brand display tools; the vast number of small and medium-sized sellers also have strong demand for brand building, leading to continuously expanding market demand for brand operation services with ample room for growth.

2. Clear customer pain points: Traditional brand building requires sellers to invest heavily in design and operational resources that most SMS cannot afford. While the platform’s pre-built modules meet basic setup needs, sellers will soon generate a large volume of advanced demand for personalized design, content operations, and conversion optimization.

3. Guidance for new business lines: Service providers can develop supporting services tailored to the advanced needs of SMS using Brand Stores, including custom design, brand content planning, and page conversion optimization. This fills the gap beyond the platform’s basic tools and unlocks new space for business growth.

Wildberries’ decision to open Brand Stores to all sellers offers actionable operational insights for all marketplace operators, key takeaways as follows:

1. Uncovering merchant demand across tiers: Platforms previously assumed only large top-tier brands had demand for in-platform brand building. This move makes clear that sellers across all tiers have demand for in-platform brand display and development. Only by addressing the needs of merchants at all levels can platforms effectively improve seller retention and loyalty.

2. Replicable operational model: Wildberries lowered entry barriers for sellers by upgrading store setup tools and rolling out pre-built modules, while also improving end-consumer browsing experience with the addition of in-store search and clear navigation. This model both reduces the barrier for sellers to adopt the tool and improves user conversion, and data has verified that it lifts AOV and conversion rates, creating a win-win outcome for both platforms and sellers.

3. Guidance for risk mitigation and long-term planning: Platforms need to continuously track seller demand, iterate on features, and meet sellers’ evolving brand building needs from basic to advanced, to avoid seller churn caused by outdated features. Continuous tool improvement lifts overall platform GMV and strengthens platform competitiveness.

Wildberries’ opening of Brand Stores to all sellers is a new development in the branding trend of the e-commerce industry, with high value for industry research, key insights as follows:

1. Clear new industrial trend: The global e-commerce industry has gradually shifted from its early stage of traffic-driven bulk listing to a full-funnel branding stage, where consumer demand has shifted from purchasing individual products to selecting preferred brands. Platforms are adjusting their operational strategies accordingly, rolling out tools to support branding transformation for sellers across all tiers, which marks an important new trend in industrial development.

2. New business model for platform value-added services: By opening brand building tools to sellers, platforms help sellers increase conversion and AOV, while also improving seller loyalty to the platform, as well as lifting overall platform transaction efficiency and GMV. This creates a win-win business model for both platforms and sellers, and represents an innovative direction for platform value-added services.

3. Guidance for future research: Future research can track the long-term impact of Brand Stores on the brand growth of small and medium-sized sellers, as well as the impact of widespread branding transformation on the competitive landscape of the e-commerce industry, to further verify the development path and actual outcomes of e-commerce branding.