Short answer: a Russian business does not need a Russian legal entity to sell on Ozon Global, and in October 2025 Wildberries opened a separate portal for foreign suppliers — Wildberries China POP (seller.wildberries.cn) — which accepts only companies from mainland China, Hong Kong and Macao. Both routes are most naturally completed through a Chinese legal entity, such as a WFOE or a Hong Kong company: it unlocks registration, payouts in yuan via LianLian Pay and PingPong, and logistics from the marketplaces' warehouses in China. Below we break down platform requirements, payouts, commissions, labeling, customs duties and the VAT outlook.
Why enter Russian marketplaces through a Chinese legal entity
Cross-border trade between China and Russia is growing, and both leading Russian platforms have built infrastructure for Chinese marketplaces sellers. According to Sostav, by the end of 2023 more than 100,000 sellers from China were operating on Ozon (sostav.ru, 05.06.2024). Wildberries, by contrast, is only beginning to build this audience: Kontur estimates that Chinese sellers accounted for less than 1% of the WB base in summer 2025 — around 6,000 companies (e-kontur.ru, 21.01.2026) — which means lower in-platform competition for newcomers.
The key practical argument for a Chinese entity lies in the platforms' own rules and settlement mechanics:
- Only legal entities from mainland China, Hong Kong and Macao may register on Wildberries China POP; according to industry publications, a Russian entrepreneur can qualify through a WFOE or a Hong Kong company.
- Ozon Global accepts companies from its countries of presence, including China, with no Russian legal entity required (vc.ru, 14.08.2026).
- Yuan payouts via payment partners PingPong and LianLian Pay solve the cross-border transfer problem (RBC Companies, 18.11.2025).
We covered how to register a WFOE or a Hong Kong company and how to choose between them in the article "Hong Kong or mainland China: where to register your company". For cross-border settlement options, see "Payments between Russia and China without SWIFT".
Ozon Global: registration and seller requirements
Ozon Global is the marketplace's program for international sellers. A Russian legal entity is not required: registration is open to companies from the countries of presence, including China and Turkey (vc.ru, 14.08.2026). Ozon Global has maintained a representative office in Shenzhen since November 2022 (finam.ru, 21.11.2022).
According to the official portal seller.ozon.com, a Chinese company needs a business license (营业执照) issued by the state registration authority (AMR) to register; account creation goes through Ozon ID. A Russian trademark is not required to start, as the portal's FAQ confirms; proof of rights is needed only for brands.
Onboarding practice (per kookeey.net, 19.12.2025) additionally requires:
- an ID of the company's legal representative;
- a Chinese phone number;
- an account for cross-border payments — domestic Chinese bank cards are not supported.
Ozon Global: payouts, commissions and logistics
Payouts in yuan
The contract currency for companies from mainland China and Hong Kong is the yuan (CNY); it is selected once at registration and cannot be changed later (marketbridge.cloud, 12.09.2026). Payouts run through payment partners LianLian Pay and PingPong: funds arrive within 1–2 business days, and the payment system fee is 0.5–1.5% (RBC Companies, 18.11.2025). According to an industry review by InSales (a secondary source), Ozon transfers funds twice a month — by the 25th and by the 16th.
Commissions
The official fee structure is as follows: a sales commission that depends on the product category, plus a logistics fee (seller.ozon.com). Ozon does not publish a public rate table for cross-border sellers; industry reviews estimate the combined commission at 6–22%, a figure to be treated as a benchmark rather than an official tariff.
Logistics
Goods are stored exclusively at warehouses in China: Ozon operates more than 500 acceptance points across the country. Two schemes are available to sellers: rFBS (shipping from the seller's own warehouse) and FBP — fulfillment at Ozon's warehouses in China (insales.ru, 31.07.2025).
Wildberries China POP: terms for Chinese sellers
In October 2025 Wildberries launched a separate portal for suppliers from mainland China — Wildberries China POP at seller.wildberries.cn (mpgo.ru, 29.10.2025; e-pepper.ru, 30.10.2025). The portal accepts legal entities from mainland China, Hong Kong and Macao.
Launch terms (October 2025), according to media reports:
- a commission of 5–16% depending on the category;
- 120,000 advertising points as a starting bonus;
- weekly payouts in yuan;
- FBS logistics: goods are handed over to a Wildberries warehouse in China or Hong Kong;
- an entry fee of 10,000 yuan.
From August 4, 2026 the entry terms changed: the activation fee was cut to 500 yuan, one company may open up to 10 seller accounts under a single tax number, and the paid amount is returned as advertising points (ecomhub.ru, 04.08.2026).
Required documents, according to industry consultants (secondary source, consulting-r.ru): a color scan of the business license, the 18-digit USCC (Unified Social Credit Code), and company addresses in Chinese and English.
Ozon Global vs Wildberries China POP: comparison
| Parameter | Ozon Global | Wildberries China POP |
|---|---|---|
| Who can register | Companies from countries of presence, incl. China | Legal entities from mainland China, Hong Kong, Macao |
| Russian legal entity | Not required | Not required (a Russian national enters via WFOE/HK) |
| Core document | Business license (营业执照) issued by AMR | Color scan of business license, 18-digit USCC |
| Payout currency | Yuan (CNY), chosen once at registration | Yuan (CNY) |
| Payout frequency | Twice a month (per industry reviews) | Weekly |
| Payment partners | LianLian Pay, PingPong (fee 0.5–1.5%, 1–2 business days) | Not disclosed in the sources used |
| Platform commission | Category-dependent + logistics; industry estimates put it at 6–22% | 5–16% by category (media reports at launch) |
| Entry fee | Not stated in the sources used | CNY 10,000 at launch; from 04.08.2026 — CNY 500, returned as advertising points |
| Logistics | Warehouses in China, 500+ acceptance points; rFBS and FBP schemes | FBS: handover to a WB warehouse in China or Hong Kong |
| Russian trademark | Not required to start | Not stated in the sources used |
Labeling and customs: what a cross-border seller must know
Chestny Znak labeling
Chestny Znak labeling does not apply to cross-border parcels that the marketplace delivers directly to individuals (moysklad.ru, 13.12.2024). However, if goods are imported as a commercial batch to a warehouse in Russia, labeling is mandatory for categories on the regulated list — footwear, apparel, tires, perfumes and others (apextransit.ru, 31.03.2026). The logistics scheme you choose therefore directly affects product requirements.
Customs duty
The duty-free threshold for an individual buyer is EUR 200 or 31 kg per parcel. Above the threshold, a duty of 15% of the excess amount applies plus a customs fee of 689 rubles, paid by the buyer (per marketbridge.cloud, 23.09.2026). Since April 2024, Ozon has shown the estimated duty directly in product cards priced above EUR 200 (retail-life.ru, 03.04.2024), which reduces the risk of refused deliveries.
VAT: now and after 2027
At present, VAT is not levied on cross-border goods sold to individuals in Russia, as confirmed by a Ministry of Finance press release (minfin.gov.ru, 24.04.2026). At the same time, the Ministry has submitted draft laws introducing the tax in stages: 7% from 2027, 14% from 2028 and 22% from 2029, with marketplaces acting as tax agents (Interfax, 24.04.2026). Important: as of publication this is a draft law — it has not been adopted, and the terms may change.
For the tax burden and reporting obligations of the Chinese company itself, see the article "Taxes and reporting for a company in China".
Step-by-step launch plan
- Register a legal entity — a WFOE in mainland China or a Hong Kong company; mandatory for Wildberries China POP, and a direct route to registration and yuan payouts on Ozon Global.
- Prepare the documents: business license (营业执照), USCC code, legal representative's ID, company addresses in Chinese and English.
- Open a cross-border payment account and connect a payment partner (LianLian Pay or PingPong for Ozon).
- Register the seller account: via Ozon ID on seller.ozon.com for Ozon, and on seller.wildberries.cn for WB (from 04.08.2026 activation costs 500 yuan, returned as points).
- Choose a logistics scheme: rFBS or FBP on Ozon; FBS with handover to a warehouse in China or Hong Kong on WB.
- Check labeling requirements for your category if you plan to import batches to a warehouse in Russia.
- Factor the EUR 200 buyer threshold into pricing and monitor the VAT draft law ahead of 2027.
Frequently asked questions (FAQ)
Do I need a Russian legal entity to sell on Ozon Global?
No. Ozon Global accepts sellers that are legal entities from the program's countries of presence, including China. A business license (营业执照) issued by the state registration authority (AMR) is sufficient; registration is completed via Ozon ID on the seller.ozon.com portal.
In what currency and how often do the marketplaces pay Chinese sellers?
The contract currency for companies from mainland China and Hong Kong on Ozon Global is the yuan (CNY), chosen once at registration. Payouts run through LianLian Pay and PingPong and take 1–2 business days. According to industry publications, Ozon pays twice a month, while Wildberries China POP pays weekly in yuan.
Is Chestny Znak labeling required for cross-border sales?
Labeling does not apply to cross-border parcels addressed to individuals. It becomes mandatory when a commercial batch is imported to a warehouse in Russia for categories on the regulated list (footwear, apparel, tires, perfumes, etc.).
Who pays the customs duty on goods bought from China?
The buyer. The duty-free threshold is EUR 200 or 31 kg; above it, a 15% duty on the excess applies plus a 689-ruble fee. Since April 2024, Ozon has displayed the estimated duty in product cards priced above EUR 200.
Can a Russian entrepreneur register on Wildberries China POP?
Not directly: the portal only accepts legal entities from mainland China, Hong Kong and Macao. According to industry publications, a Russian entrepreneur can operate through a wholly foreign-owned enterprise (WFOE) in China or a Hong Kong company.
Is VAT currently charged on cross-border purchases, and what changes from 2027?
No VAT is charged at present. The Ministry of Finance has submitted draft laws with rates of 7% from 2027, 14% from 2028 and 22% from 2029, with marketplaces as tax agents; as of publication the bill has not been adopted.
Conclusion
Entering Ozon Global and Wildberries through a Chinese company is a workable scheme with clear requirements: a business license and an Ozon ID on one platform, a legal entity from mainland China, Hong Kong or Macao plus a USCC code on the other. Both platforms pay in yuan and keep logistics in China, and the main regulatory risk on the horizon is the potential introduction of VAT from 2027. It makes sense to start with entity registration and a payment partner, and to re-verify each platform's terms at launch: they change, as shown by WB's entry fee dropping from 10,000 to 500 yuan.