POIZON Launches Local-to-Local Model in Russia, Welcomes First Local Sellers

[Ebrun Exclusive] Chinese fashion e-commerce platform POIZON recently announced the launch of a 'Local-to-Local' business model in the Russian market, officially opening its doors to local Russian brands and sellers.

This marks the first time since POIZON's entry into Russia that it has extended its business model from cross-border product sales to building a local merchant ecosystem, signifying a new stage in its localized operations within the market.

According to information released by the platform, the new model primarily targets Russian brands and retailers possessing local inventory and domestic fulfillment capabilities. Sellers can list products directly on the POIZON platform and manage warehousing, shipping, and delivery processes entirely within Russia.

Simultaneously, the platform will provide operational support to merchants, including product page setup, visual content creation, customer service, and order processing, to assist local brands in quickly establishing online operations.

Unlike the previous reliance on cross-border supply chains, under the Local-to-Local model, when a Russian consumer places an order, the product will be shipped directly from the local Russian seller, bypassing international shipping. This is expected to shorten delivery times, reduce logistics costs, and further enhance the consumer shopping experience and platform fulfillment efficiency.

Following the launch of this initiative, the first officially onboarded Russian local brand is Farres Cosmetics. Public information shows that the company has long focused on the cosmetics and decorative makeup sector, boasting over a decade of operational experience and a relatively mature supply chain system in the Russian market. With Farres's entry, POIZON has officially entered a new phase of integrating Russian local brands into its platform ecosystem.

POIZON stated that Russia has a large number of local brands and offline retailers, many of which possess mature supply chain capabilities and rich product resources but still have significant room for development in digital operations and reaching younger consumer demographics.

The platform aims to leverage its accumulated user base and operational experience in the fashion consumption sector to provide Russian brands with new online sales channels, helping them connect more efficiently with young consumers. In the future, the platform will continue to introduce local brands and sellers from various fields, including beauty, apparel, and lifestyle, to further enrich product offerings in the Russian market.

From a development perspective, this localization move represents a significant step in the continuous advancement of POIZON's Russia strategy. In 2025, POIZON officially launched its Russian-language website and mobile application, beginning to serve Russian consumers.

At that time, the platform primarily operated on a cross-border model, with most products purchased by Russian users coming from China and other overseas markets. It maintained its core model of 'authentication before shipping' and focused on categories such as sportswear, fashion apparel, bags, and beauty products.

After entering the Russian market, POIZON has consistently strengthened its localization efforts.

In early 2026, the platform completed relevant trademark registrations and gradually expanded its brand influence in the local market. Concurrently, it began publishing consumer trend research targeted at the Russian market and conducted operations centered around young consumer groups. As its user base and market recognition grew, POIZON started to transition from a pure cross-border e-commerce platform towards a localized ecosystem platform.

Ebrun will continue to track and report on this development. To learn more about information related to this article, please scan the QR code to follow the author's WeChat.