Wildberries Launches 'Brand Zone': All Sellers Can Now Create Branded Pages

Ebrun Exclusive, June 17th: Wildberries has announced that its 'Brand Zone' service, previously available only to major brands and top sellers, is now being rolled out to all sellers on the platform. This means all registered sellers can create dedicated pages with independent brand visual styles to showcase their product systems to consumers in a more systematic and recognizable way.

According to the platform's explanation, the Brand Zone is an independent display space within Wildberries. Sellers can publish brand introductions, create curated product collections, place banner ads with a brand-specific visual style, and display other brand-related content.

Currently, this feature is already available in the 'Sales Growth' section of the seller's backend. Compared to the previous version, the new Brand Zone has undergone a comprehensive upgrade to its page-building tools. Through the new backend interface, sellers can quickly complete brand page setup using preset modules.

Available modules include themed product collections highlighting flagship or new products, information display areas introducing brand history, philosophy, and core advantages, as well as visual components like banner ads using the brand's own color schemes and visual elements. This means merchants can build a stylistically unified brand homepage on the platform without needing to invest significant additional design resources.

The browsing experience for consumers has also been optimized. The Brand Zone now includes store-level product search functionality and a clearer navigation system. After entering a specific brand page, users can browse and shop for products within that same brand's store without repeatedly jumping through the platform's vast search results, making the shopping journey more direct and continuous.

Wildberries simultaneously disclosed a set of operational data related to this feature. The platform's analytics team selected the period from September 1, 2025, to February 28, 2026, and studied over 5 million product pages across multiple product categories.

The analysis results show that the average order value (AOV) for orders completed through the Brand Zone reached twice that of orders from general search traffic. At the same time, the conversion rate from product view to adding to cart increased by 5%, and the conversion rate from view to final purchase increased by 3%. The company believes brand homepages play a significant role in improving sales efficiency.

Regarding the further opening of the Brand Zone, Egor Semyanov, Head of Commercialization for the Platform's Seller Portal, stated that consumers are increasingly focusing not just on individual products but on the brand itself. The Brand Zone can help sellers establish a more complete communication system with consumers, more effectively showcase their product portfolio, and enhance user engagement. He also revealed that the platform will continue to refine this tool and expand its functionality.

Regarding future plans, Wildberries stated that in 2026, it will provide sellers with more brand page customization capabilities, including richer page personalization tools, more diverse visual display and content presentation formats, and new solutions aimed at promoting more efficient interaction between brands and consumers. The platform hopes that by continuously enriching brand-building tools, it can provide sellers with stronger support for brand promotion and daily operations.

Ebrun will continue to track and report on this development.