How to Open a Pickup Point?

Wildberries, Ozon, Lamoda – these marketplaces are used by thousands of Kazakhstani citizens daily to order goods. For example, within just one year, Ozon’s turnover in Kazakhstan increased tenfold, and the number of orders per active customer approached 20 per year. An equally large number of people use the courier service SDEK. Therefore, opening a pickup point (PVP) for these companies is a promising business idea.

Let’s explore which pickup points (PVP) are more profitable to open in Kazakhstan – Ozon, Wildberries, or perhaps Lamoda? We will look at how to do this correctly and what nuances need to be considered.

Is it Worth Opening a Pickup Point for Ozon, Wildberries, or Another Company?

Wildberries, Ozon, Lamoda, and SDEK offer aspiring entrepreneurs the opportunity to conduct business through a franchise. This means you gain the right to operate under an established brand. You won’t have to invest in advertising yourself, nor will you need to develop marketing strategies to attract customers – you receive a ready-made "name," and all that remains is to start working.

Franchising is beneficial for all parties. The franchisee entrepreneur only needs to find a space and purchase equipment, while the brand owner – the franchisor – expands the geographic reach of their business, increases brand recognition, grows their customer base, and consequently multiplies their income. Ordinary people – the customers – also benefit. Large brands use PVPs to penetrate new regions, meaning that residents of even small towns can make purchases and choose from a wide range of products.

It’s also important to consider the specific features of how pickup points operate. For instance, Wildberries, Ozon, and Lamoda only deliver orders from online stores: customers can purchase items after inspection and fitting or refuse them. SDEK, on the other hand, both delivers orders and accepts packages for dispatch to various regions.

How Do Pickup Points Earn Money?

PVPs earn income through the percentage of orders handed over to customers. However, there are some nuances. 

For example, Wildberries’ percentage income for a PVP depends on turnover. If the turnover exceeds 5 million tenge but does not reach 35 million tenge, the rate is 3.75%. It’s important to note that as turnover increases, the rate decreases.

Ozon offers a fixed percentage – 5%, with more flexible conditions: for instance, the company allows you to accept orders from other sellers or to perform deliveries for other logistics companies.

SDEK’s pickup points earn a percentage for each package. Income also comes from attracting new customers. These can be both individuals and online companies that use SDEK’s courier services.

Thus, in all cases, the number of customers served is crucial. To ensure a large customer base, it's essential to choose the right location and provide a high level of service. Usually, locations are chosen in high-traffic areas, with convenient access, and within walking distance of public transport stops. The more convenient it is for people to visit your PVP, the faster your customer base will grow.

Business owners should be aware that they can not only earn money but also incur fines. The parent company imposes penalties when entrepreneurs violate operational requirements. Slow order processing, improper setup of the space, lack of cleanliness, or the loss of a customer's order can all lead to fines. Therefore, the key rule for franchisees is to strictly adhere to the requirements set by the franchisor.

How to Open a Pickup Point for OZON, Wildberries (WB), SDEK, or Lamoda in Kazakhstan? 

The first thing to consider is the legal status of the person planning to start a franchise business. In Kazakhstan, only individual entrepreneurs (IE) or limited liability partnerships (LLP) can open a pickup point for OZON, Wildberries, SDEK, or Lamoda. Therefore, the initial step will be registering as an individual entrepreneur or a partnership. This stage involves several steps: contacting the relevant authority, opening a business account, choosing a taxation regime, and more. 

Secondly, it's important to study which PVP is profitable to open: Ozon and Wildberries are not the only companies operating under a franchise model. Other popular companies, such as the online store Flip or the delivery service Boxberry, also offer their services. The best option is to conduct a small analysis. For example, what’s the point of opening a Wildberries PVP if there are already enough points in your city, meaning competition is high? But if people are actively ordering from Ozon and the niche is not yet occupied, it’s worth considering.

Thirdly, be sure to study the conditions before opening a pickup point for SDEK, WB, or another company. For example, SDEK assists franchisees in selecting suitable premises. Ozon and WB have their own maps of pickup point locations, making it as simple and convenient as possible to find an optimal location. You can also expect support from the parent company in other matters. For instance, Ozon will independently add your point to Google, Yandex, and 2GIS maps, ensuring customers can find you. SDEK provides training for all franchisees. Flip takes on the responsibility of repairing the space chosen by the entrepreneur. In addition, you will have branded materials at your disposal, and all logistics chains will be managed by the parent company’s specialists. This significantly reduces the burden on a new business.

If you’ve sorted out all these aspects, you can start searching for premises, signing a lease agreement, and entering into a contract with the franchisor. By the way, if you decide to buy a space rather than rent it, you can apply for a business loan on the most favorable terms.

And Finally, How Much Does It Cost to Open a Pickup Point for Ozon, Wildberries, or Another Company in Kazakhstan?

For the franchisor's assistance in helping a budding entrepreneur open their PVP, the entrepreneur pays the franchisor a lump-sum fee (this is a one-time payment). After this, there is often a regular subscription fee – royalties. For example, SDEK works with both royalties and a lump-sum fee. Cooperation with Ozon or WB involves different conditions: to open a pickup point, the franchisee independently invests in finding a space, purchasing equipment, and furniture. This means the new entrepreneur does not pay a lump-sum fee or royalties.

What You Need to Know About the Premises to Open a Wildberries or Ozon Pickup Point?

Not every space is suitable for opening a pickup point. Companies have their own brand books, which outline the main requirements for premises – design, furniture, zoning, layout, and more.

Franchisor companies also set minimum size requirements for the premises. For instance, WB only considers spaces starting from 50 m², located on the ground floor, and having a separate entrance. Ozon, however, does not have such requirements: the premises can be of any size, but it is important that it is convenient for customers to pick up orders. For Flip, only spaces of at least 20 m² with finished interiors are suitable, which significantly speeds up the opening process. Boxberry’s minimum area is 15 m². SDEK is the most flexible and considers each case individually.

Most companies require that the premises have two zones – one for customers and another for goods (storage). Each must be equipped: the customer area should have fitting rooms, chairs, or sofas for waiting. The storage area is usually equipped with shelves. A reception desk with a counter and table separates both zones. Don’t forget about laptops and cash registers, barcode scanners, and video cameras. Another important condition is a stable and fast internet connection.

Starting a franchise business is attractive because it is much more cost-effective and faster than building a business from scratch. However, don’t expect to succeed with minimal effort. The entrepreneur will need to work hard to establish business processes and provide a high level of customer service. Only in this case will your efforts bring significant profit.

This article has been translated from its original language using neural network-based translation technology.