ПАО «М.Видео» has rolled out marketplace product zones across five pilot stores in Moscow, Podolsk, Kazan, Rostov-on-Don, and Syzran, the company’s representative told vedomosti.ru on Sunday, October 26, 2026.
Retailer Expands Inventory in Five Pilot Locations
- The retailer has expanded its traditional inventory in five pilot locations by adding apparel, home goods, furniture, beauty products, children’s items, tools, and FMCG products.
- Between January and September, the marketplace turnover reached 22.8 billion rubles, representing a 202% year-on-year increase with an assortment of 1 million SKUs.
- Pending the success of these initial pilots, the company plans to open six additional locations in St. Petersburg, Volgograd, Yekaterinburg, Tomsk, Tambov, and Ufa by the end of 2026.
Retail Expansion Across Five Pilot Cities
The newly reconfigured retail spaces merge the chain’s traditional consumer electronics focus with a broad third-party product selection. According to vedomosti.ru, the physical rollout spans stores in Moscow, Podolsk, Kazan, Rostov-on-Don, and Syzran. Operations director Anatoly Mokhov explained the rationale behind the strategy directly to the publication.
Mokhov told vedomosti.ru that the company is studying how shopping scenarios are changing and which new categories are in demand in the shopping halls in order to develop the format based on real demand.
The expanded product mix introduces non-traditional segments to the retail floor, including clothing, furniture, leisure equipment, and fast-moving consumer goods.
Digital Platform Turnover Climbs to 22.8 Billion Rubles
The physical store update coincides with rapid digital expansion. Between January and September, the platform’s turnover climbed to 22.8 billion rubles, marking a 202% surge compared to the same period in the previous year. Product variety scaled sevenfold to reach 1 million SKUs, drawing in 15,000 active sellers.
Furniture sales emerged as the fastest-growing segment within the expanded online catalog. Meanwhile, the platform’s traditional digital hardware turnover via the 3P model registered a sixfold increase.
| Metric | Value | Growth / Change |
|---|---|---|
| Marketplace Turnover (Jan–Sep) | 22.8 billion rubles | +202% year-on-year |
| Connected Sellers | 15,000 | Active integration |
Company Drops Out of Russia Top Ten Retailers
The store updates arrive against a backdrop of shifting retail rankings. On September 9, vedomosti.ru cited a study by Infoline-Analytics indicating that the combined company M.Video-Eldorado dropped out of Russia’s top ten largest retailers in the second quarter of 2026. Three months prior, the firm held the 10th position, down from 9th place in 2025. That downward movement followed a 40% year-on-year drop in revenue between April and July, totaling 47 billion rubles.
If the current pilot initiative proves successful, the enterprise intends to launch six additional multi-category retail zones before the close of 2026. The targeted cities for the next phase include St. Petersburg, Volgograd, Yekaterinburg, Tomsk, Tambov, and Ufa.
