From EXW to Shelf Price: How Is the Real Selling Price of a Product Formed in Russia?
One of the first questions manufacturers ask about Russia: «Our EXW is USD 20 — what should we sell for?» The answer is not factory price plus margin. Wildberries, Ozon and other channels add logistics, import, compliance, commissions, advertising, returns, taxes and operating costs — many of which vary by category and fulfilment model.
The right question is not «What does the product cost us?» but «How much remains after a completed sale?»
What is EXW?
EXW is the price at which the manufacturer makes goods available at its facility. USD 20 EXW is not yet the cost of selling in Russia — export prep, transport, import, conformity, Chestny ZNAK where required, warehousing and marketplace fulfilment still apply.
Cost layers (summary)
- Product cost — factory price plus commercial terms (volume, bonus goods, payment terms)
- International logistics — unit cost depends on size, weight and lane (example: USD 3 → USD 23 base on USD 20 EXW)
- Import & compliance — may not allocate equally per unit on small test lots vs scale; see import guide
- Local logistics — not a fixed «15%»; model at SKU level; see e-commerce logistics 2026
- Marketplace commission — use actual category rate, not a universal «20%»; model Wildberries and Ozon separately
- Customer price vs seller economics — profitability uses seller economic revenue after settlements
- Advertising — scenario models may use ~5–8% of sales; not an official rule; launch ratios can be higher
- Returns — especially in fashion, order ≠ completed sale
- Tax — 2026 general VAT framework includes 22% standard rate; regime-specific; see VAT in Russia 2026; not tax advice
- Currency — RUB sales vs USD/EUR purchases may need a buffer
Illustrative scenario: USD 20 → USD 49
Not official tariffs
The figures below are not Wildberries or Ozon official tariffs — only an illustrative commercial scenario.
Apparent margin USD 26 (49−23) may fall to USD 12 after illustrative marketplace/fulfilment (9), advertising (3) and operating/returns allowance (2), before full tax and corporate costs.
Three-layer framework
Copying a competitor's shelf price without their cost structure is risky. Test-shipment economics differ from scaled operations — prefer Test → Measure → Winning SKUs → Reorder → Scale.
Pricing checklist
- EXW, volume price, MOQ
- HS/TN VED, customs, compliance, Chestny ZNAK
- Transport, unit landed cost, local fulfilment
- Category commission, storage, returns
- Launch ad budget, ad/sales ratio
- Tax regime, FX risk, target margin
Conclusion
The shelf price is built across the operating chain, not at the factory. Russia Market Entry models unit economics from EXW to final price. The key question: «At what price can we grow sustainably in Russia?»
Next step: is the product really profitable at this price?
Once you have a selling price, the next question is how much money remains from each sale. We run the same USD 20 / USD 49 example through marketplace costs, logistics and advertising in Russia marketplace unit economics: is your product really profitable?
Russia Market Entry
We analyse import, marketplace, logistics, advertising and target margin together. Market research & entry strategy.