Dropshipping is a model in which the seller holds no stock: the order is passed to the supplier, who ships it to the customer. On marketplaces this scheme works differently from a standalone online store, and it breaks more often. Here is where it is possible, what it costs and who it suits.
What dropshipping is and how it looks on a marketplace
In classic dropshipping you sell goods you do not have: the order goes to the supplier, who sends it to the end customer. On a marketplace this scheme runs into the platform's hard rules — picking deadlines, packaging, labeling and responsibility for quality all stay with the seller, which means with you.
The platforms have no separate dropshipping scheme: in your seller account you pick the standard models, the goods simply happen to sit at the supplier's premises — FBS and DBS, realFBS on Ozon. The only difference from having your own warehouse is who physically picks the order; responsibility to the platform for deadlines and quality is yours.
How this differs from fulfillment
- Fulfillment — the goods are yours, the warehouse and the operations are not: what fulfillment is.
- Dropshipping — the goods stay with the supplier and you sell them under your own card.
- Wholesale with your own shipping — you buy the batch outright, store it and ship it yourself: wholesale in Russia or China.
The dropshipping model removes the upfront investment in stock, but it takes away control over deadlines, packaging quality and stock levels — precisely the things the platform fines you for.
Risks that surface too late
- Picking deadlines. A supplier's delay becomes your missed deadline, with all the consequences for your rating: seller rating.
- Stock. "The supplier has it" and "it is in stock" are two different things, and cancellations hit the card (cancellations and uncollected orders).
- Documents. Certificates, declarations and labeling are required for the goods you sell, no matter whose warehouse they sit in: certification, Chestny Znak, the national product labeling system.
- Quality and returns. Customer complaints go to the seller, not to the supplier: returns on marketplaces.
- Margin. The supplier's markup is already baked into the price, while the platform's commission and logistics are charged on the final price: SKU unit economics.
Who it suits and who it does not
It suits testing a niche without buying stock, running a wide assortment with infrequent demand, and cases where the supplier can genuinely ship within your deadlines and the platform's rules.
It does not suit competitive categories where delivery speed wins, or labeled goods with strict documentation requirements. There are faster and cheaper ways to test demand: testing demand with a small batch.
Related reads: How to work with FBS.
FAQ
"Can I dropship on Wildberries and Ozon?" Schemes where the goods ship from somewhere other than your own warehouse are implemented through FBS/DBS and realFBS. But responsibility for picking deadlines, packaging, documents and quality stays with the seller — the platform holds you accountable, not your supplier.
"How does dropshipping differ from fulfillment?" With fulfillment the goods are yours and sit in someone else's warehouse. With dropshipping the goods stay with the supplier while you sell them under your own card.
"Do I need product documents for dropshipping?" Yes. Certificates, declarations and labeling are required for goods sold under your card, regardless of who stores and ships them.
"Is dropshipping profitable on marketplaces?" It saves the upfront investment in stock but hands the supplier your margin and takes away control over deadlines. You have to calculate the full unit economics including commission, logistics and the risk of cancellations — a small batch of your own often works out better.
"How do I vet a supplier for this model?" With a contract that fixes shipping deadlines, with test orders to real addresses, and by checking the product documents. Where to look for suppliers is covered in the guide to finding suppliers.
