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PIM for Marketplaces: How to Publish Products on Ozon and WB

Export product cards from PIM to Ozon, Wildberries, and Yandex Market with mapping, inventory and pricing for FBS/FBO. Case study: 10x faster publishing.

  • PIM and marketplaces: a two-layer setup
  • Scheme glossary: three fulfillment models
  • Marketplace models: who stores and who delivers
  • Integration Architecture

PIM and marketplaces: a two-layer setup

To sell through marketplaces from PIM, you need a two-layer setup

PIM handles product card content: a unified item model and attribute mapping to match each marketplace's requirements on Ozon, Wildberries, and Yandex

Marketplaces have different required fields and value dictionaries, with a quality gate before publication. Stock, prices, and orders belong to ERP/WMS, connected to marketplaces through an integration layer: under FBS, without near-real-time stock synchronization, the seller gets order cancellations and marketplace penalties.

PIM alone does not cover marketplaces without an integration layer - and the reverse is also true.

Below is a step-by-step guide to building the setup and a real case: Relief-Center, launching a collection in 1 day instead of

Scheme glossary: three fulfillment models

All three marketplaces have three basic operating models, but they are named differently. FBO (Fulfillment by Operator) means the goods are stored in the marketplace warehouse, which also picks and delivers the order. FBS (Fulfillment by Seller) means the goods are stored by the seller, who picks the order and hands it over to the marketplace delivery service. DBS (Delivery by Seller) and realFBS at Ozon mean the seller stores and delivers the goods themselves, while the marketplace remains a storefront.

Marketplace scheme names and terms change regularly; the definitions in the table are compiled from industry references (InSales, MoySklad, Kokoc, CDEK Fulfillment - full links are in the sources below), and before connecting, verify the terms in the marketplace's current documentation.

Marketplace models: who stores and who delivers

MarketplaceDiagramWho stores the goodsWho delivers the order
OzonFBOOzon warehouseOzon
OzonFBSseller warehouseOzon: the seller picks the order and hands it over to the platform's logistics
OzonrealFBSseller warehousevendor — own or third-party service
WildberriesFBO (FBW)Wildberries warehouseWildberries
WildberriesFBSseller warehouseWildberries: the seller ships the packed order to a warehouse or drop-off point
WildberriesDBSseller warehouseseller
Yandex MarketFBYYandex Market warehouseYandex Market
Yandex MarketFBSseller warehouseYandex Market: the seller sends the order to a sorting center or pickup point
Yandex MarketDBSseller warehouseseller

Integration Architecture

Two layers: content and operational data

Data Sources

PIMcards: attributes, categories, media, descriptions
ERP / 1C / WMSstock, prices, orders, documents

Integration layer

Attribute Mapping Servicefield and marketplace reference-data mapping, quality gate before publication
Integration bus / connectorsstock nearly in real time, prices, orders

Marketplaces

Ozon, Wildberries, and Yandex Market APIpublication of cards, stock and price synchronization, order intake
  • cards - feedback Publication statuses and errors are returned to PIM
  • orders - feedback The order goes to 1C/ERP/WMS; with DBS and realFBS, the tracking number is sent back to the marketplace
PIM handles content, while ERP/WMS handles operational data; both streams reach the marketplace through the integration layer.

Cards: PIM scope

  1. Each marketplace has its own categories, required fields, and value dictionaries: what PIM stores as "color: green" must match Ozon's value dictionary, Wildberries' own dictionary, and Yandex Market's own dictionary.

  2. That is why the card layer is a matching service: PIM attributes and values are mapped to the marketplace category once, then publication runs automatically for all items in the category.

  3. The second required element is a quality gate: a card missing a required field or using a value outside the marketplace reference data is not published and instead goes to the error log with a reason.

  4. Without it, the team learns about errors after the fact from rejected listings in each marketplace account.

What the product card layer must do

Stock, Prices, and Orders: ERP and WMS Scope

  1. Operational data should not be maintained in PIM - its source lives in the accounting layer.

  2. With FBS and DBS, marketplace stock must reflect the real warehouse almost in real time: an order for an out-of-stock item ends in cancellation, and marketplaces penalize cancellations, from lower ratings to fines; each marketplace has its own terms, so check its documentation.

  3. With FBO, the task is different: the marketplace manages stock in its own warehouse, and the seller plans deliveries to that warehouse.

  4. Orders for FBS, DBS, and realFBS are automatically collected from all marketplaces into 1C/ERP/WMS; for DBS and realFBS, tracking numbers are sent back to the marketplace.

  5. Prices are calculated from a single source, but adjusted for the fees and logistics of each scheme - the same wholesale price produces different economics across marketplaces.

Map out your integration landscape

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Relief-Center case: from PIM to marketplaces in one day

  1. "Relief-Center" is CIS's largest stationery manufacturer and a leader in wholesale distribution of office, school, and creative goods: 17 in-house brands and 6 production sites.

  2. Product data - more than 30 TB - lives in the Pimcore PIM system with integrations to 1C and ERP.

  3. Before the project, product cards were adapted manually for each marketplace: one employee published 20-30 cards per day, and three full-time employees were dedicated solely to preparing cards for Wildberries.

  4. Full project description is in the case study automating publication from PIM to marketplaces.

How the setup was built

  1. 01

    Matching service on top of PIM

    The logic for category and reference-data mapping is moved into a separate module that can be configured without touching the core PIM system. The interface is based on Pimcore; the backend is PHP, Symfony, Kafka.

  2. 02

    Category-level mapping

    The user selects a marketplace category and configures the attribute and value mapping once, after which publication runs automatically for the entire category.

  3. 03

    Publication and Statuses

    The service converts cards into the marketplace format, publishes them directly via API, and returns publication statuses to PIM so the full lifecycle of each card is visible.

  4. 04

    Launch and Scale

    2.5 months from project start to business-user adoption. The first channel was Wildberries; integration work with Ozon and Yandex Market started immediately after launch.

10 days -> 1 dayit takes to launch an updated collection on a marketplace
20-30 -> thousandscards per day uploaded by one employee
up to 100 person-hoursper week freed from manual preparation and upload of product cards
2.5 monthsfrom project start to business-user adoption

Common mistakes when connecting PIM and marketplaces

What to use to build the integration

If the assortment is small, there is a single data source, and marketplace content requirements are handled manually, a ready-made connector between the accounting system and the marketplaces is enough. PIM plus an integration layer is needed when a card is assembled from multiple sources, there is more than one sales channel (website, B2B portal, marketplaces), and content quality must be managed before publication, not after.

A comparison of specific tools - PIM platforms and connectors - is covered in a separate article: comparison of PIM systems.

PIM + integration

Need to publish to marketplaces from PIM?

We will review your product data model and marketplace operating schemes and tell you directly where a ready-made connector is enough and where you need PIM with an integration layer. The service is deployed on your infrastructure, and the solution stays with you.

Discuss a Project

FAQ

PIM and Marketplace FAQs

Can you get by with a connector without PIM?

With a small assortment and one data source, yes: a ready-made connector synchronizes stock, prices, and orders between the accounting system and the marketplaces. PIM becomes necessary when a card is assembled from multiple sources, there are several sales channels, and content quality must be controlled before publication.

Can the setup handle a large assortment?

Yes, if mapping is configured at the product category level rather than per item: update the mapping once and publish every item in the category. In the Relief-Center case, one employee uploads thousands of cards per day with more than 30 TB of product data.

How should Chestny Znak labeling be handled?

Marking codes belong to the accounting layer (1C/ERP), not PIM: the PIM card stores the flag for a marked product, while code transfer during shipment comes from the accounting system. Check the rules for your product group on the official markirovka.ru.

How many marketplaces can be connected from one PIM?

Architecturally, the setup does not limit the number of marketplaces: each new one is another category mapping and another channel in the integration layer, without changing the PIM system itself. Relief-Center launched the service on Wildberries, and integration work with Ozon and Yandex Market started immediately after launch.

Sources

Source verification date: 15.07.2026. InSales, "FBO or FBS" - insales.ru/blogs/university/fbo-ili-fbs

MoySklad, "FBS on marketplaces: shipping specifics"

- moysklad.ru/poleznoe/marketplejsy/fbs-na-marketpleysakh-osobennosti-otgruzki-tovarov/ Kokoc, "DBS on marketplaces" - kokoc.com/blog/dbs-na-marketplejsah/ CDEK Fulfillment, "What is realFBS" - ff.cdek.ru/blog/realfbs MPmgr, "What is DBS on Wildberries" - mpmgr.ru/blog/operations/chto-takoe-dbs-na-wildberries

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