Rostov woman builds Wildberries pickup points

For many women, maternity leave is a real test: while some mothers dream of catching up on sleep and returning to an office job, others start a new life and launch their own business. The story of Rostov-on-Don resident Anastasia Makarova is a vivid example: last year she decided to open order pickup points in her hometown, which showed steady growth within just a few months. Anastasia shares her success story in this article.

From maternity leave — to her own business

«I began my path into entrepreneurship while on maternity leave. It was important for me to realize myself through work, because parental leave leaves its mark. At first I simply ordered goods on Wildberries (Wildberries, WB) — it’s my favorite marketplace: a convenient interface, fast delivery, and the option of postpayment. Then I tried myself as a seller. But I soon realized that being a seller on the platform wasn’t quite for me. The idea of opening a pickup point (punkt vydachi zakazov, PVZ), however, seemed interesting and promising — especially as videos about PVZs started appearing more and more often in my social feeds,» says Anastasia.

At that time, the family was planning a dream vacation on the islands, but the plans were not to be.

«My husband said then: let’s choose — either we book the trip or we open a PVZ network. The vacation could wait, but the business wouldn’t,» the entrepreneur smiles.

Finding locations and first experience

The path to opening the first PVZ turned out to be challenging. Anastasia searched for premises for more than a month, weighing all the pros and cons.

«Location is paramount. Wildberries provides a heat map showing population density and nearby points. But it’s important to be able to analyze it: not just to open, but to open in the right place. Sometimes it seemed: this is it! But the rent dictated its own realities, and the search continued.»

In the end, a suitable place was found by chance: Anastasia saw a “Premises for rent” notice in a shopping mall, immediately called the owner, and 15 minutes later was inspecting the space and recording a video to show her husband.

«We managed to open the first point in just a month — practically with our own hands. Hearing from the landlord that we were already the fifth to call about renting the space for a Wildberries PVZ, I realized we couldn’t drag our feet — we had to act quickly and decisively. So in literally a couple of days we sent the application and signed. If not for my husband’s support, I probably wouldn’t have dared to take such a step. We plastered and painted the walls ourselves, installed cameras, and my uncle helped assemble the furniture. Thanks to that, we stayed within about 180,000 rubles (about $1,800 at current rates).»

And the result was not long in coming. The first PVZ opened on 4 December and paid for itself within a month — thanks to the pre-New Year customer flow. The second point opened on 22 December, but there everything was more complicated:

«The previous tenant was in no hurry to move out, and we lost 10 days. We had to do everything in an accelerated mode and with additional costs. But we coped.»

«This business gives freedom and independence»

Anastasia admits: deciding to become an entrepreneur was not easy. Maternity leave, a child, and a lack of experience managing a business all seemed like barriers. But the Wildberries business model turned out to be clear and accessible.

«The pickup‑point business is simple, understandable, has a low barrier to entry, and gives financial freedom and independence. And most importantly — Wildberries supports you at every stage: from choosing a location to opening. You never face difficulties alone. When you leave salaried work, there’s fear: what if it doesn’t work out, what if I’m left with nothing? But here everything works transparently: heavy client traffic ensures payback in 2–5 months. It’s also important to understand that the niche is not yet saturated. There are still many places on the map waiting for new PVZs. While subsidies exist and the market is growing, you need to open.»

Family effort and a focus on service

Both of Anastasia’s pickup points operate in the “new format”. It’s not just a place to collect orders. There are spacious fitting rooms, personal hygiene boxes, a children’s area, pleasant music, and no boxes in the customer area.

As the entrepreneur admits, she staked everything on customer service:

«Our managers are the face of Wildberries. The women help clients choose looks, give advice, and offer support. Sometimes real consultations unfold in the fitting rooms — both managers and other shoppers get involved. That friendly atmosphere is what our clients value.»

The family is also actively involved in the process. Her husband and sister can take a shift; Anastasia herself more often comes by to check order and talk with the staff.

«You could say we run it as a family outfit,» she smiles.

Business and community

For Anastasia, the business became not only a source of income but also a means of self‑realization:

«When you’re on maternity leave, it’s very important to feel that you can do more than cook soups and wash diapers. The business restored my self‑confidence.»

In addition, she found a community of like‑minded people. This year the entrepreneur took part in the first offline Business Camp (training retreat) for PVZ owners on Lake Baikal.

«It was amazing! We discussed real work situations, shared experience, and relaxed at the same time. In today’s world it’s crucial to have a community where you’ll be helped with advice or simply supported,» she shared.

Advice for those who want to try

Anastasia is sure: you should start right now. Today her story is proof that maternity leave can be not a pause, but a time of big change. The main thing is to decide.

«My main advice: don’t be afraid of anything! Wildberries provides all the tools to start. It’s important to choose the right location and build a team, and then everything will come with experience. This business is simple, reliable, and truly promising. And it’s definitely worth a try,» Anastasia believes.