FBS or FBO: which model should a seller choose
We compare the two main ways of working with marketplaces and explain why many sellers use both at once.
What is the difference
FBS (Fulfillment by Seller) — goods are stored at the seller’s or their fulfillment operator’s warehouse. The marketplace passes on the order, and the seller picks it and hands it to the marketplace for delivery.
FBO (Fulfillment by Operator) — goods are delivered to the marketplace warehouse in advance, and the marketplace itself picks the orders. At Wildberries this model is called FBW.
Comparison
| FBS | FBO / FBW | |
|---|---|---|
| Where goods are stored | With the seller or fulfillment operator | At the marketplace warehouse |
| Who picks the order | The seller or fulfillment operator | The marketplace |
| Delivery speed to the customer | Usually slightly slower | Usually faster |
| Depends on receiving limits | No | Yes |
| One stock for several marketplaces | Yes | No, stock is split by warehouse |
| Best for | Wide range, bulky goods, new products | Fast movers with predictable demand |
When to choose FBS
- You sell on several marketplaces and want a single stock.
- You have many SKUs with modest sales each.
- Your goods are large, heavy or fragile.
- You are testing new products and don’t want to tie up a batch in someone else’s warehouse.
When to choose FBO
- The product sells steadily and you can forecast demand.
- Delivery speed is critical in your category.
- You are ready to plan shipments and keep an eye on receiving limits.
What about Kaspi?
For Kaspi.kz we work from our own warehouse: goods are stored at Gistics, orders arrive from Kaspi Store automatically, and we pick them and hand them to Kaspi delivery or Kaspi Express. More on the Kaspi fulfillment page.
Combining models
The most flexible strategy is to use both: send fast movers to WB and Ozon warehouses via FBO, and keep the rest of the range at the fulfillment warehouse to sell via FBS on all marketplaces. If the marketplace warehouse has no slots, the goods keep selling via FBS and you don’t lose sales.
See FBS and FBO pricing or leave a request — we will help you choose a model for your range.