M.Video has launched a pilot project in five cities, including Moscow, Kazan, Rostov-on-Don, Podolsk, and Syzran. The initiative integrates marketplace product categories into existing retail stores, expanding the traditional electronics and home appliance assortment.
The new retail format features goods such as clothing, furniture, beauty products, children's items, tools, and FMCG products. This strategy aims to combine the company's online marketplace catalog with a physical retail presence, allowing customers to inspect products in person.
If the pilot proves successful, M.Video plans to open six additional stores by the end of 2026. The new locations are slated for Saint Petersburg, Volgograd, Yekaterinburg, Tomsk, Tambov, and Ufa.
The company intends to further integrate digital features into its physical stores, such as using QR codes for extended online access and displaying product ratings directly on price tags. These efforts are part of a broader transformation into a multi-category marketplace.