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Checklist from an experienced seller on Wildberries and Ozon for sales growth


You cannot force people to buy your product, but you can do everything so that those who want to buy it come to your card on the marketplace. The current seller and author of the WbStart.by course, Alexander Virshich, during the Marketplaces conference, told what to expect from cooperation with OZON and Wildberries in 2023 and how to increase sales no matter what.

Conference partners: Rekish Cosmetics
Price pulse


Conference partner bank — Paritetbank

“Entering marketplaces is getting harder every day”

— I will share with you simple steps that will allow you to grow and outperform your competitors on Wildberries and Ozon in 2023. But first, I’ll tell you the sad news: it’s getting harder to enter marketplaces every day. When I started working with Wildberries, there was free registration, and the commission for the sale was only 5%. Imagine what a fairy tale. And the coolest thing is that we didn’t pay anything for logistics at all.

But all this is no reason to give up. I honestly rejoice when working conditions become tougher. Do you know why? When changes occur, there are opportunities for exponential growth. The main thing is to use these opportunities wisely. That’s what I’ll tell you about: how to always get a good result, even if everyone else is moaning that it has become impossible to work.

The tools that I will talk about may seem obvious to you, but for some reason most sellers do not use them.

What will help to be successful on marketplaces

So, here are the steps that will lead you to a good result:

1. Analysis of numbers. I sincerely believe that all your success depends on how good you are at analyzing numbers. It is impossible to manage what you have not calculated, because then you do not have a clear goal. “I want to grow up” is not the goal. By what percentage? For what period? With what tools?

2. Using unit economics. This is a great thing to keep track of your efficiency. But there is a small problem with the unit economy, so it is also not a panacea for everything. In addition to the unit economy, you need to consider the actual indicators, so as not to have an idea only about the ideal world. Actual indicators very often differ from what you calculated at the start.

Many of my students find themselves launching a product that has the perfect predicted numbers, and then, “Oh, somehow I haven’t become a millionaire yet.” For example, when working with FBS, there are variable Wildberries commission rates, so your predicted unit economy will be different. There are other points that must be taken into account – returns, marriages, lost goods, exchange rate differences.

3. Product promotion. I often come across such recommendations on the Internet: “Guys, you need to jump on your left foot at midnight and your sales will grow.” And there are those who run immediately to set the alarm. But this, as you understand, does not work. Sales depend on your promotion work. From my own experience, I came up with the following definition of the purpose of the marketplace: to sell each pixel of the screen as expensive as possible and at the same time ensure customer loyalty. So without promotion, no one will need your product cards. And there are many tools for this:

Why does self-delivery work?

The most controversial of the listed methods of promotion and optimization is self-buying. Personally, I have nothing against it: at the start, it really helps to “kick” the product card so that it does not get lost among competitors. And there is a logical explanation for this. I repeat that the purpose of the marketplace is to sell pixels and ensure customer loyalty so that he returns to the site again. And when you make self-purchases, the marketplace is watching you. And what does he see? The person went to your card, very quickly put the product in the basket, ordered and picked it up, and then also left a positive review. And since it is important for the marketplace to ensure maximum profit for itself, the person who entered your card and immediately bought is a 100% conversion. And customer loyalty is also excellently shown through positive feedback. All the stars aligned. The algorithm will move you higher. And here is another scheme for self-redemption, since everything is important to do in moderation:

  • We buy “ladder”. Never in your life do self-redemption like this: place 20 orders in one day, and then sit and wait. You always need to show the marketplace the dynamics of sales. Conventionally: today you made one purchase, tomorrow two, then three, four, and so on.
  • We redeem from different cabinets and pick up goods from different pickup points. If you do not want to mess with it yourself, then ask relatives and friends to help.

  • We show the dynamics in the transition to “organic”. Self-redemption is only needed to start. As soon as you start receiving organic transfers to the card and purchases from these transfers, immediately reduce the number of self-redemptions proportionally. Conditionally: you have one sale – you make less for one self-purchase; 5 sales came – 5 less self-purchases. Do you understand the logic?
  • We make reviews for no more than 10%-15% of self-purchased goods. There is a number of reviews that natural sellers receive. It fluctuates in the range of 10%-15%. If you leave reviews for all self-purchases, the marketplace will think that something is wrong with the seller.

How many pictures to add to the product card?

Now in more detail about the product card itself. I believe that the minimum set of photos in the card is 7 pieces. Let’s see what they should have:

  • Main photo. Your product should be here with the most important characteristics, that is, infographics. And it should be bright, noticeable. After all, the purpose of this photo is to catch the eye. Yes, we need all sorts of “frames” and other game. The designer cries from such photos, but very often they work cool.
  • Next 2-3 photos should contain your selling proposition, important characteristics of the product, and so on. People really don’t like to read, almost no one crawls into a long canvas of text in a card to look at the description. These photos should convince a person that your product is exactly what he needs.

  • Next pictures must show the actual dimensions of the goods, some individual characteristics or features of the goods clearly. This affects, firstly, trust, and secondly, the redemption of your product. People know exactly what they order.
  • And at the very end, we need photos of emotions. It is important that the potential buyer feel the buzz that he will receive after the purchase from using your product. For example, now there are a lot of sales on dacha topics: summer residents have already left their gardens, went to Wildberries – and now you show them the sun, their favorite dacha and your product. They are like: “Wow, now I’m going to buy myself this device for working at my dacha.” They have nostalgia. Please let them enjoy the fact that they made a purchase from you.

A\B testing

Now it may seem to you that you have already worked out your cards, that everything is awesome with you, but no.

In order for your cards to sell effectively, they need to be tested. You may have heard of A/B testing. There are services that allow you to create a virtual copy of the page on Wildberries with your card and invite people to click on what they like. After all, if you like a picture, it does not guarantee that your customers will like it.

This is how you test your hypotheses. Throw two options and see which one works better. After that, choose the one that gives the most conversion.

How to participate in promotions

Unfortunately, even good cards are not a guarantee of great sales and a multiple increase in revenue. Therefore, the next thing to think about in advance is the correct participation in promotions. Firstly, you do not need to participate in all promotions in a row. And secondly, here is the algorithm:

There is a wonderful tool – “stock archive”. You come in and see what happened last year, mark for yourself for the future what promotions you will participate in, and prepare for them. A month before you have a promotion, you start optimizing the card. For example, add something about the New Year to the description before the New Year’s promotion. And then slowly raise your prices. Yes, sales will gradually disappear, but on the eve of the promotion, you should make several self-purchases at this inflated price. After that, leave good reviews with photos. And when the promotion comes, you lower the prices. And then the card just flies into the promotion, like on a rocket, because after the price goes down, you get into the “first profitable” filter. It shows products that have recently had their price reduced. After the promotion, your card is still gaining momentum and selling for a very long time.

Competitor analysis helps track changes in the marketplace

For successful work, there is one more life hack. You need to constantly monitor the cards of competitors. Marketplaces are constantly changing and manually tracking down which new field appeared in the description of the product card or which one was deleted is very difficult. Just like understanding what our actions affect the result.

Has your competitor changed a word in their description or specification? You should have a clear picture of what he did and how it affected him. Now there are a lot of analytics services that will allow you to do this. I believe that competitors are your scouts-testers. This is how you treat them: you analyze them and implement the best for yourself.

In addition, competitors allow you not to enter “dead categories”. Very often, sellers, especially young ones, enter the category where there is no one and think: “There is no one here, I will be the first. I am a millionaire! But I always answer this with a story: “Imagine: a very popular summer product “sunglasses for ladybugs”. Are there many ladybugs? A lot of! The production of glasses is not very expensive, everything is very simple. But glasses are not bought. And if you don’t have anyone in your category, ask yourself the question: do I want to sell ladybug sunglasses?

What is better to choose: FBS or FBO?

There is another directly existential question for sellers: FBS or FBO? I divide the life cycle of work on the marketplace into two stages. The first is FBS, when you test a product and can cover customer needs without large stock balances. Once you have tested the product and realized that it works, you need to enter the FBO model. This is the second stage. FBO dramatically increases the number of sales – at least 20% -40%.

Testing products and removing those that don’t sell

Many sellers have many items. But everything works according to the Pareto principle: 20% of your products will give you 80% of the revenue. The rest are “dead souls”. If you want to manage your products well, you need to either get a large staff of managers, or cut off these dead positions. Don’t be afraid to remove products that don’t sell well.They lower your cabinet rating and take too much energy. Just mercilessly throw these items away.

And keep looking for new products. Once you become a seller, you must be on the lookout for what else to sell. Do not artificially limit yourself and your profits.

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My profession is a journalist, but my hobby for 8 years has been studying Forex investing and trading. During this time, I managed to gain extensive experience in investing and trading cryptocurrencies and double my capital in the Forex market. To be the author of this magazine, the site owners invited me to participate in one of the 2020 trading webinars, and I will try to reveal the most relevant crypto market news for you.

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