My name is Maxim Kolesov, head of the AI service business & consumer email List Salist for increasing sales of goods on Wildberries, and in this article we will analyze how the promotion mechanisms work and what tools can be used.
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Promotion on marketplaces: how it works
WB has its own search engine and unique principles of product ranking. Here's what influences ranking, according to the site itself:
Factor Degree of influence on card ranking
Order delivery speed 30-40%
Product sales volumes 10-25%
Using promotion tools 17-30%
Participation in promotions and discounts 7-35%
Conversion at all levels 5-20%
Seller Rating 3-10%
Reviews and product ratings 1-10%
Seller level in the loyalty program 1-2%
Card completion rating <1%
The essence of promotion is to attract as many users as possible to the product card, launching the entire conversion chain and stimulating sales. However, external and internal promotion do this in different ways.
Internal promotion is the use of tools that are available on the platform itself. They can be paid or free. It is important to correctly design the product card: high-quality photos, clear and concise description, current prices. Another aspect is advertising within the platform. For example, on Wildberries, you can pay to increase the visibility of your cards in catalogs and search results, as well as on competitors' cards.
