Wildberries Analytics: 5 Key Reports for Success

Contents:

• Wildberries Reporting Overview: Key Tools for Analysis
• Key Metrics for Success on Wildberries: What to Track and Why
• Analytics for Determining Delivery Times: A Practical Example
• Analytics Services for Wildberries: How and Why to Use Them
• Key Aspects of Analytics on Wildberries: What You Need to Know
• How to Improve Your Sales Knowledge

Wildberries Reporting Overview: Key Tools for Analysis

The Wildberries platform offers a powerful internal reporting system that helps retailers effectively track key business metrics. Information is available in the "Analytics" section of your WB Partners account. Correct interpretation of these reports plays a crucial role in optimizing sales and inventory management. Retailers can use data to identify trends, analyze purchasing behavior, and make informed decisions, which leads to increased profits and improved inventory management.

The analytics section offers 13 different reports, which are essential tools for sellers. Let's look at the key ones most frequently used in practice: "Sales," "Warehouse Balance Report," "Turnover Dynamics," "Item List Report," and "Supplier Summary." These reports help sellers optimize inventory management, analyze sales, and monitor interactions with suppliers. Using these reports facilitates effective decision-making and improves overall business productivity.

The "Sales" report is available for download in Excel format. You can select the period of interest for data collection. This will allow you to quickly identify the most popular products, identify sales issues, and estimate potential financial revenue from the marketplace. Using this report will help you optimize your product range and improve business efficiency.

The product report includes three key components: product SKUs, inventory information, and order and purchase data. It's important to remember that a single SKU may appear multiple times due to various product movements. To prevent duplication of information, we recommend creating a pivot table. This will help streamline data analysis and simplify the accounting process. The pivot table will allow you to quickly obtain the necessary information about products, their availability in stock and order status, which will significantly improve the efficiency of inventory and sales management.

If the "Ordered" and "Purchased" columns contain zeros, this indicates that the product was not sold during the period under review. If these columns contain a negative value, this means that the product was returned. We recommend ignoring the data in the "Receipts" and "Current balance" columns, as they may contain inaccurate information. For a more accurate sales analysis, rely on the "Ordered" and "Purchased" indicators.

The "Warehouse Balance" report is available in your personal account. If you have a wide range of products, we recommend exporting the data to Excel for easy analysis and inventory management.

This report includes three key categories: SKUs for all products, products in transit, and warehouse balances. It allows you to estimate the number of units of a product available in Wildberries warehouses, as well as their distribution by region. This information facilitates effective supply planning and helps avoid product shortages. Analyzing the data in the report helps optimize inventory management and improve customer service.

The "Items in Transit" section provides information on items with various statuses, including those pending delivery and those already received by customers but not recorded in the accounting system. This can lead to misperceptions and create the impression of possible lost goods. Understanding these statuses correctly will help avoid misunderstandings and optimize the delivery tracking process.

The "Turnover Dynamics" report provides information on the frequency of sales of your products. This metric plays a key role in optimizing product card rankings in search results. Regularly analyzing this report will help you better understand customer preferences and effectively manage your inventory. Using this information helps increase product visibility and sales.

The report graph is clearly visualized and divided into color-coded zones, each reflecting sales levels. A red zone indicates low demand, which may negatively impact product rankings in search results. To increase sales and improve product visibility, it is recommended to employ demand-boosting strategies, such as discounts or advertising campaigns. Effective use of these methods will help regain customer interest and improve overall sales.

Maintaining high inventory turnover in the green zone is key to preventing shortages and, as a result, a decrease in sales. Sustainable inventory turnover helps optimize inventory and improve a company's financial performance. Effective inventory management not only maintains the required product level but also increases customer satisfaction, which in turn positively impacts sales growth.

A report with a complete list of all items contains information on all products you sold on the platform. This report is available for viewing in your personal account and can be exported to Excel format for convenient analysis and data storage.

The report is an important tool for updating cards Products. If you're planning to renew sales of an old product, using its product card with existing reviews will significantly simplify the process. This will not only save you time but also increase customer confidence, as reviews play a key role in purchasing decisions. Updating product cards with the information in the report will help improve product visibility in search engines and attract more customers.

If you're having difficulty creating a new product card, it may be due to an already used barcode. We recommend checking the report to ensure the barcode hasn't been used previously. This will help avoid duplication and simplify the process of adding the product to the catalog.

The "Supplier Summary" report is a key tool for analyzing your marketplace operations. This report summarizes data on orders, shipments, sales, and financial receipts for the entire period of cooperation with the platform. It allows you to evaluate the effectiveness of interactions with suppliers and identify sales trends, which leads to more informed business decisions.

The report provides valuable information for analyzing sales dynamics. We recommend reviewing it regularly, for example, monthly, and comparing it with previous periods to identify trends and optimize business strategies.

Key Metrics for Success on Wildberries: What to Track and Why

For successful promotion on the Wildberries platform, it is important to pay attention to key metrics. These metrics play a crucial role in how the marketplace promotes your products, including their placement in recommendations and positioning in search results. Optimizing these metrics allows you to improve the visibility of your product and increase the likelihood of its sale, which in turn leads to an increase in the overall performance of your business on Wildberries. Regular analysis and adjustment of strategies based on the collected data will help you achieve desired results and strengthen your position on the platform.

In this article, we will discuss six key metrics that play a vital role in sales management: number of orders, sales volume, conversion rate (CV), inventory, sales velocity, and inventory turnover. Understanding and analyzing these metrics will help you optimize business processes and improve sales efficiency.

Orders represent the total number of products ordered in a specific period of time. They should be analyzed across different time intervals, such as days, weeks, and months. To track dynamics, we recommend using the LFL (Like for Like) methodology. For example, you can compare the number of orders in the second quarter with the first, or the figures for April of the current year with the same data for April of the previous year. This approach allows you to identify trends and seasonal changes, which is important for optimizing business strategies and improving sales.

An increase in the number of orders is a positive sign for the business. However, if a decrease in metrics is observed, it is important to take appropriate action. Consider running promotions, offering discounts, or launching advertising campaigns to attract new customers and drive sales. These measures will help renew interest in your products or services and improve financial results.

Sales are the number of orders for which goods were successfully redeemed. This metric plays a key role in calculating the conversion value (CV), which allows you to evaluate sales effectiveness and understand how well a business attracts and retains customers. High sales and conversion rates indicate a successful marketing and sales strategy, which can lead to increased profits and company growth.

Conversion value (CV) is the percentage of ordered goods redeemed and is calculated using the formula: CV = (orders per period / sales per period) × 100%. Conversion rates can vary significantly depending on the product category. For example, in the cosmetics sector, the redemption rate can reach 90%, while in the clothing industry it is often only 30%. This is because customers often order multiple sizes or models, but ultimately choose only one. Understanding these differences will help optimize sales strategies and improve business performance.

Monitoring the conversion rate (CV) dynamically is key to assessing business performance. A sharp decline in this metric may indicate problems, such as poor packaging or a high rate of defects. At the same time, an increasing conversion rate indicates that your products are successfully meeting customer needs. It is essential to regularly analyze changes in the CV to promptly identify and address potential shortcomings and strengthen your competitive advantage. Optimizing processes and improving product quality can significantly increase customer satisfaction and, as a result, facilitate business growth.

Inventory balances in the Wildberries warehouse play a key role in successful sales. This is the number of products available for ordering, which must be constantly monitored. Regular monitoring of inventory balances ensures the timely delivery of new batches and prevents stock shortages. In such cases, even the most effective advertising campaigns will fail to attract customers if the desired products are unavailable. Inventory management is an important aspect of running a business on the Wildberries platform, contributing to increased sales and customer satisfaction.

Sales velocity is an important metric reflecting the number of products sold over a given period. It is calculated using the following formula: sales velocity = number of sales during a period / duration of the period. For example, if 420 units of a product were sold over 30 days, the sales velocity would be 14 products per day. This metric allows you to analyze sales performance and identify trends, which is key to optimizing business processes and increasing profitability.

Turnover is a key indicator that reflects the ratio of inventory to the sales velocity. This indicator demonstrates how many days of available inventory will last. The formula for calculating turnover is as follows: turnover = inventory / sales velocity. For example, if you have 300 items in stock and sell 14 per day, your inventory will last 21 days. Proper inventory turnover analysis helps optimize inventory management, minimize costs, and improve business efficiency.

Inventory turnover is a key metric that significantly impacts the positioning of your brand and product listings on the Wildberries platform. Low turnover can negatively impact your product visibility in search results. Optimizing turnover helps improve rankings, which increases your chances of attracting customers and increasing sales. To achieve high turnover, it's important to keep your offerings current and regularly update your product range.

Analytics for Determining Delivery Times: A Practical Example

In modern business, especially on marketplaces like Wildberries, effective analytics plays a crucial role in achieving successful sales. Let's consider how to optimally organize deliveries using the example of a company selling screwdrivers. The main goal is to ensure inventory turnover within two weeks. To achieve this, it is necessary to carefully analyze demand, control inventory, and plan new deliveries promptly. It is important to consider seasonal fluctuations in demand and competition to adapt the sales strategy. Optimizing logistics and using modern technology can significantly improve delivery efficiency and increase profits. Furthermore, regular monitoring of sales performance will help identify successful items and adjust the assortment, ultimately leading to improved inventory turnover and overall business growth. Understanding the product sorting process is a key element in marketplace warehouse management. Repeated shipment of goods to the warehouse ensures their constant availability to customers, which contributes to increased sales and customer satisfaction. Effective product sorting is one of the core competencies of a marketplace manager and directly impacts business success. Properly organizing sorting processes helps minimize order processing time and optimize inventory.

Sales data analysis is essential for optimizing supply chains. We download a weekly "Sales" report and calculate the total number of purchased items, excluding returns. This approach allows us to accurately determine the number of screwdrivers sold over a given period, which in turn facilitates more efficient inventory management and improved supply planning. Regular sales analysis helps identify trends and optimize product assortment, which improves customer satisfaction and increases company profits.

140 screwdrivers were sold in a week. To calculate inventory turnover, information on warehouse inventory is required. Inventory turnover is an important metric that helps understand how quickly inventory is being sold. Obtaining warehouse data will allow for a more accurate analysis of demand and inventory optimization, which contributes to effective inventory management and increased business profitability.

To obtain inventory data, go to the "Warehouse Inventory Report" section. Information is typically presented for the current date. To display data for specific products, open "Table Settings" and enable all desired fields. This will allow you to get more accurate and complete information about the availability of goods in the warehouse, which is important for effective inventory management.

After downloading the report, you need to search for screwdrivers by part number. It's important to pay attention to the "Total by warehouse" column, which displays the remaining inventory in warehouses. This will allow you to assess the availability of screwdrivers and make informed decisions about further inventory management.

There are 200 screwdrivers in stock. Now, taking into account sales volume and current stock, it is possible to make the necessary calculations to optimize inventory management. Sales data analysis will help determine how many screwdrivers should be ordered to prevent shortages and best meet customer demand.

• Sales velocity: 140 sales per week, which equals 20 units per day (140 divided by 7).
• Turnover: 200 units of balance divided by 20 units per day equals 10 days.

The product inventory is calculated for ten days, which at first glance indicates the need to prepare the next delivery within this period. However, it is necessary to take into account a number of risks that may affect the timeliness and volume of deliveries. A proper approach to inventory management and analysis of potential risk factors will optimize the process and avoid product shortages.

• Problems with the availability of free shipping windows at the Wildberries warehouse.
• Difficulties in finding a transport company or unforeseen circumstances with your own transport.
• Absence or illness of the employee responsible for shipments.
• Delays in delivery.
• Delays in the acceptance of your delivery at the Wildberries warehouse.

It is recommended to allow at least two additional days to account for possible risks, which will help avoid delays in the delivery process. Thus, if the turnover period is 10 days, then subtracting two days, the next delivery should be arranged in eight days. This will optimize logistics processes and increase work efficiency.

This example emphasizes that data analysis cannot rely solely on numerical values. A key role for a marketplace manager is the ability to interpret data and extract valuable insights that can impact sales and promotion strategies. The ability to analyze information and draw informed conclusions allows you to optimize business processes and improve marketplace efficiency.

Analytical Services for Wildberries: How and Why to Use Them

In the face of fierce competition on marketplaces like Wildberries, external analytical services are becoming key tools for sellers. These services allow you to identify hidden trends and obtain data unavailable in standard WB Partners reports. By analyzing the information provided by external tools, you can optimize your sales strategies, improve product visibility, and increase customer satisfaction. Let's consider how analytics can become the foundation for the successful development of your marketplace business.

Analytics platforms play a key role in providing information on competitor sales, product volumes in various categories, and trend dynamics in specific niches. This data forms the basis for an in-depth analysis of the competitive landscape and helps make informed strategic decisions. Using analytical tools allows companies to identify market trends, optimize their offerings, and increase competitiveness.

When launching a new product, it is important for sellers to evaluate its profitability. It is necessary to conduct sales research on similar products, analyze volumes in the category, and the total number of offers on the market. This method allows you to minimize risks and choose effective strategies for a successful market entry.

It is important to note that many analytics services face data accuracy issues. The data collection process includes several stages, which can lead to information distortion.

• Automated bots parse marketplace pages, collecting information on product balances through "clicks" to add to cart.
• If, for example, yesterday there were 10 units of a product in the card, and today there are 8, the bot records that 2 units were sold.
• The collected data is aggregated and processed to generate reports, which are transmitted to analytical services.

The collected data, despite possible errors, remains a valuable tool for market analysis and informed decision-making. Using such data allows you to identify trends and patterns that can significantly impact business strategies and competitive advantages. Data analysis, even taking into account errors, helps better understand consumer preferences and adapt offers to current market demands.

There are many analytical platforms that help sellers on Wildberries. Let's look at three popular free services: Shopstat, Mayak, and the EVA bot. These tools offer various opportunities for sales analysis and optimization. We will discuss their functionality and how to effectively use them to achieve the best results when working with Wildberries.

Shopstat is one of the most popular free market analysis services with an intuitive interface. Although the data may sometimes have inaccuracies, the service's functionality allows for an in-depth analysis of niches and products both on Wildberries and on other trading platforms. Using Shopstat, users can effectively research trends, identify popular products, and make informed decisions to optimize sales.

To analyze the skirts niche, it is important to select the appropriate marketplace and category, in this case, "Women." This will allow you to obtain a report with key information such as sales volume, number of suppliers, and unique product offerings (SKUs). Additionally, detailed data is available for each SKU, which can be sorted by revenue, helping you identify the most profitable items and optimize your product range. Analyzing these indicators helps to make more effective decisions and develop strategies for successful business in this niche.

To find the "Skirts" subcategory, select the "Subcategories" section. This will take you to a page with a report containing data on all SKUs. This report can be saved to your computer for later use.

Now you can analyze the product cards of the most popular products in a given niche. Enter the product number in the search bar to access sales information and their dynamics. This analysis will help you identify trends and customer preferences, as well as optimize your store's assortment.

This service is integrated into the marketplace by installing an extension. This solution provides up-to-date data on niches and products directly in search results. This way, you can effectively analyze market trends and optimize your product range.

The "Mayak" service is a shareware tool for analyzing products on the Wildberries platform. The desktop version of the program starts at 2,990 rubles, while the extension is available for free and allows up to 50 queries per day. With Mayak, users can effectively analyze categories and product cards, which contributes to a deeper understanding of the market and sales optimization.

The EVA bot is the latest service with unique capabilities. Despite its somewhat limited functionality compared to similar services, it offers users the ability to subscribe to brands and suppliers. The bot sends weekly reports to Telegram, allowing for timely tracking of competitors' sales. This makes it a useful tool for market analysis and monitoring competitors' activities. Subscribing to the EVA bot allows you to stay informed about current trends and make informed business decisions.

Key Aspects of Analytics on Wildberries: What You Need to Know

Wildberries offers a variety of internal reports that play a key role in inventory and sales management. Key reports include: Sales, Inventory Report, Turnover Dynamics, Item List Report, and Supplier Summary. These tools provide a complete overview of product assortment status and enable informed decisions to optimize inventory management. Using the data from these reports, companies can effectively analyze demand, control inventory, and improve sales.

Seller performance directly impacts sales volumes on the marketplace. Therefore, it is important to regularly monitor key metrics, including order volume, sales volume, conversion rate (CV), inventory balance, sales velocity, and inventory turnover. To successfully manage sales, it is necessary to guarantee product availability and maintain a high buyback rate, avoiding situations where it is reduced due to defective products or improper packaging. Effective monitoring of these metrics allows you to optimize business processes and increase profits on the marketplace.

Analytics at Wildberries plays a key role in solving many business problems. With its help, you can effectively determine the optimal delivery times for goods, thereby avoiding interruptions in sales. This is especially critical in a highly competitive platform, where every detail can impact success. Using analytical tools helps not only increase logistics efficiency but also improve overall inventory management, which ultimately contributes to increased profits and a stronger market position.

Wildberries offers external analytical services, both paid and free, that complement standard reports. These tools provide unique data not included in standard reporting, such as competitor card statistics and market niche analysis. Using such services will help you gain a deeper understanding of the market, conduct competitor research, and identify new product categories for successful market entry.

How to improve your sales knowledge

• Sales managers at Wildberries play a key role in product analytics and management. This profession combines three important areas: marketing, economics, and sales management. In our detailed guide, we'll explain the skills needed to master this profession and how businesses can find the right specialist.
• Skillbox offers training courses for marketplace managers, covering the proper design of product cards, business metrics analysis, and customer interaction. These skills are critical for successful trading.
• To achieve maximum results, analysis alone is not enough – you need to be able to effectively manage prices, launch advertising campaigns, and optimize product cards. All of this is covered in detail in our guide to trading on Wildberries.
• Furthermore, Skillbox Media offers a guide to working with Ozon, where you'll find information on how to interact with the marketplace, as well as key promotion tools. You'll also learn how to manage ratings, reviews, and analyze your performance.
• Skillbox also offers a specialized course on working with Wildberries, covering all aspects of interacting with this platform—from completing a rejection letter to calculating unit economics and communicating with marketplace support.

Useful Sales Materials at Skillbox Media

Skillbox Media offers a wide selection of sales-related materials. Here you'll find articles, video tutorials, and practical recommendations to help you improve your sales skills. Our resources cover a variety of topics, including sales strategies, negotiation techniques, and customer acquisition methods. These materials will help you improve your sales effectiveness and achieve better results in your professional career. Explore our content and become a sales expert with Skillbox Media.

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