What people mean by Wildberries advertising
Inside the platform, it means paid promotion of product cards: your item is shown higher in search or in the catalog, and you pay under the model you choose. The tools, their names and the rules change over time, so open your seller account and read the current terms instead of relying on second-hand summaries.
There is also off-platform advertising: Instagram targeting, short videos and posts in Telegram channels that send shoppers to your card. For a seller in Tashkent this is a separate cost line, and it should be judged by orders and margin, not by likes and reach.
What the cost of promotion is made of
The ad budget is only part of your costs. Before you set a bid, add up everything between buying the goods and money reaching your account: marketplace commission, delivery and storage, packaging, returns, photography, writing the listing, and taxes. If the margin per unit is thin after that, advertising will only make the loss more visible.
The price of an impression or click depends on competition in your category and on the quality of your card. Popular niches such as clothing, home goods and accessories are more contested than narrow ones. That is why we do not quote figures: the auction, the category and your product decide them.
Metrics to agree on before you launch
The goal shapes everything that follows, so fix these numbers before the first som is spent:
- advertising spend as a share of revenue;
- margin on a single sale after commissions and logistics;
- cost of one order that came from ads;
- share of returns and cancellations;
- conversion from a card view to an order;
- repeat purchases, if you have any.
Common seller mistakes
A typical story: impressions grew, orders came in, and at the end of the month there is no cash. Keep a simple sheet per product code with spend, orders and margin, and if you send outside traffic, tag your links so you can see the source.
The same mistakes come up again and again:
- promoting a card with weak photos, a vague description and no reviews;
- turning ads on for the whole range instead of two or three products with healthy margin;
- not capping the daily budget;
- ignoring stock levels, so ads run while the warehouse is empty;
- building the entire business on one platform.
Why a marketplace seller needs a website
Wildberries brings traffic, but the buyer remains the platform's customer, and you do not control its rules, commissions or ranking algorithms. A website of your own is a second channel where you decide how to present products, set prices and promotions, accept payment through Click and Payme, and bring people back through Telegram.
A website does not replace a marketplace. It helps where the platform is awkward: wholesale enquiries, made-to-order goods, and customers from the regions who found you on Instagram and want details. You can send Meta Ads and Google Ads traffic to it, connect end-to-end analytics and build search traffic through SEO, which is hard to do on someone else's platform.
Where to start in practice
Do not try to promote everything at once. Pick a few products with the best margin, polish their cards, set a daily limit and a test period, and decide on scaling from the numbers.
In parallel, prepare a base for your own sales: a website or landing page, a Telegram bot for repeat orders, and tracking of lead sources. The markdev team in Tashkent builds turnkey websites and can review your situation: what to keep on the marketplace and what to move to your own site. Describe your task in the form and we will discuss where to begin.
FAQ
Do I need Wildberries advertising if my product already sells?
Not necessarily. First check how much you earn per unit and whether ads bring extra orders beyond organic ones. With a thin margin, promotion may not pay back.
Can I drive traffic to a Wildberries card from Instagram or Telegram?
Yes, outside traffic can be sent to the card. Measure it separately: tag your links and compare orders with ad spend.
Why have a website if I sell on a marketplace?
A website gives you an independent channel: your own prices, Click and Payme payments, a contact base and search traffic. It does not replace the platform, but it reduces dependence on its rules.
How much does promotion on Wildberries cost?
It depends on the category, competition and the platform's current terms. Check up-to-date rates and formats in your seller account.
Let’s look at your task for free
Leave your contact — in a 15-minute call we’ll show where leads get lost and what to fix first.