To sell a product on the marketplace better, you need to correctly create a product card. We understand keywords, articles, infographics, price and optimization.
How to create cards on Wildberries
Filling out the product card
How to change a product card
Card optimization on Wildberries
Methods for deleting a product card
Expert advice on creating a selling product card
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How to create cards on Wildberries
Table of Contents
A product card on Wildberries presents and promotes a product and a brand, so it should contain everything that buyers need to know about the product. To create a product card, you need to go to the seller’s personal profile on “WB Partners” → “Products” section → “Product Cards” block → “Add”.
There are two ways to create a product card on Wildberries:
● Independently
“Add” → “One product” → “Create a new product”. The platform will offer to add a photo, video and description of the product.
● Based on the created card
“Add” → “One product” → “Import product from Wildberries”. To display the finished description, you need to enter the product code from Wildberries and select the found product. In its card, all the items are already filled in, you can edit them, change keywords, upload your media files.
If the products are of the same type and there are many of them — for example, smartphones of the same model, but with different memory sizes, you need to select “Add” → “Many products” and write a category. Upload the opened table to Excel and fill it in. In the “Media files” column, insert links to cloud storage where photos and videos are stored. Then upload the table to the site — button “Excel” → “Upload from Excel”.
If the products differ in several significant characteristics, you won’t be able to upload them in bulk. Sellers who have many product units usually group them – for example, first upload jeans, then skirts, then sweatshirts.
Filling out the product card
You can prepare the card for work in three steps:
1. Fill in the required fields: “Product name”, “Brand”, “Category”, “Packaging parameters”.
2. Fill in the product specifications, upload photos and videos.
3. Check how the card is displayed in search. If it is further than the second page, you need to add keywords from popular queries. This will raise it in search results.
Wildberries displays products based on a ranking formula – this is a mathematical formula that takes into account several parameters and, based on them, determines what place in the search to put the product. Among the parameters:
1.● popularity of the product among users;
2.● frequency of purchase and number of sales;
3.● price relevance;
4.● how detailed the card is.
The more detailed the card is and the more accurately it reflects popular queries, the more often consumers buy the product and the higher it appears in the search.
Product Description
The manager selects the product category, and the system offers to create a description of it from certain points. Each category will have its own. For example, for clothing, this is information about the fabric, size, color, prints, and type of pockets. For electronics, this is information about the operating system, memory size, camera resolution, and screen diagonal.
To ensure that a product is on the first pages of search results, you need to fill in the maximum number of items in the category.
The name
should reflect what the user is looking for on the marketplace, it should not be more than 60 characters. If the product name contains repeated words, the platform will automatically remove them. For example, the name “Women’s dress with a pattern dress white” will be shortened to “Women’s dress with a pattern white”.
The brand
must be specified in accordance with the product labeling. If there is no brand, then in this field you need to write “No brand”. The text cannot use the number icon (No. 1), slashes (/), the name of the product category and the name of the individual entrepreneur.
Description
a text of up to 5,000 characters that describes the material, composition, configuration, and advantages of the product. Often, related products are indicated in the description and their article numbers are added. For example, a shirt or T-shirt — for a skirt, headphones or a case — for a smartphone. At the end, you can add the phrase “They are looking for us” and place the most popular user queries.
WB article, seller’s article and barcode
Wildberries assigns a number to each product – this is the WB article. The seller’s article is a number that the seller independently assigns to each product. Its name can be anything, the main thing is that it is unique within the entire range. The barcode stores information about the product, seller and buyer. With its help, it is easier to accept the product to the marketplace warehouse and transfer it to the pick-up point, and the client also receives the order using the barcode.
Content for the card (photos, videos, infographics)
The more useful visual content a product card has, the better for both the buyer and the seller. The customer receives full information about the product, and the products are displayed on the first search pages. That’s why infographics, videos, and photos are often added to product cards.
Infographics
To stand out from competitors, experts in marketplace promotion advise making infographics — captions over the image that briefly describe the advantages of the product, its composition, technical parameters, colors. The main thing is not to overload the layout with an abundance of elements and bright colors. It is better to put an image with infographics on the title picture in the card.
Certificates and licenses can be added to the visual content for the card, especially if it is cosmetics or equipment. Size charts, instructions on how to return a product if it is defective, and the seller’s contact information for feedback are welcome. As well as advertising images in which the buyer is invited to look at other products of the brand on the marketplace.
Photos and videos
When buying online, the consumer cannot touch or try on the product, so it needs to be shown in as much detail as possible. For example, a dress seller can use photos and videos to show the texture of the fabric, cut details, fittings, and how it looks on the model.
Technical requirements for photos and videos:
1.● on average 8-10 images per card, maximum 30;
2.● photo aspect ratio 3:4;
3.● optimal photo resolution 900×1200 px;
4.● photo format JPG or PNG;
5.● 1 video per card;
6.● video size no more than 50 MB;
7.● video length no more than 3 minutes;
8.● video format MOV, MP4.
Price of the product
The price of a product is set based on the recommended retail price (RRP). It includes basic business expenses: taxes, rent, advertising, payroll and profit margin.
In the price of goods on the marketplace, sellers include:
1.● product cost;
2.● profit margin;
3.● marketplace commission for the category in which the product is placed;
4.● delivery costs to the marketplace warehouse;
5.● storage costs at the marketplace warehouse;
6.● marketplace costs for processing and accepting the order.
It is also necessary to provide a price reserve for discounts and track competitors’ prices – they should not be lower.
To set the right price for a product and stay in the black, a seller must understand unit economics and be able to calculate LTV. It is used to estimate the profit from the relationship with the client from the moment he saw the advertisement until the moment he made his last purchase.
You can read more about unit economics on Wildberries in the section “Information” → “Instructions” and in the section “Analytics” → “Commission and tariffs for services”.
Price during promotions
Wildberries has a calendar of promotional activities that sellers are encouraged to participate in — this increases the product’s ranking in search results and makes it more attractive to consumers. The main promotions are:
1.● Cyber Monday,
2.● February 23,
3.● March 8,
4.● New Year,
5.● 11.11 — World Shopping Day,
6.● Back to School,
7.● Black Friday.
Sometimes the marketplace gives a regular customer discount (RCD) on the product. It is calculated based on the product rating. The marketplace covers the RCD costs, which means that the seller makes a profit on the price without this discount.
An additional benefit of participating in promotions is that WB reduces the seller’s commission for the period of the promotion. The commission is the percentage that the marketplace receives from the sale. For example, if the regular commission on clothing is 15%, during the promotion it will be 5%.
How to change a product card
You can change the product description, photos and videos, add new colors at any time, even when the card is being sold.
To edit several cards, you need to use the template prepared by the marketplace: “Product cards” → “Add” → “Edit cards” → “Download template” → “Upload”.
Card optimization on Wildberries
It is not enough to just create a card, it needs to be constantly improved and monitored to see how the changes affect sales. Among the tools for optimizing the Wildberries card are marketplace analytics , working with SEO, processing reviews and merging product cards.
Analytics
The marketplace has its own analytics resources that help better understand buyer preferences. For example, the “What to sell on Wildberries” and “Popular queries” blocks in the “Analytics” section.
“What to sell on Wildberries”
the block shows the shortage of goods on the marketplace: queries for which buyers did not find the desired product.
“Popular Queries”
the block shows what users have searched for most recently. The wording from the queries should be used when creating the product name, description and further SEO optimization.
SEO optimization
You can design a card according to all the rules, but not take into account the main thing – the keywords by which users search for products. In order for work with SEO to be effective, the manager needs to adhere to the following steps:
1. Try to find the product in the search
Look at the card through the eyes of the buyer – write a request in the search, find the product, check the appearance of the card.
2. Collect a list of queries in Yandex Wordstat
The service will show an extended list of queries that users make through the Yandex search engine. They need to be included in the product description.
3. Study competitors’ cards
See how competitors present their product, what visual content they select, what keywords they include in the title and description.
4. Design the card taking into account the context
Key words should be added to the title, characteristics, description. At the same time, they should be harmoniously integrated into the main text.
Working with reviews
After creating cards on Wildberries, the seller needs to take care of positive reviews for the product. It is necessary to quickly and fully respond to comments and questions from buyers, process negative feedback, and resolve controversial issues together with the client.
Typically, WB users look at reviews and photos of other buyers when choosing a product. Even with a perfectly filled card, there is a risk that the client will not buy anything if he sees negative reviews or customer questions that the seller has not answered.
Merging cards
Cards with similar products can be combined into one by color, print or size. For example, a T-shirt can be presented in a product card in three colors: black, white and gray, and two sizes: XS/S and M/L. This is one common card, not six different ones. This structures the information about the products and improves the ranking of products in the search.
The benefit of combining is that each product is covered by a common rating and reviews. This way, you can bring several items to the top at once.
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Methods for deleting a product card
To permanently delete product cards on Wildberries, in the Product Cards catalog you need to mark the items to be deleted and click on the trash can icon on the right.
If you need to temporarily remove a product, just remove photos and videos from the card. Products without media files are not displayed on the marketplace. But you should keep in mind that during the deletion, the card’s rating will drop and it will appear lower in search results.
