Illiquid Wildberries are more likely to appear due to the gap between the product and its "packaging" in the digital showcase. The product itself may cover the need, while the card does not explain the value in a few seconds, which the buyer is willing to devote to the choice. Dealing with hung leftovers requires discipline: first, fix the supply, then integrate the product into the current demand, then carefully turn on the price levers and protect the margin.
Card repackaging remains the most underrated tool. On Wildberries, the decision to click is often made by the visual, then the buyer quickly checks the name, key characteristics, and responses to objections. Updating photos has an effect when the previous images do not show the scale, configuration, texture, or usage scenario. Video enhances trust, as it removes doubts about materials, fit, density, and size. It is important to close the typical questions in the description: for whom the product is, what parameters are important, how it is convenient in everyday life, how to choose the size or option. A separate layer is a valid category. The wrong category reduces visibility, as the product is shown to the audience with a different intention, and behavioral metrics are sagging and algorithms are less likely to show up. It is useful to "refresh" the card comprehensively and quickly, so that the changes are linked into a single signal for ranking.
Linking with the liquid helps the illiquid to get "someone else's traffic" without a sharp increase in the advertising budget. To do this, they use hit products as an entry point: compatible items are carefully highlighted in the hit card, and a logical recommendation for the use and assembly of the kit is added. Kits and gift solutions work especially well in categories where the customer wants to close the task immediately. The important principle here is simple: an illiquid should look like a natural addition that enhances the value of the main order. Then adding to the shopping cart is perceived as a convenience, and not as an imposed pre-sale. Additionally, it is worth considering the packaging economy: the set should be clear in terms of configuration, and logistics and storage should not "eat up" the benefits.
Working with the price yields results when the seller manages it as a tool, not as a panic. Step-by-step reduction allows you to measure the demand response and not destroy price positioning in one day. Before starting, you need to set a break-even threshold: the price below which sales cease to be a business. It is useful to consider this threshold taking into account the commission, logistics, storage, refunds and possible promotion costs. Next, competitive analysis is included: if there is a product with a similar value and a stronger offer nearby, the buyer will choose it. In this case, the price works together with the card: if you reduce the cost, but leave weak photos and an incomplete description, the conversion rate may not increase. And another practical point is the speed of the solution. If the position objectively does not meet the demand, it is more reasonable to quickly reach the break-even level, empty the warehouse and redistribute the money into goods with better turnover.
The three strategies provide a clear ladder of action: first, improve perception and conversion, then connect cross-demand, then carefully stimulate the price and protect the economy. Illiquid access to Wildberries becomes a manageable process when each decision is based on the metrics of the card and the calculation of the unit economy.
