In 2026, the struggle for marginality on marketplaces is increasingly based on the basket structure, rather than discounts. A recent analysis by RWB shows that one of the most underrated tools is the seller's store page on Wildberries. The average receipt for a purchase from the seller's store page is 37% higher. The conclusion is based on a comparative analysis, which collected data from more than 4 million product cards from different categories for the period from July 1 to December 31, 2025.
The mechanics of the effect are understandable to logistics and commerce at the same time. When a customer goes to the store's page, they see the entire range and find related items faster. As a result, several items from the same seller end up in the basket. For the seller, this means an increase in the order amount and a more predictable package of shipments: instead of single parcels, multi-position orders are more often formed.
The breakdown by category shows where the "showcase" gives the maximum increase. The most noticeable difference in the average bill was recorded in furniture (+76%), household appliances (+48%), kitchen appliances (+40%), automotive products (+33%) and beauty products (+29%). The average bill also increased in many other categories, including books, tableware, pet supplies, interior decor, and costume jewelry.
The company's key comment directly links the result to navigation and storefront design.:
"The store's Wildberries page is a full—fledged point of contact between the seller and the buyer. When a user visits the seller's page, they see the entire range and often add several items to the cart at once, which directly affects the average receipt and conversion rate. The development of design and navigation tools inside store pages is one of the key areas for our partners. And in this regard, to expand the capabilities of the sellers' page on Wildberries, we are actively developing the Storefront service," said Egor Semyanov, head of monetization at the RWB sellers portal.
The practical conclusion for sellers is to realign the buyer's path so that he gets to the "store" more often, rather than closing on one card. The cards should strengthen the link to the showcase and the bundles of the assortment: kits, consumables, compatible accessories, a series of products in the same style, size and color options, recommendations for repeat purchase. For logistics, this provides a bonus in cost management: multi-position orders often improve the economics of packaging and reduce the share of "expensive shipping" in the cost of a single item. In 2026, this turns into an understandable KPI: the growth of the average receipt through the showcase becomes a measurable way to reduce the pressure of promotional discounts and maintain the turnover rate of the warehouse.
