Wildberries is testing a "Loyalty Discount": personal 3-50% for the purchase and a new commission for the seller

Wildberries has started testing a new customer retention tool, Loyalty Discount. The bottom line: the seller sets the conditions under which the buyer automatically receives a personal discount on the entire range of a particular store if he has bought goods for a specified amount in the last 365 days. The ranges are flexible: the redemption threshold is from 1,000 to 100,000 rubles, and the discount is from 3% to 50%.

For the buyer, this is designed to be as noticeable as possible: a progress widget appears on the store's page, and when the threshold is reached, a hint/banner about the available discount appears. This format puts pressure not on a "random" purchase, but on repeatability and habit: it is easier for the client to return to where they have already "accumulated" to the next level.

Two important nuances in terms of timing

There are two different frameworks in the documentation that are easily confused.:

• for the discount itself, the minimum validity period is 30 days, even if the seller disables it earlier.;
• at the same time, for the option in the tariff constructor, the restriction on disconnection before the minimum period of 90 days is separately mentioned.
  In practice, it looks like a separation: "subscription to an option" and "discount period" are different entities. Sellers should consider both limitations when planning the margin and the promo calendar.

Commission: what exactly will be charged for

The key principle is spelled out directly: "The commission for the option will be charged only for orders that are issued with a loyalty discount." This reduces the risk of "paying for air", but makes it important to fine—tune the threshold: too low — the discount is massive and quickly eats up the margin; too high - the tool almost does not work. 
The amount of the commission is reflected in the reports through a separate field associated with the remuneration coefficient, which allows you to compare efficiency after the fact, rather than “by eye". 
A potential “percentage of turnover on discounted orders” model (up to 1%) is being discussed separately on the market, but the public instruction sets out exactly the principle of order write-off, without specifying a single rate for everyone.

Why is this important news for sellers

1. This is a step from “total sales" to personalization. The discount does not dilute the brand for everyone, but works for a group that has already proven LTV.
2. The tool increases competition in niches with similar products: the buyer can become “attached" to the store due to future benefits.
3. In the logic of foreign economic activity and supply, this changes inventory planning: if a discount encourages repeat purchases, the value of stable availability increases, otherwise the effect burns out on out-of-stock.

How to use it with maximum effect

The safest way to start is to set a threshold so that not “everyone” gets a discount, but a segment that is already making a profit: for example, the threshold is closer to the average annual buyout of a top customer cluster and the discount is at a level that you cover with margin and operational optimization. Then measure: the proportion of repeat orders, the increase in shop window conversion, the change in average discounts and the final margin in the reports.