Marketplace sellers are increasingly building sales management around analytics, and platforms are reinforcing this contour with free reports. According to Wildberries analysts, sellers who actively use the free Sales Funnel report have an average number of orders growing by 124% relative to the group that does not use the tool. The comparative analysis examined the performance of more than 22,000 partners.
The results show growth along several stages of the buyer's journey: additions to the basket, orders, repurchases, and conversion from basket to purchase. The report itself describes the chain from card review to payment and helps to find the stages where the conversion is lost. For the seller, this is a practical "control panel" for content, price, promotion, and availability.
The key comment of the company is made by Natalia Krasilnikova, head of the seller's analytics department.:
"The development of analytical tools, including our free reports, is one of Wildberries' key focuses. The WB Partners portal has already presented a whole set of reports that help our partners track market trends, customer demand, sales dynamics in different categories, and create a portrait of the target audience. Thanks to such aggregated analytical indicators and a data-driven approach, sellers can make strategic decisions at every stage of business development," said Natalia Krasilnikova, head of the seller's analytics department.
An important detail is the comparison method. The sellers were divided into a test group of active users and a control group of inactive users. For each participant in the test group, a comparable pair was selected for key business parameters, and then the dynamics of the indicators were compared three months later.
For foreign economic activity and imports, such a tool affects supply planning. Funnel analytics shows where demand rests on the lack of goods, weak content, price, and delivery conditions. When the seller sees a failure at the "shopping cart → order" stage, he adjusts the price and promo. When the drop begins at the card viewing stage, it enhances the visual, attributes, and description, including mandatory labeling and completeness information. This reduces the risk of refunds and cancellations, which means it unloads the warehouse and the last mile.
A practical recommendation for sellers: link the Sales Funnel report to the delivery calendar and minimum balances, add a "replenishment period" control for imported SKUs, and maintain a content library for seasonal requests. Then the conversion rate is supported by availability, and logistics gets a more even shipping schedule.
