A new thematic section "Men choose" has appeared on Wildberries. It is already available on the website and in the mobile application and unites the categories that men most often buy: electronics and household appliances, auto goods and spare parts, clothing and shoes, vehicles, sports goods, construction and repair, men's cosmetics, cottage and garden.
In addition to the categories, the section is compiled through "quick scenarios" — themed collections like "Gym workouts", "Garage", "Gamer's kit", "For baths and saunas", "Premium wardrobe", "Trusted sellers", as well as gift collections. The logic is simple: fewer clicks means a faster solution.
Anna Averina, Director of the Customer Experience and Service Department at Wildberries & Russ, gave a comment.:
"We see that the male audience at Wildberries demonstrates clear and targeted purchasing patterns — most often it is electronics, automotive products, sports and repair goods. The launch of the "Men choose" section is a response to users' request for clearer and faster navigation when everything they need is gathered in one place."
"According to our surveys, men positively perceive navigation adapted to their interests, especially if it saves time and offers relevant selections. In addition, the male audience is more likely to choose categories with a higher average receipt, which makes search convenience a particularly important factor when making a purchase decision."
Why is this important for the marketplace market
- Segmentation instead of a “category dump". Large sites run into the same problem: the assortment is huge, the user is lost. Special units are a way to turn a catalog into a “showcase of scenarios” where sales grow due to convenience rather than discounts.
- Strengthening the "expensive" categories. Electronics, auto supplies, and repairs — the average receipt is higher, refunds are more difficult, and the requirements for cards and specifications are stricter. For the platform, this is a chance to increase revenue without endlessly inflating the promo.
- A direct burden on logistics and data quality. Auto parts, machinery, and repair products are sensitive to errors in parameters.: incompatibility, wrong size, wrong model — and the refund “eats up” the margin of the entire chain. Therefore, the development of the section almost inevitably leads to stricter requirements for sellers: precise specifications, photos, packaging, and accessories.
- Foreign economic activity is an aspect for sellers. Most of the electronics/accessories, tools, and automotive products are linked to import chains (including from Asia). The more the marketplace promotes these categories, the more critical the certification/declaration documents, correct codes, and labeling where required become. In other words: a convenient showcase for the buyer raises the “bar” of compliance for the supplier.
The company is talking directly about the development of the section: they plan to expand the thematic collections and add an internal search inside the section. This is an important detail: search is the main tool for monetization of the showcase, because it turns the “selection” into a managed traffic channel.
