~ 7 min
9/9/2026
How to calculate product margin on Wildberries
Product margin on Wildberries shows what portion of gross revenue remains as gross profit after deducting all direct costs and marketplace services. The percentage is calculated using a simple formula:
Margin = Gross profit × 100% / Gross revenue
In the Torgstat analytics service, this metric is calculated automatically based on actual store data: revenue, cost price, and Wildberries service expenses.
What is margin on Wildberries
Margin on Wildberries is the percentage of sales efficiency of a product: it shows what share of revenue turns into gross profit and what goes to cost price and marketplace services.
The margin calculation takes into account:
product cost price;
Wildberries commissions;
logistics and warehouse services;
other paid marketplace services.
Two products with the same revenue can yield completely different margin results. One option will leave noticeable profit, while the other will be "eaten up" by cost price, commissions, and logistics, leaving a minimal financial result. Therefore, focusing only on revenue or order volume is not enough — without margin analysis, it is easy to scale a product that barely brings in money.
Product margin formula on Wildberries
Product margin on Wildberries is calculated using the basic formula:
Margin = Gross profit × 100% / Gross revenue
Two key metrics are used in the calculation:
Gross revenue — the total sales amount of a specific product for the period.
Gross profit — the portion of revenue remaining after deducting cost price and all marketplace services (commissions, logistics, etc.).
Calculation example:
gross revenue for the product — 100,000 ₽;
gross profit — 25,000 ₽.
Then:
25,000 × 100% / 100,000 = 25%
The margin of this product is 25%. This means that out of every 1 ₽ of revenue, only 0.25 ₽ remains as gross profit, the rest goes to costs.
Why calculate margin on Wildberries
Margin on Wildberries is calculated to understand the real profitability of each item, not just turnover. This metric helps compare products within the assortment and manage the store's economics.
Margin is convenient to use for:
finding the most profitable products;
identifying items with high turnover but low profitability;
assessing the impact of price changes on profit;
monitoring the impact of cost price and Wildberries service expenses;
making promotion decisions: which products make sense to advertise;
planning purchases and adjusting the assortment.
Margin analysis should always be combined with:
gross profit in absolute figures;
sales volume (units, revenue).
A product with high margin but low sales contributes less to profit than a mass-market item with a more modest percentage. Therefore, focusing only on the margin percentage and ignoring sales scale leads to a distorted picture.
How to view margin in Torgstat
With a large assortment, calculating margin for each SKU manually is inconvenient and risky: data on revenue, cost price, and Wildberries services is usually scattered across different reports.
In the Torgstat service, margin for each product is calculated automatically using the formula:
Margin = Gross profit × 100% / Gross revenue
The system:
pulls revenue data;
takes cost price into account;
calculates Wildberries service expenses;
based on this, calculates gross profit and margin.
Then the seller can:
view margin for individual products;
compare this metric with gross profit and sales volume;
quickly find items with high and low efficiency;
make decisions on prices, ad bids, and assortment based on the real economics of the product.
This approach eliminates manual calculations and reduces the risk of errors when analyzing finances on Wildberries.
What margin is considered good on Wildberries
There is no single "normal" margin percentage for all products on Wildberries. An acceptable level depends on:
product category;
cost price and purchasing terms;
price level;
logistics and storage costs;
promotion expenses;
commission structure and other marketplace services.
It is much more useful to look not at average "norms" but at specific comparisons:
compare products within the same category against each other;
track margin dynamics for one product over different periods;
compare margin before and after changing price or cost price;
always analyze margin together with sales volume and gross profit.
The key task is to avoid a situation where turnover growth is accompanied by declining profitability per unit. Increasing revenue with falling margin can lead to the store operating "at zero" or with a minimal safety margin.
Frequently asked questions
How is margin different from markup?
Margin shows profit in absolute money, while margin percentage shows profit as a percentage of revenue. Margin percentage is always expressed as a percentage and answers the question of what share of revenue is profit.
Can a product be evaluated only by margin?
No. A comprehensive view is needed: margin, gross profit, revenue, and sales volume. An item with high margin and low demand may bring in less money than a more popular product with a lower percentage.
Why can product margin on Wildberries decrease?
The main reasons are rising cost price, increased marketplace service expenses, changes in product price, and changes in sales structure (for example, demand shifting toward less profitable variations).
Do I need to calculate margin separately for each SKU?
Yes, if products have different cost prices, prices, or expense structures. By SKU, you can see which specific items actually earn money and which only create turnover without profit.
Where can I view the margin of Wildberries products?
Margin can be calculated manually from financial data: revenue and gross profit for each product. Or you can use an analytics service. In Torgstat, this metric is calculated automatically for each product based on gross revenue and gross profit.