Sales Analytics on Wildberries: Which Metrics to Track and How to Use Them to Grow Profit

Sales analytics on Wildberries is the analysis of sales, profit, advertising, remaining stock, and product turnover. It helps identify profitable and unprofitable items, evaluate advertising effectiveness, and make decisions based on financial metrics.

A competent breakdown of key indicators shows which products and decisions drive the business forward and which ones "eat up" profits.

Which indicators should you track first

To manage a store on Wildberries, five groups of indicators are critical: sales, profit, advertising, remaining stock, and turnover. Each answers a key question: what is selling, how much are you earning, how profitable is advertising, is there enough stock, and how quickly is invested money returned.

Sales

Sales analysis shows what exactly customers are buying and how demand is changing. This is not enough to assess profit, but it is impossible to manage assortment and advertising without it.

Sales reports can help determine:

which products are leaders in orders and gross revenue;

how demand changes over different periods (seasonality, promotions, holidays);

whether sales are growing or declining for specific items;

how ad campaigns affect the number of orders and turnover.

Profit

Profit shows the final financial result, not just turnover. The same level of gross revenue can yield either stable income or losses—it all depends on the cost structure.

When calculating profit per product on Wildberries, you need to consider:

cost price of purchase or production;

marketplace commission;

logistics fee (delivery to warehouses, internal WB logistics, returns);

warehouse storage;

advertising expenses;

taxes.

Only by considering all these expense items can you see which items are actually earning and which are breaking even or operating at a loss. It is the profit per item that shows what the business relies on and what consumes resources.

Advertising

Advertising on Wildberries affects impressions and sales, but not every campaign pays off. You can increase your budget and get more orders without seeing growth in net profit.

When evaluating advertising, it is important to track:

total promotion expenses;

share of advertising expenses in gross revenue;

sales volume generated specifically from advertising;

change in profit after launching or scaling campaigns;

effectiveness of promoting individual products.

If turnover is growing but profit remains the same or decreases, the advertising strategy should be reconsidered: disable ineffective campaigns, redistribute the budget between items, adjust bids and creatives.

Remaining Stock

Stock control directly impacts both gross revenue and profit. Even the most successful product generates no money if it is out of stock.

Stock analysis helps:

prevent shortages of fast-moving items;

reduce unnecessary storage costs for dead stock;

plan supplies for each item;

manage assortment turnover.

A lack of a popular product leads to lost search positions and missed gross revenue, while excess stock "freezes" working capital and increases warehouse costs.

Turnover

Turnover shows how quickly a product converts from warehouse stock into money and back into a purchase. The faster a product sells, the more efficiently the invested funds are used.

With slow turnover:

money is "stuck" in stock;

the ability to invest in new products and advertising decreases;

storage costs rise;

the risk of selling off stock at a discount increases.

High turnover, on the other hand, allows for faster reinvestment of profits, expansion of the assortment, and business scaling.

All these indicators—sales, profit, advertising, stock, turnover, as well as margin, profitability, and many others—can be tracked in the marketplace analytics service Torgstat. This simplifies store management and helps you see the big picture.

How to use analytics to grow profits

Analytics only has an effect when decisions are changed based on its results: assortment, advertising, supply volumes, and growth strategy are reviewed. The goal is not to create beautiful reports, but to increase net profit and business stability.

How to find unprofitable products

An unprofitable product can only be identified through profit analysis for each item. High gross revenue alone guarantees nothing: some items may "eat up" profits due to advertising costs, commissions, logistics, and storage.

Special attention should be paid to products:

with high gross revenue and low margin;

with high advertising expenses;

with frequent returns and additional logistics costs.

For example: Product A generates 500,000 rubles in gross revenue and 20,000 rubles in profit. Product B generates 200,000 rubles in gross revenue and 50,000 rubles in profit.

With lower gross revenue, Product B brings in more money. This means it is more effective from a business perspective, and it is more logical to develop the direction that yields greater profit, not just turnover.

How to evaluate advertising effectiveness

An ad campaign on Wildberries makes sense to consider effective only if, after its launch, not just gross revenue but specifically profit grows. Relying solely on the number of orders is risky.

To evaluate advertising effectiveness, it is worth regularly analyzing:

promotion expenses broken down by campaigns and products;

orders and gross revenue generated from advertising;

ACoS (share of advertising expenses: what percentage of gross revenue goes to advertising);

change in profit for promoted products;

which campaigns yield maximum profit and which simply waste the budget.

This approach allows you to disable or adjust ineffective campaigns and redirect freed-up funds to tools that actually increase profit.

How to plan supplies based on data

The optimal supply volume is a balance between the risk of shortage and the risk of an overstocked warehouse. An error in either direction hurts finances:

no product means no sales;

too much product means frozen funds and paid storage.

Comprehensive analysis helps:

view sales dynamics for each item;

compare sales with current stock levels;

consider turnover (how quickly a product sells);

forecast how many days or weeks the stock will last;

calculate the optimal size of the next supply.

The more accurately you understand the average sales speed, the easier it is to avoid situations where a popular item suddenly runs out or a slow-moving product occupies warehouse space for months.

How to control overall business efficiency

Looking only at individual products or campaigns is not enough. It is important to regularly evaluate the business as a whole: how profit, cost structure, and assortment quality are changing.

It is useful to track:

total profit and store profitability;

expense dynamics (advertising, logistics, storage);

share of profitable and unprofitable products;

average turnover across the assortment;

contribution of key categories and SKUs to total profit.

Such an overview allows you to notice negative trends in time: a drop in profitability, rising costs, slowing turnover. The earlier a problem is identified, the easier it is to fix without leading to cash gaps and forced sales.

How to automate sales analytics on Wildberries

As your store grows, collecting and consolidating data manually becomes difficult and time-consuming. You have to work with several Wildberries reports, cost price files, advertising statistics, and warehouse stock.

To avoid spending hours on manual analytics, sellers use specialized services. They automatically:

pull data on sales, stock, advertising, and commissions;

calculate profit and margin considering cost price;

show turnover and effectiveness of individual products;

help quickly find problem areas and growth points.

For example, Torgstat allows you to get a holistic picture of your business by combining data on sales, finances, advertising, products, and supplies in one interface.

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Sales analytics on Wildberries helps a seller see not only sales volume but also the real effectiveness of the business. Monitoring profit, advertising expenses, stock, and turnover allows you to identify problem products in time, find growth points, and make more informed decisions.

As the store grows, the amount of data increases, and working with it manually becomes more difficult. Therefore, many sellers use marketplace analytics services that help combine key indicators in one system and get answers to important business questions faster.

The main thing is not just to collect data, but to use it for decision-making. It is this approach that allows you to increase profits, manage assortment more effectively, and scale sales on Wildberries.

Frequently Asked Questions

What is sales analytics on Wildberries?

Sales analytics on Wildberries is a systematic breakdown of data on sales, profit, advertising, stock, and other store indicators, which allows you to evaluate operational efficiency and find ways to increase profit.

What are the most important indicators for a Wildberries seller?

First of all, it is recommended to track profit, margin, advertising expenses, product stock, and turnover. These indicators help evaluate business efficiency and make decisions on assortment, advertising, and supplies.

How often should you analyze your store's indicators on Wildberries?

It is recommended to monitor key indicators daily or weekly. This helps to notice a drop in profit, an increase in advertising expenses, product shortages, and other problems in time.

Can you do Wildberries analytics in Excel?

Yes, but as the assortment and number of orders grow, working with spreadsheets becomes more labor-intensive. Many sellers use marketplace analytics services, such as Torgstat, for automatic calculation of key indicators.