Why are sales falling on Yandex Market and how to fix it?

Sales on Yandex Market almost always decline for three reasons: fewer impressions, fewer clicks through to the product listing, or a lower conversion rate to orders. The root cause lies in remaining stock, price, delivery, promotion, listing condition, reviews, or operational errors. To pinpoint the exact reason, you need to compare key metrics "before" and "after" the decline, rather than acting blindly.

Where to Start Analyzing a Sales Decline

The first step is to determine at which stage of the sales funnel the drop occurred. Only then does it make sense to change the price, advertising, or listing.

The basic funnel on Yandex Market:

Impressions → Clicks to listing → Add to cart → Orders → Gross revenue → Profit

By looking at metric changes, you can quickly narrow down the causes:

What changed	What this most often means
Impressions decreased	The product lost positions, stock ran out, or promotion stopped
Impressions are sufficient, but clicks are fewer	Loss in price, image, delivery, or visible advantages
Clicks are at the same level, but orders are fewer	Delivery conditions, rating, reviews, or listing content worsened
Order count is okay, but gross revenue dropped	Cheaper SKUs are being bought, or fewer units per order
Gross revenue holds, but profit declined	Promotion, logistics, storage costs increased, or discounts grew

Compare comparable periods:

the last 7 days to the previous 7 days;

accounting for weekends, holidays, and seasonality;

if possible, with the same period last year.

This helps separate real store problems from natural demand fluctuations.

Why Product Impressions Decrease

If a product appears less often in search and recommendations, sales naturally fall: buyers simply don't see the offer. The main reasons are stockouts, loss of positions in search results, or stopped promotion.

1. Product is out of stock or unavailable

Sales can drop even due to a short period when the product was not in stock. After replenishing stock, the listing does not always return to its previous positions immediately.

What to check:

whether the product is available for order at all;

whether stock levels at warehouses are sufficient;

whether there are discrepancies between actual stock and what is reported to Yandex Market;

in which regions the product is currently available to buyers.

In the Yandex Market seller dashboard, you can see:

stock by each warehouse and cluster;

which regions generate the majority of orders.

This data allows you to plan supplies in advance, avoiding stock "zeroing," and increase the share of local orders.

2. Drop in search result positions

If competitors have become more advantageous in terms of the total offer, Yandex Market may show them higher, and your product will drop in search results—impressions and sales will fall.

Compare your offer with listings that are currently positioned higher:

Price including discount. The final cost to the buyer matters, not just the base price.

Delivery date. Even a few extra days in the delivery time is a reason to choose a competitor.

Rating and number of reviews. A high rating and many reviews increase trust and clicks.

Photos. Clear, informative, with a clear product angle.

Completeness of specifications. The fuller the listing, the higher the chance of appearing in filters and gaining buyer trust.

Return and pickup conditions. A convenient pickup point, simple return conditions, clear logistics.

You need to look not only at the price but at the entire offer. A common mistake is to slightly lower the price when a competitor wins due to an earlier delivery date or better rating.

3. Promotion stopped or weakened

If most sales came from advertising or promotions, any change in promotion almost immediately affects orders.

Sales may decline if:

a promotion ended;

an ad campaign was stopped;

bids were lowered;

the advertising budget ran out.

Check:

the dynamics of ad impressions and clicks;

promotion costs;

the number of orders from advertising.

If impressions and ad costs are roughly the same, but orders are fewer, the problem may not be in traffic volume but in the listing's conversion rate: price, delivery, reviews, or content.

Why Buyers Stopped Clicking Through to the Listing

If product impressions haven't changed but clicks are fewer, the reason is almost always how the offer looks in search results compared to competitors.

Click-through rate (CTR) is influenced by:

the main image;

price and actual discount;

product name;

rating;

number of reviews;

delivery time and method;

participation in promotions and additional benefits (e.g., promos, bonuses).

What to do:

Open the search results for key queries that usually generated traffic.

See how your product looks "through the buyer's eyes" among competitors.

Evaluate:

whether the main photo makes it clear what is being sold;

whether the name clearly indicates what the product is, who it is for, and what makes it different;

whether the price stands out as higher under the same delivery conditions.

If a buyer needs to read into the name or scrutinize the photo to understand the offer, they will more often choose a simpler and more obvious listing.

Why Conversion to Order Drops

A situation where listing views remain but orders decrease means: buyers want the product, but the offer doesn't convince them to place an order. The reason is most often price, delivery, reviews, or a "weak" description.

1. Price is no longer competitive

Competitors may have:

lowered their price;

launched a more aggressive discount;

offered a more advantageous configuration for the same money.

You need to analyze not only the base cost but:

the total price including all discounts;

the cost per unit, set, or volume;

the final conditions for the buyer (e.g., whether delivery is paid or free).

At the same time, you cannot lower the price "automatically" without calculation: additional orders sold without margin worsen the overall result, even if turnover grows.

2. Delivery time has increased

Buyers often choose not the cheapest but the fastest offer. If your product's delivery date becomes later than competitors', this directly hurts conversion.

For FBS, delivery time is affected by:

warehouse operating schedule;

shipping time and order cutoff time;

limitations of the chosen sorting center.

Because of this, the same product from different sellers can arrive on different dates. If your times are worse, part of the audience will go to competitors even if their price is slightly higher.

3. Negative reviews have appeared or intensified

A few recent low-rated reviews can noticeably reduce conversion, especially if the product generally has few reviews. Each new negative review in such cases strongly impacts the overall rating.

You need to:

review new reviews and questions;

identify recurring complaints: defects, mismatch with description, size, color, configuration, packaging, etc.

If users complain about the same thing, you need to respond not only with replies but also with real changes: product, packaging, instructions, description. Example: many complaints about sizes—add exact measurements, a size chart, and fitting recommendations.

4. The listing doesn't answer key questions

If a buyer cannot get a complete picture of the product, they will leave for a more understandable offer. The listing should address the main doubts without requiring extra searching.

Check whether the following are specified:

dimensions and materials;

configuration and what is included in the set;

usage features;

limitations (e.g., weight, age, surface type, etc.);

care and storage conditions;

photos of the product from different angles and in use.

The listing's task is not only to attract attention but also to convince: "this product suits me, I understand what I will get."

How Store Operations Affect Sales

Even a perfect listing won't help if the store processes orders poorly. Yandex Market evaluates sellers based on a quality index: it shows how carefully the store handles orders and affects placement conditions.

When operating under FBS, DBS, and the "Express" model, the quality index considers:

the percentage of cancellations due to the seller;

shipping delays;

stock accuracy;

correctness and relevance of the warehouse schedule;

order processing speed.

If the indicator drops significantly, Yandex Market may:

worsen working conditions;

temporarily hide the store's products from the showcase.

Separately, consider: if the share of FBS delays has reached 20% or more in the last 7 days, Yandex Market has the right to increase your shipping time. As a result:

the buyer will see a later delivery date;

your attractiveness compared to competitors will decrease;

conversion and sales will drop even with an unchanged price.

Therefore, it is important to regularly:

monitor cancellations and their reasons;

track delays and eliminate systemic failures;

keep stock and warehouse schedules up to date;

prepare and ship orders on time.

How to Find the Cause of a Sales Decline Using Torgstat

When the assortment is large, manually analyzing the metrics of each SKU is difficult and slow. The "Torgstat" service helps you view statistics for Yandex Market in conjunction with Wildberries and Ozon.

"Torgstat" provides access to:

order and gross revenue dynamics;

metrics for each level of the sales funnel;

stock and product turnover;

promotion costs;

profit and margin by SKU;

comparison across stores and marketplaces.

This allows you to:

distinguish a general demand drop from problems with a specific product;

quickly understand at which funnel step the decline occurred.

Examples of interpretation:

Impressions hold, but conversion dropped. Look at price, listing, delivery, and reviews.

Stock and orders both fell. Check supplies and logistics.

Gross revenue unchanged, but profit decreased. Analyze promotion, logistics, storage costs, and discounts, not order count.

What to Do If Sales Have Already Dropped

It's most effective to follow steps rather than change everything at once.

A sequential plan:

Identify the start date of the decline. Find the day or short period when the negative trend began.

Identify key products. Determine the SKUs that contributed the most to the drop in gross revenue and orders.

Compare the funnel. For these products, look at the dynamics of impressions, clicks, and orders before and after.

Check availability and stock. Stock by warehouse, discrepancies, regional availability.

Compare with competitors. Price (including discounts), delivery times and methods, rating, number of reviews.

Analyze promotion. Level of ad impressions, clicks, costs, orders from advertising—what changed.

Check reviews and rating. Are there new negative ratings and typical complaints?

Check store operational quality. Quality index, cancellations due to seller, delays, correctness of schedules and stock.

Choose the main cause. Start fixing the factor that has the greatest impact on sales.

Evaluate the result. After changes, give it a few days and see how the funnel changed.

It is critical not to change price, advertising, photos, and description simultaneously. If you do everything at once, it will be unclear what actually helped and what just increased costs.

Frequently Asked Questions

Can the decline be related to seasonality?

Yes, seasonality strongly affects demand in many categories.

Should I immediately lower the price when sales drop?

No, you should not lower the price before determining the causes. First, make sure that price is the key factor.

Cases where a discount won't help:

impressions dropped due to stockouts;

promotion stopped or was significantly reduced;

the quality index worsened, and products began to be hidden or ranked lower.

In these scenarios, lowering the price will hurt margin but won't bring back traffic.

Why are there fewer orders if impressions remain at the same level?

You need to see at which part of the funnel the changes occurred:

If there are fewer clicks to the listing. The problem is clickability: main image, price, delivery time in search results, competition.

If clicks remain, but orders are fewer. Reviews, rating, delivery conditions likely worsened, or the listing doesn't provide enough information for a decision.

Accordingly, you need to change not only the price but also the listing content and conditions.

Can advertising run and not generate sales?

Yes, an ad campaign can bring impressions and clicks without orders.

This most often happens when:

the price is not competitive;

the listing is weak in content;

rating and reviews reduce trust;

the delivery time is worse than competitors'.