Marketplace sales report for clients

Marketplace sales report for clients: what it includes

An agency working with a seller, and the seller too, needs one recurring document: what is happening with sales on the platforms and how external ads affect them. Three store-result sources form the base: Ozon, Wildberries and Avito Pro. Each becomes a report section compared with the previous period:

• Ozon — ordered amount, ordered units, top products by SKU and trends by day, week or month.
• Wildberries — the product card funnel: opens, carts, orders, buyouts and buyout rate.
• Avito — listing views, contacts, favorites and promotion spend.

The document goes to the client as a link or PDF; scheduled delivery and branding are available on the right plan (not on every plan).

Ozon and Wildberries in one report: how the data differs

Many sellers use both platforms, but their dashboards measure different things. Ozon returns store totals: how much was ordered, for what amount, and which products lead. Wildberries follows the shopper through each card, from open to buyout. Those numbers cannot be summed into one row, because an order on one platform and a buyout on the other mean different events. The report places them side by side and labels what each platform measures. See Ozon orders and products in the report and the Wildberries sales funnel.

Marketplace seller reports for managers

A marketplace manager usually answers three client questions: are sales growing, which products carry the store, and where shoppers drop off. Without a report the answers come from seller dashboard exports and pivot tables, rebuilt every period. In Reportkey the account connects once, the project picks the store, and the numbers land in a recurring document with period comparisons and AI insights. Note that the metric set depends on the seller’s subscription: some Ozon metrics open only with an extended subscription.

Avito: classifieds listing reports

Avito stands apart in this group: it is a classifieds board, not a marketplace with a cart. An Avito specialist reports views, contacts and spend, while the client wants the cost per inquiry. Its caveats differ too: contacts are unique only within a day, and spend includes bonuses. Details are on the Avito Pro listing statistics page.

In-marketplace ads: spend, orders and ACoS

Besides store results, the seller pays for promotion inside the platforms, and the client asks whether it pays off. The group has separate ad sources for that: Ozon Performance campaigns with ACoS by product, WB Promotion ads with carts and search clusters and sales boosts in Yandex Market Promotion. They show spend, impressions, clicks, the orders the platform attributes to ads, and the ad cost share. Order attribution follows each platform’s own rules: it is not store revenue or seller payouts, so the ads section sits next to store results rather than replacing them.

CIAN and Avito Ads: real estate and display campaigns

CIAN listings with responses and calls serve real estate agencies and agents: listing impressions and views, responses, calls, and promotion share and spend per listing. A CIAN response is a phone number view or a chat message, not a deal. Avito Ads display campaigns are a banner and video account separate from listings: spend in rubles and bonuses, impressions, clicks, CTR and CPM by campaign and creative.

Platforms next to external ads and the website

The main reason to put platforms into a shared report is external traffic. The seller pays for external ads that lead to product cards and wants to see how sales respond. The same document can include spend and campaigns from ad platforms and website visits and goals in web analytics. VK Ads returns spend and clicks for any campaign, while Yandex Direct in Reportkey is measured through Metrica visits, so it fits ads for the seller’s website rather than marketplace cards. Keep in mind that platform totals include organic sales, so higher orders after a campaign launch start a conversation rather than prove attribution.

How to connect a platform

1. Sign up for Reportkey: 14 days free.
2. In the integrations section, add the key or token of the platform, or sign in with the Avito account.
3. In the project settings, pick the store or account, add the seller’s ads and website, and set up report delivery.

The demo report for an in-house team shows a multi-channel example, terms are on the pricing page, and other groups are in the integrations catalog.