Wildberries sales funnel report for clients

Wildberries sales funnel report for clients

A marketplace manager or agency shows the seller where shoppers drop off: how many opened the product card, added it to the cart, placed an order and finally bought it out. The usual routine is an export from Seller Analytics, a spreadsheet by item and a comparison rebuilt every week. Reportkey does this for you: it reads the sales funnel through the Wildberries analytics API and turns it into a section of a recurring report delivered as a link or PDF.

External ads and the brand website can sit in the same document, so the conversation covers the whole path from an ad click to a buyout.

Connecting Wildberries: a token with the Analytics category

Funnel access needs a seller API token with the Analytics category. The store owner creates it in the seller account under API access, selects Analytics and copies the token. Content, prices or supply categories are not needed for reporting, so there is no reason to grant extra rights.

In Reportkey you enter the token once on the integrations page. It is checked right away and saved as a shared connection available in every project. If you manage several sellers, each one has its own connection, and the client project uses the right store. Then you choose blocks and the period in project settings and set a delivery schedule. WB tokens expire and can be revoked; when that happens, the connection is flagged for re-authorisation and you update the token on the integrations page.

Card opens, carts, orders and buyouts by product

The sales funnel method of the seller analytics API returns metrics for every product card:

• Card opens — how often shoppers opened the item; a measure of interest.
• Add-to-carts — how often the item went into a cart.
• Orders and order amount — placed purchases and their value.
• Buyouts and buyout amount — what shoppers actually took.
• Buyout rate — the share of orders bought out.
• Add-to-cart and cart-to-order conversion — the two points where the funnel usually breaks.

Each row carries the WB item number, the seller’s SKU and the brand, so the funnel works both for the whole store and for single products, with the change versus the previous period next to each number.

Buyout rate and funnel conversions

Absolute numbers show scale; conversions show card quality. Low add-to-cart conversion with many opens usually points to price, photos or description. A gap between cart and order is often about delivery time or purchase terms. A low buyout rate is a question about the product itself or the expectations the card sets.

Orders are not buyouts

An order is an intention to buy; a buyout is a completed purchase, with cancellations, refusals and returns in between. Order amount is almost always higher, and that is normal. The report keeps both metrics separate and clearly labelled. Wildberries and Ozon also measure different things: WB reports a card funnel from open to buyout, while Ozon’s core metric is store orders, so the two belong in separate blocks.

Wildberries next to ads and a second marketplace

Add VK Ads campaigns driving traffic to WB cards, Yandex Direct budget and brand website visits in Yandex Metrica. For a second marketplace, add Ozon orders and top products; for classifieds, Avito Pro listing statistics. AI insights, branding and scheduled delivery are available, though not on every plan. See a multi-channel example in the in-house team demo report, browse all platforms on the marketplaces page, and check the 14-day free trial on pricing.