The most profitable thing to sell on Wildberries is what's in demand, where the leaders haven't taken the whole market, and where you can break into the top 100 without thousands of reviews. All three conditions can be checked using open WB data. We calculated them for 3,073 subjects: a niche usually suits a newcomer best when the top 10 hold 25–60% of reviews and the hundredth product has fewer than 300. There aren't many like that among large subjects: fabric softeners, toothpastes, modelling clay, thermal socks, press-on nails, instant porridge.
People search for "what to sell on wb" about 1,750 times a month, and another 830 times they type out "wildberries" in full. Almost all the articles in the search results answer with a list of "hit products," without figures. We started from the data. In September 2026, we took 31.1 million active WB product cards that had been on the storefront in the last 30 days, merged the colour variants of each product (they share a review counter), and got 20.4 million product groups. Then we counted every subject with 300 groups or more. We excluded adult products from the analysis.
How to choose a niche on Wildberries: three numbers
Wildberries doesn't show sales for a specific product card, but reviews are visible to everyone. We use them as a trace of purchases: only someone who bought the item leaves a review. The share of buyers who write reviews differs across categories, so reviews work for comparing niches by order of magnitude, not for calculating revenue down to the ruble.
For each subject we calculate three numbers:
- Demand. The sum of reviews across all products in the subject over its entire history. The higher it is, the more people have already bought it.
- Share of the top ten. What portion of the subject's reviews belong to the ten products with the most reviews. 90% means customers mostly buy from the leaders.
- Entry threshold. How many reviews the hundredth product by review count has. This is a rough estimate of how many reviews you need to stand alongside the first hundred.
One number without the other two is misleading. High demand with a leader share of 90% means the market exists, but it belongs to someone else. A low threshold combined with low demand means there are no competitors, and no customers either.
The biggest subjects by demand
Products that people buy often and cheaply get the most reviews: supplements, T-shirts, creams, trainers, sweets.
Demand here is huge, but so is the number of sellers. T-shirts have 145,400 product groups and 8,190 sellers, and the 100th product by reviews has racked up 23,572 reviews. In supplements, the 100th spot holds 21,346. A new card with no sales history will land several thousand places behind it. On top of that, clothing, footwear, cosmetics and supplements are subject to Chestny Znak marking, more on that below.
Reviews in general are distributed very unevenly. At least one review exists for only 10.6% of product groups in our analysis. The remaining 89% of cards never received a single customer rating.
Where the market is split, and where leaders hold it
We split subjects into five groups by the top 10's share and calculated the median entry threshold for each.
| Top 10's share of reviews | Subjects | Median reviews of the 100th product |
|---|---|---|
| under 20% | 105 | 163 |
| 20–40% | 455 | 131 |
| 40–60% | 747 | 38 |
| 60–80% | 801 | 4 |
| 80% and above | 948 | 0 |
The picture cuts both ways. Where the leaders have taken almost everything, breaking into the top hundred is easy: the 100th product has zero or four reviews. But demand sits with the top 10, and the 100th spot sells almost nothing. Where the market is split among many, sales are spread wider, but the threshold is high: to stand next to the 100th product, you need hundreds of reviews.
For 318 subjects with 300,000 reviews or more, the median top 10 share is 41.6%. Large niches are, on average, neither monopolised nor split evenly.
Closed niches: demand exists, but the leaders own it
The most concentrated subjects among the large ones: a handful of brands have grabbed nearly all the reviews.
| Subject | Product groups | Top 10 share | Reviews at rank 100 |
|---|---|---|---|
| Stain removers | 833 | 97.9% | 1 |
| Home perfume | 511 | 78.5% | 154 |
| Wet wipes | 4,666 | 75.2% | 96 |
| Patches | 6,624 | 75.2% | 291 |
| Cosmetic masks | 10,962 | 73.9% | 1,156 |
| Pillows | 4,962 | 68.0% | 625 |
| Mops | 2,276 | 65.3% | 554 |
Stain removers have 3.0 million reviews, and 97.9% of them belong to ten products. Customers go for a known brand, and a newcomer in this subject will have to fight it off with price or advertising. That's possible, but it costs money, which a beginning seller usually doesn't have.
Open niches: many sellers and a high entry bar
At the other end are subjects where the top ten hold 9–14% of reviews. Customers choose among thousands of products, and leaders change places.
| Subject | Product groups | Sellers | Top ten share | Reviews at rank 100 | Median price of the top 100 |
|---|---|---|---|---|---|
| Dry pet food | 43,223 | 1,778 | 9.2% | 4,062 | 616 ₽ |
| Dresses | 19,902 | 6,318 | 10.1% | 7,844 | 1,472 ₽ |
| Tea | 37,746 | 4,879 | 11.0% | 10,326 | 250 ₽ |
| Sneakers | 290,731 | 9,044 | 12.1% | 7,200 | 1,302 ₽ |
| Trousers | 10,922 | 4,029 | 12.6% | 6,268 | 1,761 ₽ |
| Motor oil | 74,203 | 1,976 | 13.5% | 1,815 | 1,060 ₽ |
| Backpacks | 81,199 | 12,710 | 13.6% | 3,348 | 1,432 ₽ |
An open niche doesn't mean an easy one. Sneakers have 290,000 product groups, and rank 100 already has 7,200 reviews. This kind of market suits a seller with a range and their own design, launched not as a single card but as a dozen. One new sneaker model with no reviews will get lost.
The middle zone: where a newcomer has the easiest shot
The most interesting spot is between the two extremes. We picked large subject categories (300,000+ reviews) where the top 10 hold 25 to 60% and the hundredth product has no more than 300 reviews. Leaders exist, but they haven't taken everything, and breaking into the top 100 is realistic.
| Subject | Total reviews | Top 10 share | Reviews at #100 | Median price, top 100 |
|---|---|---|---|---|
| Fabric softeners | 686,844 | 56.6% | 67 | 544 ₽ |
| Vacuum sealer bags | 574,925 | 59.6% | 289 | 432 ₽ |
| Toothpaste | 467,963 | 53.4% | 205 | 462 ₽ |
| Sugar substitutes | 425,938 | 50.6% | 215 | 313 ₽ |
| Sports flashlights | 424,079 | 54.9% | 135 | 948 ₽ |
| Oat flakes | 420,193 | 59.6% | 74 | 260 ₽ |
| Modelling clay | 373,966 | 52.8% | 67 | 238 ₽ |
| Press-on nails | 366,387 | 54.7% | 121 | 252 ₽ |
| Nail art decor | 356,718 | 54.8% | 27 | 202 ₽ |
| Thermal socks | 328,588 | 50.1% | 246 | 557 ₽ |
| Adhesive plasters | 325,914 | 45.6% | 297 | 309 ₽ |
| Instant porridge | 319,082 | 50.4% | 295 | 328 ₽ |
| Hair straighteners | 300,314 | 51.2% | 238 | 1,730 ₽ |
This isn't a ready-made "what to sell" list. It's an example of what niches with a reasonable entry point look like. Before you order stock, check the margin for each one: modelling clay and nail art decor have a median price in the top 100 of around 200 to 240 ₽, and after WB's commission and logistics, not much is left of it. You can run the numbers in the unit economics calculator.
What you can't sell on Wildberries
Before you pick a niche, check whether you can sell it at all. WB splits restrictions into three types.
Fully banned products. The list has been in force since 10 July 2026 and sits on legal.wildberries.ru. It covers alcohol, weapons and their replicas, ammunition, knuckle dusters, smoking products, pyrotechnics, matches, and solvents with a concentration of 80% or more. WB fines you for a card or an inbound supply of such a product.
Products restricted by sales model. Some bans are lifted for the «Витрина» (DBS), «Витрина экспресс» (EDBS) and «Самовывоз из магазина продавца» (C&C) models, because WB delivery isn't involved there. For example, household pyrotechnics of classes I to III, solvents and fire starter fluid can only be sold this way. «Маркетплейс» (FBS) and the WB warehouse have more restrictions. WB shows which model is available for a category in its table by product line.
Products that need documents. Clothing, footwear, cosmetics, perfumery, dietary supplements, toys, water and much more can only be sold with Chestny Znak codes, we covered how that works in the article on product marking on WB. Children's products, food and cosmetics need a certificate or declaration of conformity. You can't sell someone else's brand without the rights holder's permission.
There's one more restriction for the self-employed: they can't resell other people's goods or trade in goods subject to mandatory marking. More detail in the article on self-employed sellers on WB.
How to check a niche yourself: five steps
- Demand. Open the subject category on WB, sort by popularity and look at the reviews on the first ten products and the hundredth. If the hundredth has tens of thousands of reviews, the niche isn't right for a first batch.
- Share of the leaders. Add up the reviews of the first ten and compare that with how many the products in positions 11 to 100 collect. If the first ten have gathered more than 80%, customers are locked into specific brands.
- Price. Look at the median price of the first hundred. If it's below 300 ₽, check that there's still a profit left after WB's commission and logistics.
- Documents. Check the marking, certification and available sales model against WB's rules.
- Search demand. Check the queries for the product in Yandex Wordstat or in WB's search analytics. Reviews show the past, queries show whether people are searching for the product now.
FAQ on what to sell on Wildberries
What should a beginner sell on Wildberries? A product from the mid zone: clear demand, where the leaders hold less than 60% of reviews and the hundredth product has fewer than 300. It's easier to start without marking and certification, but that's not the main criterion. What matters most is that a margin remains after commission and logistics.
What can you sell on Wildberries with minimal investment? Small, lightweight products: WB's logistics costs depend on volume, so small items are cheaper to ship and store. But at a price of around 200 ₽, commission and delivery eat up most of the revenue, so work out the unit economics before you buy stock.
What are the most popular products on Wildberries? By total review count over all time, the leaders are supplements, T-shirts, creams, sneakers and sweets. Popularity here also means maximum competition.
Can you sell on Wildberries without being a sole proprietor (IP)? Yes, as a self-employed person, but only your own manufactured products without marking. You can sell an item as a one-off through WB Resale.
How do you tell a niche is taken? If the ten most-reviewed products have collected more than 80% of the subject's reviews, customers have already chosen their brands. You can still enter, but you'll pay for it with price and advertising.
Once the niche is chosen, what happens next depends on how the product lives on WB: positions, reviews, stock and ads. Parus Seller shows all of this in one window and calculates profit for every vendor code. First two months free with promo code PARUS60, no card required: connect your store.
