What to do if your Wildberries sales dropped: open the free report "Sales funnel. Comparison with a period" and compare this week with last week. If clicks into the card fell, the product is shown less often: stock ran out, ads stopped, a promotion ended, the card was blocked, search positions or demand slipped. If clicks held up but orders fell, buyers see the card and do not buy: check the price the buyer sees, the rating and the delivery time. Almost every cause has a clear fix.
The query «продажи на вб упали» ("sales on WB dropped") is typed about 200 times a month, and behind it there is usually one week that went worse than the one before. The good news: WB gives you everything you need for the diagnosis for free. Below are a schema, a table of 10 causes and a section on each. The order is ours: first what you can check in a minute, then what needs a comparison of periods. It is an order of checks, not frequency statistics: WB does not publish the share of each cause.
In short: start with the sales funnel for two weeks. Clicks fell: check stock, ads, promotions, blocks, positions and demand. Clicks held, orders fell: the price the buyer sees, the rating and delivery. Orders held, sales fell: cancellations and non-buyouts. Fix the cause you find and compare the next week.
Where to start if Wildberries sales dropped
Start with the funnel, not with guesses. The report "Sales funnel. Comparison with a period" shows clicks into the card, carts, orders and buyouts for two periods for free; we covered it in the article on free Wildberries analytics. It has no impressions or CTR, but clicks are enough for a diagnosis.
The funnel splits the ten causes into three branches. Fewer clicks means the card is shown less often. Clicks are the same but orders are fewer: buyers see the card and do not take it. Orders held but buyouts fell: sales are lost after the order.
Compare a week with a week. The analytics summary opens any period within a year, so a seasonal product can be compared with last year too. The "Order feed" for 30 days shows the shipping warehouse and the buyer's city for every order: you can see which regions the orders vanished from.
Why Wildberries orders dropped: 10 causes in one table
Each row has the symptom in the funnel, the place in the portal where the cause shows, and the article on how to fix it.
| Symptom | Where to look | Likely cause | Article |
|---|---|---|---|
| Clicks fell within one day | Analytics → Stock analytics → Stock history | 1. Stock ran out, fully or for one size | WB stock |
| Clicks fell together with ad spend | WB Promotion → campaign list and "Statistics" | 2. Campaign paused or budget spent | WB ads |
| Clicks fell on the day a promotion ended | Products and prices → Promotions calendar, status "participated" | 3. A promotion ended | WB promotion |
| Clicks fell, a notice in "the bell" | "Hidden products" report, tab "Blocked cards" | 4. The card was blocked | Product documents |
| Clicks slide for weeks | Campaign statistics, column "Average position" | 5. Search positions slipped | WB promotion |
| Clicks fell across the whole subject | Search analytics → "Search queries on WB", trend | 6. Seasonal dip in demand | Free WB analytics |
| Clicks steady, fewer orders | "Prices and discounts" and the storefront price | 7. The buyer's price went up | WB loyalty discount |
| Clicks steady, fresh 1 to 3 star ratings | Customer reviews, "Product rating" | 8. The rating slipped | Replies to reviews |
| Orders vanished in distant regions | "Order feed": warehouse and buyer's city | 9. The product is far from the buyer | WB warehouses |
| Orders in place, fewer sales | Weekly report details | 10. FBS cancellations and non-buyouts | FBS on WB |
Source: WB instructions "Promotions calendar", "FAQ on blocking product cards", "FAQ on search and promotion"; Parus Seller blog articles at the links
The first four rows take minutes to check and explain a sharp drop within one day. Positions and demand change gradually and only show when you compare periods.
Stock ran out or the product is far from the buyer
Check stock first: it is the fastest cause and the fastest fix. WB search shows only products in stock: in our crawl of 2.4 million cards from search, only 407 had zero stock. Details in the article on WB stock.
A quarter of cards with 1 to 9 reviews hold 1 to 5 units, and for them zero comes after one good day. Leaders keep thicker stock. In "Stock history" look at the in-stock rate and switch on "Split by sizes": the size that ran out first is visible at once.
To avoid hitting zero again, count days of stock: stock divided by average daily sales over 30 days. If a supply takes two weeks, everything under 14 days of stock needs shipping now. On FBS, the storefront picks up stock from "Stock management" within 15 minutes. And do not inflate the price while the product runs out: per WB, positions are kept when stock goes to zero, while a sagging conversion drags the card down for a long time.
Orders vanished only in distant regions? Then it is delivery: zone and delivery time weigh 30 to 40% of the search position at WB. Since 15 August 2026 under FBW you choose a drop-off point, and WB ships orders from the warehouses nearest to the buyer. How to choose the point is in the article on WB warehouses, tariffs in the breakdown of WB logistics.
Ads stopped or a promotion ended
A drop in clicks within one day is often linked to ads or a promotion. They lift the card above its organic place, and when they end, it goes back to that place. This is easy to check and easy to restore.
In the WB example a card without promotion ranked 2,373rd and climbed to 172nd with ads and a promotion together. In the WB Promotion portal check campaign status and the remaining budget. The trap: after a pause, an edit or a top-up the bid rises to the new minimum by itself, and the budget goes faster. WB also explains fast spending by competition and the pre-holiday season. How to keep a campaign profitable we showed in the analysis of 235 campaigns.
Promotions are quicker to check. In the "Promotions calendar" a past promotion shows the status "participated", and the "View analytics" button opens the funnel for the promotion's products. Taking part gives 7 to 35% of the search weight, so it pays to join the next promotion in advance. And remember: if you raise the price during an auto promotion, the product drops out of it.
The card was blocked: how to check and restore it
A block switches off the card's sales entirely, but WB warns about it in advance: a notice arrives in "the bell" 3 calendar days ahead. The only exception is blocks by a court or government decision. A card fixed in time avoids the block.
| Step | WB deadline | Where |
|---|---|---|
| Notice of an upcoming block | 3 calendar days ahead | "The bell" in the portal |
| Fix the card of a product in a supply | 72 hours after the notice | Product card |
| Find the reason | at once | "Hidden products" → "Blocked cards", column "Comment" |
| Check after the edit | usually up to 3 working days | Card, it can be edited once |
| Check of a permit document | about 3 working days | Card → "Documents" |
Source: WB instruction "FAQ on blocking product cards", updated 02.10.2026; blog article on the refusal letter
Since 1 October 2026, under Law No. 289-FZ, the details of mandatory documents must be in the card. A common reason for a block after uploading a certificate: the TN VED or OKPD2 code in the card does not match the code in the document. Disagree with the block? Open a support ticket, and the card will be checked manually. What to put in the card instead of a refusal letter we covered in the article on product documents, and when WB can suspend the contract itself, in the article on the WB contract.
Search positions or demand slipped
Clicks that slide for weeks point to positions or demand. According to WB, the position depends on buyers' queries, conversion, rating, bids and the actions of other sellers, and conversion depends on trends, season, prices and demand.
WB shows the average position in the report "Search queries: your products" from the Jam subscription, and without a subscription it is visible in the ad campaign statistics, column "Average position". Growth is easiest where the weight is largest: delivery, promotions, sales and conversion. A detailed plan for each factor is in the article on WB promotion.
Demand is checked with the free report "Search queries on WB": the query frequency across the platform and its trend against the previous period. Did the main query of your subject sag just like your clicks? Then it is the season, and such a week is best spent preparing for demand to grow.
The buyer's price went up or the rating fell
Clicks steady, fewer orders: the buyer sees the card and leaves. Price and rating take a couple of minutes to check, and we covered delivery above.
The buyer pays the price after the WB loyalty discount, and it is personal: one product on one day sells both at a 0% discount and at a 31% discount. The price on your phone is the price for your account. The marketplace pays this discount, and you control the price after your own discount in "Prices and discounts": if it was raised recently, start there. How to read this discount in the report we showed in the article on the WB loyalty discount.
Check the rating against fresh reviews. The median for products with 10 or more reviews is 4.9, and at an average of 4.7 one "1" is offset by 13 new fives. A good reply to a negative review brings trust back: some buyers change their rating after it. Twenty ready reply examples are in the article on replies to reviews.
Orders in place, fewer sales: FBS cancellations and non-buyouts
Orders held but buyouts fell: sales are lost after the order. On FBS these are cancellations and late shipments, on any model non-buyouts, and all of it shows in the weekly report details.
| What to check | WB rule | How to win sales back |
|---|---|---|
| FBS shipment | 192 hours to auto-cancellation, penalty after 48 hours | Ship within 13 hours: commission 5 p.p. lower until the end of January 2027 |
| Seller cancellations | Double commission, up to 10,000 ₽ | Keep stock accurate: cancelling on zero stock carries no penalty |
| Non-buyouts | Two logistics lines: «К клиенту при отмене» and «От клиента при отмене» | Exact sizes and photos in the card |
| Buyout rate | Analytics → Product rating → Key metrics | Compare with last month and with a warehouse change |
Source: blog articles on FBS, penalties, returns and buyout rate based on WB instructions for August and September 2026
Fast FBS assembly pays off twice: WB counts assembly time as part of delivery time, which weighs up to 40% of the search position. Most cancellations start with inaccurate stock, so a daily stock check closes both problems. Details in the articles on FBS on WB and on WB penalties. Buyout rate fell sharply without card edits? Check for a warehouse change and a defective batch, as the buyout rate breakdown advises.
FAQ about a drop in Wildberries sales
Why did my Wildberries sales drop if I changed nothing? Most often something changed around the card: a size ran out of stock, a promotion ended, a campaign spent its budget or the season turned. Compare the sales funnel for two weeks: it will show whether clicks or conversion fell.
Why did Wildberries orders drop sharply in one day? A sharp drop usually comes from stock, stopped ads, the end of a promotion or a blocked card. All four take minutes to check: stock history, the WB Promotion portal, the promotions calendar and the "Hidden products" report.
How do I win Wildberries sales back after a drop? Find the cause with the funnel, fix it and compare the next week with this one. The storefront picks up FBS stock within 15 minutes, a campaign budget is topped up at once, and a card check after an edit usually takes up to 3 working days.
Where can I see why sales dropped? In the free report "Sales funnel. Comparison with a period" in the "Analytics" section. Then by symptom: "Stock history", "Order feed", "Hidden products", the promotions calendar and the weekly report details.
Parus Seller shows stock with days of cover, positions, reviews and ad returns for every product in one window. First two months free with promo code PARUS60, no card required: connect your store.
