What a Wildberries rating is made of: a Wildberries seller has four different ratings. The product rating is the average customer score over two years, with fresh ratings weighing more than old ones. The seller rating is calculated the same way across all the store's products, but over 1,000 days. The card completeness score rates photos, texts and attributes on a scale up to 10. The delivery rating for FBS and DBS is the share of orders delivered over 365 days. The first three affect visibility in search, the fourth affects the size of the cancellation fine.
The good news is in the WB formula itself: old ratings lose weight over time, so a rating recovers faster than it seems. Below we go through each rating using WB instructions and the offer agreement in force from 1 October 2026, work out how many fresh five-star ratings a 4.5 card needs, and look at the ratings in a random sample of 164 cards.
In short: the product rating uses the latest 20,000 ratings over two years, and a year-old rating weighs 0.46 of a fresh one. A card with 100 ratings at 4.5 needs 47 fresh five-star ratings to show 4.8 if its old ratings are a year old. In our sample 89.3% of ratings are five stars. A delivery rating of 97% or more removes the doubled commission from the cancellation fine.
What ratings are there on Wildberries and what do they affect
Clause 9.8.1 of the WB offer agreement lists four seller ratings. They are often confused, even though each follows its own rules and does its own job.
| Rating | What it measures | Period | What it affects |
|---|---|---|---|
| Product rating | average customer score, fresh ratings weigh more | 20,000 ratings over 2 years | customer trust, visibility in search |
| Seller rating | average score across all the store's products | 20,000 ratings over 1,000 days | ranking, product visibility in search |
| Card completeness score | photos, texts and attributes | current state of the card | the card's position in search results |
| Delivery rating | delivered orders ÷ received × 100% | 365 days | cap on the cancellation fine, access to the sales model |
The customer sees two of them in the product card: the product rating and the seller rating. The completeness score is visible only in the seller portal, on the card editing page. The delivery rating sits in «Маркетплейс» → «Сборочные задания».
How the product rating is calculated on Wildberries
The product rating is a weighted average of the latest 20,000 valid ratings over two years. That is what the WB instruction «Рейтинг товара», updated on 27 July 2026, says. A rating without text and a review with a rating weigh the same. Each rating is multiplied by a decay coefficient, the sum is divided by the sum of the coefficients and rounded to one decimal place.
WB writes the coefficient as 100^−(d − 182) / (730 × 1.5), where d is the age of the review in days. As we read it, a rating weighs 1 for the first 182 days, 0.46 after a year and 0.10 after two years. The 15 most recent ratings always weigh 1, however old they are. This matters for products with few reviews: the latest rating keeps its force until new ones arrive.
Spam, reviews where the score contradicts the text, meaningless ones like «11111» and reviews not about the product («быстрая доставка», fast delivery) are left out. If a customer adds to a review, only the latest score counts. The paid option «Общий рейтинг по карточке» (overall card rating) applies the same formula to all the variants in a merged card together.
How to raise a product rating on Wildberries: how many fresh five-star ratings it takes
Decay works for the seller who has fixed the product. We ran the WB formula on a card with 100 ratings at 4.5. To show 4.8, the average has to reach 4.75. If the old ratings are three months old, it takes 100 new five-star ratings. If they are a year old, 47 are enough. If a year and a half, 23.
| Ratings on the card | Old ratings 3 months old | Old ratings 1 year old |
|---|---|---|
| 30 | 30 five-star ratings | 15 five-star ratings |
| 100 | 100 five-star ratings | 47 five-star ratings |
| 300 | 300 five-star ratings | 139 five-star ratings |
The calculation is a model: all old ratings have the same age and an exact average of 4.5. The direction does not depend on that: an improved batch, a new photo with an honest size and replies to reviews pay off more the older the accumulated negativity is.
The same formula explains the opposite move. On a fresh card with 100 ratings averaging 4.8, two new 1-star ratings bring the displayed rating down to 4.7. So negative reviews are worth handling in the first few days: some customers add to their review after a reply, and then the new score goes into the rating. How to reply so that the answer passes moderation is covered in our article on replying to reviews, and a legitimate way to collect the first reviews quickly is in the article on reviews for points.
What ratings do customers give on Wildberries: what the sample showed
We opened 3,600 random WB cards, 164 of them with 10 or more reviews. Through the public reviews API that is 48,144 ratings, and 89.3% of them are five stars. The sample is small, so read the shares below as orders of magnitude rather than an exact cut of the whole catalogue.
In the sample, 50% of cards have a rating of 4.8 or higher, 36.6% are between 4.5 and 4.7, and 13.4% are below 4.5. That gives a practical benchmark: every second card on Wildberries holds 4.8, and that is the level to aim for. In every one of the 164 cards the displayed rating matched the simple average of the stars rounded to one decimal place. Either decay does not change the first decimal on a typical card, or the public rating does not reflect it: open data cannot tell these apart.
The second finding is more useful for a seller with negative reviews. The public API flags every text review as counted or not counted in the rating. Of the 14,314 such reviews in the sample, 280 (2.0%) are excluded, but the picture differs by stars: 1.2% of five-star reviews are excluded against 8.8% of 1-star ones. The main reason for 1-star reviews is that the review is not about the product, which accounts for 80% of excluded 1-star reviews.
So a 1-star review about the courier or the pickup point packaging often does not reach the product rating. If such a review is counted anyway, it is worth filing a complaint: under the WB rules, reviews that are not about the product are left out of the rating.
How the seller rating is calculated on Wildberries and what a high rating gives
For the store, WB calculates a separate average score across all its products. Under the WB instruction «Рейтинг продавца» of 28 September 2026, the calculation takes the latest 20,000 valid ratings over three years. Ratings younger than 90 days weigh 1, after that the weight falls and reaches zero at 1,000 days. The latest thousand ratings always weigh 1. The rating is updated twice a day, at 8:00 and 20:00 Moscow time.
WB gives a new store 4.7 without any calculation while it has fewer than 60 ratings. It is a convenient start: while there are few ratings, the rating does not sag from a random 1-star review. A high seller rating gives two things. It is one of the ranking factors (clause 9.8.5 of the offer agreement), and it lifts the limits on showing products with a low rating:
| Seller rating | The product is not shown in search if |
|---|---|
| below 3.1 | the product has no ratings |
| from 3.1 to 3.6 | the product rating is below 4 |
| from 3.6 to 4.0 | the product rating is 3 or lower and it has more than 10 ratings |
| from 4.0 | this range is not on the list of hiding conditions |
The offer agreement adds two more rules for a rating below 4. WB may leave such sellers' products out of search (clause 9.8.4), and selling from a WB warehouse is possible for them only with WB's separate consent (clause 9.8.6). The list of hidden products is in the seller portal, in the analytics section. Keeping the store rating at 4.0 or higher means not having to think about these limits at all.
Wildberries delivery rating: how to hold 97% and pay less
For FBS and DBS, WB has its own metric: the share of delivered orders out of all received over the last 365 days. Under FBS an order counts as delivered when it reaches a WB warehouse and passes sorting, under DBS when the customer or the pickup point receives it. The rating is recalculated daily, according to the WB instruction separately for four groups: FBS, oversize, DBS together with EDBS, and Click and Collect.
The cap on the fine for a seller's order cancellation depends on this rating. The amounts are taken from the WB list of fines, updated on 29 September 2026:
| Delivery rating | Fine for an order cancelled by the seller |
|---|---|
| up to 95% | double commission, no more than 50% of the price and 10,000 ₽ |
| from 95 to 97% | double commission, no more than 50% of the price and 3,000 ₽ |
| from 97% | single commission, no more than 3,000 ₽ |
| below 70% (FBS and DBS), 80% (oversize), 60% (Click and Collect) | the sales model is closed for 5 days, 5 days longer each next time |
It is easier to think of the delivery rating as a reserve of undelivered orders. By the WB formula, a store with 1,000 orders a year keeps the right to 30 undelivered orders at a 97% rating and 50 at 95%, and the block at the 70% threshold starts only if undelivered orders exceed 300.
The difference shows in money too: a product priced at 8,000 ₽ with a 25% commission, cancelled within the first 18 hours at a rating of 97% or more, gives a fine of 1,600 ₽, while at a rating below 95% and a cancellation on the fourth day it is 5,600 ₽. The full calculation is in our breakdown of WB fines.
A simple habit helps hold 97%: set the stock of an item you no longer have to zero instead of cancelling orders for it. If the model is closed anyway, orders received before the block raise the rating. If there are not enough of them, WB itself restores the rating to 100% after the block.
Wildberries card rating: how to raise the completeness score
The completeness score rates the quality of a card's content, and according to the WB instruction of 27 July 2026 it affects the position in search. A new empty card scores 0, and the score grows as the card is filled in. Poor photos and a description stuffed with keywords bring penalty points, and the penalty can exceed the points earned.
The example from the same instruction: a card without photos scored 6 points, a bad photo brought a 4-point penalty and dropped the score to 2. Once the photo was removed, the score went back to 6, and a good photo will lift it higher. WB shows what to fix to the right of the card in the «Можно улучшить» (can be improved) block. Start with the fields marked «Есть в фильтрах» (used in filters): without them the product will not appear in filtered results. What exactly lowers the score on the main photo is collected in a table in the article on the Wildberries product card.
Frequently asked questions about Wildberries ratings
What does a rating on Wildberries affect? The product rating and the seller rating affect customer trust and visibility in search: with a low seller rating, products with poor ratings are hidden. The completeness score affects the card's position. The delivery rating affects the fine for cancelling an order and access to the FBS or DBS model.
What rating does a new seller get on Wildberries? 4.7. WB sets it automatically while the store has fewer than 60 ratings and starts calculating it by the formula once there are more.
Where can I see the delivery rating on Wildberries? In the seller portal, «Маркетплейс» → «Сборочные задания». The rating is based on orders over 365 days and is updated every day.
What should I do if my Wildberries rating is low? Find the cause in the reviews, fix the product or the card and collect fresh ratings. After six months old ratings start losing weight, so new five-star ratings lift the rating faster and faster.
