Why goods are not sold on Ozon and Wildberries: 5 reasons and a way to increase sales

Top 5 reasons why goods are not sold on WB

1. Internet restrictions and traffic drop

BIn the spring of 2026, after the introduction of restrictions on VPN traffic, the largest marketplaces faced a decline in their audience, especially mobile. Estimated Digital Budget and Strategy Partners, by March, Wildberries mobile traffic decreased by about 10%, and Ozon - by 3%, which immediately affected sales. Many sellers note that it was then that they began to ask questions more often about why goods were not sold on Ozon and why goods were not sold on WB. According to them, in April, turnover in various niches decreased by 3–30% compared to March: buyers began to visit sites less often, the number of spontaneous purchases decreased, and advertising began to pay off worse. 

2. Cooling consumer demand and saving

PBuyers have significantly reduced spending on non-food products, especially on large and “non-essential” purchases. Analytics shows, that the growth of spending on marketplaces in 2026 remains positive, but the pace is much lower than in 2024-2025; in certain categories, a direct drop in turnover was recorded: furniture -12.1%, goods for repairs and gardening -9.8%, clothing and shoes -4.5%).

PThe reason for the lack of sales in the bank is the transition of households to a savings model of behavior against the backdrop of general economic uncertainty. As a result, traffic partially remains, but the average bill and frequency of purchases fall, and competition between cards for the “remaining” demand intensifies.

3. Saturation and “maturity” of the marketplace market

RThe e‑commerce and marketplace market in Russia is entering a stage of maturity: the influx of new users slowed to 1–3% at the beginning of 2026 versus approximately 6% a year earlier. Almost the entire solvent audience has already chosen the usual platform, and the resource for extensive growth due to new clients virtually exhausted.

Eexperts note an oversaturation of assortment and increased competition within categories: in each niche there are dozens of similar offers with similar prices and delivery conditions. This leads to the fact that the average product card on Wildberries without a strong brand, built-in analytics and quality content suffers in sales even with stable demand in the category.

4. Tightening conditions for sellers and rising costs

MMany sellers complain about the increase in commissions (in some categories up to 50–55%), fines and the complexity of the rules, which increases the cost of working on marketplaces and reduces the motivation to stay on the sites. The outflow of some sellers who move to their own websites and niche platforms reduces the assortment and worsens price competition for those who remain.

GThe government is already introducing fines for marketplaces for excessive price pressure on sellers, which records a high level of tension between platforms and sellers. Against the backdrop of rising logistics and advertising costs, this leads to the fact that many cannot maintain the same level of investment in promotion, which means they fall in search results and have no sales on marketplaces.

5. Positioning in search results, visuals, infographics

Nand in a mature and oversaturated market, success increasingly depends on the quality of design of the WB product card and Ozon product card: visuals, structure, infographics, USP and competent work with internal advertising and analytics. Experts note that it is the high-quality design of product cards, clear infographics and a strong description for the product card that directly influence CTR and conversion to purchase. 

PWith slowing audience growth and increased competition for a place in the top, sellers with weak visuals - random photos, overloaded infographics or inexpressive design - quickly lose click-through rates, organic positions and advertising effectiveness. Internal algorithms of marketplaces are increasingly focused on behavioral indicators: revenue per impression, conversion and user retention. Therefore, a decrease in the quality of card design almost immediately affects its positions and, as a result, sales.

Psimple test: which card are you more likely to open if you are looking for a white sundress with polka dots? 

How to increase sales if the reason is a weak product card: we solve the problem with the help of Aidentika

EWhile the first four reasons largely depend on the market situation, the fifth is entirely in the hands of the seller. That is why, when there are no sales on WB or Ozon, you should start not by increasing the advertising budget, but by revising the product card itself.

Pthink for yourself. The buyer enters a query, for example, “Shower gel,” and sees dozens of almost identical offers. The price differs slightly and delivery times too. In such a situation, a decision is made literally in a couple of seconds, and sometimes in a split second. First, a person catches his eye on the image, then evaluates the infographic, sees the background, the interior around the product, smells it through the pictures, experiences emotions and the desire I want/don’t want. After which he decides whether to open the Wildberries product card or scroll further. clearly the card on the left does not evoke any emotions or smells. Unlike the right one.

AndThis is why today it is no longer enough to simply create a product card and upload a few photos. A modern WB product card or Ozon product card should work like a mini-presentation of a product: show advantages, inspire trust and stand out among dozens of competitors.

RPreviously, for this you had to look for a photographer, designer, retoucher and infographics specialist. Nowadays most of this work is taken over by Aidentika - a neural network for product cards, created specifically for marketplace sellers.

Unlike universal image generation services, Aidentika understands the tasks of sellers. There is no need to understand complex prompts or professional graphic editors. It is enough to upload a photo of the product, after which the Aidentika neural network will help you create a selling visual in just a few minutes.

With Aidentika you can:

• hreplace a boring background with a stylish interior or studio scene;

• withcreate an attractive main photo of the product;

• aautomatically prepare the design of product cards;

• dadd modern infographics with benefits;

• nrender the goods in use;

• withcreate a series of images in a single corporate style;

• withgenerate a short video for the card.

NFor example, if you are selling the same shower gel, then you don’t have to limit yourself to a photograph on a white background. The identity of the product card allows you to show it in a modern bathroom, add delicious flowers and fruits to convey the aroma, “send” the model into the shower and show the foaming of the gel, present the benefits in the form of neat infographics and get a visual that looks like the result of a professional photo shoot.

EAnother advantage of the service is the ability to quickly test different design options. If one product card on Wildberries shows low clickability, there is no need to re-organize the shoot. In just a few minutes, you can create several new variations of the main image, change the design style, or rework the infographic and see which visual attracts customers better. For example, this is what an AI photo shoot might look like without the participation of a live model and the filming process: 
 

PHowever, Aidentika helps not only with images. In the service, you can prepare a description for the product card, as well as collect a complete set of materials for publication, and even a short video with the product. Essentially, this is a full-fledged product card generator that combines several tools in one interface.

Of course, even the most powerful neural network for product cards will not be able to compensate for the lack of demand or non-competitive price. But when the problem is that customers aren't clicking on the card or closing it quickly, high-quality visuals are one of the most effective ways to change the situation.

Therefore, if you notice that there are no sales on the World Bank, although the product is in demand and the price is at the level of competitors, start with the most obvious - look at your card through the eyes of the buyer. Perhaps it is its design that today prevents you from receiving the sales that a stronger visual created with the help of Aidentika could bring tomorrow.

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Neural network for marketplaces Aidentika

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