Russia: Wildberries launches cashback system and self-service dashboard for advertising

The Russian marketplace Wildberries has introduced two new tools at once — a cashback system called "Berries" and an advertising cabinet for self-launching display campaigns. Both innovations are focused on expanding the functionality of the platform and strengthening its ecosystem, both in the e-commerce segment and in digital marketing.

The cashback system, called "Berries", allows customers to return part of the funds for purchases in the form of bonus points. One bonus point is equal to one ruble. At the same time, you can pay with points for up to ninety-nine percent of the cost of any order. Sellers independently set the amount of cashback in the range from one to twenty-five percent. "Berries" are credited to the user's bonus account two weeks after receiving the order and can only be used when paying through the built-in WB Wallet tool, the discount from which is also saved.

The bonus balance is displayed in your merchant profile, and in the future, the loyalty system will be integrated with other digital projects of the marketplace. It is expected that users will be able to receive rewards not only for purchases, but also for activities within the platform — for example, in projects under the Wibes brand.

The second direction was the development of advertising opportunities for Wildberries. The new self-service dashboard gives external advertisers and agencies access to digital advertising management tools without the participation of ad platform managers. The interface allows you to create creatives, set up targeting based on interests, demographics, geography, frequency and time of impressions, as well as set daily limits, manage your budget and access rights within the team. All campaign analytics are available in real-time: impressions, reach, clicks, CTR, and expense are displayed in a single dashboard.

The advertising cabinet supports placement in click-out format, including the Wildberries home page, personal cabinet, and the Delivery section. All creatives are automatically registered in the ORD system and moderated. At the first stage, ad campaigns can be launched for prepayment, but in the near future, the post-payment option will also be added.

According to the developers, the new platform provides advertisers with a high level of flexibility and transparency, allowing them to test hypotheses in real time and quickly adjust their promotion strategy. The launch of the self-service dashboard was a continuation of Wildberries ' course to strengthen its own advertising ecosystem in the face of growing demand for independent and technologically advanced e-commerce solutions.