30+ complete listings for a toy store on Wildberries.

A store selling collectible dolls and toys on Wildberries: listings put together in different ways, few slides, short descriptions, and no positions near the top of search results. The task was to find out what was holding sales back, and to create listings that let shoppers understand the product straight away.

We compared the store with the market using public Wildberries data: 49 store listings, 993 products across 5 key searches in the niche, 4 competing stores, 28 SKUs price-compared. The conclusion: the main issue wasn't design but price and stock depth — listings came third.

• Listings priced below the market median collected on average 6 times more reviews than those priced above it.
• With 4 or more units in stock, listings had 2.4 times more reviews than with 1–2 units.
• The store's strengths: fast delivery and customers who readily leave ratings.

The store got a 7-wave roadmap: price → stock → content → first reviews → intake and packaging → positioning → automation.

Listing audit

For each key doll, a separate breakdown: who else sells it, where the competitor cut corners, what customers say. One example: 299 reviews read, 4 competitors on the same SKU, a comparison with 8 benchmark listings. It ends with a ready listing: copy, attributes and a 9-slide storyboard.

• A store audit and roadmap — 100+ listings audited.
• Complete listings — 30+: each with 9 slides at 1800×2400 and listing copy.
• Infographic slides — 200+: main image, size, articulation, details, contents, play scenarios, gift and packaging.
• SEO copy — 30+: a title up to 60 characters, a description using almost all of the 2,000-character limit, 20 attributes, keywords from Wildberries search suggestions.
• Main-image options to choose from — several per listing.
• Full rebuilds of listings already in the range.

• Size and contents. For several dolls the whole market listed the wrong height; we took figures from the manufacturer's sources and checked them on the actual product. The correct figure became an edge.
• Spelling decides traffic. For 3 products out of 8, shoppers search for the character's name differently from how the market spells it — we checked against Wildberries search suggestions.
• Price beats content. So every listing includes a "where this SKU stands" section with a price corridor, and content and price changes are scheduled in different weeks, so it's clear what worked.

The first listing went into building the template and agreeing the style. After that the pipeline settled: product facts from primary sources → competitor and search-suggestion analysis → copy → 9 on-brand slides → automated checks for spacing and overflow → a contact sheet for a final visual check. Every mistake the owner spotted became a rule or a script.

The impact on sales hasn't been measured yet: without seller-account access, impressions, CTR and conversion aren't visible. For live listings we recorded search positions before the changes — the baseline for a before-and-after comparison.

The same pipeline works for any range, from one listing to a whole store in one style. Copy for a large range can run through a content pipeline.