Buyout Rate on Wildberries and Ozon: Where to Find It and What It Affects

People search for "buyout rate" through two very different sets of eyes. A Wildberries shopper wants to understand why their delivery terms changed and where to see their own number at all. An Ozon shopper looks for it in the profile and does not find it. Meanwhile a seller looks at the buyout rate of their product as a metric of money and positions. These are three different questions, and they should not be mixed up. In this article we cover all three: where to look, how it is calculated, what it affects, and what to do if you do not like the number.

The first thing to separate:

1. 1A shopper's buyout rate is the share of the items you ordered that you kept rather than returned. It is a personal characteristic of your account. This is what people mean when they search for "where to see my buyout rate".
2. 2A product's buyout rate is the share of a specific product's orders that shoppers keep. It is a seller metric: it drives the economics and the product card's search positions.

Both use the same formula, kept orders / delivered orders x 100%, but they live in different dashboards and affect different things. Below we start with the shopper number (WB, then Ozon), and finish with a short section for sellers with links to detailed breakdowns.

On Wildberries your buyout rate is an open number, visible in your personal profile:

• Open the WB app, then Profile: the buyout rate and the total buyout amount are shown in the shopper data block. The web version shows the same information in your account.
• Next to it you will usually see the total buyout amount: how much you have bought and kept in rubles over the lifetime of the account.
• Menu items move around from one app version to the next, but both numbers stay in the shopper profile, so that is where to look.

The rate is calculated simply: how many of the items delivered to you did you keep. You ordered 20 items and returned 8 after trying them on, so the buyout rate is 60%. A refusal before trying on, not collecting an order from a pickup point, a return - all of it pulls the number down.

Wildberries uses the buyout rate as a measure of shopper reliability. At various points it has driven:

• the cost of a return - with a low buyout rate, returning an item can become a paid service;
• delivery terms - the platform has experimented with paid delivery for accounts with a low buyout rate;
• access to certain services and limits.

Wildberries changes the exact thresholds and rules regularly and does not always announce them, so the current terms for your account are always shown in the app next to the number itself. The general principle is stable: the higher your buyout rate, the cheaper and more convenient the platform is for you.

There is no magic button - the number is recalculated from your real order history. What works:

1. 1Order more precisely. Check size charts, reviews with photos and the measurements given in the questions section: the fewer lottery orders, the fewer returns.
2. 2Fewer duplicates ordered "to choose from". Ordering three sizes of one item and returning two is a hit to your buyout rate. If the size is unclear, ask about it in the product questions.
3. 3Keep borderline items if they broadly work. Sometimes it is cheaper to keep an inexpensive item than to pay for a return and damage your rating.
4. 4Give the number time. The rate is calculated from accumulated history: after a run of kept orders it recovers on its own.

The short honest answer: there is no separate "buyout rate" line in an Ozon shopper profile. The platform tracks how much you keep on its own side, but unlike Wildberries it does not expose the number publicly, which is why you cannot find it in the app.

What you can do:

• Estimate it yourself: open your order history and calculate the share you kept over the last couple of months - that is your actual buyout behavior.
• Watch the indirect indicator: the main practical consequence of a low buyout rate on Ozon is whether pay-on-delivery stays available. In clothing, footwear, accessories and jewelry, if your buyout rate falls below roughly 25%, Ozon can switch off payment after receipt. If pay-on-delivery has disappeared for you, that is a signal your buyout rate has dropped.
• Behave the way you would on WB: precise orders and fewer returns are the universal way to keep an account in good standing on any platform.

The total buyout amount is how much you have bought and kept in money terms.

• On Wildberries the total buyout amount is visible in the profile next to the rate. Historically it drove the size of a shopper's personal discount; the platform has since changed its discount mechanics more than once, so check the current role of the number in your own profile.
• On Ozon there is no separate all-time buyout counter in the profile, so rely on your order history and the balance / Ozon card section. Filtering orders by the "delivered" status gives you a quick estimate.

If you are a seller and landed here from a "buyout rate" query, you need the neighboring pair of materials - they cover your number, not the shopper one:

• Buyout rate on Wildberries for sellers - where to find it in WB Seller, category benchmarks, how to raise it.
• Buyout rate on Ozon for sellers - how Ozon calculates the metric from the last 50 orders and what to do about uncollected orders.
• Related breakdowns: cancellations and uncollected orders on Ozon, returns on Ozon.

Briefly on how the two numbers connect: shoppers with a low buyout rate cost both the platform and sellers more, because double logistics eats the margin. So marketplaces gently discipline low-buyout accounts through service terms, while sellers optimize their product cards so that orders are placed deliberately and make it all the way to a buyout.

"Where can I see my buyout rate on Wildberries?" In the WB app: Profile, then the shopper data block - it shows the buyout rate and the total buyout amount. The web version shows the same numbers in your account. The exact placement of the menu items changes with app updates.

"How can a shopper see their buyout rate on Ozon?" There is no direct way: Ozon does not show shoppers their buyout rate as a separate number. You can estimate it yourself from your order history - the share kept out of everything delivered. The indirect indicator is whether pay-on-delivery is available: with a low buyout rate in clothing, footwear, accessories and jewelry it can be switched off.

"How can I see my all-time buyout amount on Ozon?" There is no ready-made counter in the profile. The closest option is the order history filtered by delivered orders: it gives you a picture of your buyouts by period.

"What buyout rate counts as normal?" The platforms do not name a hard public threshold. A practical benchmark: comfortably above 50% is a normal account with no restrictions; chronically low values mean a risk of paid returns and reduced terms. In clothing and footwear the market-average buyout rate is inherently lower than in other categories, and that is fine.

"Why did my buyout rate drop?" The number is recalculated from your recent orders: a run of returns after fitting, orders left uncollected at a pickup point, or refusals will pull it down fast. It recovers the same way, through a history of kept orders.

"Does refusing an item after trying it on affect the buyout rate?" Yes. Anything delivered but not kept - a fitting that ends in a return, a refusal at the pickup point - lowers the metric. Canceling before dispatch is generally safer than returning an order that has already been delivered.

"What happens if my buyout rate is low?" On Wildberries: paid returns, changes to delivery terms and services are possible; the platform revises the rules periodically. On Ozon the main consequence is pay-on-delivery being switched off in the "fitting" categories. Neither platform blocks accounts for a low buyout rate as such.