Buyout Rate on Wildberries: Where to Check It and How to Raise It

On Wildberries, "buyout rate" is a term with two lives. Shoppers see it in their profile, where it affects delivery and return terms — that side is covered in the article where to check your buyout rate. For sellers it is an economics and ranking metric: the share of delivered orders that customers actually kept and paid for. This guide covers both sides, but the seller's side comes first: where to check it, what counts as normal, and how to raise it.

Buyout rate = kept orders ÷ delivered orders × 100%. If 200 orders were delivered and customers refused or returned 60 after trying them on, the buyout rate is 70%.

For the Wildberries algorithm, the buyout rate is one of the key behavioral signals: an order that is never picked up brings the platform no revenue, so cards with chronically low buyout rates are forecast as "weak" and get fewer impressions. How behavioral signals work as a whole is covered in the pillar guide on marketplace promotion.

In the WB Seller account, under Analytics: the buyout rate appears in the Supplier Summary report and in product-card analytics, where it is calculated per SKU. What to look at:

• buyout rate per SKU against the category average;
• the trend — a sharp drop almost always signals an event: a defective batch, a warehouse change, a wave of negative reviews;
• the cost of refusals — every order that is not kept means you pay logistics both ways.

In the Wildberries account, under Profile: personal discount, buyout rate, and total purchases are shown at the bottom of the page. Wildberries has changed the threshold for keeping delivery and returns free several times (the rules tightened in 2025), and the current terms are shown in the same place, in the shopper's profile.

For a seller, the shopper-side metric matters indirectly: the more Wildberries charges low-buyout shoppers for returns, the more deliberate their orders become — and the higher the category average climbs.

Clothing and footwear sit at the bottom of the table because of category physics: shoppers order several sizes and keep one. The warning sign is not a "low" buyout rate as such, but a rate below your category average or one that has dropped sharply. Return benchmarks across 6 categories are in the guide on returns.

1. 1Margin. A refused order means double logistics at your expense. To price a single refusal inside your unit economics, see the breakdown across 8 components.
2. 2Rankings. The buyout rate is a behavioral signal; the algorithm cuts impressions for cards that get ordered but not kept.
3. 3Stock. Goods traveling back and forth are not selling — turnover suffers, and try-on items lose their sellable condition.

1. 1An honest card. The main reason for refusals is expectation not matching reality. Accurate size charts, photos of the actual product, materials and measurements in the attributes. A free AI card audit will show what to fix first.
2. 2A size chart built from return data. If return comments keep repeating that the item runs small, the chart is lying: fix the size table instead of waiting for shoppers to adapt.
3. 3Photos and videos in reviews. Real customer photos close the expectation gap better than studio shots — how to get them.
4. 4Delivery speed. The longer the wait, the more often an order goes uncollected. Regional warehouses and the right warehouse choice cut delivery times to the regions.
5. 5Packaging. A dented box at the pickup point means an on-the-spot refusal, and that same item then travels to the next customer already looking used.
6. 6A weekly review of causes. Read the return comments and fix the most frequent cause. A wave of negative reviews drops the buyout rate faster than anything else — the action plan is in the guide on negative reviews.

Related guides: Returns on Wildberries, Wildberries unit economics.

Related guides: Wildberries logistics costs.

Breakdowns of real Wildberries projects are in WB case studies.

"Where can a seller check the buyout rate on Wildberries?" In the WB Seller account, Analytics section: the Supplier Summary report and product-card analytics show the buyout rate per SKU and for the store as a whole.

"Where can a shopper check their own buyout rate?" In the profile on the Wildberries site or app: the bottom of the profile page shows the personal discount, buyout rate, and total purchases.

"What buyout rate is considered good on Wildberries?" By category: cosmetics and home goods — 90%+, electronics — 85–92%, clothing and footwear — 60–75%. Staying at or above your own category average matters more than the absolute number.

"Why did the buyout rate drop?" Typical causes: a defective or mis-sorted batch, an error in the size chart, longer delivery after a warehouse change, a wave of negative reviews. Check the return comments from the last 2 weeks — the cause is almost always there.

"Does the buyout rate affect search rankings on WB?" Yes: it is one of the behavioral signals the algorithm uses to forecast a card's revenue. A low buyout rate means fewer impressions, all else being equal. On Ozon the metric works in a similar way — covered in the guide to the Ozon buyout rate.