SPP on Wildberries: what it is and who pays for the discount

SPP (skidka postoyannogo pokupatelya, the loyal customer discount) is a discount that Wildberries shows the customer at its own expense: you set a price of 1000 ₽, a customer with a 20% SPP sees 800 ₽, and your settlements are calculated from your price. It sounds like a gift, but the mechanic has consequences for pricing and for positions that a seller needs to understand.

In short: the platform pays for SPP, its size depends on the customer and the category, and the seller does not control it directly — but it shapes the price the market sees.

• WB sets the size of the discount itself — based on the customer's purchase history (amount bought, activity), the category and its own marketing logic. The exact formula is not published and changes from time to time.
• Different customers see different prices for the same card — so "in my browser it is cheaper than in my seller account" is normal, not a bug.
• The platform funds the discount: the commission and your settlements are calculated from your retail price (the details of the calculation are in the reports: how to read your payouts).

1. 1Price competition is tougher than it looks from your side. Customers compare cards with their own SPP applied — the real competitive price is lower than the one on your storefront. Worth keeping in mind when calculating your price and analyzing competitors.
2. 2SPP is tied to the commission and to promotions. Historically WB links the size of SPP to participation in promotions and to price levels: cards in promotions usually get better visible prices. This is part of the economics of joining promotions.
3. 3There is no direct button to raise SPP. The seller influences it indirectly: participation in promotions, pricing policy, category. Any "SPP management service" is selling something it does not control.
4. 4It affects cross-platform comparison. A customer with a high SPP on WB sees lower prices than on Ozon at equal storefront prices — take that into account in end-to-end pricing: the Ozon price index.

"What is SPP on Wildberries?" The loyal customer discount — a personal discount that WB shows the customer at the platform's expense. Its size depends on the customer's purchase history and the category; different people see different prices for the same card.

"Who pays for SPP — the seller or Wildberries?" Wildberries: settlements with the seller are calculated from the seller's retail price. Indirectly, though, SPP does affect the seller — through its link to promotions, the commission and price positioning.

"How do I increase SPP on my product?" There is no direct control — the platform sets the size. The indirect levers are participation in promotions and pricing policy. Promises from third-party services to configure your SPP are marketing, not mechanics.

"Why do customers see different prices for my product?" Because of the personal SPP: WB shows everyone the price with their own discount. This is the mechanic working as designed and it does not affect your settlements with the platform.

"Is SPP taken into account in rankings?" Positions depend on the price and on how competitive it is, and the customer sees that price with SPP applied. So real price competition runs on the price with SPP — one more reason to monitor your niche through the customer's eyes, not only through your seller account.