Cases

Chart:

June — August 2025

Orders

Result:

Margin grew from 8% to 19%, monthly profit +3.4M ₽

Key actions:

COSMETICS COMPANY

Purchases

Payouts

Sales margin

In just 3 months, the company turned from a loss (−1.376M ₽) to a profit (+851K ₽)

Unit economics and pricing optimization

Recalculated the full cost of acquiring an order, including all hidden expenses (storage, paid placement, reverse logistics).

Identified that 23% of SKUs were operating at a loss and removed 47 low-margin items.

Implemented dynamic pricing: set a minimum markup of 15% for hero products and increased margins to 45–60% for unique items.

Logistics optimization

Calculated the localization index and redistributed stock: concentrated 70% of inventory across the 2 warehouses closest to the target audience, reducing delivery distance by 35%.

Optimized cosmetics kit packaging, cutting volume by 22% and saving 287K ₽ per month.

Introduced assembly quality control and improved product listings, reducing returns from 12% to 6%.

LTV-focused marketing

Shifted focus from CAC to repeat buyers through a Telegram channel and email campaigns.

Turned off ads for products with margin below 15% and redirected the budget to high-margin kits.

Raised the rating from 4.3 to 4.7, increasing purchase conversion by 34%. Ad spend share dropped from 22% to 14%.

Chart:

Orders

Result:

2.6x growth versus the market's seasonal 2x growth — profit tripled.

Key actions:

CLOTHING COMPANY

Purchases

Payouts

Sales margin

Order volume grew in just 5 weeks from 12.5M to 32.3M ₽ (+158.4%) and purchases from 2.6M to 6.0M ₽ (+130.8%) across three marketplaces (Wildberries, Ozon, Lamoda).

Scaling ahead of the season

Grew active SKUs from 247 to 412, launching the spring collection 3 weeks ahead of competitors.

Built a unified inventory management system and automated stock redistribution across platforms, eliminating out-of-stock situations.

Participated in 3 major Wildberries sales events (reach +45%) and were featured in Lamoda's seasonal selection.

Platform-specific assortment strategy

Split the strategy by platform: Wildberries — mass market with an average order of 2,800 ₽ (5–8% below market price), Lamoda — premium with an average order of 6,500 ₽ (10–12% above market), Ozon — mid-segment. Moved slow-moving inventory to Wildberries at 20–25% discounts, freeing up 1.8M ₽ in working capital.

Logistics optimization during scaling

As volume grew 2.6x, geographic coverage expanded to 34 regions.

Increased Wildberries warehouse locations from 2 to 4 and introduced vacuum packaging for clothing (35% reduction in package volume, saving 280K ₽ per week).

Reduced order-to-shipment time from 6 to 3 days.

Result:

Margin improved from −12.8% to +17.3%, weekly profit +3.9M ₽

Key actions:

PHARMACEUTICAL COMPANY

February — September 2025

Chart:

Orders

Purchases

Payouts

Weekly dynamics of orders, purchases and margin from February to September. Turned from negative margin (−1.5M ₽) to positive (+2.4–2.9M ₽) in just 9 months.

Assortment matrix transformation

Conducted an ABC analysis of 847 SKUs by margin and turnover. Identified 123 SKUs (15% of the assortment) generating 78% of the negative margin.

Removed 67 low-margin items (generics with markup below 8%).

Launched high-margin categories: dietary supplements and vitamins (45–65%), medical devices (35–50%), cosmetics (40–55%). The share of high-margin products grew from 8% to 34%.

Strategic pricing

Segmented products by price elasticity: set 47 KVI items at 3–5% below market (traffic drivers), raised 234 inelastic products by 15–25%, kept the mid-segment at a 25–35% markup.

Set up dynamic pricing with monitoring of 150 key items. Average markup grew from 18% to 31%.

Category management and cross-selling

Created 34 product bundles ("Immunity", "Joint Health", etc.) with 5–10% discounts and 35–48% margin. Configured cross-sell and up-sell flows, increasing average order value from 2,340 to 3,120 ₽ (+33%). Repeat purchases grew from 18% to 31%.

Result:

Assortment expansion ROI 287%, monthly profit growth +9.6–15.6M ₽

Key actions:

HOME GOODS

January — February 2025

Chart:

Orders

Purchases

Payouts

Sales margin

Weekly dynamics of orders, purchases and margin on Wildberries from January to February. Margin grew from 2.8M to 4.7–8.7M ₽ per week.

Large-scale assortment expansion

Grew SKU count from 420 to 1,247 items (+197%).

Added 8 new categories: storage organization (187 SKUs), bathroom products (143 SKUs), kitchen accessories (216 SKUs), interior decor (168 SKUs) and others.

Differentiated by price segment: economy (312 SKUs), mid-range (687 SKUs), premium (198 SKUs), luxury (50 SKUs). Audience reach grew from 34% to 78%.

Margin management

Recalculated unit economics for each of the 1,247 SKUs.

Set target margins: small accessories 45–65%, mid-size products 30–45%, large items 20–30%.

Expanded from 12 to 28 suppliers (direct contracts) and negotiated purchase price reductions of 12–25% across 234 items.

Average margin grew from 16.5% to 24.8%.

Logistics optimization during assortment growth

Distributed inventory across 5 Wildberries warehouses (Moscow, Kazan, Yekaterinburg, Novosibirsk, Krasnodar).

Reduced packaging volume for 312 items by 25–40% and introduced flat packaging for textiles (saving 680K ₽ per week).

Implemented AI demand forecasting for 687 high-velocity SKUs, reducing out-of-stock rate from 18% to 4%.

Result:

Revenue 387M ₽ (vs. 135M ₽), growth +186.7%, profit 90.7M ₽, market share grew 4.7x (from 0.9% to 4.2%).

Key actions:

HOME APPLIANCES, ELECTRONICS AND GADGETS

HOME APPLIANCES, ELECTRONICS
AND GADGETS

December — January 2025

Weekly Ozon market share in the "Electronics" category from December to January. Market share growth: smartphones from 0.80% to 5.60%, audio equipment from 1.40% to 5.80%, TVs from 0.60% to 5.50%, gaming consoles from 0.10% to 4.30%.

Weekly Ozon market share in the "Electronics" category from December to January. Market share growth: smartphones from 0.80% to 5.60%, audio equipment from 1.40% to 5.80%, TVs from 0.60% to 5.50%, gaming consoles from 0.10% to 4.30%.

Strategic holiday season planning

Analyzed demand peaks by subcategory: December 1–14 — smartphones (+340%), December 15–25 — audio equipment (+420%), December 26–January 10 — gaming consoles (+380%).

Increased stock 3.2x six weeks before the season (total inventory value 34M ₽).

Added 187 new SKUs and launched gift bundles.

Phased aggressive promotion

Split advertising into 4 phases, each focused on different categories during peak periods. Total budget: 10.9M ₽.

Participated in Ozon campaigns: Black Friday (sales up 4.2x), Cyber Monday (up 3.8x).

Ensured full availability of all top-selling products in Ozon Premium, delivering +67% reach and a 14.8% conversion rate (vs. 6.2% for standard listings).

Content and product listing optimization

Created New Year-themed visuals for 467 SKUs, added "Perfect Gift" infographics for 234 items and produced 89 video reviews.

Built a semantic core of 2,800 queries containing "gift" and "New Year".

Optimized product titles (added "New Year Gift").

Organic traffic grew by 187%, conversion from 6.2% to 11.4%, search ranking improved from position 47 to 12.