Digital Strategy Case: How to Increase the Number of Orders on Yandex Market by 200%

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Problem The pet store has been selling products through Yandex Market for over a year and a half, but in 2023 the number of orders began to gradually decrease. Several reasons for the decline were identified: a large number of competitors on the site, high prices for products, and the lack of a systematic approach to promotion. The graph shows how the number of orders sent via FBS and FBO models decreased and then increased. Tasks Analyze the store's promotion. Increase the number of orders on Yandex Market.

Implementation Selection of tools Pet supplies are a fairly broad niche student data with a large number of competitors and relatively low prices. It is almost impossible to stand out among them and sell large volumes without using promotion tools. First, the project team tested the capabilities of Yandex Market and selected the most optimal ones in terms of price-performance ratio.

The following tools turned out to be the most suitable: Sales boost. A paid tool that allows you to display a product in the most advantageous positions, for example, in the top search line. In your personal account, you set the percentage that the company is willing to pay for the sale of the product. If the bid outbids another seller, like at an auction, the site promotes the product. The rate depends on the competitor's budget and averages 3-5%. Promotions and sales. A classic way to make an offer more attractive and stand out from competitors with the same product. The store itself chooses which products to discount: usually these are the most popular or high-margin items. Products are added to the promotion in the personal account, if necessary, they can be removed manually if the deadline set by the site itself differs from the client's deadline.