The formula for a successful cross-border product is simple: lightweight, small, with a markup of at least ×3, and no batteries. Logistics costs are calculated based on weight, so grams are more important than commission percentages.
Why weight matters
WB logistics costs are 0 ¥/kg + 0 ¥ at the main rate: for a 100g item, this is 0 ¥, for 3kg — 0 ¥. Commission is a percentage that grows with the price, while logistics grows with weight: the ideal product is expensive and lightweight. Ready-made calculations by weight.
Strong categories
- accessories and jewelry: measured in grams, markup of ×5 and higher
- phone cases, holders, small electronics without batteries
- home goods and decor: organizers, hooks, lighting (excluding lamps with batteries)
- basic-sized clothing: stable demand, predictable returns
- hobbies and crafts: kits, tools, consumables
Difficult categories — why
| Category | Problem |
|---|---|
| Products with lithium batteries | only express shipping from Hong Kong (0 ¥/kg) — expensive |
| Heavy and cheap | logistics eats the margin: it makes no sense to ship dumbbells for 2 000 ₽ |
| Fragile items | breakage during cross-border shipping leads to returns and lower ratings |
| Voluminous lightweight items (for Ozon) | volumetric weight L×W×H÷12 in Big-groups doubles the rate |
| Seasonal items with a short peak | 30-day delivery eats up the season — only viable with stock in Russia |
How to check demand
- check WB/Ozon search results for the category: number of sellers, price range, reviews of top sellers
- evaluate what can be improved: Chinese sellers often have weak listings — that is your niche
- calculate unit economics before purchasing — formula and examples
- launch a test with a small batch and look at conversion rates, not guesses
Frequently asked questions
What are the ideal characteristics for a product to sell successfully on Wildberries and Ozon Global?
The best products are lightweight, small, contain no batteries, and offer a markup of at least ×3. Since logistics costs are based on weight, expensive and lightweight items are the most profitable.
Why should I avoid selling products that contain lithium batteries?
Products with lithium batteries are expensive to ship because they require express shipping from Hong Kong at a rate of 0 ¥/kg. This significantly increases your logistics costs compared to standard shipping.
How can I test products without buying stock in advance?
You can use the made-to-order model by creating listings based on 1688 inventory and only ordering items after a sale is made. Once you identify winning products, you can ship them in batches to the warehouse.
How do I determine if a product category is worth entering?
You should check search results for the number of sellers, price ranges, and top seller reviews. It is also important to calculate your unit economics and launch a test with a small batch to evaluate actual conversion rates.
- Listing and infographic generation
- Live price calculator
- Publishing on WB and Ozon