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Unit economics on Wildberries & Ozon: the percentages sellers forget in 2026

4/8/2026

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Unit economics is a spreadsheet of assumptions. With honest assumptions, decisions get easy: buy, resize packaging, change inbound routing, or drop the SKU.

1) Cost layers

  • COGS + inbound (depends on cross‑border vs domestic FBS models).
  • Marketplace fee (use your seller account categories).
  • Marketplace logistics (often volume/weight driven).
  • Ads as percent of revenue (usually more realistic than a fixed number).
  • Tax (keep it consistent with your real regime).

2) Why buyout matters

Low buyout inflates logistics per truly sold unit — a common silent margin killer.

3) How to use the calculator

Fill COGS/logistics first, then marketplace price/commission, then ads — it makes tradeoffs obvious.