Marketplaces
Wildberries and Ozon product cards that sell: 2026 requirements, slide order and a teardown
A card sells when shoppers click it in search, add the item to the cart and keep it after delivery; Wildberries and Ozon show each step in a sales funnel report. The main image shows the whole product without sales copy, slides 2–8 settle size, material and contents questions, and the title follows platform rules.
What does a product card that sells look like in the numbers?
Each funnel step has its own number. Few impressions point to the title, attributes or price; impressions without clicks, to the main image; clicks without add-to-carts, to the slides and description.
| Step | Wildberries | Ozon | What it shows |
|---|---|---|---|
| Impression → visit (CTR) | Sales Funnel, with Jam only; otherwise WB Promotion ad stats | Search-to-card conversion | The main image |
| Visit → cart | Add-to-carts ÷ visits × 100 | Card-to-cart conversion | Slides, video, description |
| Cart → order | Orders ÷ add-to-carts × 100 | Cart-to-order conversion | Mostly price and delivery |
| Order → buyout | Buyouts in the same funnel | Order-to-buyout conversion | Whether images matched reality |
Compare equal periods (Ozon reports 7 or 28 days) with price, discounts and ad bids unchanged, or you measure a promotion, not the card. Record the baseline before uploading new images.
How do Wildberries and Ozon requirements differ in 2026?
The basics match: a vertical 3:4 frame, files up to 10 MB. Titles, video and rich content differ, which breaks cards copied between platforms.
| Item | Wildberries | Ozon |
|---|---|---|
| Image formats | JPG, PNG, WEBP | JPEG, JPG, PNG, HEIC, WEBP |
| Image size | From 700×933 px, i.e. 3:4 | 900×1200 px recommended, 3:4 |
| File size, count | 10 MB; up to 30 images | 10 MB; main plus up to 49 |
| Video | One MP4 or MOV, up to 3 min, 50 MB | MP4 or MOV, 3 s to 5 min, 100 MB via the cabinet |
| Video cover | Built from photos; with autoplay, plays in search | 8–30 s, 3:4; plays muted on the card only |
| Title | Up to 60 characters | Up to 200; a template builds clothing titles |
| Description | Limit set by category | Up to 6,000 characters with HTML |
| Rich content | Up to 10 blocks; Jam and paid options lift generation and display limits | Free; replaces the description on the page |
What is banned on photos and infographics, and what happens if you break the rules?
Images carry the product and facts, never the terms of the deal: prices, discounts, contacts, links and “buy now” calls are banned on both platforms (Ozon allows only 8-800 phone numbers).
- WB, main image: copy about “final” prices, urgency, clearance, money-back offers or “factory prices” lowers the card's rating at any font size.
- WB, all images: no QR codes, “hit” or “top” labels, units-sold counts or rewards for reviews; on the main image, collages, watermarks and packaged products also lower the rating.
- Ozon also bans delivery and return terms, CJK characters as infographics, and the Chestny Znak marking logo unless the item passed the marking check.
- Ozon, main image: infographics are allowed, but keep text clear of the badges Ozon overlays.
WB flags a bad image in the bell menu and with an orange frame in the card editor, allows 72 hours to fix it, then blocks the card. Ozon moves the item to its needs-revision or errors tab; for contact details or “contact us” prompts it fines 1,000 ₽ (about $12) per case and hides the item, disputable within 7 days.
How do you choose the main image and A/B test it?
The main image wins or loses the click, so compare candidates: the product in use, the full set, a close-up with one fact.
- Change one idea per versionAll in 3:4, the product filling most of the frame; versions differing in ten details explain nothing.
- Preview on a phoneAt search-tile size, do the product and caption still read? On Ozon, check what the badges cover.
- Run the WB testIt comes with Jam: half the visitors see A, half B, for one week to two months; impressions, visits, add-to-carts and orders are compared. Video autoplay blocks it; changing the main image cancels it. “Not statistically significant” means too few shoppers took part or the images perform the same.
- On Ozon, compare two periodsOzon’s knowledge base documents a built-in A/B test only for price. For images, compare search-to-card conversion for 7 days before and 7 days after the swap.
Which order should slides 2–8 follow to answer buyer questions?
Slide order is a queue of objections: collect questions from reviews and buyer Q&A, sort them by frequency, give each a frame. Example: the knitted children's jumper for heights 92–128 cm from our Wildberries guide, taken apart below.
| Frame | Buyer question | What to show |
|---|---|---|
| 1 | How does it look on a child? | Child model, full length, light neutral background, one composition caption |
| 2 | Which size? | Model's height and size worn; fit at 92 and 128 cm |
| 3 | What is it made of? | Knit close-up and the composition exactly as on the label |
| 4 | Is it itchy? | Inside of the knit, cuffs and seams up close |
| 5 | Easy to pull on? | The neckline stretched, or the shoulder fastening if there is one |
| 6 | Where to wear it? | One scene: a walk or kindergarten |
| 7 | How to wash it? | Care exactly as on the label |
| 8 | Will it fit? | Measurements in centimetres and how to measure |
Other categories raise other questions, but the rule holds: one frame, one objection, most frequent first.
How should you fill in titles, attributes and descriptions to rank without keyword stuffing?
Search on both platforms leans on attributes: WB says empty fields hurt ranking, and on Ozon an item without attributes misses the filters. Selling from abroad? Write in Russian: WB flags Latin-only title words, and Ozon lists Latin-only titles among common moderation errors.
- WB title: up to 60 characters answering “what is in the photo”; gender, age, brand and season go into fields, emoji nowhere.
- WB description: benefits and use cases, no tags or keyword lists.
- Ozon title: up to 200 characters, brand + type + key category attributes; for clothing and footwear the template cannot be switched off.
- Ozon description: no keyword lists for unrelated queries, prices or delivery terms. Rich content replaces it on the page, but the description still feeds search.
If live cards lose on impressions rather than clicks, fix the text first: the Listing Refresh package rewrites titles, bullets and keywords for up to 10 listings, $53 AI-assisted or $73 human-led, 2–3 working days.
Can you use AI-generated images, and where is the line?
The WB and Ozon rules we checked contain no separate AI ban; they judge whether the image shows your product as delivered. Amazon US goes further: photorealistic AI people need a contains-synthetic-performer tag.
| Action | Allowed? | Condition or risk |
|---|---|---|
| Swap backgrounds, remove dust and creases | Yes | Colour and proportions stay true |
| Dress a virtual model | Yes; WB's own Photostudio does it | Check fit and print against the garment |
| Generate the product itself | No | WB and Ozon reject images without your product; Russian law requires accurate product information |
| Recolour instead of shooting a colour | No | The shade drifts and returns follow |
| AI text on infographics | After proofreading | WB counts “poorly generated” images with garbled lettering as a rating-lowering mistake |
| Photographing a child model | Yes, with consent | Written parental consent: Civil Code Art. 152.1 protects a person's image, and Ozon may ask to see it |
What does a product card cost: DIY, a freelancer or a studio?
Usable photos, slide and colour count, and one card versus a catalogue system move the price. Compare scope: one freelancer's “card” is a slide, another's a full set.
| Route | Cost | What you get |
|---|---|---|
| DIY on WB | Photo editor free; A/B tests need Jam | Tools only; the work is yours |
| DIY on Ozon | Photo editor, video covers and OzonGenerator included in the sales commission | Up to 40 image edits a day per editor function |
| Ozon Profit contractors | 39 ₽ (about $0.46) per card created | Card set-up; design not specified |
| Profi.ru freelancer, Moscow | Infographics from 1,000 ₽, average 2,470 ₽, up to 7,500 ₽ (about $12, $29, $89) | Scope of “one service” varies |
| VITON13 card design | $73 AI-assisted or $93 human-led | Frame system, templates; 3–5 working days |
| VITON13 product photography | $53 AI-assisted or $73 human-led | If you have no real photos |
For one or two products, the checklist below or a freelancer is enough. A studio makes more sense once there are dozens of cards: the frame system is designed once and the catalogue follows templates.
What should you check before publishing a card?
- Main image: whole product; no prices, discounts, “hit” labels, contacts or QR codes; text clear of Ozon badges; 3:4, under 10 MB.
- Russian title within limits; attributes filled; no keyword lists in the description.
- Marking: for items under mandatory marking, give WB a valid GTIN and TN VED customs code; from 1 October 2026 WB blocks Russian sellers' cards without one.
- Certificate or declaration linked to its registry record.
- AI images checked against the product, model releases signed, baseline CTR recorded.
How VITON13 does it
For sellers with real photos or a product sample, we design the card as a system: what the main image says, which proof fills slides 2–8, and how infographics carry over to the WB and Ozon catalogue. We use only facts you supply and agree mode, scope and price in writing first.
Marketplace product card design
- Price
- $73 AI-assisted or $93 human-led
- Timeline
- 3–5 working days
Marketplace product photography
- Price
- $53 AI-assisted or $73 human-led
- Timeline
- 3–5 working days
AI-assisted: AI drafts inside defined steps, a person directs and checks every result. Human-led: a specialist does the work and AI assists.
What is included
- 1 visual question map
- 1 main-image direction
- 1 card grid for WB and Ozon
- Infographic modules, one per question on the map
- 1 set of crop rules for 3:4 and search tiles
- 1 rollout kit: templates for the remaining SKUs
- Upload-ready files and 1 written completion note
Not included
- Platform fees and subscriptions such as Jam
- Ad spend and running the seller account
- Product photography and video, sold separately
- Samples, logistics, legal review, certificates and marking
Revisions: Revision rounds are fixed in the written scope
Get an estimate in 1 working dayExample
CONCEPTConcept — not a commissioned project
Concept teardown: the knitted children's jumper
A teaching example, not client work: the jumper for heights 92–128 cm from our Wildberries guide, with a starting card built from common category mistakes. The main image showed it folded on hot pink under “HIT” and “−50%” badges. We swapped in a full-length child model on a light background with one composition caption: WB bans ratings and discounts on any image, a loud background lowers the rating, and a folded garment hides fit. Slide 2 was a six-colour collage although WB wants one shade per article, so colours became separate articles and the slot went to the model's height and size worn. An undocumented “hypoallergenic” claim went. The WB title became “Джемпер трикотажный” (knitted jumper), with gender and age moved to attributes.
What this does not prove
- The product and images are invented; we measured no CTR, conversion or sales.
- VITON13 has no client marketplace card case with before-and-after numbers yet; 2–3 pilot places are open.
- Only a test on your own traffic can show whether new images lift clicks or orders.
Questions and answers
When are a video and a video cover worth it?
When a photo cannot show the point: movement, fabric texture, how a product folds or works. Start with a video cover built from existing photos; both platforms have a built-in tool at no separate charge. A VITON13 video shoot costs $53 AI-assisted or $73 human-led.
Can my infographics stay in English or Chinese?
Write them in Russian. WB counts badly translated text on photos as a rating-lowering mistake, and Ozon bans CJK characters as infographics and caps foreign text in descriptions at 50%. Have a native Russian editor check every caption.
How many slides should I upload?
Count buyer questions, not free slots: the jumper in our example has eight. The platforms set the floor: WB keeps items without photos out of search and asks for at least two, and Ozon recommends two or more additional images. Repeating one angle only lengthens the scroll.
Can I use the manufacturer's or supplier's photos?
Yes, with rights to use them, ideally in writing: Ozon bans photos taken from other sellers, WB bans borrowings that infringe others' rights. Everyone who bought that stock has the same shot, though, so reshoot the main image; WB's paid Content Protection option shows who else uses yours.
What does VITON13 need from me to start?
Real photos or a sample, composition and sizes from the label, conformity documents, links to your cards and three to five competitor cards. Card design takes 3–5 working days; scope and revisions are fixed in writing.
Sources
- WB: product photo rules (RU) —
- WB: creating a product card (RU) —
- WB: main image A/B tests (RU) —
- WB: rich content (RU) —
- WB: Photostudio (RU) —
- WB: video cover (RU) —
- WB: photo and video tips (RU) —
- WB: Sales Funnel report (RU) —
- WB: promotion statistics (RU) —
- WB: Jam tariffs (RU) —
- Ozon: photo and video requirements (RU) —
- Ozon: product title (RU) —
- Ozon: product description (RU) —
- Ozon: rich content (RU) —
- Ozon: sales funnel (RU) —
- Ozon: price experiments (RU) —
- Ozon: fees and tariffs, 12 Sep and 1 Dec 2026 editions (RU) —
- Ozon: general terms (RU) —
- Russian Civil Code, Art. 152.1 (RU) —
- Consumer Protection Law, Art. 10 (RU) —
- Profi.ru: infographics prices, Moscow (RU) —
- Bank of Russia rates, 23 Sep 2026 —
- Amazon: product image guide —