ArticleOctober 13, 2026

Up to 35% off for shoppers on Wildberries: price layers during the sale

Starting in September 2026, Wildberries shoppers can request a personalized discount of up to 35%. We break down how this affects the price on the product page and what sellers control.

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Starting mid-September 2026, a shopper on Wildberries can ask you for a personal discount right in the product card — anywhere from 1% to 35%. You enable the mechanism yourself, the shopper sets the depth they want, and all that's left for you is the ceiling.

TJ and RB wrote about the news.
RU, Sostav.ru, T-Business Secrets, and Techora.ru. According to their accounts, requests can be handled manually or you can set an auto-approval threshold.
That's how a price layer appeared that the seller doesn't set at all. And it changes the meaning of the “cut by 20%” command inside a promo.

How many layers a price has during a sale

The first layer is yours. The pre-discount price and the post-discount price in the card — the depth of discount you answer for to yourself.

The second layer is the discount the marketplace stacks on top of your price. The sources don't reveal how it's assigned or what it depends on: none of the publications give an answer, and you have to look for it in the seller help center, not in retellings of articles.

The third layer appeared in September 2026 — a personal discount at the shopper's request. Here you set the ceiling and the shopper picks the depth.

What follows from this

The “cut by 20%” command inside a promo doesn't set the final price; it sets a boundary inside which the price lives by other people's rules.

The second implication is less pleasant. The price you see in search results and the price the shopper pays can diverge. A personal discount is issued to one specific person at their request, not to the entire traffic flow. When you compare your discount with someone else's in the promo feed, you're comparing different layers and reaching a conclusion you can't build a decision on.

And third, about undercutting. If a single shopper haggles for 30% off, that's not a market signal and no reason to move the price of an entire category.

An honest caveat

The sources don't say whether a personal discount makes it into the price history or into the price a competitor sees. The publications are silent on this, so I won't claim otherwise: that would be a pretty hypothesis that falls apart at the first check.

You can test this on your own data in ten minutes. Take a test listing, switch the mechanism on, request a discount from your own shopper account, and look at two things: what the price history shows, and what a competitor sees for your product. If the discount didn't show up in the history, your monitoring inside the promo window isn't showing what the shopper is actually paying. That's worth finding out before the sale, not on its second day.

A decision matrix for the promo window

1. Before the start — lock in the boundaries. For each SKU: the minimum price below which you won't go; the RRP where that applies; the maximum discount-request percentage you're willing to accept; the list of items that aren't going into the promo at all.

Marketplace limits deserve a separate note. The specific caps on minimum price and on discount depth inside a promo at Wildberries, Ozon, and Yandex Market aren't confirmed in public sources. Don't invent anything: open the seller help center on the marketplace, write down the numbers from there, and save them. That's your working document, not a retelling of someone else's article.

2. Inside the window — a rule, not a series of manual edits. For example, your minimum price for an item is 4,000 ₽ and a competitor has dropped to 3,400 ₽. The decision isn't made in the card but in the rule: we don't go below 4,000 ₽ no matter where the competitor prices, we match at 3,600 ₽, and at 3,400 ₽ the decision goes to your market. The rule should fire before you open the product card.

3. Beyond that — only targeted fixes, where the rule didn't fire or didn't fire the way you intended. One or two items, not the whole catalog.

What counts as the “window” for price changes

A window is the period during which the marketplace accepts your changes and the new price makes it into search results. The write-ups on discount requests date neither the start nor the end of such a window, and sale schedules across the three marketplaces change every year. So you need your own working definition: measure, across a few SKUs, the delay between a price edit and its actual appearance in the card and in search results.

For example, you change the price at 11:00 and it lands in search results at 13:20. That means the card shows the old price for two and a half hours, and every decision you make in that interval is made blind. Measurements like that are cheaper to take before the sale than during it.

On the launch date

Russian industry publications wrote about the mechanism launching on September 14, 2026. We weren't able to confirm the exact date in public sources, so a specific number is worth naming only after checking it against the seller help center. It doesn't affect the conclusions: what changes is the publication date, not how the mechanism works.

How to tell your own price cut from someone else's undercutting

Use timing and reach as your yardstick. You see your own price cut immediately, in your own card and your own history. A synchronized drop across several sellers in one category signals a market move. A discount request from a single shopper is a mechanism, not a market: there's no need to adjust the price of an entire category to it.

The check is simple: can you see this move at one seller, at several, or at everyone in the category? If it's one seller, what you have in front of you is a targeted event, and it needs a targeted response.

Why you can't run this by hand at peak

Take an assortment of 300 SKUs. If prices in the category move every hour and you check them every hour, that's 300 decisions an hour — each with a margin recalculation and a check that you haven't broken through the RRP. Add a second and third channel, and promo days sink into routine instead of management. What matters here isn't discipline, it's volume.

Two scenarios on one sale day

Example. Monday, the first day of the promo. You have 300 items live, prices in the category are moving, and two people are working in your account. At 10:00 you get a signal that your key competitor has gone 12% below your price. The first hour goes to verification, the second to recalculating margin, and by 13:00 the decision is made — but it still takes time to implement, so you worked part of the window blind.

The second example is the evening shift. By evening there had been eleven such decisions, two of which turned out to be wrong: a discount was requested by one buyer, and the category had not dipped. Rolling it back has to be done by hand, and the price passes through the listing card twice, landing in the history.

In both cases the decision could have been made in advance — in a rule, not in someone's head. But a rule runs on data that someone has to update regularly.

Where the manual work goes away

Pricerio covers exactly this part: competitor and supplier price monitoring, automatic pricing by formulas, change history, Telegram notifications. It works with certain limitations that are better to know about in advance. A manual price change requires confirmation. Automatic submission only works for a linked product with a confirmed source price, and if the source goes silent or checks consistently fail, the service does not move the price — it keeps the current one and switches the product to monitoring mode. A silent source is no reason to sell at a loss.

Common questions

Does this work for all products? According to the publications, the mechanic is available to the seller who enabled it. The exact list of conditions and exceptions is not given in the articles — see the help documentation.

Do I have to give 35%? No. 35% is the upper bound of the buyer's request, not your price. You set your own limit and decide what you approve.

What if the discount doesn't show up in the price history? Run a test on your own product before the sale starts and decide in advance what you consider the reference price for comparison: the price on the listing card or the price taking individual requests into account.

What about Ozon and Yandex Market? The publications about a buyer requesting a discount concern Wildberries. As of the time of checking, no equivalent mechanic for the other two marketplaces could be confirmed in open sources — and you should look for it in the seller's help documentation, not by analogy.

What to do before the next sale

Take the top 50 SKUs by turnover and write down four values for each: the minimum price, the RRP where applicable, the discount request limit, and the list of items that are not included in the promotion.

In parallel, run a test with a personal discount on one listing card.
Measure on several SKUs the delay between editing the price and its appearance in search results.
And open the Wildberries help documentation to pin down the launch date and the conditions for applying the mechanic from the source.

And which limitation of yours trips first during a sale — the RRP, the minimum price, or the absence of change history? Tell us in the comments. If you want to work through the boundaries for a specific promotion, come talk to us, we'll look at the settings together.

#marketplaces #seller #pricing #pricemanagement #wildberries #ozon #yandexmarket

Sources:

"I want a discount" on Wildberries: buyers will be able to ask for a personal discount from 1 to 35% — T—Zh — https://news.google.com/rss/articles/CBMiv

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Wildberries launched "I want a discount": the buyer sets the discount themselves, up to 35% — RB.

RU — https://news.google.com/rss/articles/CBMiv

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Wildberries allowed buyers to ask for a discount of up to 35% — T—Business Secrets — https://news.google.com/rss/articles/CBMiv

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Wildberries shoppers will be able to request a personal discount of up to 35% — Sostav.ru — https://news.google.com/rss/articles/CBMiv

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The week's main marketplace story: new rules for sellers — Techora.ru — https://news.google.com/rss/articles/CBMiv