Summary of "Как работает MPSTATS? Полный функционал инструментов и возможностей сервиса аналитики маркетплейсов"

Summary of “Как работает MPSTATS? Полный функционал инструментов и возможностей сервиса аналитики маркетплейсов”

This video provides an in-depth overview of MPSTATS, an analytics service designed to optimize sales and operations for sellers on Russian marketplaces such as Wildberries and Ozon. The presenters explain how the platform’s tools help sellers make data-driven decisions to grow revenue, improve efficiency, and avoid costly mistakes.

Company Strategy & Positioning

MPSTATS positions itself as a comprehensive sales management and analytics tool specifically tailored for marketplace sellers.
The service targets both beginners and advanced sellers, focusing on maximizing marketplace sales through data accuracy and operational efficiency.
Continuous development with weekly updates and training (online/offline) to keep users ahead in a rapidly evolving marketplace environment.
Emphasis on community and knowledge sharing via social networks and chat groups.

Core Functionalities & Frameworks

External Analytics: Market & Product Selection Framework

Category Analysis Tools (5 key reports):

Category Overview: View and select marketplace categories.
Daily Report: Category volume, average price, orders, and revenue.
Trend Report: Sales growth and niche profitability.
Subcategory Report: Sales volume, revenue, and competition load per subcategory.
Price Segmentation: Sales by brand/seller and average revenue per price segment.

Product Selection & Lost Revenue Analysis:

Products ranked by revenue, customizable views.
Lost Revenue Tool: Calculates revenue lost due to stockouts by multiplying daily product revenue by days out of stock—helps identify missed sales opportunities.
Similar Products Tool: Identifies direct and indirect competitors to help sellers stay competitive.
New Products Filter: Detects emerging products gaining traction to inform marketplace entry strategies.
Browser Extension: Enables viewing sales and revenue data directly on marketplace pages for improved product research.

Competitor & Brand Analysis

Supplier and brand ratings reveal:
- Competitor rankings, product counts, sales, and lost revenue.
- Identification of fast-growing or high-revenue sellers for benchmarking.
Brand and seller reports provide insights on:
- New product introductions, pricing, warehouse distribution, reviews, and sales trends.
Pricing policy tools help find under-served price segments to maximize revenue with minimal competition.

Internal Analytics & Operational Tools

Personal Account Integration:
- Aggregates hourly updated sales and order data.
- Weekly reconciliations with marketplace reports ensure accuracy down to the ruble.
- Supports multiple accounts and legal entities, enabling consolidated or segmented views.
Delivery Optimization:
- Calculates optimal delivery volumes considering warehouse stock, product size, and depletion rates.
- Helps avoid storage overpayments and loss of pickup points.
Balance Control:
- Detects discrepancies between marketplace API stock data and actual stock.
- Enables quick error correction to maintain accurate inventory data.
Profitability & Marginality Analysis:
- A/B/C analysis to identify top-performing products (focus on the 20% generating 80% of profit).
- Helps optimize pricing and remove unprofitable SKUs.
Business Period Comparison:
- Evaluates effectiveness of promotions and advertising campaigns by comparing sales and order data across periods.
Order Detailing:
- Tracks returns and non-purchases at the product level to quickly identify and mitigate cost drivers.

SEO & Search Optimization Framework

Search queries drive 90% of marketplace purchases; optimizing product cards for search is critical.
Keyword Analysis Tool:
- Compares query volume, position, and frequency for own and competitor cards.
- Focus on high- and mid-frequency keywords for SEO impact.
Query Expansion Tool:
- Three methods to collect keywords: by article number, competitor queries, and direct database access.
- Use stop-word filtering to clean irrelevant terms.
- Caution: marketplace may assign irrelevant keywords; competitor keyword lists may be incomplete.
Product Card Verification:
- Confirms presence and indexing of selected keywords in product cards.
- Indexed keywords (marked with a plus in Yandex column) correlate with better search visibility.
Position Monitoring Tool:
- Tracks rankings of 20-30 key queries daily across first 10 pages.
- Detects sudden drops or growth in rankings, both for own products and competitors.
- Enables quick response to market changes and competitor strategies.

Key Metrics & KPIs

Revenue & Orders: Category and product-level sales volumes and revenue.
Lost Revenue: Estimated daily revenue lost due to stockouts.
Competitor Rankings: Supplier and brand sales, product count, and lost revenue.
Keyword Metrics: Number of requests, frequency, and position in search results.
Profitability: Margins, commissions, logistics costs, and net profit per product.
Stock Accuracy: Discrepancies between marketplace and actual stock.
Return Rates: Product-level returns and non-purchases.

Actionable Recommendations

Use MPSTATS category and trend reports to select niches with optimal revenue and competition balance.
Monitor lost revenue to avoid stockouts and capitalize on unmet demand.
Leverage competitor and brand reports to benchmark and adopt winning strategies.
Optimize pricing by identifying free price segments with low competition.
Integrate personal account data for precise profit and cost calculations.
Employ delivery optimization tools to reduce logistics costs and avoid penalties.
Conduct A/B/C analysis to focus on high-margin products and prune unprofitable SKUs.
Perform SEO keyword research, expand query coverage, verify indexing, and track positions daily to improve product visibility.
Regularly analyze returns and order details to minimize losses.

Presenters / Sources

Dmitry Chiro Boev – Founder of MPSTATS
Galla Golberg – Business Communications and Marketing
Natalie Kazantsev – Head of Sales, Investor Service, Analytics
Ilya Fesyuk – Leading Sales Manager
Vyacheslav – Managing Partner

This video serves as a detailed playbook for marketplace sellers to leverage MPSTATS tools for data-driven growth, operational efficiency, and competitive advantage.