Why is discovery the engine of marketplace growth? Because a marketplace’s value is its selection — and selection only converts if shoppers can find their match within it. Wildberries, Russia’s largest retailer, used AI discovery to do that at enormous scale, and turnover surged.
The result: Wildberries’ AI-driven product discovery helped drive 60% turnover growth in 2024, to over 4 trillion rubles, with personalized recommendations expanding what each shopper discovers.
Making a vast catalog discoverable#
Wildberries hosts a colossal catalog from countless sellers. That breadth is its strength — and a discovery challenge: with so many listings, shoppers can only buy what they can find. AI discovery is the layer that makes scale usable, personalizing what each shopper sees and surfacing relevant products from the millions on offer. As discovery improved and the catalog grew, turnover climbed 60% to over 4 trillion rubles — selection converted because shoppers could navigate it.
How discovery AI works#
Discovery AI personalizes what each shopper sees based on behavior, surfacing relevant products as they explore, especially when browsing.
Three mechanics drive Wildberries’ result. The engine personalizes discovery, surfacing products matched to each shopper from a vast pool. It expands what shoppers find, recommending relevant items they wouldn’t have searched for. And it makes scale navigable, turning an overwhelming catalog into a relevant experience.
Why discovery is the marketplace growth engine#
The strategic point is that for a marketplace, discovery isn’t a feature — it’s the value proposition. Buyers come for selection but stay for the ability to find within it. A marketplace that grows its catalog without improving discovery degrades its own experience; one that scales discovery alongside selection compounds its advantage. Wildberries’ 60% turnover surge reflects that balance — more selection and the AI to make it discoverable, each amplifying the other.
What this means for your store#
Whether you run a marketplace or a large catalog, discovery is the lever:
- Personalize discovery so each shopper finds relevant products quickly within your selection.
- Expand what shoppers discover with relevant recommendations beyond what they’d search for.
- Make a large or growing catalog navigable, turning breadth into an advantage.
Selection only converts if shoppers can navigate it. Discovery AI is the engine that makes scale grow.
Bring discovery AI to your store with CartAmplify#
CartAmplify brings marketplace-grade discovery AI to any store — Shopify, dropshipping, or marketplace. Make even a vast catalog navigable, the way Wildberries drove 60% turnover growth.
Related reading#
- How Wildberries Grew Turnover 60% with AI Search
- How Wildberries Pairs AI Browsing with Expansion
- How Nike’s AI Discovery Powers Its Digital Store
Turnover figures cited from publicly reported Wildberries 2024 results. Results vary by catalog, traffic, and implementation.
