As their scale grows, e-commerce platforms will continue to optimize and improve the product exposure algorithms they use, and the Wish platform is no exception. In addition to continuously collecting user data during operation, the Wish platform also integrates the data of merchants, which will have a direct impact on the exposure rate of sellers’ products.
When Wish integrates seller data, it will focus on the following criteria:
(1) Criteria 1: Online Time
Just like offline stores, if sellers “work hard for three days and dry the net for two days”, consumers will inevitably not have a good shopping experience. When Wish detects that the online time of a seller’s account is too low, the system will classify its store as an inactive store. When pushing products to consumers, the exposure of these stores will be significantly lower than that of active stores.
(2) Criteria 2: Violation Rate
Violations include multiple aspects, such as the proportion of counterfeit products, customer complaint rate, and whether the goods are sold in violation of regulations. Since the age of Wish’s user group is mainly concentrated between 15 and 35 years old, adult products, chemicals, e-cigarettes and other products are prohibited from sale. When sellers violate the regulations, they will be punished by the platform. The higher the violation rate, the lower the exposure. When the bottom line is reached, the account will be directly blocked.
(3) Basis three: late delivery rate
The way Wish platform monitors the seller’s late delivery rate mainly includes checking whether the order is shipped on time and whether the order logistics information is updated in time. Sellers should note that Wish will monitor according to the data of its system platform. The data provided by third-party institutions is not included in its reference range. Therefore, even if the merchant has shipped offline, the logistics company can query the relevant information, but if it is not updated in time in the seller’s backend, it will be treated as late delivery by the Wish platform.
(4) Basis four: cancellation rate
The cancellation rate refers to the situation where the merchant cancels the order due to factors such as out of stock and price adjustment. If the seller’s cancellation rate is too high, the Wish platform will block the store. Therefore, when there is a need to cancel an order, the seller should try to contact the consumer first, explain the situation to them, and request the consumer to cancel the order.
(5) Basis 5: Effective Tracking Rate
When there is a poor logistics time experience, or the order logistics status is not updated in a timely manner, the Wish platform will record it. Moreover, when the delivery time exceeds the prescribed period, resulting in a consumer request for a refund, even if the consumer finally signs for the order, the seller will not be able to obtain the payment paid by the consumer. In fact, like many e-commerce platforms, Wish usually uses whether the goods are delivered properly as the standard when transferring the payment to the seller. If the seller’s effective tracking rate is low, its exposure on the Wish platform will be greatly reduced.