Marketplace manager: what they do and how to learn the profession
A marketplace manager runs product sales on Wildberries, Ozon, and other platforms: creates product cards, sets up ads, works with external traffic, and analyzes results. Here is what you need to know and be able to do to get started.
Training to become a marketplace manager starts with understanding what the job looks like in practice. This specialist is responsible for a brand’s or seller’s sales on marketplaces — from product cards to traffic and order analytics.
Who is a marketplace manager
A marketplace manager is a specialist who manages product presence on trading platforms. They make sure the product is properly listed, ranks well in marketplace search, gets traffic, and sells. In short, this is the person responsible for sales on Wildberries, Ozon, Kaspi, and other marketplaces.
The profession is in demand because almost every brand and manufacturer is entering marketplaces today, but not everyone has the time or knowledge to run them alone.
What a marketplace manager should be able to do
A marketplace manager’s work covers several areas. Here are the core skills to master.
Product card design
Photos, infographics, descriptions, and keywords for marketplace search.
Internal marketplace advertising
Promotion in marketplace search and bid management.
External traffic
Bringing buyers from social media, influencers, QR codes, and ads outside the platform.
Sales analytics
Understanding which products and channels deliver results, working with numbers.
Reviews management
Responding to reviews and protecting the card’s reputation.
Unit economics
Calculating margins, commissions, and ad spend.
External traffic: the skill that sets strong managers apart
Many marketplace managers only know how to work with internal platform ads. A strong specialist can also bring buyers from outside — social media, influencers, QR codes, and newsletters. That is external traffic, and it is often cheaper than internal ads.
The main challenge with external traffic is knowing what worked. If you simply give an influencer a product link, you will not know how many people clicked or how many bought. That is why managers use tools for click tracking and analytics.
For example, Mobzio creates deep links — tracked links that show how many clicks and orders each source brought. The manager gives each influencer or channel their own link and sees which ads pay off and which do not. That turns external traffic from guesswork into a managed sales channel.
How to track external traffic to marketplaces →Where to start marketplace manager training
You can learn the profession on your own or through courses. The basic path: study how product cards and marketplace search work, learn internal and external advertising, and learn to read analytics. Practice is best started on a real or test product — theory without practice does not work in this field.
External traffic and analytics are easiest to learn on a real tool: create several deep links, tag different channels, and see how click stats are counted. That way the skill sticks faster than with theory alone.
Tools a marketplace manager uses
Marketplace analytics
Internal dashboards of WB, Ozon, and other marketplaces.
Market analytics
Market and competitor analytics services.
External traffic and deep links
Mobzio — deep links, short links, QR codes with stats, click and order tracking.
Reviews tools
Services for review replies and reputation control.
Content and infographics
Tools for photos, infographics, and product card copy.
How to measure external traffic conversions: a step-by-step guide
Bringing traffic to a marketplace is only half the job. A strong manager measures which source brought real orders, not just clicks. Let’s break down how to set this up in practice.
What you need
- Tagged links for each traffic source (blogger, channel, ads)
- A tool that connects a link click to a marketplace order
- Access to the marketplace order analytics
How it works step by step
- Create a separate link for each placement — one for a blogger, one for an ad post, one for an email blast.
- Share the links across channels. Every visit is now tagged by source.
- When a buyer places an order, the system ties it to the link they came from.
- The report shows visits and orders per source. Not clicks — money.
What you get
You stop paying bloggers blindly. You see which placement paid off and which burned budget. Ads stop being guesswork and become a managed channel.
In practice teams use external-traffic analytics tools — for example Mobzio, which connects clicks to orders on Wildberries, Ozon and Kaspi via official integrations. Managers don’t need to reconcile Excel reports by hand.
How to track conversions from ads →Try an external traffic tool
If you are learning external traffic for marketplaces, try Mobzio. Create deep links for different channels and see how click and order analytics work. Basic features are available for free — a good way to lock in the skill in practice.
Try Mobzio