How professionals sell on Avito. Advice from experienced marketers

“Technically, everything is simple on Avito: you registered, loaded cards, and now you are a new seller”

The blocking of popular social networks hit the mass market and small businesses the hardest. Entrepreneurs began to dramatically shift activities to new platforms and rebuild sales funnels. My advice: if the purpose of such a “relocation” is only brand promotion, you should take a closer look at domestic social networks. Developers add online store tools there. But initially, users go to social networks for communication, news and entertainment, and shopping is secondary.

But if you need a platform for direct sales, Avito is a rational choice. Every second small and medium-sized business in Russia sells here. People go to Avito not to chat or post vacation photos. They are looking for goods and services. Such services are well-established ecosystems where retailers can easily present the assortment, and customers can buy without thinking about the intricacies of payment and delivery. And not everyone needs something specific: some simply flip through Avito's smart feed in search of something to please themselves.

To learn more

Technically, everything is simple on Avito: you have registered, uploaded cards, and now you are a new seller. But in order to attract buyers, you need to be well versed in the features of the platform. Training will take time, which sometimes a busy entrepreneur does not have. In addition, some business owners are simply not ready to take on promotion tasks. If you do not feel confident, especially at the start, you should resort to the help of "avitologists".

These are specialists who will help you decorate the store and take photos for cards, advise what to indicate in the product description, select a tariff and build communication with customers. Also, the expert will suggest competitive niches in your region, will take over the analytics of the effectiveness of advertising campaigns. Fewer mistakes means fewer financial losses.

“Every third person in Russia knows how to place an ad on Avito”

One of our clients was selling gift sets of skewers. He tried to work professionally in social networks, but he himself failed to figure it out. I hired a targetologist - sales were also not encouraging. From 5 thousand rubles for advertising, the revenue was about 10 thousand. “Having moved” to Avito, the entrepreneur spent a little more on promotion - 7 thousand, but received 50 thousand rubles in revenue.

Become a seller

Starting a business here is easier than on social networks: every third resident of Russia knows how to place an ad. Every month Avito is visited by over 50 millionTASS users. Many beginners are intimidated by the competition. The fears are partly justified: there is no category on Avito where you do not have to compete with other offers. But there is enough customer service in a multi-million audience, and demand is actively growing - in March, against the backdrop of hype, this figure increased by 53%. Sales statistics are also not far behind: the increase by February 2022 was 63%. In some categories, the numbers are even more attractive. For example, in the fashion segment, demand grew by 62% and sales by 81%; interest in spare parts increased by 60%, and sales in this niche doubled.

Here are some more tips:

• Present the benefits. Describe them at the beginning of the text or highlight them with emoji.
• Be concise. Do not add information about your entire range to the product description.
• Don't forget SEO. Include popular keywords in the title.
• Develop a signature style of communication. This will help increase conversions.
• Use emoji in correspondence, but only if it is appropriate. When we talk on the phone and smile, it is immediately felt. The chat should also have emotions.
• Don't get carried away by other people's work. Avito buyers and algorithms trust live photos more than stock images.
• Take good product photos. It is not necessary to look for a professional photographer. Live footage will be obtained on a smartphone.
• Don't limit yourself to one frame. Show key features in the main photo and highlight the flaws (if any) in the next.

“One of our clients on the eve of March 8 received 600 applications a day. Operators did not have time to process them "

Back in 2020, many people asked: “Is Avito really for business? Used goods are there. Now people understand that this is a serious platform for sales. For example, in the category of building materials, the number of professional players reaches 70% - for a C2C service (which Avito is), this is a high figure.

To assess the situation in your niche, just look at the search queries. Drive in a product into the search, select 15–20 ads and monitor demand. Evening statistics are important: if, on average, products in your category received 9-13 views per day, the demand is significant.

Since April, a new analytics function has been available on the service. Now sellers can receive information about the number of requests per month. If there are only 200 offers out of 3,000 contact requests, that's almost 15 leads per ad. This means that there is a free “piece of the pie” on the site.

To draw attention to your store, use Avito tariffs. For example, with “Maximum” branding is available: you can design your own mini-site with goods or services right on the site on your own, without developers and designers. Specify contact information, work schedule and payment methods, make desktop and mobile versions (Avito will help with this as well), set a beautiful and simple link address for the store. This is a good alternative to a full-fledged site also because a new resource without reviews and rating in a search engine causes less confidence among buyers. Avito is a well-known platform, there is more trust in it.

By the way, about search engines. There is a chance that a popular SEO-optimized store will be in the top of Yandex search results. If you work with the keys correctly, you can catch a large number of views without paid promotion. For example, our clients fall into the sixth or eighth positions of the search.

Time-limited promotions work well on Avito, they can significantly increase conversion. When the price drops, the ad gets a red arrow mark, which highlights the card in the search results. And the user who added such a product to favorites receives two notifications about the new price: in the application and in the mail. So you can easily remind thousands of customers about yourself. If you plan to raise the cost of goods, you should warn buyers about this. Phrases like "While we keep prices - hurry!" followed by an increase in the price tag brings bursts of calls and chats from those who have added your offer to favorites.

Try to respond to customers as quickly as possible. The speed here can affect the position of your ads in SERPs. And the average response time in the chat is seen by a potential buyer. Everything in the product can suit him, but the deal will not happen because of the offensive signature “The seller answers within 2 hours.”

Another important point is the timing of the announcements. We observe standard peaks of buyer views in the following periods:

• from 10:00 to 11:00 - over a cup of coffee at work;
• from 12:30 to 14:30 - during the lunch break;
• from 16:00 to 17:00 - at the end of the working day, when you want to "reward" yourself with a pleasant purchase;
• After dinner, from 19:00 to 20:30.

But in different categories there are nuances. For example, peak views of gaming computers are from 21:00 to 1:00. In this case, the store’s work schedule should be adjusted to the night hours, because they account for a flurry of messages: you can receive up to 20 requests in 2 hours.