Repricing is the automatic adjustment of product prices based on competitor prices. For marketplace sellers, it is a critically important tool: those who respond faster to price changes get more sales. But there is a problem — marketplaces block mass price scraping if they detect automated requests from a single IP address.
In this article, we will discuss how to set up automatic competitor price monitoring on Wildberries, Ozon, and Avito via proxies to avoid blocks and receive up-to-date data 24/7. This guide is suitable for sellers managing a catalog of 50 or more products who do not want to spend time manually checking prices.
What is repricing and why is it needed by sellers
Repricing is the automatic management of prices based on competitor data. Imagine a situation: you sell wireless headphones on Wildberries for 2,990 rubles. A competitor lowers the price to 2,790 rubles — and all the traffic goes to them because buyers sort products by ascending price. You find out about this after a few hours, when sales have already dropped.
The repricing system solves this problem: it checks competitor prices every 15-30 minutes and automatically adjusts your prices according to set rules. For example, you can set a rule: "My price should be 50 rubles lower than the minimum price of competitors, but not lower than 2,500 rubles (my minimum margin)."
Real case: An electronics seller on Ozon implemented repricing for 150 products. In the first month, the conversion to sales increased by 34% because the system responded to competitor price changes within 20 minutes, rather than several hours. Meanwhile, the average margin decreased by only 3% because the repricing rules accounted for the minimum acceptable price.
The main advantages of repricing automation are:
- Time savings: no need to manually check prices for 50-200 products several times a day
- Quick response: the system changes prices within 15-30 minutes after competitors change theirs
- Margin protection: you set a minimum price that the system will not go below
- Increased sales: your products are more likely to appear at the top of the search results when sorted by price
- 24/7 operation: the system monitors prices even at night and on weekends
But for repricing to work, you need to solve a technical problem: how to collect data on competitor prices without being blocked by marketplaces. This is where proxies come in.
Why marketplaces block automatic price scraping
Marketplaces protect their data from mass scraping for several reasons. First, it creates a load on the servers — if thousands of sellers scrape prices every 10 minutes, that’s millions of additional requests per day. Second, marketplaces want you to use their official APIs (often paid) instead of scraping HTML pages.
How marketplaces detect automatic scraping:
| Detection Method | How it works | How to bypass |
|---|---|---|
| Request Frequency | If 100+ requests per minute come from one IP — it’s clearly a bot | Proxy rotation + delays between requests |
| User-Agent | Scrapers often use standard User-Agent libraries | Rotation of real browser User-Agents |
| JavaScript Checks | The site checks if JavaScript is executed (bots often do not support it) | Use headless browsers (Puppeteer, Selenium) |
| IP Fingerprinting | Blocking known data center IPs | Residential proxies with IPs of real users |
| Captcha | If a bot is suspected, a captcha is displayed | Reduce request frequency + quality proxies |
Wildberries and Ozon use a combination of these methods. For example, Wildberries is particularly strict about scraping: if you send more than 60 requests per minute from one IP, you will receive a temporary block for 1-2 hours. Ozon uses a more complex system — they analyze behavior: how quickly you scroll the page, whether you move the mouse, how much time you spend on the page.
Important: Attempting to scrape Wildberries or Ozon without proxies will result in your IP being blocked within 10-30 minutes. If you are using home or office internet, this will block access to all your seller accounts from that IP. Therefore, proxies are not an option but a mandatory requirement for repricing.
How repricing works via proxies: process diagram
The automatic repricing system consists of several components that work together. Let’s break down the complete process from data collection to price changes:
Step 1: Collecting competitor data (scraping)
The repricing service sends requests to the marketplace via proxy servers to obtain current competitor prices. For each of your products, the system knows the list of competitors (usually 5-15 products with similar characteristics).
Frequency: every 15-30 minutes for active products, every 2-4 hours for others.
Step 2: Data analysis and rule application
The system analyzes the collected prices and applies your repricing rules. For example: "If the minimum price of a competitor is 2,500 rubles, set my price to 2,450 rubles (50 rubles lower), but not lower than 2,200 rubles (minimum acceptable price)."
Types of rules: fixed difference, percentage difference, rounding to nice numbers (e.g., 2,490 instead of 2,487).
Step 3: Changing prices via the marketplace API
If the system determines that the price needs to be changed, it sends a request to the marketplace API (Wildberries API, Ozon Seller API) with the new price. Most marketplaces apply the new price within 5-15 minutes.
Important: To change prices, you need the API key from your seller account. This is safe — the service does not gain access to withdraw funds, only to manage prices.
Step 4: Logging and reporting
The system keeps a history of all price changes: when, by how much, and why (due to which competitor). This allows you to analyze the effectiveness of the repricing strategy and adjust the rules.
The key role of proxies in this scheme is at the first step, during the scraping of competitor prices. Without proxies, the system will not be able to collect data because the marketplace will block the IP after several dozen requests. Quality residential proxies allow simulating requests from real users in different cities, making scraping undetectable by protection systems.
Which proxies to choose for repricing: comparison of types
Not all types of proxies are suitable for repricing. Let’s discuss three main types and determine which is best for monitoring prices on marketplaces.
| Proxy Type | Speed | Risk of Blocking | Cost | Recommendation |
|---|---|---|---|---|
| Data Center | Very high (10-50 ms) | High | Low | Not suitable for WB/Ozon |
| Residential | Medium (100-500 ms) | Low | Medium | Optimal choice |
| Mobile | Medium (150-600 ms) | Very low | High | For complex cases |
Data Center Proxies: Why They Are Not Suitable
Data center proxies are IP addresses of servers in data centers (Hetzner, OVH, Amazon AWS). They are very fast and cheap, but marketplaces easily identify them. Wildberries and Ozon maintain databases of data center IP addresses and automatically block requests from them or show captchas.
When to use: Only for scraping marketplaces with weak protection (e.g., some regional platforms) or for working through official APIs where the type of IP does not matter.
Residential Proxies: Optimal Choice for Repricing
Residential proxies are IP addresses of real home users who provide their internet connection for a reward. For the marketplace, such requests look like ordinary users browsing products.
Advantages for repricing:
- Low risk of blocking: IPs look like ordinary buyers
- Geographic targeting: you can choose a city (important for Avito, where prices vary by region)
- Large pool of IPs: you can rotate thousands of addresses
- Acceptable speed: 100-500 ms is sufficient for price scraping
Recommendation: For repricing on Wildberries, Ozon, Yandex.Market, use residential proxies with rotation every 5-10 minutes. This is the optimal balance of price and reliability.
Mobile Proxies: For Maximum Protection
Mobile proxies are IP addresses of mobile operators (MTS, Beeline, Megafon). They are even more "clean" for marketplaces because millions of real buyers use mobile internet for purchases.
When to use: If you are scraping very large volumes (1,000+ products) or have already encountered blocks when using residential proxies. Mobile proxies are also useful for scraping marketplace mobile applications, where protection may differ from the web version.
Downside: High cost — 3-5 times more expensive than residential ones. For most sellers, this is excessive; residential proxies are sufficient.
Repricing Automation Services: Overview of Solutions
There are two approaches to repricing automation: using a ready-made SaaS service or building your own solution. For 90% of sellers, the first option is optimal — ready-made services are already configured, have built-in proxy support, and do not require technical knowledge.
Popular Repricing Services for Russian Marketplaces
| Service | Marketplaces | Proxies | Features |
|---|---|---|---|
| Repricer.ru | WB, Ozon, Yandex.Market | Built-in (included in the tariff) | Simple interface, suitable for beginners |
| Seller Online | WB, Ozon | Built-in | Many additional tools for sellers |
| Mpstats (module) | WB, Ozon | Built-in | Part of a large analytical platform |
| Custom Solution | Any | Needs to be connected separately | Maximum flexibility, requires development |
Most ready-made services already have built-in proxies — this is convenient because you do not need to set up the connection separately. However, this approach has a downside: you use the same proxies as hundreds of other sellers. If the marketplace notices suspicious activity from these IPs, all users of the service may be affected.
Advice for large sellers: If you manage a catalog of 500+ products or work with high-margin products, consider connecting your own proxies to the repricing service (some services support this) or developing your own solution. This will give you full control and minimize risks.
When to Create Your Own Solution
A custom solution for repricing makes sense in the following cases:
- Large Catalog: 1,000+ products, where the cost of ready-made services becomes high
- Specific Rules: you need complex repricing algorithms that ready-made services do not support
- Multiple Marketplaces: you operate on 3-5 platforms, including niche ones
- Integration with Other Systems: you need to link repricing with your accounting system or ERP
For your own solution, you will need a developer (Python or Node.js), a pool of proxies, and a server to run scripts. The development cost starts from 150,000 rubles, but for large businesses, this pays off in 3-6 months.
Setting up repricing for Wildberries: step-by-step guide
Let’s discuss setting up repricing using the Repricer.ru service (one of the most popular for Wildberries). The process is similar for other services, only the interfaces differ.
Step 1: Connecting to the Wildberries API
First, you need to obtain an API key in your Wildberries seller account:
- Log in to your seller account at
seller.wildberries.ru - Go to the Settings → API Access section
- Create a new token with the rights "Manage Prices" (do not grant withdrawal rights!)
- Copy the token — it is shown only once
- In the repricing service, paste this token into the Wildberries connection field
After connecting, the service will automatically load the list of all your products from Wildberries. This may take 5-10 minutes if you have a large catalog.
Step 2: Selecting Competitors for Each Product
This is the most important stage. For each of your products, you need to determine the list of competitors — those sellers whose prices you will be guided by. Most services offer automatic competitor selection based on criteria:
- Similar Name: products with 70%+ word match in the name
- Same Category: products from the same Wildberries category
- Similar Brand: products of the same brand or analogs
- Close Price: products within ±30% of your price
- Similar Rating: products with a close number of reviews and ratings
It is recommended to choose 5-10 competitors per product. If you choose too few (1-2), the system will react too aggressively to changes in their prices. If too many (20+), the system will respond more slowly because there will always be products with very low prices.
Common Mistake: Adding products from Chinese warehouses as competitors (they often cost 2-3 times less). If you work with products from Russian warehouses, compete only with similar ones. Otherwise, the system will constantly lower your price to an unprofitable level, trying to "catch up" with Chinese products.
Step 3: Setting Up Repricing Rules
Now set the rules by which the system will change prices. The main types of rules are:
Rule 1: Minimum Price (price floor)
The price below which the system will never go. It is calculated as cost + marketplace commission + minimum desired margin. For example, if the cost is 1,500 rubles, the WB commission is 15% (225 rubles), and the minimum margin is 300 rubles, then the minimum price = 2,025 rubles.
Rule 2: Maximum Price (price ceiling)
The price above which the system will not rise, even if all competitors raise their prices. Usually, this is the market price + 10-20%. This protects against situations where competitors temporarily raise prices or run out of stock.
Rule 3: Positioning Strategy
How you want to position yourself relative to competitors:
- "Be Cheaper": your price = minimum price of competitors - X rubles (e.g., -50 rubles)
- "Be in the Middle": your price = average price of competitors
- "Be in the Top 3": your price must be among the three lowest
Rule 4: Rounding
Whether to round the price to "nice" values. For example, instead of 2,437 rubles, set 2,490 rubles. Psychologically, prices ending in 90, 99, or 50 work better.
Example setup for the product "Wireless TWS Headphones":
- Minimum price: 2,200 rubles (cost 1,500 + commission 15% + margin 400)
- Maximum price: 3,500 rubles (market price + 20%)
- Strategy: be 50 rubles cheaper than the minimum price of competitors
- Rounding: to 90 (2,490, 2,590, 2,690...)
- Check frequency: every 30 minutes
Step 4: Testing and Monitoring
After setting the rules, run the repricing in test mode for 2-3 days. Most services allow you to enable "monitoring only" mode — the system will show what prices it would set but will not actually change them. This allows you to check that the rules are working correctly.
What to check in test mode:
- Is the price not dropping below the minimum (check products with high competition)
- Is the price changing too often (if the price "jumps" every 30 minutes, increase the interval)
- Are the competitors correctly chosen (it may turn out that the system added unsuitable products)
- Is the rounding working (check several examples of changed prices)
After successful testing, enable automatic mode. For the first 1-2 weeks, check the reports daily to ensure that the system is working as expected.
Setting up repricing for Ozon: platform features
Repricing on Ozon has several important differences from Wildberries, related to the pricing features on the platform.
Feature 1: Price Before and After Discount
On Ozon, the buyer sees two prices: the crossed-out (price before discount) and the final (price after discount). The repricing system should manage the final price because this is the price by which buyers sort products. However, there is a nuance: Ozon requires that the "price before discount" be real — that is, the product must have actually been sold at this price for at least one day in the last 30 days.
Advice: Set up repricing so that it manages the final price (after discount), and set the "price before discount" 20-30% higher. Once a month for one day, set the final price equal to the "price before discount" to meet Ozon's requirements.
Feature 2: "Price Hit" Program and "Ozon Card"
Ozon actively promotes products participating in "Price Hit" promotions (products with maximum discounts) and those that earn increased points on the Ozon Card. These products receive priority in search results. If your competitor participates in such promotions, their product will be shown higher, even if your price is lower.
When setting up repricing, keep this in mind: if you see that a competitor is consistently at the top, check if they are participating in promotions. In this case, simply lowering the price may not help — you may also want to join the promotion.
Feature 3: Commission Depends on Category and Turnover
On Ozon, the commission ranges from 5% to 20% depending on the product category and your monthly turnover. The more you sell, the lower the commission. This is important to consider when calculating the minimum price: if you reach a new turnover level, the commission will decrease, and you can lower prices while remaining profitable.
Set different minimum prices in the repricing system for different products, taking their categories into account. For example, for electronics (commission 8-12%), the minimum price may be lower than for clothing (commission 15-18%).
Example Setup for Ozon
Product: "Fitness Bracelet M5" (category "Electronics", commission 10%)
- Cost: 800 rubles
- Ozon Commission: 10% (will be deducted from the final price)
- Ozon Logistics: 50 rubles per unit
- Desired Margin: at least 250 rubles
Calculation of the minimum price: (800 + 50 + 250) / (1 - 0.10) = 1,222 rubles. Round to 1,290 rubles — this is the minimum price for repricing.
- Minimum final price: 1,290 rubles
- Maximum final price: 1,990 rubles
- Price before discount: 1,790 rubles (30% higher than minimum)
- Strategy: be in the top 3 by price among competitors
- Check frequency: every 20 minutes (on Ozon, prices change more often than on WB)
Repricing on Avito: price monitoring by regions
Avito is a special case for repricing because prices vary significantly by region. For example, the price of an iPhone in Moscow may be 15-20% higher than in the regions due to differences in purchasing power and competition.
Why Proxies Are Needed for Avito
Avito displays ads based on the user's geography. If you access from a Moscow IP, you see Moscow prices. If from an IP in Yekaterinburg — you see Yekaterinburg prices. To correctly monitor competitor prices in different regions, proxies from those regions are needed.
This is especially important if you:
- Sell products with delivery across Russia (need to know prices in each region)
- Post ads in several cities simultaneously
- Work with regional products (e.g., building materials, where logistics greatly affect the price)
Setting Up Geographic Targeting for Proxies
For working with Avito, use residential proxies with the ability to select a city. Most proxy providers allow you to specify the region when connecting. For example, you can set up price scraping through proxies from Moscow, St. Petersburg, Yekaterinburg, Novosibirsk, and Kazan — this will cover the main markets in Russia.
Example setup for the product "iPhone 14 Pro 256GB":
| Region | Average Competitor Price | Your Price |
|---|---|---|
| Moscow | 100,000 rubles | 99,950 rubles |
| St. Petersburg | 98,000 rubles | 97,950 rubles |
| Yekaterinburg | 95,000 rubles | 94,950 rubles |
This setup allows you to monitor prices in different regions effectively and adjust your pricing strategy accordingly.
Repricing Strategies: When to Lower Prices and When Not to
Understanding when to lower prices is crucial for maintaining profitability while remaining competitive. Here are some strategies to consider:
- Monitor Competitor Activity: If a competitor lowers their price, assess whether you can match or beat it without sacrificing your margin.
- Seasonal Adjustments: During peak shopping seasons, consider temporarily lowering prices to attract more customers.
- Inventory Levels: If you have excess inventory, consider lowering prices to clear stock.
- Market Trends: Stay informed about market trends and adjust prices accordingly to remain competitive.
Common Mistakes in Repricing Automation
Avoiding common mistakes can enhance the effectiveness of your repricing strategy. Here are some pitfalls to watch out for:
- Ignoring Competitor Pricing: Failing to regularly monitor competitor prices can lead to missed opportunities.
- Setting Inflexible Rules: Rigid repricing rules can result in lost sales opportunities. Be flexible and adjust rules as needed.
- Neglecting Margin Considerations: Always ensure that repricing strategies consider your desired profit margins.
- Overreacting to Price Changes: Avoid making drastic price changes in response to minor fluctuations in competitor pricing.
Conclusion
Automating repricing through proxies is a powerful strategy for marketplace sellers. By understanding the mechanics of repricing, selecting the right proxies, and avoiding common pitfalls, sellers can enhance their competitiveness and drive sales. Implementing a robust repricing strategy will not only save time but also optimize pricing decisions in a dynamic marketplace environment.