Wildberries cards cropped to the 3:4 portrait rule

The Wildberries card rulebook, in one preset

Wildberries is the largest CIS-region marketplace by gross merchandise value and monthly active users, with well over thirty million buyers a month and a catalog that reaches Russia, Belarus, Kazakhstan, Armenia, Uzbekistan, Kyrgyzstan, and Georgia through a unified seller portal at seller.wildberries.ru. The photo rulebook WB Partners moderators enforce is narrower than most sellers arriving from Amazon or Shopify expect. Aspect ratio is the single most load-bearing constraint: every card must be 3:4 portrait, and a square or landscape shot never clears the moderation queue. The canonical target is 900 by 1200 pixels with a 700 by 900 floor, a 10 MB file ceiling, JPEG or PNG or WEBP, JPEG quality at or above sixty-five percent, and between one and thirty images per listing. The preset locks the canvas, the aspect, the background, and the quality gate in one pass, so a card that leaves the editor is a card that reaches the live listing without a rejected-queue round-trip.

Category rules diverge sharply from the generic white-background assumption. For apparel the main image must be on-model or on a mannequin — flat-lay is only acceptable as a secondary — and the background behind the model stays neutral white or light studio gray. Footwear requires multiple angles covering front, side, sole, and material detail. Accessories carry a deliberately relaxed rule where the product needs fill only ten percent of the frame, since jewelry, small leather goods, and phone accessories read small inside a 3:4 portrait. Electronics, home, beauty, and grocery follow the standard eighty-percent fill rule on a clean white or near-white background. The prohibited list is long and strictly enforced: no text overlays, no discount banners, no size charts on the main image, no brand or store logos, no price tags, no watermarks, no third-party objects, and no competing marketplace wordmarks. Image quality is a documented ranking signal inside WB search, so a clean card is not just a moderation pass — it is a discovery lever.

Why a clean Wildberries card wins the search surface

The main image on a WB card feeds the search-results grid, the category browse surface, the recommended-for-you block, and the app home rail — four places where a drifting gray, a stray watermark, or a non-3:4 crop quietly costs click-through and search rank. Sellers who standardize on a single 900x1200 portrait preset across every SKU report fewer moderation bounces, tighter brand consistency across the thirty-slot card set, and a measurable lift on refreshed listings heading into seasonal peaks. Save the infographics, the context shots, and the on-location stories for the secondary slots where WB rewards richer content, and keep the hero slot clean.