Cost and financial accounting for WB and Ozon in Google Sheets

Why "eyeballing" profit is a time bomb under your business

Many sellers start simple: they buy a batch, set a price, and glance at the Wildberries or Ozon report once a week. It seems like there's margin — money is coming in, after all. But once you calculate more precisely, it turns out that after commission, logistics, storage, advertising, and taxes, there's almost nothing left of that "profit." And sometimes it's even negative.

The problem is that the marketplace doesn't show you your cost of goods — it doesn't know how much you paid the supplier, for packaging, or for delivery to the warehouse. It only shows its own deductions. If you haven't consolidated this data into a single table, you're not seeing the real picture.

Pricing mistakes eat away at margin unnoticed: a 5% discount "for a promotion," a higher commission for the category, logistics that got more expensive due to dimensions — and suddenly the product is selling at a loss. To avoid this, you need financial accounting that calculates automatically, not in your head.

What exactly can be automated

Manual order tracking on marketplaces means dozens of operations a day: exporting reports, matching SKUs, calculating commissions, deducting returns, allocating advertising expenses. All of this can be automated in Google Sheets if you build the structure correctly.

Here are the specific steps that stop being a routine:

• Importing orders and returns. You import the report from your WB or Ozon seller account (CSV/Excel) and paste it onto a separate sheet. Formulas automatically pull the data into the master log.
• Automatic commission calculation. A commission percentage by category is set for each SKU — the table calculates the deduction for each order on its own.
• Logistics and storage tracking. Rates depend on dimensions and warehouse. You set them once, and the table applies them to every row.
• Cost of goods by SKU. You enter the purchase price, packaging, and delivery to the warehouse — and the cost is automatically pulled into each order.
• Taxes and advertising. The tax percentage (USN, patent, NPD) and the share of advertising expenses are allocated to each SKU so that the margin is honest.
• Profit dashboard. A summary by day, week, SKU, and channel: revenue, all deductions, net profit, profitability.

All of this can be implemented in Google Sheets without programming — using formulas and pivot tables. If you don't want to build the system from scratch, there are ready-made solutions: for example, an order and profit tracking spreadsheet system for WB and Ozon with pre-configured formulas, an order log, and a dashboard.

The solution step by step — how it works

A good financial accounting system for marketplaces is built on the principle of "set it up once — then just enter data." Let's break down the logic using Google Sheets as an example.

Step 1. SKU reference table. A separate sheet where each product lists: purchase price, packaging, delivery to the warehouse, commission percentage, dimensions, tax rate. This is the base from which all orders are calculated.

Step 2. Order log. Data from WB and Ozon reports goes here. Each row is an order: date, SKU, sale price, quantity, status (sold/return). Formulas using `VLOOKUP` or `INDEX/MATCH` pull the cost and commission from the reference table.

Step 3. Deduction calculation. For each row, the following are calculated: marketplace commission, logistics, storage, acquiring, penalties. If a product is returned, logistics and commission are recalculated according to the platform's rules.

Step 4. Allocation of advertising and taxes. Total advertising expenses are divided proportionally to revenue or orders. Tax is calculated from revenue or profit — depending on the tax regime.

Step 5. Summary report. Net profit for each order, SKU, week, and channel. Separately — profitability as a percentage, so you can see which products are dragging the business down.

Step 6. "What if" scenarios. You change the price, commission, or cost — and immediately see how it will affect profit. This helps you make decisions about promotions and purchases before they become unprofitable.

This structure is implemented in a ready-made Google Sheets system for financial accounting and costing on Wildberries and Ozon: it already has an order log, automatic calculation of commissions, logistics, taxes, advertising, and a dashboard.

What the business gets

When accounting is consolidated into a single system, not only does the speed of calculations change, but so does the quality of decisions.

• You see the real margin for each SKU. You stop guessing which product is profitable and which one only generates turnover.
• Prices become justified. You know the minimum price below which a sale goes into the negative, and you can participate in promotions without risk.
• Returns stop being a surprise. Their impact on profit is visible immediately, not a month later in a report.
• Taxes and advertising are accounted for. You don't spend money that you already owe to the government or for promotion.
• Time savings. Instead of manually consolidating reports in Excel — data entry and automatic recalculation.

For many sellers, the first step is not buying a complex ERP, but a simple spreadsheet that calculates unit economics. If you're just starting out, there's a free SKU profit calculation spreadsheet system for Wildberries, Ozon, and Yandex.Market — it will help you understand the logic of the calculations and see where margin is being lost.

Where to start

1. Gather cost data. Pull up purchase prices, packaging, and delivery-to-warehouse expenses for each SKU. Without this, accurate accounting is impossible.

2. Export reports for the last month. From WB and Ozon — orders, returns, deductions. This is the basis for the first calculation.

3. Choose a format. You can build the spreadsheet yourself or take a ready-made system so you don't waste time on formulas and logic checks.

4. Set up the reference table and log. Enter commissions, taxes, and logistics rates. Once.

5. Calculate margin by SKU. Find products with negative or low margin — these are the first candidates for a price review or for dropping the purchase.

6. Make it a routine. Once a week you update the data, once a month you review the profit summary and adjust your strategy.

If you don't want to build everything manually, check out all Business solutions — there are ready-made spreadsheets and systems for accounting, sales, and analytics on marketplaces.

Conclusion

Financial accounting for WB and Ozon in Google Sheets isn't about complex formulas for the sake of formulas. It's about seeing real profit, not an illusion. Cost of goods, commissions, logistics, taxes, and advertising must all come together in one table, otherwise the price will be wrong and the margin will be eaten away.

Start simple: calculate the unit economics for at least your top SKUs. And if you want to get a working system right away with an order log, dashboard, and "what if" scenarios, take a look at the ready-made order and profit tracking spreadsheet system for WB and Ozon — it can be implemented faster than building everything from scratch.