Avito Seller Service Quality

2024: Being able to see the numerical value of your reputation

Avito has updated the reputation system "Quality of Service," launched in test mode at the end of 2023. Now users will see not only the color category in which the system has defined them, but also the numerical value of their reputation - from 0 to 100. Also, based on feedback from the test group, parameters and evaluation formula were refined. The next step is to completely roll out the repsystem to all sellers on Avito. The company announced this on April 2, 2024.

The reputation system is designed to motivate users to improve the quality of service and provide the most reliable information on ads. In test mode, the system began working in September 2023. Since launch, Avito specialists have been collecting feedback from the test group members and refining the mechanics to make the system as fair and transparent as possible.

The main change was the replacement of "color" indicators with "numerical." Now users can see the exact value of the service quality assessment, and instead of three levels (green, yellow, red) there will be two - green and red. Users with a high level of service quality can get additional advantages - the digital badge "Reliable Seller" (in Goods) or "Reliable Partner" (in Auto), their ads will be shown more often in recommendations and higher in search results. Avito's research shows that users with the "Trusted Seller" tag in the Products receive 10% more contacts per listing view and 7% more contacts per listing than all other sellers.

The assessment of the service level is influenced by the relevance of the announcement, the correctness of the price and parameters, the quality of the goods, the presence of takes, the transfer of goods to delivery, answers in chats and calls. At the same time, it was decided to exclude such parameters as the speed of responses in the chat and the speed of shipment of goods, since they were considered not optimal for assessing the quality of interaction with private sellers. The indicator is regularly updated. The calculation uses data from the last 30 days when the profile had active listings. Each criterion is assessed on a 100-point scale, and the overall level of service is set according to the lowest indicator.

As of April 2024, the updated service quality assessment system was launched in the verticals "Goods" and "Auto." If the user puts an announcement in both at once, then he will receive an overall rating, which will be determined by the smallest value of the parameter. If the user is in the red zone, the restrictions will affect only ads in the vertical in which the person did not reach the parameters of the service, and incentives will not be available in both.

In the profile settings, users can see their assessment for each parameter, as well as receive recommendations for improving the level of service. The rating is still visible only to the seller and is not available to other platform users. As of April 2024, the Quality of Service system is included in 25% of active platform sellers. By the end of 2024, it is planned to scale it to all Avito users.

Шаблон:Quote 'author = said Natalia Yumatova, Product Director, Trust and Security Department.

According to Avito, the overall level of service of sellers whose profiles included a reputation system increased markedly during the test run. So the number of users with a "green" reputation increased by 16%, and with a "red" on the contrary decreased by 18%.

2023: Launch of the Seller Service Quality System

Avito launched the Seller Service Quality system on November 10, 2023. Depending on how conscientiously the user behaves on the platform, his profile is in the green, yellow or red zone. The goal of the project is to encourage bona fide sellers and encourage them to improve the quality and speed of interaction with buyers.

{{quote 'author = said Andrey Rybintsev, Avito Data Director. | It is important for us that conscientious sellers and buyers find each other on Avito. We have been developing an anti-fraud system for many years, restricting access to the platform for violators. We create collaborations with other large brands - for example, we introduced verification through bank IDs. We are developing a rating and feedback system. We have now implemented another tool to maximize the transparency of transactions on the platform - now finding an honest seller will be even easier.}}

The seller scoring system "Quality of Service" is still working on Avito in test mode. For November 2023, the company collects feedback from sellers and makes the necessary adjustments to the system. It is included in all product categories, primarily for professional sellers and sellers with the most listings. The system covers more than 25% of sellers on the site, the full "rollout" will be carried out according to plans in early 2024 - after all user comments are taken into account.

Avito divides sellers into three groups depending on the level of service quality:

• Green - users with the highest level of service who receive some advantages, for example, priority in search results.
• Yellow - for users with slight shortcomings in the service. There are no advantages at this level, but there are no restrictions either.
• Red is a level for users with significant shortcomings in the service. Ads from such sellers will be dropped in search results.

What affects the level:

• Relevance and reliability of ads, compliance with Avito rules.
• Courtesy in communicating with customers, frequency and speed of responses to messages and calls.
• Avito Delivery shipping speed, percentage of orders paid and orders actually sent.
• There are flags about confirming profile data by document or otherwise.

Шаблон:Quote 'author = noted Sergey Pavlin, Head of Avito User Reputation.

As noted in the company, at the testing stage, the assessment of the quality of the service is visible only to the sellers themselves and is not available to other users, unlike the rating and reviews.