Last year, it managed to increase its sales outside of Russia by 95 percent to over 261 million euros. The company was founded by Tatyana Bakalchuk in 2004 while she was on maternity leave. It was a fruitful year for Wildberries, which launched its online store in Germany in January, and also launched in France, Italy, and Spain only one month later. Many online stores opened in Europe this year We are open to expanding cooperation with American entrepreneurs, including small and medium-sized businesses, whose products are already represented in many Wildberries markets”, said Vyacheslav Ivaschenko, Development Director at the Russian ecommerce company. “The online platform brings together entrepreneurs and retailers from different countries, such as Russia, Germany, France, Poland, and many others. Wildberries features all kinds of products, from clothing and beauty products to consumer electronics and books. You can even buy coffee!", She exclaims, claiming to make purchases like this up to twice a week and thus escape the time wasted in stores.Consumers from the US can now buy over 5.5 million items from more than 40,000 brands through the separate online store us. or through the mobile app. "What is very practical is that you can order everything in one place. Lioudmila, a 36-year-old client, seems on the same page, coming out of a pick-up point near her work, her arms loaded with cleaning products and toys. "We had a one month old baby, I wanted to start working again, not to feel like a mother alone," said this very discreet businesswoman in an interview in 2018. Once an English teacher, this self-made woman mother of four started the group during maternity leave, frustrated by the difficulty of reconciling her ambitions and the logistics of running a home. The richest woman in Russia according to Forbes, with 12.6 billion dollars, began by ordering products from the "3 Suisses" and Otto catalogs for resale in Russia. In the Russian e-commerce landscape, Wildberries stands out with its purple logo, its clientele made up of 70% women and its boss, the founder Tatiana Bakaltchouk. It will be interesting both for Europeans and for emigrants from Russia," said Mr Ivashchenko. "We offer both major international brands and Russian brands. In Europe, it takes another week and is done in collection points or at home, the cabins being available for the time being only in the post-Soviet space.īut the products are the same: specializing in mid-range clothing, the site's assortment also covers cosmetics, household appliances and sex toys. In Moscow, delivery takes place in 1 or 2 days thanks to a close network of warehouses. We are now in 13 countries and intend to continue" this expansion, Vyacheslav Ivachtchenko, director of development, told AFP at his premises. "The customer will receive a quality product at an affordable price and fairly quickly. Rarely, the success of Wildberries in the countries of the former USSR took him to Western Europe (Germany, Poland, Italy, France, Spain. In 2020, Ozon, competitor of Wildberries, has also managed a brilliant IPO on Wall Street, raising more than a billion dollars. The market is still fragmented, with many players and a low penetration of the population, which suggests a boom still to come in this huge country with many isolated areas and no commercial offer. In an otherwise sluggish economy, the growth of online commerce is the exception. In 2020, they increased by 74% over one year to $ 6 billion, boosted by the pandemic, or about 1.6 million products per day. Today, the group is the first in Russia in terms of total sales. "I haven't decided what to keep yet," said the dark-haired young woman, "I'm ordering here not only for myself but for my husband and children, we come to try the business all together."Īt this site in Moscow's Taganka district, Wildberries customers - but mostly customers - try or review their purchases online, leaving whatever does not suit them without having to explain, a system that has contributed to the overwhelming success of the company since its creation in 2004.Īnother innovative idea to overcome the mistrust of Russians accustomed to scams of all kinds: you pay at the reception.Ī practice, however, suspended in 2020 to reduce physical contact in times of pandemic and replaced by online payment. This 42-year-old housewife is not in a clothing store, but in a collection point with changing rooms, an idea that made the success of Russian e-commerce giant Wildberries, which is coming to Europe. Kristina shows a code on her phone, disappears behind purple curtains, before coming out wearing a little black dress which she examines attentively in the mirror.
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