E-commerce Platform Wildberries Expands Into the UAE

Wildberries, a major Eurasian e-commerce platform, has officially launched in the United Arab Emirates, adding the Gulf state to its list of operational markets that includes Russia, Armenia, Belarus, Georgia, Kazakhstan, Kyrgyzstan, Tajikistan, Uzbekistan, and partnerships with China-based sellers.

The UAE entry enables local merchants to join a network of over one million registered sellers—85% of whom are small or medium-sized enterprises. Wildberries currently offers over 8 million products on its platform and is seeking to expand UAE-based offerings, particularly in high-demand categories such as smartphones and consumer electronics.

To support international transactions, Wildberries has introduced an automated customs duty calculator for transparency, displaying import fees alongside product prices. Delivery from the UAE to international markets is expected to begin from six days, depending on availability and customs clearance.

Wildberries has also expanded access to its merchant analytics tool, Jam, in Kazakhstan. The subscription-based service provides sales insights, audience data, product trends, and seasonal analytics. Powered by AI, Jam can also auto-generate product descriptions and imagery, including virtual models for fashion items.

Founded in Russia in 2004, Wildberries now serves over 79 million customers and processes more than 20 million orders daily. Its logistics network includes 130 distribution centres and 70,000 pickup points across its operating regions.

The UAE expansion marks a strategic entry point into the Gulf region, giving local sellers direct access to Wildberries' extensive Eurasian customer base.