Wildberries is expanding its footprint into the Chinese market, according to an interview with Tatyana Bakalchuk, the company’s president, reported by RBC. Local vendors and manufacturers will begin supplying their products directly to the platform for all regions where Wildberries operates, signaling a strategic shift toward broader regional fulfillment.
In the interview, Bakalchuk stated that the company is now initiating collaborations with manufacturers and sellers in China who will supply goods directly to the site for every country where Wildberries maintains a presence. This move aims to streamline procurement and broaden catalog options for customers across multiple markets.
Experts note that this expansion should not disrupt existing Russian trade. The company emphasizes that Russia remains a priority market, with current operations illustrating that roughly 90 percent of total turnover is generated domestically, while the remaining share comes from international activities. This balance suggests a careful approach to international growth that protects core markets while exploring new opportunities abroad.
Voicing a contrasting viewpoint, Maxim Loginov, a Skolkovo Foundation resident and founder of the first Russian system for legal promotion on JV marketplaces, argues that entry into China could affect Russian self-employed, small and medium-sized sellers who price goods with margins rather than invest in building a branded presence in the Russian Federation. This perspective highlights potential competitive pressures and shifts in the local marketplace ecosystem as Wildberries expands its supply chain to China.
Looking back, the former founder of Wildberries once considered passing the business on to the next generation, reflecting on how leadership and strategy have evolved as the company grows to serve a broader, cross-border audience. The recent developments underscore Wildberries’ ongoing emphasis on supply-chain diversification and market penetration, balanced against the needs and dynamics of its home market and its international partners.