Russia’s Wildberries Makes Its African Debut in Ethiopia’s E-Commerce Push

Mintesinot Nigussie

Wildberries, a Russian e-commerce marketplace, has made its African debut in Ethiopia as it seeks to tap into one of the continent’s fastest-growing consumer and producer markets. The company formally launched its Ethiopian operations at the Hyatt Regency Addis Ababa on Wednesday, becoming the 11th country of operation and its first in Africa.

The platform will allow Ethiopian businesses to register and sell products directly to international buyers, with an initial focus on coffee, textiles, leather goods and natural cosmetics. The move is intended to help local producers access wider export markets through integrated logistics and digital sales infrastructure.

Yidnekachew Worku, State Minister of Trade and Regional Integration, said the entry of Wildberries aligns with Ethiopia’s broader strategy to expand digital commerce and strengthen export competitiveness. “The arrival of Wildberries marks a new chapter for Ethiopia, a country undergoing significant economic transformation. E-commerce is therefore a national priority.”

Anastasia Deriglazova, counsellor at the Russian Embassy in Ethiopia, said the platform’s launch reflects growing trade and investment ties between Addis Ababa and Moscow. Wildberries Ethiopia country manager Biruk Genene said the platform aims to connect Ethiopian producers to global consumers while leveraging the country’s demographic scale and rising digital adoption.

The company said its partnership with Ethio Post will support logistics and cross-border delivery between Ethiopia and Russia. In the next phase, Wildberries plans to extend its model to enable domestic online sales within Ethiopia.

Businesses in e-commerce, logistics, and export sectors are expected to benefit from the new platform as it opens additional channels for Ethiopian products on the global market.

Overall, the launch of Wildberries in Ethiopia marks a significant milestone in the country’s digital commerce push and strengthens cross-border trade ties with Russia.