Wildberries (wildberries.ru)
Russia's largest fashion and lifestyle marketplace.
Wildberries at a glance
Wildberries is an e-commerce website and one of the most visited sites in Russia, currently ranked #4 in the country. It was founded in 2004 by Tatiana Bakalchuk (Kim) and is headquartered in Moscow region, Russia. Today Wildberries is owned by RVB LLC (Wildberries), controlled by Tatiana Kim. Our estimates put its audience at ≈ 500 million visits per month. The business earns money mainly through marketplace commissions from third-party sellers, advertising and promoted placements, logistics and fulfilment fees. Its closest rivals include Ozon, Yandex Market, AliExpress Russia, Lamoda.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 470 million / month | +16% |
| Q2 | ≈ 490 million / month | +14% |
| Q3 | ≈ 510 million / month | +18% |
| Q4 | ≈ 540 million / month | +21% |
Traffic sources
- Direct / app58%
- Organic search20%
- Paid search & social12%
- Referral6%
- Other4%
Audience & demographics
- Men30%
- Women70%
- Age 18-2420%
- Age 25-3433%
- Age 35-5435%
- Age 55+12%
Wildberries' audience is strongly weighted toward women shopping for fashion, beauty and household items, with high engagement from regional and small-town Russia thanks to its pickup-point network.
Geographic reach
- Russia88%
- Kazakhstan5%
- Belarus3%
- Other CIS4%
SEO profile
- Organic keywords
- ≈ 3 million
- Estimated organic traffic
- ≈ 140 million visits / month
- Strongest clusters
- Fashion, beauty and home goods product pages
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| wildberries | 1 | Very high | — |
| вайлдберриз | 1 | Very high | — |
| wildberries личный кабинет | 1 | High | — |
Backlink profile
- Referring domains
- ≈ 450,000
- Link profile
- Widely linked from Russian fashion blogs, review sites and coupon aggregators
Top referral sources
- Direct / app60%
- Search engines22%
- Social media10%
- Other8%
Technology stack
Website technologies
Advertising & analytics technologies
Wildberries relies heavily on custom-built logistics software to coordinate its vast pickup-point network, one of the largest last-mile infrastructures in Russia.
Mobile app statistics
- Share of orders via app
- ≈ 75% of transactions
- Cumulative app installs
- ≈ 150 million
Company information
- Website
- wildberries.ru
- Sector
- E-commerce
- Owner
- RVB LLC (Wildberries), controlled by Tatiana Kim
- Owner type
- Privately held company
- Founders
- Tatiana Bakalchuk (Kim)
- Founded
- 2004
- Headquarters
- Moscow region, Russia
- Employees
- ≈ 40,000
- Ownership
- Privately owned, majority controlled by founder Tatiana Kim; merged with Russ Group advertising business in 2024
- Valuation
- ≈ USD 15-17 billion (private valuation estimate)
- Revenue
- ≈ RUB 900 billion annually (GMV-linked group revenue estimate)
- Languages
- Russian, with expansion interfaces in CIS languages
- Top traffic sources
- Direct navigation, mobile app usage, organic search
Ownership, investors & funding history
| Date | Round | Amount | Investors |
|---|---|---|---|
| 2004 | Founded | N/A | Founder |
| 2024 | Merger with Russ Group | N/A | — |
Financials
- GMV
- ≈ RUB 2.5 trillion annually (estimate)
- Group revenue
- ≈ RUB 900 billion / year
Business model & revenue
Wildberries operates a marketplace model built around an extensive network of physical pickup points across Russia and the CIS, generating revenue chiefly through seller commissions, advertising and logistics fees.
- Marketplace commissions from third-party sellers
- Advertising and promoted placements
- Logistics and fulfilment fees
- Pickup-point and returns processing fees
Products & services
Fashion, beauty and lifestyle e-commerce marketplace.
Nationwide network of parcel collection and returns locations.
Promoted listings and advertising platform for sellers.
In-house fulfilment and delivery infrastructure.
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
Seller ecosystem
- Third-party sellers
- ≈ 700,000 active sellers
- Warehouses
- Large fulfilment centres across Russia
International presence
- CIS markets
- Active in Kazakhstan, Belarus, Armenia and Uzbekistan
Employee statistics
Customer statistics
API & developer information
- Seller API
- Public API for catalogue, pricing and order management
Website rankings
- Russia e-commerce traffic
- #1-2
- Overall Russia traffic
- #4
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| Ozon | Comparable scale | — | Wildberries leads in fashion and pickup-point density |
Overview
Wildberries is Russia's largest fashion and lifestyle e-commerce marketplace, distinguished by its enormous network of physical pickup points that make online shopping accessible even in smaller towns.
Traffic Statistics
wildberries.ru attracts an estimated 500 million monthly visits, with high engagement of around nine pages per session as shoppers browse fashion and lifestyle categories.
Traffic Sources
Direct and app traffic account for the majority of visits, supplemented by strong organic search performance for fashion and household product keywords.
Audience & Demographics
Wildberries' audience skews strongly female, with about 70% women shoppers, and draws heavily from regional and small-town Russia due to its pickup-point network.
Geographic Reach
Russia accounts for roughly 88% of traffic, with growing secondary markets in Kazakhstan, Belarus and other CIS countries.
SEO Profile
Wildberries ranks for millions of Russian-language keywords, with the strongest visibility in fashion, beauty and home goods categories.
Technology Stack
Wildberries relies on custom-built logistics and warehouse management software to coordinate one of the largest last-mile pickup networks in Russia.
Social Media Statistics
Wildberries maintains active Telegram and VK channels for promotions, seller updates and customer communication.
Mobile App Statistics
The Wildberries app has surpassed 100 million downloads on Android, with around 75% of orders completed via mobile devices.
Company Information
Founded in 2004, Wildberries is headquartered in the Moscow region and employs approximately 40,000 people.
Ownership & Investors
Wildberries is privately owned, majority controlled by founder Tatiana Kim, and merged its logistics operations with the Russ Group advertising business in 2024.
Financials
Group revenue is estimated at around RUB 900 billion annually, supported by gross merchandise value of roughly RUB 2.5 trillion.
Business Model
Wildberries generates revenue through seller commissions, advertising, logistics fees and its extensive pickup-point and returns infrastructure.
Products & Services
Core offerings include the Wildberries marketplace, its nationwide pickup-point network, WB Advertising for sellers and in-house WB Logistics fulfilment.
Competitors
Key competitors include Ozon, Yandex Market, AliExpress Russia and fashion-focused rival Lamoda.
Company History & Milestones
From its 2004 founding as a clothing catalogue reseller through its 2016 nationwide pickup-point expansion and 2024 merger with Russ Group, Wildberries has grown into Russia's largest marketplace by product breadth.
Latest News
Wildberries continues to expand its logistics footprint following its 2024 merger with the Russ Group advertising business.
User Reviews & Ratings
Wildberries is valued for its convenience and broad fashion selection, though some shoppers report inconsistent third-party seller quality.
Pros & Cons
Pros: extensive pickup-point network, strong fashion catalogue, competitive pricing. Cons: variable seller quality, customer service scaling challenges and disputed seller fine policies.
Key Statistics
≈500 million monthly visits, roughly 50,000 pickup points, and around 700,000 active third-party sellers.
Frequently Asked Questions
Who owns Wildberries? A privately held company majority controlled by founder Tatiana Kim. How are orders delivered? Primarily through its extensive network of pickup points.
Data Sources
Wildberries corporate communications and Similarweb estimates.
Last Updated
September 2026
Related Websites
Ozon, Avito and DNS Shop.
Website Rankings
#4 overall traffic destination in Russia and among the top one or two e-commerce marketplaces nationally.
Revenue & Funding History
Wildberries was founded in 2004 and remained privately funded, merging its logistics and advertising operations with the Russ Group in 2024.
Employee Statistics
Wildberries employs approximately 40,000 people, with the largest teams in logistics, warehouse operations and seller support.
Customer Statistics
Wildberries serves around 60 million monthly active buyers across Russia and the CIS.
Backlink Profile
wildberries.ru has around 450,000 referring domains, widely linked from Russian fashion blogs and coupon aggregators.
Top Organic Keywords
Leading keywords include "wildberries", "вайлдберриз" and "wildberries личный кабинет".
Top Referral Sources
Direct and app traffic dominate, supplemented by search engine referrals and social media promotions.
Website Technologies
PHP backend services, React front ends, Elasticsearch and custom logistics and warehouse management systems.
Advertising & Analytics Technologies
The Wildberries advertising platform, Yandex Metrica and an in-house product recommendation engine.
API & Developer Information
Wildberries offers a public seller API covering catalogue management, pricing and order fulfilment.
International Seller Opportunities
Wildberries extends its marketplace and pickup-point network into Kazakhstan, Belarus, Armenia and Uzbekistan.
Company history & milestones
- 2004
Wildberries founded as a clothing catalogue reseller
- 2010
Launched online marketplace model
- 2016
Expanded pickup-point network nationwide
- 2019
Began international expansion into CIS markets
- 2024
Merged with Russ Group advertising business
- 2026
Continues expanding logistics and seller tools
Latest news
- Wildberries expands logistics footprint following Russ Group mergerRBC · 2026
Pros & cons
Pros
- Massive pickup-point network across Russia
- Strong fashion and lifestyle product selection
- High mobile app engagement
- Competitive pricing from third-party sellers
Cons
- Product quality varies across third-party sellers
- Customer service scaling challenges given size
- Return and fine policies criticised by some sellers
- Heavy reliance on the domestic Russian market
Key statistics
Frequently asked questions
Who owns Wildberries?
Wildberries is privately owned, majority controlled by founder Tatiana Kim.
How does Wildberries deliver orders?
Primarily through its extensive network of pickup points across Russia and the CIS.
Popular searches
Data sources & confidence
- Wildberries corporate communicationsWildberries
- Similarweb estimatesSimilarweb
- Data confidence
- High for ownership and business model; traffic and GMV figures are third-party approximations since Wildberries is privately held.
- Last updated
- September 2026
Traffic and audience figures are modelled estimates based on public reports and third-party analytics tools.
Social media profiles & statistics