To scale efficiently, the company is weaving artificial intelligence into every layer of its marketplace operations, deploying robots in its warehouses and rolling out new customer services – from social commerce to ride hailing and financial products.

AI for sellers and shoppers

Wildberries hosts around 1 million sellers on its platform, with tens of millions of unique SKUs and over 80 million customers. In such a crowded environment, shoppers struggle to navigate the wide array of products, while sellers fight to stand out – and Wildberries’s AI tools are designed to support both sides.

An embedded AI assistant helps sellers to create product pages with images and video, automatically translates listings into different languages, and suggests how much inventory to ship and which warehouse to use for storage. Fashion sellers can promote their clothing using AI-generated models within seconds, instead of paying for expensive photo shoots with live individuals.

On the customer side, beyond text and voice search, Wildberries offers image-based search enabled by computer vision. In 2025, the company also launched Wibes, a video shopping platform inspired by the explosive growth of social commerce in China, particularly TikTok Shop. Influencers post short videos of up to 90 seconds reviewing products; viewers watch for fun and can buy what they like directly via links in the video. Wibes, also underpinned by AI, has already exceeded 14 million users, while the total number of content views has surpassed 267 million.

Robot powered logistics

Wildberries now processes more than 20 million orders a day on average. To deliver quickly at that scale, it has built out a dense logistics network. The company started by renting warehouses and opening pickup points where customers can try on clothes and shoes, and return anything that does not fit on the spot. Today, it has more than 90,000 pickup locations in the countries where it operates, most of them run by local partners.

Wildberries has transitioned from renting storage space to building its own warehouses and sorting hubs – first in Russia, then in Kazakhstan, Belarus and Uzbekistan. The company deploys automation at its largest facilities. Automated conveyors and more than 500 robots process around 30% of parcels at Wildberries’ warehouses. Automated ground vehicles shuttle entire shelving racks around the floor, while robotic arms with suction grippers handle sorting: machine vision systems identify an item, calculate the optimal way to pick it up and then place it safely in the right location within an average of four seconds.

The new technology is having a major impact on improving working conditions at the company’s warehouses. According to Wildberries’ data, human workers in sorting centers typically walk 10–15 kilometers per shift while moving goods around. With robots taking over these tasks, that distance can drop to under 1 kilometer, freeing staff from repetitive or physically demanding work.

Beyond retail: building an ecosystem

To further engage its vast international audience, Wildberries is pushing deeper into offering everyday services powered by advanced technology. In Belarus and Uzbekistan, the company is piloting a proprietary ride hailing service, while in Russia it is testing food delivery from restaurants. The company is also developing financial services for both buyers and sellers, helping to drive transaction volumes on the platform.

Leading tech players around the world are racing to build ecosystems or “super apps” that can become a single entry point for carrying out a variety of everyday tasks. The Wildberries ecosystem, as founder Tatyana Kim stresses, is positioned as a growth engine for the wider economy – and particularly for the small and medium-sized businesses that use its tech-powered tools to reach new customers and boost sales.

Empowering entrepreneurs and going global

Among Wildberries’ flagship initiatives is the Growth Platform program, which helps entrepreneurs develop business skills and ramp up online exports. The company also offers training for women in IT professions so they can build careers and businesses on the marketplace.

With its advanced infrastructure, the Wildberries platform facilitates cross-border trade, opening doors for small businesses that previously had no realistic way to enter foreign markets. And the list of possible destinations is set to grow beyond Eurasia. In 2025, the company announced its interest in expanding into Africa, though it has yet to disclose which specific countries it is targeting.

The diversity of digital platforms on the world stage – as well as the innovative technologies they bring to new markets – help to advance e-commerce and digital services more broadly. With its AI-fueled innovation and ambitious new services, the Wildberries platform has become an exciting global player to watch.

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