The global e-commerce company Wildberries has officially launched its operations in Ethiopia, marking a notable step in the country’s efforts to expand its digital economy and strengthen international trade partnerships.
The inauguration ceremony, held at Hyatt Regency Addis Ababa, brought together senior government officials, representatives from the Russian Embassy, members of the private sector, and entrepreneurs. The event underscored Ethiopia’s growing engagement in digital commerce and its push to integrate more actively into global e-commerce networks.
Speaking at the launch, Yidnekachew Worku, State Minister for Trade and Regional Integration, emphasized that the platform arrives at a critical moment in Ethiopia’s economic transformation. He noted that digitalization is central to sustainable growth and described e-commerce as a national priority.
He stressed that the platform is expected to empower Ethiopian businesses particularly small and medium-sized enterprises, by improving market access, streamlining logistics, and enhancing competitiveness.
According to the minister, the initiative will help address long-standing logistical bottlenecks while making online trade more accessible and efficient for both sellers and consumers.
Yidnekachew further highlighted that enabling structured systems for payments, delivery, and market linkage would allow local producers to scale their operations and compete internationally, aligning with Ethiopia’s broader transition toward a modern digital economy.
The launch also reflects expanding economic ties between Ethiopia and Russia. Officials at the event noted that the platform could deepen cooperation not only in trade, but also in areas such as education, technology transfer, and business development.
Anastasia Deriglazova, Counselor at the Russian Embassy in Addis Ababa, said the initiative demonstrates a shared commitment to strengthening bilateral trade relations and building modern commercial infrastructure between the two countries.
From the private sector perspective, Brook Genene, Country Manager for Wildberries Ethiopia, indicated that the company sees strong potential in Ethiopia’s rapidly growing economy and digitally evolving market environment. He noted that local enterprises are increasingly ready to engage in global trade, supported by government-led digitalization efforts.
Founded over two decades ago, Wildberries operates across Europe and Asia and is now entering its 11th market, its first in Africa. The company’s expansion into Ethiopia comes amid the country’s ongoing reforms aimed at liberalizing key sectors and promoting digital innovation.
Through a partnership with Ethio Post, the platform is expected to facilitate cross-border logistics and cargo delivery between Ethiopia and Russia. This is particularly significant for export-oriented sectors such as coffee, textiles, leather products, and natural cosmetics, which are expected to gain broader international exposure.
Ethiopian sellers will be able to register digitally and access tools designed to support online trading, including logistics coordination and marketplace integration. Over time, the platform is also expected to expand into domestic e-commerce services, allowing local transactions within Ethiopia.
The development aligns with the government’s Digital Ethiopia 2030 strategy, which aims to build an inclusive, technology-driven economy by improving digital infrastructure, expanding online services, and fostering innovation.
While the launch presents new opportunities, experts note that the long-term impact will depend on infrastructure readiness, digital literacy, and the ability of local businesses to adapt to competitive online markets.
Nonetheless, the entry of a major international e-commerce platform signals growing confidence in Ethiopia’s economic trajectory and highlights the country’s increasing role in global digital trade.
As Ethiopia continues its transition toward a digitally enabled economy, initiatives like this are expected to play a key role in shaping the future of commerce, both locally and internationally.
