
EBR_News Apr 15, 2026
By Betelhem Yetagesu
Russian e-commerce powerhouse Wildberries has officially launched its pilot operations in Ethiopia, marking the platform’s first major entry into the African market and positioning the country as a strategic digital trade hub for the continent. The move, which began with a soft launch in April, is part of a broader strategy to support Ethiopia’s “Digital Ethiopia 2030” agenda while creating new export channels for local producers of coffee, textiles, leather goods, and handicrafts.
The development follows a high-level partnership agreement signed in November 2025 between Wildberries and Ethiopian Investment Holdings (EIH), the country’s sovereign wealth fund managing over USD 150 billion in assets. The memorandum outlined joint efforts to adapt Wildberries’ platform to local conditions and to develop logistics and digital infrastructure. Speaking at a tech conference in Moscow, Wildberries founder Tatyana Kim confirmed that Ethiopian products are now available on the platform, with Ethiopian coffee already a well-known brand in Russia.





