Ukrainian forces have repeatedly struck warehouses belonging to Russia’s largest online retailer as part of a broader campaign against logistics sites that Kyiv says support Moscow’s military.
Since July 18, Ukraine has targeted close to 20 of the retailer’s sites, referring to them as military-linked “logistic centers.”
The strikes have drawn attention not only because of their reach inside Russia, but also because of Wildberries’ economic importance, its ties to the country’s financial sector, and the potential impact on ordinary Russian consumers.
The social media statement was accompanied by a video showcasing a large, white-painted building engulfed in flames.“Wildberries was used to distribute military and dual-use goods,” read the caption across the footage. “We will continue dismantling the enemy’s logistics.”
With the Russia-Ukraine war now in its fifth year, Kyiv has shifted its military strategy as it continues to come under heavy bombardment from Moscow. Ukraine has increasingly used long-range drone strikes to target infrastructure and supply networks deep inside Russia. Amid a broader government reshuffle near the end of July, Kyiv gained a new military chief, Mykhailo Drapatyi, who Ukrainian President Volodymyr Zelensky has tasked with leading the country's precise defensive efforts.
The online retailer, which hosts third-party sellers, facilitates everything from household goods to air travel, and even has a financial arm, WB Bank.
VTB Bank shares fell around 2.5% on July 28 amid ongoing strikes, according to Reuters.
“Wildberries Bank LLC is involved in an economic sector providing a substantial source of revenue to the Government of the Russian Federation, which is responsible for the annexation of Crimea and the destabilisation of Ukraine,” declared the council of the European Union.
A former English teacher, Kim was 28-years-old and on maternity leave when she launched the initiative, and was later joined by her now ex-husband, Vladislav Bakalchuk.
She was the only Russian entry on Forbes’ 2025 list of “The 50 Richest Self-Made Women On Earth.”
Why is Ukraine targeting Russia’s ‘Amazon’?
Kyiv insists Wildberries is being used as a key supply chain for the Russian military.
After Wildberries sites were struck on July 18, Zelensky announced that “two major logistics facilities were hit—in the Moscow and Tambov regions” and said “the aggressor [Russia] used them to supply sanctioned components for drone production and navigation equipment.”
Kim has also rejected the allegations. In a July 31 video statement uploaded to Telegram, she argued Kyiv’s drone attacks on sites linked to Wildberries amount to “acts of terrorism” against civilians.
After previous drone strikes on its facilities, the e-commerce giant issued statements pledging financial support for sellers whose goods were damaged.
“Putin said at the beginning of the full-scale invasion of Ukraine that the war would not impact the way Russians lead their lives,” Hecker tells TIME. “But attacking Wildberries impacts the Russian consumer, and this comes on top of inflation, on top of periodic mobile internet outages across Russia.”
Consumers in Russia are also tackling a summer fuel crisis after Ukraine stepped up its drone attacks on oil refineries.
“It's difficult now for President Putin to say that the war on Ukraine is not impacting the way ordinary Russians live,” Hecker says, reflecting on the economic blows. “Ukraine has discovered how successfully it can penetrate airspace deep into Russian territory, and I think what it's doing right now is exploiting that capability.”
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