SPIEF2025: Wildberries on e-commerce trends 2025

At the St. Petersburg International Economic Forum (SPIEF) 2025, the rise of intelligent, immersive, and personalized shopping experiences took center stage, with Russian e-commerce giant Wildberries leading the conversation.

“People don’t just come to shop anymore, they come to discover, to unwind, and to be inspired. We want to turn digital retail into a lifestyle experience.” said Tatyana Kim, Founder of Wildberries and Head of RWB (Wildberries & Rus United Company).

From Utility to Ecosystem

This shift in behavior led to the launch of Wibes, a content-rich discovery platform developed by Wildberries to offer users curated experiences, from browsing trends and reviews to exploring new arrivals, even without making a purchase.

“It’s about being present in people’s everyday lives, helping optimize their time while making shopping enjoyable and intuitive,” said Kim.

Tech-Powered Personalization

Wildberries is integrating AI and AR technologies to elevate user experience. From AI-generated product listings and smart recommendations to virtual fitting rooms and AR previews of furniture, the future of online shopping is more visual and user-centric.

Next on the horizon? “Virtual apartment tours,” Kim revealed. “The more we can solve inside one app, the better.”

According to Kim, South Korea continues to lead global e-commerce trends, with innovations often arriving there long before reaching Europe or the U.S.

Not a Battle: Online and Offline Integration

While over 50% of trade now happens online, Kim rejected the idea that e-commerce will “kill” traditional retail.

“To the customer, online and offline are just two ways to access the same product. They’ll do whatever’s more convenient at the time,” she said. “What matters is seamless integration. Browse online, buy offline — or vice versa.”

Wildberries partners with physical stores as pickup points, offering mutual benefits for digital and brick-and-mortar operations.

A Platform for Entrepreneurs

Wildberries isn’t just a retailer — it’s also becoming a launchpad for local entrepreneurs. The company offers logistics, marketing, training, storage, packaging, and even business mentoring to help sellers grow.

“Our vision is to create national champions,” said Kim. “We lower the entry barrier but focus on quality. We want our partners to scale sustainably and strategically.”

Wildberries draws inspiration from China’s warehouse automation while also designing its own innovations through a dedicated in-house design bureau.

Regional Focus with Global Outlook

While Wildberries is expanding globally, its current focus remains on CIS and Asian markets — culturally familiar territories with high growth potential.

Still, Kim acknowledged the complexities of scaling in Russia’s legal and logistical environment, stressing the importance of risk planning and system flexibility.

“Our users want fast payments, insured shipments, and quick delivery,” Kim said. “That’s why we’re investing heavily in fintech and infrastructure. Growth is not about speed alone, it’s about staying close to what customers actually need.”