Wildberries Faces Challenges Amidst Drone Strikes and Branding Changes

Wildberries, a major e-commerce company in Russia, is reportedly removing branding from its trucks. Ukrainian drones have been targeting their facilities, which deliver various goods. Kyiv claims these sites support Russian military logistics, although Russia denies this.

Amidst the economic challenges from drone strikes, videos appeared on social media showing the removal of Wildberries’ branding. NEXTA, an Eastern European news outlet, commented that unmarked trucks might obscure the locations they service.

The Moscow Times reported that Wildberries has also eliminated military-related products on its site. This change aims to reduce visibility as a target in the ongoing conflict.

Aurélien Colson from ESSEC Business School explained Ukraine’s strikes on Wildberries as a shift in how the war impacts Russian society. The line between civilian and military industries is increasingly blurred in Russia’s economy.

Wildberries and competitors form 8.5% of Russia’s GDP. They employ over 5% of the workforce, crucial in a sanctions-hit economy. The company reported 25 strikes on its sites according to Radio Free Europe/Radio Liberty.

The attacks extend across Russia, including St Petersburg, Krasnodar, and Yekaterinburg. A significant hit occurred on July 18 in Kotovsk. The biggest warehouse attack was on August 16 in Podolsk, damaging a large portion of Wildberries’ storage capacity.

The Institute for the Study of War noted these strikes highlight the strain on Russia’s air defenses and infrastructure protection.

Colson noted these attacks bring the war’s impacts to Russian society. The strikes also affect Russia’s military logistics, as Wildberries’ supplies intertwine with military needs.

Vuk Vuksanović from LSE IDEAS links these strikes to a Ukrainian strategy aimed at pressuring Moscow for peace talks and influencing Western support. However, Russia retains the capability for strong retaliatory action.