Wildberries: Number of Products from Chinese Sellers on the Platform Grew 13-Fold in One Year

【Ebrun Original】On May 19, at the Ecomday 2026 China E-commerce Festival, Wildberries, Russia's largest e-commerce platform, released a set of the latest cross-border business figures. As of May 2026, the number of products offered by Chinese sellers on the platform has reached tens of millions of SKUs, representing a thirteen-fold increase compared to the same period last year.

Wildberries stated that this massive expansion in product supply is primarily attributed to the company's targeted merchant recruitment and empowerment initiatives for Chinese sellers, along with continuously improving cross-border logistics capabilities.

The sharp rise in the number of Chinese products listed has enabled Wildberries to significantly expand its product supply across multiple core categories. Supply in areas such as electronics and accessories, home goods, small appliances, and beauty products has seen substantial growth, offering Russian consumers a richer selection of competitively priced options.

On a year-over-year basis, the fastest-growing categories over the past year were, in order: beauty products, smartphones, security products, apparel, and home & kitchen goods, with growth rates reaching 3109%, 1373%, 1357%, 1283%, and 1232%, respectively. These figures reflect the rapidly deepening penetration of Chinese supply chains into sectors like fashion, consumer electronics, and daily necessities.

Notably, Chinese sellers are not only accelerating volume growth in traditionally hot categories but are also establishing leading positions in some high-value-added emerging niche segments, where they have yet to encounter significant competition.

Data shows that in more specialized categories such as automotive diagnostic scanners, in-car video endoscopes, digital pianos, and high-pressure cleaners, the market leaders are all Chinese sellers. This indicates that Chinese cross-border merchants are gradually shifting from simple, high-volume product exports to a more differentiated product strategy with greater emphasis on branding and technical sophistication.

Alexandra Kulik, Head of Cross-border Business at Wildberries, stated at the festival that the expansion of product variety from Chinese sellers has brought genuine choice freedom to Wildberries' consumers. In key categories like electronics, home goods, accessories, and beauty products, Russian buyers can access a wider range of high-quality, affordable goods.

She particularly noted that sales data confirms the effectiveness of the platform's built-in analytics and promotional tools. Chinese sellers who systematically utilize these tools demonstrate higher order conversion rates and faster turnover growth.

The significant increase in product supply is underpinned by a robust logistics infrastructure.

In recent years, Wildberries has continued to invest heavily in logistics facility construction. The company's total warehouse area now exceeds 5.2 million square meters, with over 200 warehouses and more than 94,000 pickup points. This highly decentralized delivery system allows products from Chinese sellers to reach end consumers relatively quickly, narrowing the gap in fulfillment experience between cross-border and local purchases.

Simultaneously, to better serve the Chinese seller community, Wildberries has established five merchant service centers in China, located in Ningbo, Shenzhen, Tianjin, Hangzhou, and Nantong, providing localized support for sellers from different industrial clusters. The platform has also developed specialized Chinese-language onboarding tools for Chinese sellers and launched Chinese training courses and dedicated support programs.

Especially for nurturing new sellers, the company has formulated a detailed business development roadmap aimed at lowering the entry barrier for cross-border operations and facilitating the entry of more high-quality Chinese products into the Russian market.

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