Ukraine's relentless drone attacks on Wildberries, Russia's largest online retailer, have delivered a double blow to Moscow's economy and morale. These strikes, spanning from Moscow to the Ural Mountains, have not only burned billions in merchandise but also shattered the empire of Tatyana Kim, Russia's richest female entrepreneur. The attacks, which have continued for a month, have left Wildberries' warehouses in flames, stretching from the European part of Russia to Yekaterinburg, over 2,000 kilometers from Ukraine's border. The ease of these strikes on Wildberries' depots, some as big as 300,000 square meters, has raised questions about their security and the broader implications for Russia's economy.
The impact of these attacks goes beyond the immediate destruction of merchandise. Ukrainian officials claim that Wildberries sells gear and technical components, including drones, to the military, although Moscow denies this. Mykhailo Podolyak, an adviser to Ukrainian President Volodymyr Zelenskyy, suggests that the attacks are designed to disrupt military supplies, breed popular discontent, and cause a domino effect in the Russian economy by putting stress on major banks that made massive loans to Wildberries. The company's debts were estimated at the equivalent of about $15 billion at the end of 2025, and the attacks have further exacerbated the business environment for small and medium enterprises, which were already hit hard by tax increases, regulatory hurdles, and a fuel crisis from attacks on oil refineries.
The attacks have also played into the hands of Russian hawks who urge escalating the war, strengthening the view that it's necessary to hit Europe. Former President Dmitry Medvedev sought to stir up anger at Ukraine for trying to destroy an essential part of daily routine for millions, claiming that the enemy is fighting ordinary citizens. However, some analysts warn that instead of provoking discontent, the attacks could fuel stronger anti-Ukrainian and anti-Western fervor.
In the aftermath of these attacks, Wildberries has pledged to support sellers with discounts on storage, free transfer of goods to other sites, discounted loans, and other measures. However, the company's dependence on big depots and the long and challenging process of rearranging supply chains to create "partner hubs" for storing merchandise remain significant challenges. The strikes have also left many owners of Wildberries pickup points facing lost revenue and the possibility of going out of business, further exacerbating the economic strain on Russia's small and medium businesses.
