Russia’s Wildberries Finding Fertile Ground in Central Asia

Russian e‑commerce giant Wildberries, operated by the parent company Russ, is accelerating its logistics footprint in Central Asia as the war in Ukraine disrupts its domestic supply chain. Recent agreements with Uzbekistan and earlier expansions in Kazakhstan illustrate a strategic pivot toward the region, which offers both a large consumer market and a relative safety buffer from the conflict’s front lines. This article examines the historical context, the scale of recent disruptions, the timeline of Wildberries’ Central Asian investments, and the geopolitical risks that accompany the company’s outward push.

Historical precedent for shifting industry eastward

During World War II, Soviet authorities relocated factories and populations from the vulnerable European frontier to the interior of the Eurasian landmass, settling them in the Urals, Siberia and Central Asia. That massive internal migration reshaped the economic geography of the Soviet Union, creating industrial bases far from the western battlefields. The current Russian leadership appears to be invoking a similar logic: with the European front again under pressure, Russian firms are seeking “relative safety” in Central Asia to sustain operations.

Analysts note that the historical precedent underscores a pattern of using the vast, less contested territories of Central Asia as a logistical fallback. While the wartime relocations were state‑directed, today private enterprises such as Wildberries are independently pursuing similar diversification, motivated by market potential as well as risk mitigation.

Ukrainian drone strikes cripple Wildberries’ Russian warehouses

From July through mid‑August 2026, Ukrainian drones targeted at least twenty Wildberries distribution centres across Russia, concentrating many attacks near Moscow. According to the Moscow‑based consultancy Data Insight, the strikes destroyed goods valued at 480 billion rubles—approximately $5.7 billion—and eliminated roughly one‑third of the retailer’s warehouse capacity. The loss of such a substantial portion of its domestic logistics network forced Wildberries to look outward for alternative storage and distribution hubs.

The attacks represent the most severe disruption to Wildberries’ Russian operations since the company’s rapid expansion after 2022. The damage not only reduced physical capacity but also threatened the retailer’s ability to fulfil orders, prompting an urgent search for new sites that could absorb the displaced volume.

Wildberries’ pre‑war expansion into Kazakhstan

Wildberries began building a logistics presence in Kazakhstan well before the February 2022 invasion of Ukraine. The first centre opened in Astana in 2023, followed by a warehouse complex in Almaty the same year. By September 2023, the retailer added a sorting centre in Uralsk, marking its fifth logistics facility in the country. These moves were driven by Kazakhstan’s sizable consumer market and its strategic location as a gateway to broader Central Asian and Eurasian trade routes.

The Kazakhian expansion was not a reaction to the war but a continuation of Wildberries’ regional growth strategy. Nevertheless, the ongoing conflict has amplified the commercial logic of these investments, as the company seeks to offset the loss of Russian warehouse space and to diversify risk across multiple jurisdictions.

Early forays into Uzbekistan and the new Zangiata hub

Wildberries entered Uzbekistan in May 2023 with a logistics centre in the Tashkent region, and soon announced plans for a second facility in Fergana. In October 2023, the retailer reaffirmed its intention to build another centre in Tashkent. The most recent development is a signed investment agreement with the Uzbek Ministry of Investment, Industry and Trade, announced in early October 2026. The deal concerns a new logistics hub in the Zangiata district of the Tashkent region, to be constructed on a 67.3‑hectare site.

The Zangiata project is projected to create at least 7,500 jobs, indicating Wildberries’ intention to establish a substantial operational base. The scale of the site and the employment figures suggest that the company aims to handle a significant share of its regional distribution through this hub, potentially compensating for the capacity lost in Russia.

Geopolitical risks and the Ukrainian rationale for targeting logistics

Ukrainian officials have justified the strikes on Wildberries facilities by alleging that the retailer supplies the Russian military with drone components, navigation equipment and other gear. President Volodymyr Zelenskyy referenced these claims in late July 2026, framing the attacks as a legitimate response to a civilian enterprise that allegedly supports the war effort.

Beyond Wildberries, Ukraine has also targeted the Caspian Pipeline Consortium (CPC) infrastructure near Novorossiysk, citing the importance of oil revenues to Russia’s war machine. These actions have drawn complaints from Kazakhstan and the United States, which have warned against collateral damage to Kazakh oil exports. In February 2026, the Ukrainian ambassador to the United States reported a formal demarche from Washington, highlighting the broader diplomatic sensitivities surrounding attacks that could affect third‑party states.

U.S. diplomatic pressure and the limits of Ukrainian targeting

In early August 2026, Bloomberg cited a U.S. official reporting that Ukraine had agreed to refrain from striking CPC assets critical to Kazakhstan’s oil exports in the Black Sea, as well as to avoid targeting non‑Russian vessels unless they are separately sanctioned. This diplomatic concession underscores Washington’s interest in protecting Kazakh and broader Central Asian economic stability, even as it supports Ukraine’s defensive actions.

The prospect of Ukrainian drones targeting Wildberries facilities in Kazakhstan or Uzbekistan is deemed “highly unlikely, though not impossible” by analysts. A strike on such sites would risk expanding the conflict into Central Asia, jeopardising Kyiv’s relations with the region and potentially provoking U.S. opposition, given Washington’s recent intercession on Kazakhstan’s behalf.

Strategic implications for Wildberries and the region

Wildberries’ accelerated expansion into Central Asia reflects a dual calculation: securing a large, growing market while hedging against the vulnerability of its Russian logistics network. The company’s pre‑war investments in Kazakhstan and Uzbekistan have now become critical assets, providing alternative distribution channels that can absorb displaced inventory and maintain service levels.

However, the expansion also entangles Wildberries in a complex geopolitical web. The retailer must navigate the expectations of host governments, the scrutiny of Ukrainian authorities, and the diplomatic sensitivities of the United States. Any misstep—such as perceived involvement in military supply chains—could invite further attacks or diplomatic pressure, threatening the very footholds the company is building.

In the coming months, the performance of the new Zangiata hub and the resilience of existing Kazakh facilities will serve as indicators of how effectively Wildberries can re‑orient its supply chain away from war‑affected territories. Success would not only safeguard the retailer’s operations but also deepen Russia’s commercial integration with Central Asia, reshaping regional trade dynamics in the shadow of the ongoing conflict.

This article was produced with AI-assisted research and editorial support. Reporting is based on the source material cited below. Sources: The Diplomat; thediplomat.com; Global1.News (09 October 2026).

By Kenji Tanaka, Staff Writer