Attack on Wildberries: Russia's online shipping is going up in smoke

An attack on Wildberries has left Russia’s largest online marketplace in smoldering ruins. On Friday night, a warehouse in Volgograd burned down after being hit by Ukrainian drones. Another facility in Selenodolsk, Tatarstan, was struck again, likely unsuccessfully, but the damage continued. Earlier this week, warehouses in Penza, Sarapul, and Perm were attacked, sparking fires. Since July 18, when Ukrainian forces began targeting Wildberries’ logistics centers, including one near Moscow and another in Kotovsk, the attacks have escalated. Warehouses in Voronezh, Krasnodar, and Nizhny Novgorod have been damaged, forcing them to halt operations. Smoke rising from two facilities in St. Petersburg added to the apocalyptic imagery of the summer. The pattern of these strikes mirrors tactics used by Russian aggressors against Ukrainian couriers Ukrposhta and Nova Post, though the targets have shifted. Ukrainian forces claim they are striking at the heart of Russia’s war economy, arguing that Wildberries distributes critical military supplies such as body armor, helmets, and fiber-optic cables for drones. This justification has drawn criticism, with reports indicating civilian casualties during the attacks. Meanwhile, Denys Shchilerman, head of Ukraine’s defense contractor Fire Point, hinted at broader objectives. He suggested the attacks aim to destabilize Russia’s financial system, noting that Wildberries is among the country’s biggest debtors. The State Bank VTB, which heavily relies on Wildberries, could lose billions in unpaid loans. The assault has severely disrupted Wildberries’ business model. As a marketplace, the company serves hundreds of thousands of sellers, mostly small and medium businesses that rely on its platform to store, deliver, and manage their goods. While sellers can choose to handle their own inventory, Wildberries has made self-storage less attractive by promoting its “Fulfillment by Operator” service. To support this, the company built around 25 large fulfillment centers, many of which have become prime targets. Competitors like Ozon have invested similarly in logistics infrastructure, yet Ukrainian attacks have focused almost exclusively on Wildberries. Fire Point’s Shchilerman has called for expanding the campaign to include Ozon, suggesting the attacks could undermine the efficiency of Russia’s e-commerce sector. The destruction of these warehouses has turned a logistical advantage into a liability. Goods stored in the centers are often packed tightly in cardboard, plastic, or wood, stacked on pallets in well-ventilated halls. Fires ignited by drone-borne explosives can spread rapidly through these spaces. Attempts to estimate the scale of damage have varied widely, with some estimates suggesting up to 10 percent of storage capacity was affected, while others put the figure closer to 14 percent. However, these numbers quickly become outdated as attacks continue and air defenses remain ineffective. It is unclear whether the damages are covered by insurance, as such incidents are typically excluded from coverage. Wildberries had already clarified in its terms of service before the attacks that it would not be liable for losses caused by drones, citing “force majeure.” Other platforms, including Ozon, have since adopted similar policies. Wildberries’ financial situation has worsened significantly. The company faces mounting debts, partly due to its reliance on state-backed loans. Its expansion into new markets and increased investment in logistics has contributed to its growing liabilities. With the ongoing attacks, the firm risks losing both operational capacity and customer trust. Many sellers who depend on Wildberries’ services may struggle to recover lost inventory or compensate for disruptions. The uncertainty surrounding compensation and insurance further complicates recovery efforts. Analysts warn that the prolonged conflict could lead to long-term economic consequences for Russia’s e-commerce industry, particularly if the attacks continue to target key players like Wildberries.