Russia’s biggest online retailer, Wildberries, has started to operate in France, Italy and Spain, with dedicated sites and mobile apps tailored to the local markets, the company has said in a statement. It has been operating in Germany since January.

The company currently offers about four million items from nearly 40,000 brands on these websites, from sporting goods to clothing and footwear products, but it has already announced plans to expand its foreign ranges.

In Russia, the company offers over 5.5 million items from 88,000 labels. The fashion segment remains the company’s largest, generating more than half of its revenues.

As in Russia, Wildberries employs local logistics partners to deliver goods in each of these new countries. In France and Spain, the items can be delivered to the customer’s home or one of its partner pick-up points. There are 2,500 such points in France and 1,900 in Spain. In Italy, only home deliveries are possible for now.

With these new national initiatives, Wildberries is now active in 13 markets, according to its development director, Vyacheslav Ivashchenko. In 2020, Wildberries grew by 74 percent, generating sales of around $6 billion and operating in nine markets. Some of these – Russia, Poland, Slovakia, Ukraine, Belarus, Kazakhstan, Kyrgyzstan, Armenia and Israel – have opened recently.

In Russia, Wildberries controls around 13 percent of the e-commerce market, according to Data Insight, or more than twice the share of its nearest competitor, Ozon, which went public on Nasdaq in the U.S. at the end of last year.

Amazon enters Poland

Meanwhile, after taking a stronger position in Sweden and other Scandinavian countries, Amazon has launched a dedicated website for the Polish market, offering more than 100 million products, including tens of thousands of products developed by Polish companies.

Polish customers were previously shopping on Amazon’s German website. Its main competitor in the local e-tailing market is Allegro, which has benefited considerably from the Covid pandemic over the past year. That company went public in October on the Warsaw stock exchange.