From Dresses to Duplexes: Wildberries Enters Russia’s Real Estate Market

Wildberries, Russia’s largest online marketplace, is making an ambitious leap—from selling sneakers and smartphones to selling homes

In a recent interview with TASS, founder Tatyana Kim revealed that the e-commerce giant is preparing to launch a new real estate platform, with negotiations already underway with two major property players.

It’s not Wildberries’ first brush with physical assets. In 2024, the platform quietly began offering summer homes, saunas, and even floating houses. Cars came next. Now, full-fledged apartments and residential properties are on the table—literally.

Analysts see this move as a natural extension of the company’s e-commerce dominance. Russia’s online retail sector surged by 43% in 2024, crossing the 11-trillion-ruble mark. And with the rise of digital IDs and remote paperwork, buying a home online isn’t a moonshot anymore—it’s a click away.

“Wildberries has the audience and the ad muscle to make this work,” says real estate expert Maksim Levchenko. “For traditional agents, it’s not a threat—it’s a powerful new sales channel.” The company’s main rivals in this space? Property classifieds and new-build booking services.

With this pivot, Wildberries is doubling down on its evolution from a fashion-first platform into a full-spectrum digital bazaar. The message is clear: if it can be sold, Wildberries wants to sell it—even if it comes with a mortgage.