Russian E-Commerce Giants Roll Out AI Shopping Assistants

Wildberries & Russ is piloting an AI-powered chatbot to personalize online shopping experiences as the market hits record growth.

Russia’s e-commerce sector is evolving rapidly, with leading platforms integrating artificial intelligence to enhance user convenience. Wildberries & Russ, a newly merged company, has announced the testing of a personal AI shopping assistant designed to streamline and personalize the buying process.

The chatbot, built directly into the mobile app, helps users quickly find relevant products, compare options, and select the best match. Future updates will allow it to identify products through photos and tailor suggestions based on purchase history. Developers say this marks the initial stage of building a full-fledged digital consultant.

This AI adoption aligns with global trends. In 2024, Russia’s online retail market hit a record turnover of 19.9 trillion rubles—up 45% from the previous year. Industry experts note that major platforms are racing to innovate, aiming to deliver speed and ease as defining features of the shopping experience.