Russia’s largest online retailer has reported a sharp rise in demand for Ethiopian goods, with coffee and opal jewellery gaining strong traction among consumers in Russia and neighbouring markets. Founded in 2004, Wildberries has grown into a major digital commerce platform operating across Eurasia, including Armenia, Belarus, Georgia, Kazakhstan, Kyrgyzstan, and Russia. As of 2025, it serves more than 79 million customers through over 135 logistics centres and 90,000 pickup points. In its latest report, the company highlighted a notable increase in demand for African products. Sales of Ethiopian coffee rose 2.3 times in 2025 and continue to grow at a similar pace this year. Demand for opal jewellery, including amulets, bracelets, keychains, and brooches, surged dramatically, with sales increasing eightyfold over the same period. The retailer also reported rising interest in products from other African countries, including Egypt and South Africa, pointing to a broader shift in consumer preferences toward African-origin goods.
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