Wildberries, the largest Russian online retailer company has opened its e-commerce marketplace to Ethiopian sellers, making the country the latest addition to its global network. Local businesses can now list products including coffee, textiles, leather goods, and cosmetics for customers in Russia, with plans to later introduce international products to local consumers. The platform is partnering with Ethiopost to handle logistics, while offering analytics, advertising tools, and fintech services to support sellers. Founder Tatyana Kim said the growing digital market and active online population drove the expansion.

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