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Wildberries enters the UAE market

Wildberries enters the UAE market

The online retail giant Wildberries continues its expansion, this time heading for the Middle East. An agreement was signed to open a logistics center in the United Arab Emirates together with AD Ports Group. This event marks a significant step for the company towards global dominance, expanding the geography of the marketplace’s presence, but also opening access to a huge market with enormous potential.

According to Wildberries CEO Alexey Dukhanin, the choice of the UAE is due to several factors. Firstly, it is a strategically favorable location, which allows to cover not only the Emirates market (numbering about 10 million people), but also the entire Gulf region with its population of 215 million people. Secondly, the presence of already functioning, but not yet fully filling the niche, marketplaces indicates high demand and consumers’ readiness for offers. Wildberries expects to occupy a unique niche, offering Russian goods and services on a par with a large number of familiar international brands.

The choice of Khalifa Port in Abu Dhabi for the location of the logistics center is not accidental. Abdallah Al Hameli, CEO of AD Ports Group, emphasized the dynamic development of the Freeport, which provides attractive conditions for companies related to industry and trade.

Khalifa Port’s infrastructure, its developed logistics network and access to international transportation routes provide the online platform with optimal conditions for efficient operation and uninterrupted delivery of various products. The partnership with AD Ports Group opens up additional opportunities through synergies with existing contracts and international port companies. This expands Wildberries’ potential for deliveries, optimizing logistics chains, shortening delivery times and improving customer service across the region.

However, entering the Emirates market comes with its own challenges. The emerging online marketplace will have to face local competitors, adapt to the peculiarities of local legislation and consumer preferences. Pricing, marketing and promotion strategies will have to be carefully developed, taking into account the specifics of the Arab market.

Nevertheless, Wildberries’ ambitious plans, backed by a strong partnership with AD Ports Group and impressive experience in the Russian market, are encouraging. Successful realization of the project in the UAE may become a starting point for further expansion of the marketplace to other markets in the Middle East and North Africa, laying the foundation for the creation of the largest international online retailer with Russian roots. Further developments will show how successfully it will be able to integrate into this complex but extremely promising market.

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1. General provisions This personal data processing policy is compiled in accordance with the requirements of Federal Law No. 152-FZ of 27.07.2006 "On Personal Data" (hereinafter referred to as the Personal Data Law) and defines the procedure for processing personal data and measures to ensure the security of personal data taken by Mikhailov Ivan Sergeevich (hereinafter referred to as the Operator).

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