Wildberries: E-commerce Competition in Uzbekistan Shifts to Infrastructure

Tashkent, Uzbekistan (UzDaily.com) — The e-commerce market in Uzbekistan is undergoing rapid transformation, with marketplaces evolving from simple sales platforms into full-scale business infrastructure. Akmal Primkulov, speaking about why Uzbekistan has become a key market for Wildberries, how the company supports local entrepreneurs in reaching new markets, and why fintech is becoming integrated into e-commerce, outlined the company’s strategy and market outlook.

— How do you assess the development of the e-commerce market in Uzbekistan today?

Uzbekistan is currently at a very interesting growth stage. On one hand, the e-commerce market remains relatively small — its share of retail trade is around 4%. By comparison, in Kazakhstan the figure already exceeds 14%, and in Russia it is more than 18%.

However, this is precisely what creates significant potential. The market is still far from saturation, while the digital audience is growing rapidly. Consumer habits are changing, trust in online shopping is increasing, and fintech and logistics are developing.

According to analysts’ estimates, the volume of Uzbekistan’s e-commerce market could approach US$2 billion in the coming years.

— Why is Wildberries placing such a strong emphasis on infrastructure in the country?

Because the next stage of competition in e-commerce is no longer about discounts or marketing. The main asset is infrastructure: warehouses, logistics, delivery speed, and service convenience.

That is why we are actively investing in infrastructure inside the country. Over the past year, Wildberries opened a warehouse with an area of 55,000 square meters, expanded its network of pickup points by more than 50%, and strengthened regional logistics coverage.

The next major step is the construction of a logistics complex in the Tashkent region with an area of 180,000 square meters. Investment in the project will exceed US$140 million.

Once completed, it will become the company’s largest logistics hub in Uzbekistan, significantly accelerating domestic delivery and export-oriented shipments.

— How actively are Uzbek entrepreneurs using marketplaces for exports?

Very actively. Sales by Uzbek sellers on Wildberries grew by 35% in 2025, exceeding US$1.4 billion. Entrepreneurs are increasingly using the platform not only for the domestic market but also as an export channel.

Today, Uzbek goods are shipped via Wildberries to Kazakhstan, Kyrgyzstan, Armenia, Belarus, and Russia. For example, health products are popular in Central Asia, sportswear sells well in Belarus, and demand for food products from Uzbekistan is growing in Russia.

For small and medium-sized businesses, this significantly changes the export model. Previously, exports required substantial investment in logistics and distribution; now a significant part of this infrastructure is handled by the platform.

— How is competition between marketplaces changing?

Today, marketplaces compete not only for customers but also for entrepreneurs. Sellers need more than access to an audience — they need transparent operating conditions, clear economics, and growth tools. That is why we focus on business services: transparent commissions, fast payouts, internal analytics, promotional tools, and ready-made logistics infrastructure.

We are also investing in training entrepreneurs, as the market is still developing and many sellers require expertise in e-commerce operations.

— Is fintech also becoming part of marketplace strategy today?

Absolutely. E-commerce and fintech are now closely interconnected. In Uzbekistan, Wildberries has already launched a buy-now-pay-later service called “Chasti,” as well as the installment service Rahmat Nasiya.

These services make purchases more accessible for consumers while helping sellers increase conversion rates and average order value.

Overall, marketplaces are gradually evolving into full digital ecosystems combining commerce, logistics, and financial services.

— How do you see the next stage of market development?

We believe e-commerce in Uzbekistan will continue to grow rapidly. However, the next stage will depend less on the number of players and more on the quality of surrounding infrastructure: delivery speed, warehouse capacity, fintech development, and the involvement of local businesses.

Therefore, our development in Uzbekistan is not just an expansion of marketplace presence. It is a long-term investment in building a modern trade infrastructure and e-commerce ecosystem in the country.