Digital platforms – from online marketplaces to social media – are no longer just convenient places to shop, stream, or connect. They’re major economic engines shaping supply chains, labour markets, and consumption patterns.
As their footprint grows, the economic and social activity facilitated by digital platforms has given rise to a platform economy – a borderless online space that unlocks new ways for people and market players to come together to solve global challenges. A major focus for these companies is environmental sustainability and reducing inequality by supporting small businesses, female entrepreneurs, families and those in need.
In the e-commerce space, global giants like Amazon and Alibaba have long since carried out efforts to develop low-carbon logistics, support charitable causes and boost rural development by helping local producers reach global markets.
In Eurasia, where e-commerce and other online services exploded in popularity during the Covid-19 pandemic, the Wildberries platform has emerged as a key player in leveraging the possibilities of digital platforms to bring about positive change. The company’s ESG agenda is driven from the top: its founder, Tatyana Kim, has made sustainability and social impact central pillars of Wildberries’ long-term strategy.
Supporting small businesses, women entrepreneurs and families
Wildberries was launched over 20 years ago as a small online clothing retailer. Kim, a schoolteacher who was on maternity leave at the time, wanted to help other young mothers shop more easily while balancing family life with household chores – a personal mission that would come to define the company’s DNA. Over time, the company grew from a one-woman shop run out of Kim’s apartment into a major online marketplace, hosting over one million sellers across more than 10 countries. It also made Kim one of the most successful self-made businesswomen in the region.
As it transformed into a multi-billion-dollar company, Wildberries has stayed rooted in its mission to support women and entrepreneurs seeking to grow their business online. The company runs training programs in digital and business skills for young girls and mothers in countries like Kyrgyzstan and Belarus, opening doors for women to launch careers in tech and e-commerce.
This has helped to reduce gender-based inequality in a region where women have traditionally been underrepresented in business. “Digital platforms open up new opportunities for women entrepreneurs, thereby encouraging their business activity and participation in the economy,” Kim has said.
The company supports small businesses through its Growth Platform initiative, which offers training and step-by-step consultations to help local entrepreneurs scale. The project has helped over 1,500 seller brands from Belarus, Russia and Uzbekistan multiply their revenue and reach an international customer audience. With small and medium enterprises (SMEs) accounting for over 80% of sellers on its platform, Wildberries places a major focus on offering specific tools – including AI-based analytics, marketing tools and courses on e-commerce – that are designed to meet their needs.
For Kim, supporting people doesn't stop at the seller dashboard. Beyond entrepreneurship, employee wellbeing sits at the centre of Wildberries' social strategy. The company offers a corporate family program to support female employees with children; the benefits begin before a child is even born – at what Kim calls "minus zero" – and follow employees through pregnancy, childbirth and early parenthood, backed by roughly $7 million in planned spending in 2026 alone.
On the career side, Wildberries is developing education tracks, from its corporate university to planned degree-level courses, designed to support any employee navigating family life alongside a career – a challenge that, in Kim's view, no employee should have to face alone.
Preserving wildlife and ecology in Eurasia
In partnership with NGOs, Wildberries supports initiatives to preserve biodiversity in the region where it operates – which is home to some of the world’s most diverse ecosystems. In late 2025, the company began working with the Nature and People Foundation nonprofit on the study and conservation of the red book-listed Kamchatka Sea otter and the Greenland whale, as part of a broader strategic cooperation agreement.
As a separate initiative, Wildberries teamed up with the household chemicals manufacturer GRASS to help restore the wild bison population in Russia. The company leveraged its extensive logistics infrastructure – developed to provide fast deliveries to marketplace customers – to transport 10 bison to a wilderness preserve.
“For us, it’s important to not only create the digital products of the future but to make a tangible contribution to preserving nature in our countries of presence,” Kim said, noting that environmental responsibility is a key element of the company’s long-term sustainable development.
This April, Wildberries launched the country’s first system that lets customers voluntarily compensate for the carbon footprint from their online deliveries. With a payment of just several rubles, customers can offset the carbon footprint of over 90% of deliveries made through the Wildberries platform and receive cashback for future purchases.
This offers an affordable way to make orders on the marketplace carbon-neutral in just a few clicks. The project is carried out in partnership with polymer manufacturer SIBUR, which provides registered carbon credits to be offset through its large-scale climate projects. As of late May, the total volume of offset carbon on the platform amounted to more than 3.7 tonnes.
Advancing digital philanthropy
With its experience in developing fast and accessible online services, Wildberries decided to extend this know-how to philanthropy. In 2025 the company launched its own platform, RWB Participation, that lets users find and donate to charitable causes with the same convenience as online shopping.
The platform brings together information about Wildberries’ own sustainability projects, as well as featuring verified charities and volunteer initiatives that users can support. This brings the benefits of an online marketplace – where sellers can join and attract millions of new customers – to the cause of charitable giving, enabling charities to gain broader visibility and funding from among Wildberries’ audience of more than 80 million people.
“[RWB Participation] will unite the efforts of businesses, society, and foundations in socially significant and environmental projects and enable everyone to easily contribute to charity, volunteering, and environmental causes, as well as see the results of their engagement,” Kim said.
Digital platforms are increasingly becoming an essential part of people’s daily lives – from shopping to communicating to managing one’s finances. For Tatyana Kim, that reach carries a responsibility. E-commerce platforms like Wildberries show how beyond meeting individual needs, regional players around the world can bring together people and resources in a single digital space to contribute to the communities and environments around them.
This article first appeared in New Economy Observer (NEO), a digital publication covering the intersection between finance and social responsibility, with a special focus on emerging markets. It offers news and analysis on major issues shaping the new global economy, including climate change and renewable energy, sustainable development, e-commerce and tech innovation, and the future of work.




















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