One of the largest players in the e-commerce market — Wildberries — is taking a decisive step towards creating its own ecosystem of digital communications. According to data from the «SPARK-Interfax» system, published by «Kommersant», the organization has officially registered a package of domain names intended for the launch of its own messenger.
Expansion Strategy: From Marketplace to Communications
The registration of domains vb-messenger.ru, chat-vb.ru and chat-vb.rf indicates that plans to create a proprietary communication application have moved from the concept stage to the phase of technical implementation. Analysts note that this step allows Wildberries not only to retain users within its platform but also to integrate communications directly into the purchasing process.
According to available data, the initial development strategy for the service assumed its use for internal employee communication and interaction between sellers and buyers. However, the registration of domains in the .ru and .rf zones indicates an intention to launch the product on the open market. The launch is planned in two stages: first in Russia, and subsequently in other countries where the marketplace operates.
Competitive Environment and Integration
The appearance of a new player in the messenger market could seriously change the balance of power. At present, the dominant platforms in Russia are Telegram, WhatsApp, and VK Messenger. However, Wildberries has a unique advantage — direct integration with the trading process.
The new service, it seems, will be oriented towards functionality useful for e-commerce: quick contact with support, notifications about order status, communication with sellers, and possibly group chats for discussing purchases. This will allow for the creation of a closed loop of user interaction with the brand without leaving the Wildberries ecosystem.
Contradictory Data
In the context of Wildberries' infrastructure development, reports of various incidents related to security and logistics have recently emerged. In particular, open sources (such as materials from Zamin.uz) mention data on night attacks on the company's warehouses, which are linked to a «hidden military chain».
However, these reports concern issues of physical security and logistics chains, and at present, there is no direct evidence that they are related to software development or the launch of a messenger. Nevertheless, active domain registration and the expansion of digital presence against the backdrop of such news require careful monitoring by cybersecurity experts.
Development Prospects
The launch of a proprietary messenger is a logical continuation of Wildberries' strategy to create a full-fledged ecosystem. Similar steps have already been taken by other market giants: Amazon, Alibaba, and Yandex. Integrating a messenger into the existing marketplace application could significantly increase user convenience and increase their time spent in the app.
If the project is successfully implemented, Wildberries will be able not only to compete with Telegram but also to offer unique services unavailable on other platforms. However, success will depend on how well the company can ensure user data security and offer functionality that will truly be in demand.
