Kathmandu— Ukraine has been conducting a series of drone strikes targeting Wildberries, Russia's leading online retail platform, as part of a strategy to impact Russia’s economic infrastructure and demonstrate the reach of the conflict beyond the front lines. The attacks, which began in mid-July, have damaged or destroyed at least 12 warehouses across Russia, causing evacuations and raising concerns about air quality. While Moscow condemns the strikes as “terrorism,” Kyiv views Wildberries' facilities as legitimate targets due to alleged support for the Russian military effort through the sale of dual-use goods. The campaign aims to disrupt supply chains and challenge the perception among Russians that the war is not affecting their daily lives.

Wildberries: Russia’s Online Shopping Behemoth

Many Russians have increasingly relied on Wildberries, often compared to Amazon for its scale and convenience, particularly after the 2022 invasion of Ukraine. Aleksandra, an accountant from Yekaterinburg, described herself as “addicted” to the platform, noting its usefulness in accessing goods while living in a rural area. The company boasts over 40 large warehouses and nearly 200 smaller facilities totaling 5.2 million square meters of storage space – twelve times the size of Vatican City – and serves tens of thousands of retailers. Its pickup centers have become important social hubs, especially in more remote regions.

Kyiv’s Rationale for Targeting Logistics

According to Nikolay Mitrokhin, a researcher at Germany’s Bremen University, the strikes on Wildberries are not intended to directly impact Russia's military capabilities. Instead, they represent Kyiv’s understanding of how the Russian economy functions and its assessment of the potential social and political consequences. Ukrainian officials claim that Wildberries warehouses have been used to sell items with military applications, such as drone components and protective gear. Mykhailo Podolyaka, an advisor to President Zelenskyy, stated on August 1st that these facilities are “legitimate targets,” while acknowledging they also aim to impact Russians who attempt to distance themselves from the conflict.

Limited Impact on War Effort, Significant Disruption

Despite the damage inflicted, experts doubt the attacks will significantly hinder Russia’s war effort. Mitrokhin suggests that any disruptions to supply chains will be temporary and easily mitigated through alternative marketplaces. However, the strikes are causing tangible hardship for some individuals and businesses reliant on Wildberries' logistics network. One woman who owned a small retail business and stored her goods in a damaged warehouse shared a tearful video online after losing her livelihood. The company does not insure against damage from drone or missile attacks, leaving many facing financial ruin.

Kremlin Response and Potential Consequences

The Kremlin has condemned the Ukrainian strikes as “terrorism,” with spokesperson Dmitry Peskov labeling Kyiv’s actions as a demonstration of its “terrorist essence” on July 21st. Moscow has retaliated with its own drone and missile attacks, but lacks avenues for international legal recourse due to not being a signatory to the International Criminal Court's statute. Analysts predict Wildberries will be forced to adapt by decentralizing its logistics network, increasing service costs, and converting large hubs into smaller, more dispersed facilities. Some observers even suggest that continued attacks could destabilize Russia’s banking system, given the company’s substantial debts from Kremlin-controlled banks.

As Ukrainian strikes continue, Wildberries faces significant challenges in maintaining its operations and mitigating the economic fallout for both itself and its clients. The long-term impact of these attacks on Russia's economy and public sentiment remains to be seen.

(With inputs from Al Jazeera)

Originally published on abcnews.com.np.