Wildberries, the international e-commerce giant, has entered Ethiopia by opening its platform to local sellers. Its broader strategy focuses on adapting its global model to the local market. It has confirmed it is working closely with local partners to enable smoother last-mile delivery and payment integration, including enabling transactions in Birr. 

The company noted that it has successfully expanded to 11 countries so far, recently selecting Ethiopia as its strategic “gateway” for entry into the African continent. 

Biruk Genene, the first Ethiopian Country Manager of Wildberries, told Capital that the company prioritizes local currency for payments to help domestic entrepreneurs minimize losses caused by exchange rate fluctuations and conversion costs.

The executive explained that the decision to enter Ethiopia was driven by the country’s unique macroeconomic conditions and the government’s robust digital transformation agenda.

 “We chose Ethiopia because we see its strong potential for e-commerce development,” Biruk stated, noting that the country serves as the political capital of East Africa and a logistics hub for the rest of the continent.

He added that this launch aligns directly with the Digital Ethiopia 2030 vision, which seeks to modernize the economy through technology.

Wildberries and Ethiopian Investment Holdings (EIH) signed a Memorandum of Understanding (MoU) in November 2025. Following that agreement, Biruk updated Capital on the current status, stating that both parties are currently undertaking a feasibility study to evaluate the possibility of establishing a joint venture in the coming weeks.

To address “last-mile delivery”—one of the biggest challenges in the commerce sector—the company has entered into an agreement with EthioPost. This collaboration aims to streamline local delivery, enhance storage and processing capacities, and establish reliable direct operations from the seller to the customer.

A core pillar of Wildberries’ strategy in Ethiopia is the promotion of local exports. In its first phase, the platform will offer Ethiopian sellers the opportunity to present their products to an international market of over 200 million customers. 

The company announced that it handles an average of 25 million orders per day. Wildberries noted that “Russian-speaking customers already know and love Ethiopian products. Organic and authentic Ethiopian products will have a strong competitive advantage, and Ethiopian sellers will be able to enjoy the platform’s strong marketing and visibility capabilities to reach millions of new customers,” indicating high demand for value-added goods such as textiles, coffee, and cosmetics. 

The company has established its headquarters in Kazanchis and is actively onboarding local professionals to lead its operations. 

This update follows the official announcement on Wednesday, April 15, 2026, that Wildberries—the leading digital platform in Eurasia—has opened its platform to Ethiopian sellers. 

The inauguration ceremony was attended by representatives of the Ethiopian and Russian governments, over 150 local entrepreneurs, and Wildberries leadership, marking the company’s first expansion into Africa.

Wildberries is currently calling on local sellers to register on the platform to offer Ethiopian products—including coffee, textiles, leather goods, and natural cosmetics—directly to millions of customers in Russia and neighboring countries.

In the global race toward decarbonization, significant changes are often driven not by traditional energy giants but by agile institutions that blend digital ecosystems with physical infrastructure. In East Africa, a quiet yet substantial energy revolution is taking shape, with Ethio telecom at the forefront. The company is rapidly transforming from a conventional connectivity provider into a multifaceted utility designed to power Ethiopia’s digital and green future.

The recent inauguration of a fourth public Super-Fast Smart EV Charging Station in Adama, the first expansion outside the capital, Addis Ababa, marks a pivotal moment. This development indicates that Ethiopia’s transition to electric mobility is evolving from pilot projects to a coordinated, national strategic rollout.

Beyond Connectivity

For global observers, the entry of a telecommunications giant into the energy and transport sectors may seem unconventional. However, within the framework of its “Next Horizon: Digital and Beyond 2028” strategy, this convergence exemplifies strategic resilience. By utilizing its existing towers, fiber networks, and digital payment systems, Ethio telecom is uniquely positioned to address the infrastructure gap that hampers EV adoption.

This shift is more than mere diversification; it represents a structural repositioning. By integrating itself into the transport and energy sectors, Ethio telecom is anchoring the nation’s transportation systems in domestically generated, digitally managed electricity.

The Power of Data and AI-Driven Infrastructure

The Adama station is not just a hardware installation; it functions as an AI-powered node within a growing smart grid. With 180 kW super-fast chargers, the facility employs artificial intelligence to assess battery health and tailor charging sessions to specific vehicle requirements, including European models that previously faced compatibility issues in the region.

Since its launch in February 2025, Ethio telecom’s EV infrastructure has shown significant growth and impact. The opening of the Adama station has increased the network’s total capacity to accommodate 60 vehicles simultaneously, facilitating over 284,000 charging sessions and delivering more than 7.1 million kWh of energy. This transition has led to a measurable environmental benefit, preventing over 10 million kilograms of CO2 emissions—an impact roughly equivalent to planting 50,000 trees and a direct contribution to Ethiopia’s Green Legacy goals.

Telebirr as the Digital Glue of the Green Economy

The key to this rollout lies in the integration with telebirr, Ethio telecom’s mobile finance platform. By transforming energy consumption into a seamless digital transaction, the company has addressed the monetization and user experience challenges that often hinder public infrastructure projects.

Through the telebirr SuperApp, drivers enjoy a fully automated experience, from locating charging stations and monitoring charging progress in real-time via 5G/4G cloud servers to “Tap-to-Charge” NFC authentication and instant payment. This integration elevates electricity from a basic utility to a high-tech, self-service consumer product.

Orchestrating a National Ecosystem

Perhaps Ethio telecom’s most strategic decision is to act not as a monopolist but as an ecosystem orchestrator. The launch of its National EV Charging Platform allows third-party stakeholders to incorporate their charging stations into a unified digital network.

By providing the necessary software, payment gateway, and monitoring tools to other players, Ethio telecom is lowering the entry barriers for the entire private sector. This platform-based approach ensures interoperability, a crucial factor for the long-term success of Ethiopia’s Green Legacy initiative.

A Blueprint for Emerging Markets

As geopolitical tensions reveal the vulnerabilities of global fuel supply chains, Ethiopia’s emphasis on domestically produced renewable energy—primarily hydroelectric—coupled with a digital distribution network offers a blueprint for regional resilience.

Ethio telecom’s expansion into Adama sends a clear message to the international business community: Ethiopia is not waiting for the future; it is actively building the infrastructure to support it. By positioning itself at the intersection of data, finance, and energy, Ethio telecom has transitioned from a spectator in the digital revolution to the driving force behind the country’s green transformation.

The European Union has officially resumed its direct budgetary support to Ethiopia, which had been suspended since 2020. This move is regarded as a significant boost to the country’s current reform agenda and marks the beginning of a new chapter in the 50-year strategic partnership between the two entities.

The resumption of support will result in the immediate release of a financial package worth more than 140 million Euros intended for Ethiopia’s national budget.

Jozef Síkela, the European Commissioner for International Partnerships, described this decision as a “clear sign of confidence” in the government’s efforts to stabilize and modernize the economy following the cessation of the conflict in Northern Ethiopia. Commissioner Síkela further explained that this funding is part of the recently signed 240 million Euro Annual Action Plan (AAP) aimed at supporting governance, health, and economic growth.

The renewed financial cooperation is designed to bring tangible improvements to the daily lives of Ethiopians by focusing on three primary sectors. Significant funding will be directed toward the RISE program, which has already successfully reached 4 million people by modernizing power grids and installing 2,500 kilometers of fiber optic cables.

To further strengthen digital infrastructure, skills, and governance, a 150 million Euro digital economy package has been signed, with intentions to double this investment in the coming years.

Additionally, the European Investment Bank (EIB) has authorized a new 130 million Euro credit facility to support smallholder farmers and rural enterprises, with a specific focus on women-led businesses and the agri-food sector.

During the ongoing 2026 EU-Ethiopia Business Forum in Addis Ababa, the primary focus has been on positioning Ethiopia as an attractive destination for European investment under the Global Gatewaystrategy.