Wildberries Launches Ride-Hailing Service in Armenia

Wildberries has begun a test launch of its ride-hailing service, WB Taxi, in Armenia, starting with early access for employees and business partners in Yerevan. This marks the fourth country where WB Taxi is available, following launches in Belarus, Uzbekistan, and Kyrgyzstan since mid-2025.

The WB Taxi app is also available for download in Russia, although it is being used to support and improve the platform rather than for commercial ride-hailing. Regular users in Yerevan can join a waiting list for WB Taxi, with access expanding gradually over the coming weeks.

Wildberries acquired three companies that provide ride-hailing and delivery services earlier this year, as it seeks to challenge Yandex's dominance in the regional market. Yandex's Yandex Go holds a virtual monopoly in Moscow's ride-hailing market, and Wildberries is looking to break into the transportation sector.

Anatoly Smorgonsky, who heads RWB's transportation technology development, announced the launch of WB Taxi in Armenia, stating that the country is the fourth where users can order a ride through the service. RWB was formed after e-commerce giant Wildberries merged with advertising firm Russ Group in 2025.

## Why it matters The launch of WB Taxi in Armenia is significant, as it marks a challenge to Yandex's regional dominance. With Yandex Go holding a virtual monopoly in Moscow's ride-hailing market, Wildberries is looking to muscle its way into Russia's highly concentrated market. The success of WB Taxi in Armenia and other countries will be crucial in determining the company's ability to compete with Yandex.

The expansion of WB Taxi into new markets is also a key part of Wildberries' strategy to diversify its services and challenge the dominance of tech giants like Yandex. As the company continues to grow and expand its services, it will be important to watch how it navigates the competitive ride-hailing market in the region.