It is reported that the Russian electrician platform, Wildberries, is actively expanding the field of social electricians through its short video application of Wibes. By the end of May, the number of users in Wibes had exceeded 5.5 million by the launch of the Grower Profit Scheme, which aims to enhance user interaction and electrical transformation using short video content.
In March, Wibes tested the online application of the version, bringing together hundreds of thousands of short videos on various commodities from the Wildberries platform. The videos were created by vendors, Internet red and ordinary users. When viewing the video, the user can directly add the preferred goods to the shopping van on the Wibes, which are immediately synchronized in the Wildberries website or in the APC shopping van, where the user can complete the purchase. This form integrates entertainment, inspiration and seamless shopping experiences.
Tatyana Kim, founder and CEO of Wildberries, says: “Wibes represents the emotions and impressions that shopping brings to our hearts. I have always wanted to create a platform to help buyers better understand products through video-testing and short text, while also providing new opportunities for vendors and bloggers.”
According to Wildberries, since June, Wibes has included short video content in the broadcast volume statistics, and the owner received a subsidy in August for 100 roubles per 1,000 sightings based on the cumulative July broadcast volume. The requirement to register an individual or an individual entrepreneur is in accordance with Russian tax regulations. No seller of Wildberries may be allowed to avoid conflicts of interest, and at least two or more five seconds of video will have to be uploaded on the Wibes home page to ensure a minimum content creation threshold.
Wildberries was established in 2004 as a leading Russian electrician platform, covering countries such as Armenia, Belarus, Georgia, Kazakhstan and Kyrgyzstan. Wibes, a social utility application launched by Wildberries in 2024, combines short video and live broadcasting, imitating the TikTok Shop model and integrating entertainment with shopping.
Social electricians thrive around the globe, driven mainly by Z-generation preferences: they prefer attractive content, video consumption and more trust in web-based testing than traditional advertising. In China, where there are many and many platforms, social operators already account for about 30 per cent of online sales.
Any wildberries seller can promote its products on the Wibes either by creating their own videos or by labeling the products they want to promote. Cyberred can choose from among the available commodities, create assessment videos and publish them on the Wibes.
The seller’s liquidity model is paid for by order. The seller is required to pay 10 per cent of the commission through the sales generated by the Wibes. At the same time, with respect to sales through their content on the Wibes, Internet red and other bloggers (regardless of the size of the fans) receive a commission share of 9.9 per cent from 1 June — an increase from the initial 5 per cent at the time of the application.
Since the start of the project, more than 2,500 content creators have joined the Wibes. Wildberries sellers have opened more than 18,000 products for promotion, and users have added more than 400,000 items to the shopping carts from Wibes video.