WB reported a rise in popularity of Russian tires

The share of Russian tires in sales on Wildberries is less than half, but this figure increased last year — by 3 percentage points, to 36% — and growth continues this year. In total, in 2025, tire sales on the marketplace grew by 338%, and demand for tires from domestic brands increased by 271%, according to Lenta.ru.

Tire sales of the Ikon brand increased by 226%, which allowed the brand to become the leader among all brands, both Russian and foreign, with an 11% share in the order structure. Tires from Cordiant and Kama are also in high demand (growth of 254 and 114%, respectively), and sales of Torero tires, which are now exclusively available on WB, jumped more than 78 times, allowing the brand, owned by "Cordiant", to enter the top 10 on the platform.

According to Vasily Gavriluk, the head of the "Auto" category at Wildberries, "compared to last year, the showcase of in-demand Russian tires has increased almost threefold — due to the presence of all major distributors on the site".

At the same time, it is noted that many large manufacturers follow a conservative approach to online distribution channels, while young brands, including foreign ones, "use marketing tools for sales growth on marketplaces much more widely", and, for example, tires from Korean brands have shown growth of 656%.

"The distributors themselves note that this year, working with large Russian manufacturers has become more complicated, and their advertising budgets have been largely directed towards export development, although they undoubtedly have enormous potential for further growth in the Russian online market," Gavriluk said.