Wildberries decided to keep up with the trends and launched its own messenger — WB Chat.
They did not overthink the design: they took the familiar Telegram layout and added channels, chats, round video messages, calls, and voice messages. Login is available only via a WB ID phone number, which immediately pulls up the buyer's profile.
WB's logic is clear: while there is constant noise around restrictions on other messengers, they want to keep everything within their own ecosystem. The longer a person stays in their app, the more they will eventually order. The platform has 100 million visitors daily and more than 150 million registered accounts — it would be foolish to let such a user base move to other platforms.
Why affiliates should take a closer look at this
-
Traffic with spending power. These are not schoolkids from TikTok, but an adult audience with linked cards that is used to spending money.
-
Channels and placements. If proper public channels appear inside the messenger, public page admins, native advertising, and traffic redirects to third-party offers will flood in.
-
Free reach at launch. When a service is just launching, the filters are usually full of gaps and there is no competition at all — you can enter a new traffic source at minimal cost and without strict restrictions.
For now, the messenger is only being tested, but as soon as WB starts pushing it among its customers — it will become a huge platform with fresh traffic.
