Wildberries Pilots Crypto Payments in Belarus
Wildberries, one of the largest online marketplaces in Eastern Europe, has taken a significant step into the digital finance sector by piloting cryptocurrency payments in Belarus. The move comes in partnership with Whitebird, a fintech company operating under Belarus’s Hi-Tech Park, which overviews innovative projects in the country’s digital economy. The initiative represents one of the most high-profile experiments in the region to bridge e-commerce and cryptocurrency.
Pilot program through Hi-Tech Park regulatory sandbox
The pilot program received authorization from Belarus’s Hi-Tech Park, a government-backed framework designed to foster innovation in financial technology and blockchain-based systems. Instead of allowing direct cryptocurrency payments to merchants, Wildberries has opted for a hybrid model. Customers can convert popular cryptocurrencies—such as BTC, ETH, and TON—into electronic gift certificates through Whitebird’s platform. These certificates are issued in Belarusian rubles (BYN) and can then be redeemed on Wildberries’ website and mobile applications.
According to company statements, the service is being rolled out on a limited basis as a test phase. A select group of users can access the feature on both desktop and mobile devices. By routing payments through certificates, the company reduces exposure to cryptocurrency price volatility and ensures compliance with Belarusian financial regulations. This structure also offers consumers a practical entry point into using digital assets for everyday shopping without requiring merchants to accept crypto directly.
Expansion of digital payment options in Belarus
This pilot reflects Belarus’s broader ambition to integrate blockchain technology into mainstream financial systems under a carefully controlled regime. The Hi-Tech Park’s approval signals an openness to new payment methods while maintaining oversight to ensure regulatory compliance. Industry experts believe that if the experiment proves successful, it could set the stage for broader adoption of cryptocurrency payments across Belarus’s retail landscape.
The model also offers a blueprint for how e-commerce companies in Eastern Europe can incorporate crypto without navigating the risks of direct volatility. By anchoring payments in national currency through certificates, Wildberries provides a balance between innovation and stability. Analysts note that this could appeal to other regional e-commerce platforms looking to tap into the rapidly expanding digital asset market.
For consumers, the pilot introduces more flexibility in how they can spend their digital holdings. Many crypto users in Belarus have been searching for legitimate, practical ways to use their assets beyond trading or investing. The ability to seamlessly convert cryptocurrencies into Wildberries certificates adds a new dimension to e-commerce and could encourage further mainstream adoption of digital currencies.
Looking ahead, both Wildberries and Belarusian regulators are closely monitoring the results of the test phase. If user adoption proves strong and the system functions smoothly, the initiative could expand to more customers and potentially serve as a model for other markets where Wildberries operates, including Russia and Central Asia.
The experiment highlights Belarus’s role as a testing ground for fintech innovation in Eastern Europe. With its Hi-Tech Park continuing to support blockchain initiatives, the country is positioning itself as a regional leader in controlled crypto adoption. For Wildberries, this pilot represents not only an expansion of payment options but also a strategic move to align itself with the future of digital commerce.
