The Russian e-commerce behemoth Wildberries has entered into a partnership agreement with Ethiopia’s largest state-owned investment company, marking a significant step in its efforts to broaden its presence in Africa, as reported by the state news agency TASS on Thursday.

Robert Mirzoyan, the CEO of Wildberries-Russ Group (RVB), and Brook Taye, the CEO of Ethiopian Investment Holdings, have reportedly signed a memorandum of understanding that establishes a framework for collaborative initiatives aimed at adapting Wildberries’ products for the Ethiopian market.

This accord also encompasses collaborative efforts in investment and technological projects that seek to bolster Ethiopia’s digital economy, as stated by RVB and referenced by TASS.

The specific details of the agreement remain undisclosed. Nonetheless, this arrangement indicates RVB’s ambition to extend its reach beyond its established Eurasian markets into emerging regions including Africa, the Middle East, and South Asia.

In addition to Russia, RVB has operations in Armenia, Belarus, Georgia, Kazakhstan, Kyrgyzstan, Tajikistan, Uzbekistan, and China.

The collaboration with Ethiopian Investment Holdings comes on the heels of last year’s merger between Wildberries and the outdoor advertising agency Russ Group, which some analysts have characterized as disproportionate due to Wildberries’ considerable market dominance. The independent news platform The Bell suggested that the merger could be part of a wartime redistribution of resources in Russia, primarily benefiting individuals with connections to the Kremlin.

Vladislav Bakalchuk, a co-founder of Wildberries and the former husband of the current CEO Tatyana Kim, had expressed his opposition to the merger, labeling it a “hostile takeover” orchestrated by Russ Group, and sought the support of Chechen leader Ramzan Kadyrov. Around the same period, Kim announced her separation from Bakalchuk while Kadyrov pledged to “return” her to her family and prevent the merger from proceeding.