September 01, 2026

Девайлдберизация – Word of the Month


Девайлдберизация – Word of the Month
Body armor on offer at Wildberries.

The monthly language column that focuses on a word or phrase trending in Russian culture and society.


In recent months, Ukraine has focused on destroying Russian infrastructure and facilities critical to the country’s economy. Following a large number of successful strikes on oil refineries – which has led to a fuel crisis – the Ukrainian Armed Forces turned their efforts toward the logistic centers of major Russian e-commerce platforms.

Since the second half of July, the warehouses of Wildberries, the largest such company, have been subjected to drone strikes. Ukrainian authorities have justified the legitimacy of their strikes by pointing out that the Russian army uses Wildberries to acquire drone components, navigational equipment, body armor, and other military goods. It is, in a sense, a modern-day military supply depot.

By the end of August, more than 20 Wildberries facilities in various regions had been hit. There are no official figures on the platform’s losses, but experts estimate them at R100 – 200 billion. Wildberries continues to operate, but cannot function at the same scale or pace as previously. Some analytics predict that the firm will remain unprofitable for years to come: the marketplace’s revenue is falling, and sellers are moving to other platforms (a large part of the platform's activity is supplied by third-party sellers).

All of this is summed up by the evocative, newly-coined word девайлдберизация (dewildberrization), which might sound a bit clumsy if it weren’t for the way it echoes the vocabulary of Russian propaganda.

The Kremlin's originally stated goals for its War on Ukraine were “denazification” and “demilitarization” (денацификация and демилитаризация) The terms were once used in reference to Nazi Germany and, accordingly, implied that Ukraine was its successor. They were meant to provide some ideological justification for the war and to boost the morale of Russian soldiers. But, as they have become overused and lack any grounding in reality, they have become memes. By analogy, a large number of neologisms are being coined. For example, back in 2022, the explosions orchestrated by the Ukrainian Armed Forces on the Crimean Bridge were mockingly dubbed демостовизацией (from мост – "bridge").  Or, elsewhere, one might read that, to end the war, "России необходима депутинизация" (Russia needs deputinizatsiya). But the most popular “de – zatsia” word this summer has undoubtedly been девайлдберизация.”

And it means something more than simply removing Wildberries from the market or dealing it a major blow. After all, the main effect of девайлдберизация isn’t related to the company’s losses or even to delays in military shipments – it's the intrusion of the war into the Russians' daily lives. Previously, Wildberries made it easy to order any product and have it delivered anywhere in the country. Now, the inability to quickly get notebooks for school, a battery of the right size, or inexpensive clothing, serves as a constant reminder of the war to those who would prefer not to think about it.

Thus, девайлдберизация also means depriving society of its comforts and a growing anxiety far from the front lines.

You Might Also Like

Like this post? Get a weekly email digest + member-only deals

Some of our Books

Survival Russian
February 01, 2009

Survival Russian

Survival Russian is an intensely practical guide to conversational, colloquial and culture-rich Russian. It uses humor, current events and thematically-driven essays to deepen readers’ understanding of Russian language and culture. This enlarged Second Edition of Survival Russian includes over 90 essays and illuminates over 2000 invaluable Russian phrases and words.

Russian Rules
November 16, 2011

Russian Rules

From the shores of the White Sea to Moscow and the Northern Caucasus, Russian Rules is a high-speed thriller based on actual events, terrifying possibilities, and some really stupid decisions.

The Pet Hawk of the House of Abbas
October 01, 2013

The Pet Hawk of the House of Abbas

This exciting new trilogy by a Russian author – who has been compared to Orhan Pamuk and Umberto Eco – vividly recreates a lost world, yet its passions and characters are entirely relevant to the present day. Full of mystery, memorable characters, and non-stop adventure, The Pet Hawk of the House of Abbas is a must read for lovers of historical fiction and international thrillers.

 
Murder at the Dacha
July 01, 2013

Murder at the Dacha

Senior Lieutenant Pavel Matyushkin has a problem. Several, actually. Not the least of them is the fact that a powerful Soviet boss has been murdered, and Matyushkin's surly commander has given him an unreasonably short time frame to close the case.

A Taste of Chekhov
December 24, 2022

A Taste of Chekhov

This compact volume is an introduction to the works of Chekhov the master storyteller, via nine stories spanning the last twenty years of his life.

Stargorod: A Novel in Many Voices
May 01, 2013

Stargorod: A Novel in Many Voices

Stargorod is a mid-sized provincial city that exists only in Russian metaphorical space. It has its roots in Gogol, and Ilf and Petrov, and is a place far from Moscow, but close to Russian hearts. It is a place of mystery and normality, of provincial innocence and Black Earth wisdom. Strange, inexplicable things happen in Stargorod. So do good things. And bad things. A lot like life everywhere, one might say. Only with a heavy dose of vodka, longing and mystery.

Little Golden Calf
February 01, 2010

Little Golden Calf

Our edition of The Little Golden Calf, one of the greatest Russian satires ever, is the first new translation of this classic novel in nearly fifty years. It is also the first unabridged, uncensored English translation ever, and is 100% true to the original 1931 serial publication in the Russian journal 30 Dnei. Anne O. Fisher’s translation is copiously annotated, and includes an introduction by Alexandra Ilf, the daughter of one of the book’s two co-authors.

The Little Humpbacked Horse
November 03, 2014

The Little Humpbacked Horse

A beloved Russian classic about a resourceful Russian peasant, Vanya, and his miracle-working horse, who together undergo various trials, exploits and adventures at the whim of a laughable tsar, told in rich, narrative poetry.

Fearful Majesty
July 01, 2014

Fearful Majesty

This acclaimed biography of one of Russia’s most important and tyrannical rulers is not only a rich, readable biography, it is also surprisingly timely, revealing how many of the issues Russia faces today have their roots in Ivan’s reign.

At the Circus
January 01, 2013

At the Circus

This wonderful novella by Alexander Kuprin tells the story of the wrestler Arbuzov and his battle against a renowned American wrestler. Rich in detail and characterization, At the Circus brims with excitement and life. You can smell the sawdust in the big top, see the vivid and colorful characters, sense the tension build as Arbuzov readies to face off against the American.

About Us

Russian Life is the 31-year-old publication of an award-winning publishing house that also creates books, and other products for Russophiles the world over.

Latest Posts

Our Contacts

Russian Life
73 Main Street, Suite 402
Montpelier VT 05602

802-223-4955