Business news

22 Oct 2025

Top-selling Belarusian products bought by foreigners via marketplaces identified

An archive photo

MINSK, 22 October (BelTA) – Top-selling Belarusian products bought by foreigners via marketplaces have been revealed at the E-Com Day 2025 conference, BelTA has learned.

Goods manufactured in Belarus are becoming increasingly popular both inside the country and abroad. In January-September 2025 their sales via the Wildberries marketplace increased by 50% in monetary terms. Sales in Kyrgyzstan grew by 83%, in Russia by 41%, and in Uzbekistan by 21%, said Denis Semenkov, director of the company in Belarus.

Clothing (dresses, suits, trousers, T-shirts, shorts, blouses) and underwear from Belarusian manufacturers are traditionally in high demand in the CIS countries. Belarusian cosmetics (shampoos, mascara, lipsticks, powders, serums, masks, foundation and BB/CC creams, highlighters, liquid eyeliners, makeup fixers), home textiles and decor (wallpaper, roller/tulle curtains, carpets, blankets, towels, pillows, blinds) as well as household and kitchen goods (plates, frying pans, jar lids, dish sponges, cleaning products) are as popular. Our food products (in particular, candies and chocolate bars) are the undisputed leaders in terms of export through the marketplace.

The top 10 categories of Belarusian goods in the countries where the company operates include clothing, finishing materials, gardening supplies, cosmetics and perfumes, food products, home textiles, tableware and utensils, household chemicals, curtains and accessories, cabinet furniture, and storage furniture.

In terms of the dynamics of Belarusian export, the most striking indicators in monetary terms compared to last year are demonstrated by bedroom furniture (up 948%), power tools and equipment (up 910%), upholstered furniture (up 353%), sports footwear (up 313%), automobile parts (up 225%), footwear (up 204%), sportswear (up 154%), gardening equipment (up 151%), office furniture, and retailing equipment (up 132%).

Among the Belarusian goods that saw a particularly sharp rise in sales in physical terms in neighboring countries in January-September 2025 are gift boxes for celebrations, molds for handicrafts, cream honey, children’s corners, perfumes, gymnastic swimsuits, decorative plates, lawn grasses and green manure, paper for handicrafts, nightgowns, bedspreads, and carpets.

Notable trends include a sharp increase in demand for Belarusian cosmetics among residents of Armenia, Kazakhstan, and Uzbekistan. Sales of Belarusian eyebrow gels in Armenia increased by almost 60 times, powders and makeup bases by more than 20 times, lip tints by 1,875%, and foundation creams by 1,732%. In Kyrgyzstan cosmetic care sets sold great, with orders increasing by more than 60 times, makeup fixers (up 1510%), and CC creams (up 1771%). Makeup fixers were also popular in Russia and Uzbekistan (up 703% and 743% respectively), and Uzbekistan residents sharply increased their purchases of CC creams (up 6,200%).

In January-September 2025 Belarusian household chemicals sold well in neighboring countries. For example, cleaning gels significantly increased in sales in Russia (up 916%) and Kazakhstan (up 700%). It is also worth noting the active sales of lawn grasses and green manure from Belarusian manufacturers in Russia (up 1371% year-on-year) and Kazakhstan (up 928%).

Belarusian sweets remain popular in the CIS countries. Stable demand is observed for many items, but a noticeable increase in candy sales can be seen in Armenia (up 6530%). Sales growth is also observed in Kyrgyzstan (up 75%) and Uzbekistan (up 68%).

Belarusian chocolate bars sold well in Kyrgyzstan (up 132%), Russia (up 122%), and Kazakhstan (up 21%). Purchases of marshmallows from domestic producers increased among residents of the Russian Federation (up 247%) and Kazakhstan (up 115%).

It is also worth noting an increase in sales of Belarusian cream honey in Armenia (up 1313%), wafers in Kazakhstan (up 172%), and Belarusian condensed milk in the Russian Federation (up 66%).



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