Ukraine has started hitting Russia's biggest online retailer, and it's bad news for Putin's promise to keep the war off ordinary Russians' doorsteps.

• Ukrainian drones have burned down warehouses of Wildberries, Russia's version of Amazon, wiping out about 10% of its capacity and billions in goods.
• These strikes reach into Moscow and St. Petersburg, wealthy cities Putin had worked hard to shield so residents could ignore the war.
• Wildberries and rival Ozon are huge — together about 8.5% of Russia's economy and over 5% of its workers — so the damage spreads far beyond one company.
• Small sellers are getting crushed: most goods weren't insured, Wildberries reclassified the attacks as "force majeure" to avoid paying, and one merchant who lost millions got about $100 in store credit.
• Russia's economy was already weak — banks have cut growth forecasts near zero, fuel is being rationed, and richer Russians are buying passports and apartments abroad to escape.

Outlook: The strikes likely won't collapse Russia or force peace talks soon, but each burned warehouse raises the cost of continuing the war a little more.