In the case of Wildberries we're not talking about "dual use" items like a sleeping bag that your government fails to provide you, we're talking about specifically tagging items (1/4 million of them!!) as being for the war. It's Wildberries' business (literally) if they want to be a supplier for the war, and profit from it, but obviously that does mean they become a target.

Cutting off the enemy supply line is a classic and obvious military strategy. Ukraine didn't choose to be attacked, nor did they choose for Wildberries to become part of the supply line. They are playing the cards they were dealt, and I would say doing so with remarkable restraint.

of course that'd be fine, under the Geneva convention a civilian object loses its protective status when it makes effective military contributions and its destruction confers a military advantage.

What's supposed to be the argument against it, inconvenience for American shoppers during a war of aggression?