I think the Wildberries strikes were a unilateral escalation on the part of Ukraine and the current escalation cycle has ensued from that.
Apparently Wildberries carry/carried over 1/4 million items tagged as "for SMO" (Special Military Operation), so they had become a major part of the supply chain for Putin's war, which is why they were hit.
Russia has been hitting comparable logistics centers in Ukraine from the first year of the war. If someone has been escalating, it's Russia.