While still an emerging market compared to global leaders in e-commerce, Kazakhstan has the most developed online shopping landscape in Central Asia. Just over two decades after the first online shops emerged in the country,
in 2022. The
3.2 trillion Kazakhstani tenge in the same year, having increased by 306 percent from 2021.
at nearly two trillion Kazakhstani tenge in 2022. To compare, digital services sales stood at 1.2 trillion Kazakhstani tenge, or 37 percent of the total.
Leading e-commerce platforms in Kazakhstan
The digital ecosystem Kaspi, which offers packages of various online services in one place, had the
most popular e-commerce platform by monthly traffic. On average, around 30 million Kazakhstanis visited the Kaspi app or website each month in the third quarter of 2023. Furthermore,
Kaspi Shop (Kaspi Магазин) and Kaspi Travel were the leading online retailers in Kazakhstan in 2022, having generated approximately 2.1 billion U.S. dollars and 502 million U.S. dollars in revenue, respectively.
Wildberries, a Russian e-retailer, followed in the third place, with earnings from e-commerce totaling about 206 million U.S. dollars in 2022.
What do Kazakhstani customers buy online?
Among physical goods,
products for home were the most popular category making up almost 35 percent of the online retail revenue in Kazakhstan in 2022. These were followed by apparel, footwear, and sporting goods, which constituted over 17 percent of the total. According to a survey from 2023, nine percent and seven percent of Kazakhstani
retail customers admitted to having bought furniture and apparel online, respectively.
Transportation ticketing and seat booking led the ranking of most popular services sold online. The segment brought in revenue of approximately 93 billion Kazakhstani tenge in 2022.
Obstacles to e-commerce development in Kazakhstan and the EAEU
Despite the
continuously increasing internet penetration rate in Kazakhstan and changing consumer preferences linked to the coronavirus (COVID-19) pandemic, many consumers remain suspicious of ordering goods and services online. In a survey from 2022, over
three-quarters of customers nationwide saw no need for online purchases, whereas almost a quarter expressed loyalty to traditional brick-and-mortar stores. A third of the Eurasian Economic Union (EAEU) residents, of which Kazakhstan is a part,
expressed fears of receiving low-quality goods. Furthermore, six percent were afraid that the goods would not be delivered on time.
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