Kazakhstan E-Commerce Grows as Shoppers Spend over $8 Billion in 2025
Kazakh consumers spent 3.77 trillion tenge (about $8.2 billion) on online purchases in 2025, roughly 50% more than two years earlier. E-commerce now accounts for 14.3% of the country’s retail market, with most sales taking place through marketplaces such as Kaspi.kz, Wildberries, and Ozon. A marketplace is a digital platform that brings together products from multiple sellers rather than operating as a single retailer’s online store. In 2025, they accounted for 86% of online retail sales, up from 84.9% a year earlier, according to Kazakhstan’s Bureau of National Statistics. The share of sales through retailers’ own websites fell from 15.1% to 14%, although their turnover still rose in absolute terms. The online shopping basket is changing as well. Phones and gadgets remain the largest category, accounting for 17.1%. Clothing, footwear, and sporting goods make up 12.4%, household goods 12.1%, home appliances 10.3%, and food 7.4%. Growth in the grocery segment is changing delivery requirements. Five dark-store projects – facilities used to process online orders – were built in Almaty, Astana, Karaganda, and Aktobe last year. Marketplaces also installed 2,300 new parcel lockers. The rapid growth of the market has been supported by the widespread use of cashless payments, banking apps, and retail fintech. Domestic platforms are developing alongside major foreign players, intensifying competition for Kazakh consumers. But the presence of large cross-border platforms also creates additional logistical risks. In July, Ukrainian strikes on Wildberries logistics facilities in Russia affected Kazakh sellers that relied on the company’s Russian infrastructure. Following the attacks, Wildberries began searching for additional warehouse capacity in Kazakhstan, where the company is already developing logistics complexes in Almaty and Astana. Expanding domestic warehousing and infrastructure can shorten delivery times and reduce the dependence of some trade flows on logistics centers abroad. New Kazakh players are also emerging. In Karaganda, for example, the Teez marketplace is developing its own warehouse infrastructure and nationwide delivery network. The market’s growth has also brought problems for sellers, with Kazakh entrepreneurs citing difficulties with international payments and double taxation among the main barriers to growth. For small businesses, marketplaces provide access to a large customer base, but they also make sales dependent on the platform’s commissions and logistics. The rules for foreign players are changing as well. Since January 1, 2026, foreign marketplaces serving Kazakh consumers have been required to comply with new tax laws. The VAT rate for foreign platforms has risen from 12% to 16%. The legislation also allows Kazakhstan to suspend access to platforms that ignore registration notices. The government is anticipating further e-commerce growth. The Ministry of Trade’s official target is to increase its share of retail turnover to 18.5% by 2029. In 2024, the market was worth about 3.2 trillion tenge and accounted for 14.1% of retail trade, the Ministry of Trade and Integration said its volume had increased roughly fivefold since 2020. E-commerce is now expanding from a much larger base. Marketplaces already account for the overwhelming majority of online sales, so the next stage of market development will depend not...
