Kazakhstan B2C E-Commerce Market 2019 code:1433

Kazakhstan B2C E-Commerce Market 2019
OVERVIEW
TABLE OF CONTENTS
COMPANIES MENTIONED
Countries Covered: Kazakhstan
Pages: 47
Publication Date: 08/05/2019
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Questions Covered in the report:
  • What are the main drivers of B2C E-Commerce growth in Kazakhstan?
  • What are the key online retail trends in Kazakhstan?
  • How large are Kazakhstan’s B2C E-Commerce sales predicted to be by 2021?
  • Which product categories are most purchased by online shoppers in Kazakhstan?
  • Who are the leading B2C E-Commerce players in the country?

Key findings:

Kazakhstan B2C E-Commerce market experiences increased interest from consumers and the government

Kazakhstan B2C E-Commerce market develops

Kazakhstan is the largest and the most advanced B2C E-Commerce market in the emerging region of Central Asia and Caucasus, with a double-digit sales growth rate, as revealed in the report by yStats.com. Still, B2C E-Commerce in 2018 accounted for less than 2.0% of total retail sales in the country. However, according to another source, online retail sales has reached less than 3.0% in the same year. Among the growth drivers are the increasing Internet penetration, reaching over three-quarters of the population in 2017, and a growing interest in online shopping, especially among the young population.

Barriers to online shopping exist

One of the challenges to the B2C E-Commerce market in Kazakhstan is the underdeveloped logistics infrastructure. Slow Delivery was the main problem that digital buyers in Kazakhstan faced when shopping online in 2017. To deal with this issue, Kazpost is working on opening new fulfillment centers to support online merchants in their delivery service needs. Another barrier is the dominance of cash on delivery as the payment method, yStats.com reports. Close to half of online shoppers used this method to pay for purchases made over the Internet in 2017.

Local players are expanding Kazakhstan’s market

Kaspi.kz -the local online store owned by Kazakhstan’s Kaspi Bank, was the largest online shop in the country in terms of revenue in 2017. A unique service of immediate online credit for the purchase is offered by the platform due to a special position in the banking structure. Moreover, the largest Internet holding company, Chocofamily, also based in Kazakhstan, saw rapid growth of its online shopping platforms. The online travel sector is led by Aviata.kz and Air Astana. Foreign-based stores, such as Lamoda and Wildberries, were also in the top 10 ranking, according to yStats.com’s findings.

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1. Management Summary

2. Overview

  • Overview of B2C E-Commerce Market and Trends, February 2019
  • Selected Socio-Economic Characteristics, incl. Population, in millions, GDP, in USD million, Y-o-Y Change in GDP, in %, GDP per Capita, in USD, and GDP per Capita, PPP, in International Dollars, by Selected Countries in Central Asia & Caucasus, incl. Kazakhstan, 2019f
  • Internet Penetration, in % of Individuals, by Selected Countries in Central Asia & Caucasus, incl. Kazakhstan, 2017
  • Share of Individuals Using the Internet to Pay Bills or Make Online Purchases, in % of Individuals, by Selected Countries in Central Asia & Caucasus, incl. Kazakhstan, 2017
  • Financial Inclusion Indicators, incl. Financial Institution Account, Debit Card, Credit Card and Mobile Money Account Ownership, in % of Population 15+, by Selected Countries in Central Asia and Caucasus, incl. Kazakhstan, 2017
  • Logistics Performance Indicators, by Selected Countries in Central Asia & Caucasus, incl. Kazakhstan, 2018

3. Trends

  • Breakdown of Internet Traffic by Device, in %, 2018
  • Breakdown of Devices Used for Online Shopping, in % of Online Shoppers, 2017
  • Location of E-Commerce Merchants Purchased from, in % of Internet Users, 2017 & 2018
  • Cross-Border E-Commerce Transactions with Cards Issued in Kazakhstan, by Value, in KZT million, and Volume, in thousands, 2013 – 2017
  • Breakdown of Products Purchased Cross-Border, in % Cross-Border of Online Shoppers, 2017

4. Sales & Shares

  • Domestic Retail E-Commerce Sales, in KZT million and in % of Total Retail Sales, Domestic Wholesale E-Commerce Sales, in KZT million and in % of Total Wholesale Sales, and E-Commerce Sales of Services*, in KZT million, 2013 – 2017 & H1 2018
  • Breakdown of B2C E-Commerce Sales by Goods and Services, in %, January – August 2018
  • Retail E-Commerce Sales, in USD million, and Share of Total Retail Sales, 2016 – 2021f
  • Total E-Commerce Sales, in USD million, and Year-on-Year Change, in %, 2017- 2019f

5. Users & Shoppers

  • Internet Penetration, in % of Individuals, 2010 – 2018
  • Online Shopper Penetration, in % of Internet Users, 2017 & 2018
  • Breakdown of Online Shoppers, by Age Group and Gender, in %, 2017
  • Perceived Barriers to E-Commerce, in % of Internet Users, 2018
  • Breakdown of Online Shoppers, by Total Online Spending, in %, 2017 & 2018

6. Products

  • Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
  • Average Check in Online Shopping, in KZT thousand, by Product Category, December 2017 & December 2018

7. Payment

  • Share of Online Shoppers Paying Online Compared to Cash on Delivery, in %, 2017
  • Payment Methods Used in E-Commerce, in % of Online Shoppers, 2017 & 2018
  • Number and Value of Online Payment Transactions with Bank Cards, in thousands and in KZT million, and Share of Total Bank Card Payments Number and Value, in %, June 2018 – January 2019

8. Delivery

  • Problems Encountered When Shopping Online, in % of Online Shoppers, 2017 & 2018

9. Players

  • B2C E-Commerce Sales by Category of Players, in %, January – August 2018
  • Overview of Top 10 B2C E-Commerce Companies, Ranked by Revenue, 2017
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  • AO
  • Air Astana Joint Stock Company
  • Arena S TOO
  • Aviata LLP
  • Chocofamily Holding
  • Global Fashion Group S.A.
  • Kaspi Bank JSC
  • LLP Avon Cosmetics
  • Lamoda GmbH
  • Sulpak-Electronics LLC
  • Technodom Operator
  • Wildberries LLC
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