Kazakhstan B2C E-Commerce and Payment Market 2020 & COVID-19's Impact

Kazakhstan B2C E-Commerce and Payment Market 2020 & COVID-19's Impact

Inconsistent growth in E-Commerce in Kazakhstan during COVID-19

Online retail surged at onset of pandemic, then sputtered

As COVID-19 spread in mid-March in Kazakhstan and citizens were confined to home, they turned to online shopping, a practice that had been slowly gaining traction in the Central Asian nation. However, as the economic impact of the shutdown increased and unemployment grew, the online shopping trend slowed, with more online shoppers responding that they shopped less in a survey cited in the yStats.com report.

Clothing and food maintain lead of products purchased online during health crisis

In 2019, Kazakhstan consumers ordered clothing and sporting goods more than any other product category, followed by household appliances. The same category mix has persisted during the pandemic, except computers and mobile phones have moved ahead of appliances in the ranking, as workers attempt to establish home offices. The yStats.com report also points to food delivery as a growing service category during the health crisis.

A local marketplace is the most popular destination for online shopping

A local website, Kaspi.kz is the leading destination for online shopping in Kazakhstan. That company’s website more than doubled the number of orders during the first few months of 2020, compared to 2019. Websites outside Kazakhstan are also popular with online shoppers, as about two fifths of orders are go cross-border, particularly in neighboring Russia and China, according to the yStats.com publication. While cash on delivery has been the leading method of payment for goods ordered online, by the end of 2019 credit or debit card payment equaled COD, and the coronavirus pandemic pushing the movement to cashless payments for online goods and services in the first half of this year.


1. Management Summary
2. Overview
COVID-19’s Impact on B2C E-Commerce Market, July 2020
3. Impact on B2C E-Commerce Sales & Shares
Total E-Commerce Sales, in KZT billion, 2018 & 2019
Breakdown of Total E-Commerce Sales, by Domestic and Cross-Border Imports, in %, 2019
Domestic Retail E-Commerce Sales, in KZT million and Number of Orders, in millions, by Retail, Wholesale, and Services, 2016 & 2019
B2C E-Commerce Share of Retail Sales, in %, 2018 & 2019
4. Impact on Online Shoppers
Internet Penetration, in % of Households, 2015-2019
Online Shopper Penetration, in % of Internet Users, 2019
Number of Online Shoppers, in millions, 2018 & 2019
Breakdown of Online Shoppers, by Total Online Spending, in %, 2018 & 2019
Reasons for Not Shopping Online, in % of Internet Users Not Shopping Online, 2019
Breakdown of Changes in Frequency of Shopping Online During COVID-19, March-May 2020
5. Impact on B2C E-Commerce Product Segments & Online Verticals
Product Categories Purchased Online, in % of Online Shoppers, 2018 & 2019
Breakdown of Domestic B2C E-Commerce Sales by Product Categories, in %, 2019
Product Categories Purchased Online During COVID-19, in % of Online Shoppers, May 2020
Breakdown of Changes in Frequency of Ordering Food Delivery During COVID-19, May 2020
6. Impact on Trends
Location of Online Sellers Purchased From, in % of Online Shoppers, 2019
B2C E-Commerce Imports From Russia To Kazakhstan, in USD million, 2018 & 2019e
Mobile Shopper Penetration, in % of Online Shoppers, Compared to Global Average, 2019
7. Impact on Online Payment
Payment Methods Used in E-Commerce, in % of Online Shoppers, 2018 & 2019
Number of Payment Cards, by Cards in Circulation and Cards Used, by Local and International Cards, in thousands, May 2020
Number of Online Transactions with Bank Cards, in thousands, Value, in KZT million, and Share of Total Bank Card Payments Number and Value, in %, 2019 & January-May 2019 & 2020
8. Impact on B2C E-Commerce Delivery
Breakdown of E-Commerce Orders by Delivery Methods, in %, 2019
Problems Encountered When Shopping Online, in % of Online Shoppers, 2019
9. Impact on B2C E-Commerce Players
Top E-Commerce Websites Purchased From During COVID-19, in % of Online Shoppers, May 2020
Value of E-Commerce Orders on Kaspi.kz, in KZT billion, and Number, in thousands, January-April 2019 & 2020
Top 10 Product Categories by Growth in Number of E-Commerce Orders on Kaspi.kz, in %, January-April 2019 vs. January-April 2020
Top Food Delivery Services Used During COVID-19, in % of Consumers Who Used Food Delivery Services, May 2020
Overview of Top 30 E-Commerce Platforms, Ranked by 2018 Revenue, in USD million, incl. Year-on-Year Change, in %, Average Check, in USD, and Category, as of October 2019
Number of Online Stores, in Units, 2017 - 2019

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook