Retail e-commerce Market in the Republic of Kazakhstan

In the first half of 2025, the retail e-commerce market in Kazakhstan continued to grow, reaching KZT 1.7 tn(+19% YoY) or USD 3.4 bn (+4% YoY). The share of e-commerce in retail rose to 17.1% (+0.5 percentage points vs 6M 2024), which brings Kazakhstan closer to the global average e-commerce penetration of 20.5%*.

Growth in transactional activity remains the key driver of Kazakhstan’s e-commerce market expansion: +27% YoY in the first half of 2025. At the same time, the average order value continues to decline –by 6% YoY in tenge and by 18% YoY in US dollars, reflecting both shifts in consumption patterns and the depreciation of the national currency. The current dynamics reflect a gradual transition to a more mature market model, in which growth is driven by the integration of online channels into regular consumption.

Marketplaces play a key role in transforming online consumption, concentrating demand on everyday goods in lower price ranges. The concentration of e-commerce activity on marketplaces increased in the first half of 2025, accounting for 92% of sales value and 96% of all e-commerce transactions in Kazakhstan. Meanwhile, the average order value on these platforms continues to decline, reflecting a focus on affordable categories and high purchase frequency.

The gap between channels in order value is widening: the average order value on marketplaces fell by 6% YoY, while that of online stores rose by 17% YoY. These opposing trends support market segmentation, wherein marketplaces are shaping a model of frequent, mass-market purchases with a low average order value, while specialized online stores concentrate on higher-value categories.As a result, sustainable market growth is driven by an increase in the number of transactions rather than an increase in transaction value.

• Our analysis of the retail e-commerce market in the Republic of Kazakhstan is published twice a year. We analyze data on a half-year basis, providing readers with the opportunity to examine the dynamics of the presented indicators in greater detail.
• The largest players in the e-retail sector and second-tier banks were involved in this study.
• Our respondents include Kaspi.kz, Halyk Market, and other participants who chose to remain confidential.
• Experts were asked to provide data on the total value and number of online transactions. To determine the average monthly USD/KZT exchange rate, data from the National Bank of the Republic of Kazakhstan were used.