Central Asia is experiencing a boom in e-commerce. Against the backdrop of rapidly growing internet usage and changing consumer habits, major marketplaces are actively entering the market, setting new standards for service quality. Here is why the region is becoming one of the most promising areas for e-commerce development.
A new consumer landscape
The e-commerce market in Central Asia is going through one of its fastest phases of development in recent years. Improvements in internet infrastructure, the growing number of smartphone users, and changes in consumer behavior have made online shopping an integral part of daily life for millions of people.
Today, Kazakhstan, Uzbekistan, and Kyrgyzstan are becoming competitive grounds for both local companies and major international players. In addition to well-known brands like Kaspi.kz and Uzum, new entrants such as Wildberries, Ozon, and Yandex Market have also joined the competition.
Key growth figures
— In Kazakhstan, the e-commerce market reached $4.6 billion in 2023, accounting for 13% of total retail trade
— In Uzbekistan, the market hit $1 billion, more than doubling over the past three years
— In Kyrgyzstan, the market volume was $359 million, with a population of around 7 million people
These figures, based on data from IntelliNews, reflect the high level of audience engagement and the growing interest in online shopping across the region.
The role of marketplaces
Marketplaces have become the main driving force behind the growth of e-commerce in the region.
— Wildberries significantly increased sales in Kazakhstan, Uzbekistan, and Kyrgyzstan. In Uzbekistan alone, sales grew by 87 times over the past year
— Ozon is actively developing its logistics network and expanding its seller and customer base across the region
— Yandex Market is just beginning its expansion but has already announced ambitious plans for growth in Kazakhstan, Uzbekistan, and Kyrgyzstan
Major local platforms like Kaspi.kz and Uzum continue to maintain strong positions by offering convenient payment solutions and fast delivery services.
Challenges and opportunities
Despite rapid growth, the market faces several challenges:
— A lack of consumer trust in online platforms among parts of the population
— Limited access to modern payment systems, especially in rural areas
— Logistic difficulties in delivering goods to remote regions
Nevertheless, the overall trend remains optimistic. Advances in technology, the arrival of new players, and the growth of mobile commerce are expected to help overcome these barriers.
The future of the market
According to forecasts, the volume of e-commerce in Central Asia will grow by 15-20% annually over the next five years. Increasing consumer trust, the development of BNPL services, and the localization of platforms open up unique opportunities for businesses.
Central Asia is already transitioning from a promising emerging market to a full-fledged participant in the global e-commerce landscape.