E-commerce is maturing: growth is slowing, while competition is shifting towards ecosystems and AI. In Kazakhstan, marketplaces dominate, while ecosystems are expanding beyond commerce.
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In 2025, the e-commerce market continued its transition to a new stage of development. Competition among ecosystems, the expansion of mobile commerce, the rise of social shopping, and the widespread adoption of artificial intelligence technologies are increasingly replacing the period of extensive growth. As a result, success is determined not only by sales volumes, but also by customer experience, service personalization, and the integration of digital services within unified ecosystems.
The Kazakhstani market is developing in line with global trends. Marketplaces continue to strengthen their positions, the role of mobile sales channels is increasing, and the largest players are actively expanding their digital ecosystems. At the same time, regulatory changes aimed at improving market transparency and creating a more level competitive environment are becoming increasingly important.
In addition to the annual «TOP KZ Retail E-Commerce» ranking, prepared by our team in collaboration with Forbes Kazakhstan, we have developed an analytical review covering the key market trends, industry structure, the development of online services and classifieds, as well as the impact of artificial intelligence on Kazakhstan’s e-commerce sector.
The full report is available at the link below:
E-Commerce Market Review of Kazakhstan, 2026 presentation.
Authors:
Ramina Nazyrova, MRICS, Valuation Partner at Baker Tilly;
Sabina Kurban, FMVA, Valuation Manager at Baker Tilly;
Bolat Abutalipov, FMVA, Valuation Consultant at Baker Tilly;
Karina Vyborova, Intern at Baker Tilly;
Muslim Usmaev, Intern at Baker Tilly.
contact@bakertilly.kz