Among Central Asian countries

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Review of the publication from Strategy & Operations Group KPMG Caspian, on the topic "E-commerce in Central Asia" ( 2022 )

The phenomenon of e-commerce is that it is a unique tool that helps countries develop economically, creating jobs, stimulating entrepreneurship, supporting small and medium businesses; and of course, improving trade in general.

Kazakhstan is the leader in e-commerce, with 10% penetration. The morocco cell phone number list research group predicts that the country’s turnover could reach around $5 billion by 2025. Uzbekistan follows as a “star market.” Then Kyrgyzstan and Tajikistan as emerging markets, but with limited potential, mainly due to low levels of digital connectivity.

Based on the experience of e-commerce leaders in Central Asia (Kazakhstan and Uzbekistan), the research group identifies the following trends: improving ecosystems (from selecting and paying for goods to final logistics); personalization (i.e. developing systems for selecting recommended goods based on purchase history – which is a form of personalized interaction between the buyer and the seller); the ability to “try out” goods at pick-up points (trying on clothes, for example); fast delivery (from 1 to 5 days); BNPL (Buy Now Pay Later) – accordingly, the ability to pay for goods later after purchase; payment variations (online payment, cash, etc.); guarantees (the ability to return); gamification (reward systems for completing certain types of tasks).