Description
Countries Covered: Azerbaijan, Georgia, Kazakhstan
Pages: 67
Publication Date: 15/05/2019
Questions Covered in the report:
What is the potential for B2C E-Commerce development in Central Asia and Caucasus?
How are the B2C E-Commerce sales in Kazakhstan, Azerbaijan, Georgia and how fast are they growing?
Which are the key characteristics of online shoppers and market players in each country?
What are the leading online retail trends in the Central Asia and Caucasus markets?
What are the most popular local and international E-Commerce websites in this region?
Key findings:
B2C E-Commerce in Central Asia and Caucasus is gaining momentum
B2C E-Commerce is only starting to evolve in the Central Asia and Caucasus region. Internet penetration is still below 50% in the Kyrgyz Republic, Tajikistan and Turkmenistan, and access to financial services reaches over half of the population in only Kazakhstan and Georgia. However, as the report by yStats.com shows, as infrastructure improves and Internet penetration increases, B2C E-Commerce in the countries of Central Asia and Caucasus could grow as well.
Kazakhstan has the strongest B2C E-Commerce market in the region
Kazakhstan is the largest market in the Central Asia and Caucasus region. However, online retail has much room for growth. B2C E-Commerce accounted for below three percent of total retail sales in Kazakhstan in 2018. According to another source, online retailing will only break this three percent barrier by 2021. Through investing in various economic and social spheres, Kazakhstan is developing the online economy given consumer interest in online shopping, as yStats.com’s report shows.
B2C E-Commerce in Azerbaijan is still at early stages of development
Another country with rapid B2C E-Commerce growth is Azerbaijan, according to yStats.com’s findings. Despite B2C E-Commerce in Azerbaijan still at early stages of development, between 2016 and 2017, online retail sales increased nearly three-fold. E-commerce has grown due to the country’s high Internet penetration rate, the highest in the Central Asia and Caucasus region. Almost eight in ten people in the country surfed the Internet in 2017. The second driving force for online retailing’s further development could be the young and tech-savvy population; in 2017, the largest age group among Internet users was individuals under 24 years old.
Georgia demonstrates significant potential for B2C E-Commerce growth
Among selected countries in Central Asia and Caucasus, Georgia had the highest financial institution account ownership in 2017, which is a right step towards developed E-Commerce infrastructure. Almost a third of Internet users in Georgia used the net to search for information about goods and services and a smaller share made purchases online in 2018, yStats.com finds. Despite the relatively low online shopper rate, online retailing in the country has a potential to grow under increasing interest in cross-border shopping and improving logistics services.
1. Management Summary
2. Regional
- Selected Socio-Economic Characteristics, incl. Population, in millions, GDP, in USD million, Y-o-Y Change in GDP, in %, GDP per Capita, in USD, and GDP per Capita, PPP, in International Dollars, by Country, 2019f
- Internet Penetration, in % of Individuals, by Country, 2017
- Share of Individuals Using the Internet to Pay Bills or Make Online Purchases, in % of Individuals, by Country, 2017
- Financial Inclusion Indicators, incl. Financial Institution Account, Debit Card, Credit Card and Mobile Money Account Ownership, in % of Population 15+, by Country, 2017
- Logistics Performance Indicators, incl. Global Rank, by Country, 2018
- Breakdown of Internet Traffic by Device, in %, by Azerbaijan, Georgia and Kazakhstan, 2018
- B2C E-Commerce Index, by Country, 2018, incl. Global Rank, Share of Individuals Using Internet, 2017 or Latest, Share of Individuals with Credit Card, 2017 or Latest, Secure Internet Servers per 1 million People, 2017 or Latest, UPU Postal Reliability Score, 2017 or Latest, and B2C E-Commerce Index Value, 2017
3. Kazakhstan
3.1. Overview
- Overview of B2C E-Commerce Market and Trends, February 2019
3.2. Trends
- Breakdown of Internet Traffic by Device, in %, 2018
- Breakdown of Devices Used for Online Shopping, in % of Online Shoppers, 2017
- Location of E-Commerce Merchants Purchased from, in % of Internet Users, 2017 & 2018
- Cross-Border E-Commerce Transactions with Cards Issued in Kazakhstan, by Value, in KZT million, and Volume, in thousands, 2013 – 2017
- Breakdown of Products Purchased Cross-Border, in % Cross-Border of Online Shoppers, 2017
3.3. Sales & Shares
- Domestic Retail E-Commerce Sales, in KZT million and in % of Total Retail Sales, Domestic Wholesale E-Commerce Sales, in KZT million and in % of Total Wholesale Sales, and E-Commerce Sales of Services, in KZT million, 2013 – 2017 & H1 2018
- Breakdown of B2C E-Commerce Sales by Goods and Services, in %, January – August 2018
- Retail E-Commerce Sales, in USD million, and Share of Total Retail Sales, 2016 – 2021f
- Total E-Commerce Sales, in USD million, and Year-on-Year Change, in %, 2017- 2019f
3.4. Internet Users & Online Shoppers
- Internet Penetration, in % of Individuals, 2010 – 2018
- Online Shopper Penetration, in % of Internet Users, 2017 & 2018
- Breakdown of Online Shoppers, by Age Group and Gender, in %, 2017
- Perceived Barriers to E-Commerce, in % of Internet Users, 2018
- Breakdown of Online Shoppers, by Total Online Spending, in %, 2017 & 2018
3.5. Products
- Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
- Average Check in Online Shopping, in KZT thousand, by Product Category, December 2017 & December 2018
3.6. Payment
- Share of Online Shoppers Paying Online Compared to Cash on Delivery, in %, 2017
- Payment Methods Used in E-Commerce, in % of Online Shoppers, 2017 & 2018
- Number and Value of Online Payment Transactions with Bank Cards, in thousands and in KZT million, and Share of Total Bank Card Payments Number and Value, in %, June 2018 – January 2019
3.7. Delivery
- Problems Encountered When Shopping Online, in % of Online Shoppers, 2017 & 2018
3.8. Players
- B2C E-Commerce Sales by Category of Players, in %, January – August 2018
- Overview of Top 10 B2C E-Commerce Companies, Ranked by Revenue, 2017
4. Azerbaijan
4.1. Overview
- B2C E-Commerce Overview and International Comparisons, February 2019
4.2. Trends
- Breakdown of Internet Traffic by Device, in %, 2018
- Breakdown of Households with Internet Access by Type of Internet Connection, in %, 2013 – 2017
4.3. Sales & Shares
- B2C E-Commerce Sales, in AZN million, 2016 & 2017
4.4. Internet Users & Online Shoppers
- Internet Penetration, in % of Individuals, 2010 – 2017
- Breakdown of Internet Users, by Age Group, in %, 2017
- Breakdown of Main Purposes of Internet Usage, incl. “Ordering or Selling Goods and Services”, in % of Internet Users, 2017
4.5. Payment
- Credit Card and Debit Card Ownership, in % of Population 15+, 2017
4.6. Players
- Overview of Popular Local Shopping Websites, incl. Category and Website Traffic Data, February 2019
5. Georgia
5.1. Overview
- B2C E-Commerce Overview and International Comparisons, February 2019
5.2. Trends
- Breakdown of Internet Traffic by Device, in %, 2018
5.3. Sales & Shares
- Internet Transactions with Payment Cards, incl. Number of Transactions, in thousands, and Value of Transactions, in GEL thousands, 2013 – 2018
5.4. Internet Users & Online Shoppers
- Internet User Penetration, in % of Individuals, by Gender, Location, Age Group and Total, June 2017 & July 2018
- Breakdown of Frequency of Using Internet, in % Individuals, 2017
- Purposes for Internet Use, in % of Individuals, in % of Internet Users, July 2018
- Online Shopper Penetration, in % of Internet Users, by Gender, Location, Age Group and Total, June 2017 & July 2018
5.5. Payment
- Credit Card and Debit Card Ownership, in % of Population 15+, 2017
5.6. Delivery
- Delivery Methods and Costs Offered by Selected E-Commerce Players, February 2019
5.7. Players
- Selected Local B2C E-Commerce Websites by Total Number of Average Visits per Day, and Share of Traffic from Georgia, in %, February 2019
