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Kazakhstan B2C E-Commerce and Payment Market 2020 & COVID-19’s Impact


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Countries Covered: Kazakhstan

Pages: 50

Publication Date: 12/08/2020

Questions Covered in the report:

  • How was the B2C E-Commerce Market in Kazakhstan affected by the pandemic?
  • What was the B2C E-Commerce share of retail sales in Kazakhstan pre-COVID-19?
  • Which product categories were purchased online during the outbreak in this country?
  • What is the number of online transactions made with bank cards in Kazakhstan since the beginning of 2020?
  • Which top E-Commerce websites in Kazakhstan were purchased from during COVID-19?

Key Findings:

Kazakhstan’s E-Commerce grows fitfully during COVID-19 pandemic

Early growth in online commerce during pandemic not sustained

The COVID-19 lockdown period in Kazakhstan in mid-March to May brought an early surge in E-Commerce activity as consumers turned to shopping from home, accentuating a movement to online shopping that was already in process. However, as the country encountered a new wave of coronavirus infections and went into lockdown again in early July 2020, the future of online retail become less certain amid declining disposable incomes with high unemployment. The coronavirus pandemic decreased online spending for a greater percentage of shoppers than the share that purchased more, according to surveys cited in the yStats.com report, an indication that the health crisis has had a devastating effect on the Kazakhstan economy.

Clothing and food are items most ordered prior to and during the pandemic

The product categories most purchased online in Kazakhstan in 2019 were clothing, shoes, and sporting goods, followed by food, and household goods. During the COVID-19 outbreak in March through May 2020, the leading products remained basically the same, with computers and mobile phones displacing household appliances in third place, as workers attempted to set up connections to work from home. As for services ordered online, food delivery increased in demand during the pandemic. The yStats.com report indicates that much of the growth in online purchasing during the early months of the coronavirus crisis came through social network sites such as Instagram.

Cards nearly equal cash payment for online goods and services

Cash on delivery was the leading method of payment for goods ordered online in Kazakhstan through the developing years of E-Commerce, but bank card nearly caught up with COD in 2019. The spread of coronavirus in the spring months further nudged the movement toward cashless payments, according to the yStats.com report. During the height of the pandemic in Kazakhstan, payments for digitally ordered goods accounted for around four fifths of all plastic payments, up from just over three fifths in the same months last year. Consumers in the Central Asian nation have made a local marketplace, Kaspi.kz the leading online shopping destination. Orders on Kaspi’s website more than doubled during the first four months of 2020 compared to the same period last year.

1. Management Summary

2. Overview

  • COVID-19’s Impact on B2C E-Commerce Market, July 2020

3. Impact on B2C E-Commerce Sales & Shares

  • Total E-Commerce Sales, in KZT billion, 2018 & 2019
  • Breakdown of Total E-Commerce Sales, by Domestic and Cross-Border Imports, in %, 2019
  • Domestic Retail E-Commerce Sales, in KZT million and Number of Orders, in millions, by Retail, Wholesale, and Services, 2016 & 2019
  • B2C E-Commerce Share of Retail Sales, in %, 2018 & 2019

4. Impact on Online Shoppers

  • Internet Penetration, in % of Households, 2015-2019
  • Online Shopper Penetration, in % of Internet Users, 2019
  • Number of Online Shoppers, in millions, 2018 & 2019
  • Breakdown of Online Shoppers, by Total Online Spending, in %, 2018 & 2019
  • Reasons for Not Shopping Online, in % of Internet Users Not Shopping Online, 2019
  • Breakdown of Changes in Frequency of Shopping Online During COVID-19, March-May 2020

5. Impact on B2C E-Commerce Product Segments & Online Verticals

  • Product Categories Purchased Online, in % of Online Shoppers, 2018 & 2019
  • Breakdown of Domestic B2C E-Commerce Sales by Product Categories, in %, 2019
  • Product Categories Purchased Online During COVID-19, in % of Online Shoppers, May 2020
  • Breakdown of Changes in Frequency of Ordering Food Delivery During COVID-19, May 2020

6. Impact on Trends

  • Location of Online Sellers Purchased From, in % of Online Shoppers, 2019
  • B2C E-Commerce Imports From Russia To Kazakhstan, in USD million, 2018 & 2019e
  • Mobile Shopper Penetration, in % of Online Shoppers, Compared to Global Average, 2019

7. Impact on Online Payment

  • Payment Methods Used in E-Commerce, in % of Online Shoppers, 2018 & 2019
  • Number of Payment Cards, by Cards in Circulation and Cards Used, by Local and International Cards, in thousands, May 2020
  • Number of Online Transactions with Bank Cards, in thousands, Value, in KZT million, and Share of Total Bank Card Payments Number and Value, in %, 2019 & January-May 2019 & 2020
  • 8. Impact on B2C E-Commerce Delivery
  • Breakdown of E-Commerce Orders by Delivery Methods, in %, 2019
  • Problems Encountered When Shopping Online, in % of Online Shoppers, 2019

9. Impact on B2C E-Commerce Players

  • Top E-Commerce Websites Purchased From During COVID-19, in % of Online Shoppers, May 2020
  • Value of E-Commerce Orders on Kaspi.kz, in KZT billion, and Number, in thousands, January-April 2019 & 2020
  • Top 10 Product Categories by Growth in Number of E-Commerce Orders on Kaspi.kz, in %, January-April 2019 vs. January-April 2020
  • Top Food Delivery Services Used During COVID-19, in % of Consumers Who Used Food Delivery Services, May 2020
  • Overview of Top 30 E-Commerce Platforms, Ranked by 2018 Revenue, in USD million, incl. Year-on-Year Change, in %, Average Check, in USD, and Category, as of October 2019
  • Number of Online Stores, in Units, 2017 – 2019
  • Air Astana JSC
  • Alibaba Group Holding Ltd
  • Chocofamily Holding
  • EVO Company
  • Glovoapp23 SL
  • Instagram Inc.
  • Kaspi Bank AO
  • Kaspi.KZ JSC
  • MasterCard Inc.
  • TOO Mechta Market
  • Visa Inc.
  • Wildberries OOO

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