*Data for 2022-2023 formed taking into account marketplaces

In 2023, the volume of the retail e-commerce (domestic market), taking into account marketplaces, amounted to 2439.8 billion tenge, of which the turnover of retail trade through the e–commerce platform (marketplace) amounted to 1767.6 billion tenge (72.4%), retail enterprises selling goods through their own Internet resource - 672.2 billion tenge (27.6%).

Share of enterprises using an e-commerce platform (marketplace) in 2023 amounted to 79.7%, selling goods and services through their own Internet-resource – 30.3%, which 10% are engaged in retail e-commerce (through marketplace and their own Internet-resource).

In 2023, the volume of e-commerce services, including marketplaces, amounted to 1602.6 billion tenge. The volume of services provided through the e-commerce platform (marketplace) amounted to 1304 billion tenge (81.4%). The volume of services rendered through own Internet-resource amounted to 298.6 billion tenge (18.6%).

For 2023, the largest share of total retail sales of goods through marketplaces were phones and gadgets at 27.5%, appliances at 11.6%, computer goods, software at 10.1%, auto goods at 7.9%.

For 2023, by economic activity, the largest share of platform holders (marketplaces) in the e-commerce market was accounted for by activities in the field of computer programming at 19.6%, other activities in the field of information technology and information systems at 14.6%, data processing, hosting applications and related activities at 12.2%, retail sales through mail order or Internet sales at 12.2%.

The largest share (92.8%) of the total volume of retail e-commerce was carried out through marketplaces with up to 100 employees (small), medium – 4.8% and large – 2.4%.

For 2023, the largest share in the volume of services provided through marketplaces is reservations for transport – 38%, passenger transportation services – 37.4%, other services not included in other groups – 14.5%.

The largest share (56.1%) of the total volume of services rendered was provided through marketplaces with up to 100 employees (small marketplaces) and 43.9% – by medium sized enterprises.

In 2023 in marketplaces the average check for retail goods amounted to – 14823 tenge, for rendered services – 2553 tenge.

In retail trade, the largest share of sales through own Internet-resource was accounted for clothing, shoes and sporting goods (31.6%), phones and gadgets (23.1%), cosmetics, perfumes (9.8%), applianes (7.5%) and food products (6.2%).

In 2023, the largest share in the volume of retail trade through its own Internet resource was accounted for by large enterprises - 72.3%, small enterprises – 16.6%, medium – 11.1%.

For 2023, the largest share in the volume of services provided through own Internet-resource is accounted for services - tickets and reservations for transport –35.3%, passenger transportation services – 27.8%, other services not included in other groups – 21.1%.

In 2023, the largest share in the volume of services provided through own Internet-resource was accounted for by small enterprise – 38.4%, medium – 33.6%, large enterprise – 28%.

In 2023, the average sales receipt through own Internet-resource for retail goods amounted to 51470 tenge, for services rendered – 13017 tenge.

In 2023, methods of payment for goods and services, the most preferred were payment by for debit card payment or electronic bank transfer (32.1%), cash payment (24.1%), credit card payment via the Internet (22.2%), online payments (13.5%), mobile phone (4.9%), gift card payment or online voucher "points" of the bonus or coupon program (3.2%).

In terms of delivery method, direct to customer delivery using regular mail or other delivery methods was the most preffered mode of delivery – 49.9%, pickup from the point of sale or service point – 31.5% and online delivery by downloading from a website or software – 18.6%.