*Data for 2022-2024 formed taking into account marketplaces

In 2024, the volume of the retail e-commerce (domestic market), taking into account marketplaces, amounted to 3156,4 billion tenge, of which the turnover of retail trade through the e–commerce platform (marketplace) amounted to 2679,8 billion tenge (84,9%), retail enterprises selling goods through their own Internet resource – 476,5 billion tenge (15,1%).

Share of enterprises using an e-commerce platform (marketplace) in 2024 amounted to 82,5%, selling goods and services through their own Internet-resource – 26,8%, which 9,3% are engaged in retail e-commerce (through marketplace and their own Internet-resource).

In 2024, the volume of e-commerce services, including marketplaces, amounted to 2443,4 billion tenge. The volume of services provided through the e-commerce platform (marketplace) amounted to 2065,2 billion tenge (84,5%). The volume of services rendered through own Internet-resource amounted to 378,2 billion tenge (15,5%).

For 2024, the largest share of total retail sales of goods through marketplaces were phones and gadgets at 27,4%, appliances at 13,3%, clothing, shoes, sporting goods at 10,3%, computer goods, software at 5,7%.

For 2024, 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 26,8%, data processing, hosting applications and related activities at 19,5%, retail sales through mail order or Internet sales at 12,2%, other activities in the field of information technology and information systems at 12,2%.

The largest share (79%) of the total volume of retail e-commerce was carried out through marketplaces by medium enterprise, small– 17,1% and large – 3,9%.

For 2024, the largest share in the volume of services provided through marketplaces is passenger transportation services – 29,5%, cargo transportation services – 29,4%, reservations for transport – 25%.

The largest share (56,3%) of the total volume of services rendered was provided through marketplaces with up to 100 employees (small enterprise) and 43,7% – by medium sized enterprises.

In 2024 in marketplaces the average check for retail goods amounted to – 17 572 tenge, for rendered services – 3 274 tenge.

In retail trade, the largest share of sales through own Internet-resource was accounted for cosmetics, perfumes (22,4%), applianes (13,4%), pharmacy (11,8%), phones and gadgets (10,1%), jewelry (8,7%) and food products (8,3%).

In 2024, the largest share in the volume of retail trade through its own Internet resource was accounted for by large enterprises – 45,1%, small enterprises – 43,8%, medium – 11,1%.

For 2024, the largest share in the volume of services provided through own Internet-resource is accounted for services - tickets and reservations for transport –30,5%, passenger transportation services – 23,9%, other services not included in other groups – 18,6%.

In 2024, the largest share in the volume of services provided through own Internet-resource was accounted for by small enterprise – 54,5%, medium – 28,4%, large enterprise – 17,1%.

In 2024, the average sales receipt through own Internet-resource for retail goods amounted to 39 179 tenge, for services rendered – 15 243 tenge.

In 2024, methods of payment for goods and services, the most preferred were payment by for debit card payment or electronic bank transfer (32,2%), credit card payment via the Internet (23,7%), cash payment (22,8%), online payments (13,7%), mobile phone (3,9%), gift card payment or online voucher "points" of the bonus or coupon program (3,7%).

In terms of delivery method, direct to customer delivery using regular mail or other delivery methods was the most preffered mode of delivery – 45,8%, pickup from the point of sale or service point – 34% and online delivery by downloading from a website or software – 20,2%.