*Data for 2022-2025 formed taking into account marketplaces

In 2025, the volume of the retail e-commerce (domestic market), taking into account marketplaces, amounted to 3768,8 billion tenge, of which the turnover of retail trade through the e–commerce platform (marketplace) amounted to 3237,5 billion tenge (86%), retail enterprises selling goods through their own Internet resource – 531,3 billion tenge (14%).

Share of enterprises using an e-commerce platform (marketplace) in 2025 amounted to 83,1%, selling goods and services through their own Internet-resource – 27,2%, which 10,3% are engaged in retail e-commerce (through marketplace and their own Internet-resource).

In 2025, the volume of e-commerce services, including marketplaces, amounted to 2477,3 billion tenge. The volume of services provided through the e-commerce platform (marketplace) amounted to 2025,5 billion tenge (81,8%). The volume of services rendered through own Internet-resource amounted to 451,8 billion tenge (18,2%).

In 2025, the largest share of the total volume of retail sales of goods through marketplaces was made up of telephones and gadgets – 17,1%, clothing, footwear and sporting goods – 12,4%, goods for the home and garden – 12,1%, household appliances – 10,3%, food products – 7,4%.

In 2025, the largest share of platform holders (marketplaces) in the e-commerce market by type of economic activity was in the field of data processing – 49,8%, other types of activities in the field of information technology and information systems – 20,1%, retail trade by ordering goods by mail or via the Internet – 12%.

The largest share (99,8%) of the total volume of retail e-commerce through marketplaces comes from large enterprises, medium-sized enterprises – 0,2%, and small enterprises – 0,1%.

By 2025, the largest share of services provided through marketplaces will be passenger transportation services – 42,6% and transport seat reservation services – 30,8%.

The largest share (41,7%) of the total volume of services sold through marketplaces comes from medium-sized enterprises, small ones – 35,1%, and large ones – 23,3%.

In 2025 in marketplaces the average check for retail goods amounted to – 11123 tenge, for rendered services – 4840 tenge.

In retail trade, the largest share of sales through the company’s own Internet resource was accounted for by household appliances (17,1%), telephones and gadgets (14,1%) and food products (14%).

In 2025, the largest share of retail sales through their own online resource came from large enterprises – 64,8%, small enterprises – 20,1%, and medium-sized enterprises – 15,1%.

By 2025, the largest share of the volume of services provided through the company's own Internet resource will be for services such as tickets and reservations for transport – 23,9%, passenger transportation services – 20,6% and services in the field of information and communication technologies – 6,6%.

In 2025, the largest share of the volume of services provided through their own Internet resource came from small businesses – 42,9%, medium – 32,3%, large businesses – 24,8%.

In 2025, the average sales receipt through own Internet-resource for retail goods amounted to 23363 tenge, for services rendered – 13876 tenge.

In 2025, the most preferred payment methods for goods and services were payment by debit card or electronic bank transfer (33,7%), payment in cash (22,6%), payment by credit card via the Internet (21,3%), online payments (13,2%), payment by gift card or online voucher for “points” of a bonus program or coupons (5,5%), via mobile phone (3,7%).

In terms of delivery method, the most preferred method was delivery directly to the buyer using regular mail or other delivery methods, which accounted for 46,1%, pick-up from a point of sale or service point – 34,7%, and online delivery by downloading from a website or using an application – 19,2%.