As seen globally, use of e-commerce surged during the pandemic, as consumers turned to shopping online to avoid exposure to the COVID-19 virus. With non-essential stores having to close temporarily under restrictions, retailers were forced to switch to selling their products online to ensure some sales could continue.
Grocery is one of the least developed products categories within e-commerce as the culture of purchasing food and beverages in-person is quite strong. Furthermore, traditional grocery retailers lead the grocery retailing channel, and few outlets have a strong online presence.
Given the large size of the country (and therefore the low population density), logistics and delivery play an important role when it comes to e-commerce in Kazakhstan. Retailers are actively investing in developing their coverage of the country as well as improving connections with international locations.
Over the forecast period, it is expected that e-commerce will continue to realise a high growth trajectory, even though value growth is not anticipated reach the levels seen in 2020. Nevertheless, value sales are expected to increase by about a fifth each year over the forecast period.
As well as looking to increase customer numbers over the forecast period, e-commerce players will also look to improve the online customer experience, by using technology tools such as artificial intelligence and stronger visuals (such as video content and 360-degree product views). E-commerce players will also strive to compete through offering add-on benefits.
There is an ongoing debate about whether domestic or foreign retailer are going to dominate e-commerce in the long term. Domestic players have the advantages of easier logistics, faster delivery and return, and post-payment.
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Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). E-commerce includes sales generated through pure e-commerce websites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all ‘click-and-collect’ and ‘collect-at-store’ transactions are counted as e-commerce sales. E-commerce excludes sales of: (a) Consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) Sales of motor vehicles, motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts, etc.) and travel; (d) Sales of travel and holiday packages; (e) Revenue generated by online gambling sites; (f) Returned products/unpaid invoices; and (h) Internet sales from direct selling companies, as these are tracked in Direct Selling market size/shares. Example e-commerce brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, etc. 3rd Party Merchant sales through online marketplaces, such as Amazon.com, eBay.com and Walmart.com, are included and split out in shares. 3rd party merchants are the summation of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba). Marketplaces are websites that allow multiple merchants to sell on the marketplace website, with the marketplace operator processing the transactions, but many marketplaces provide offer other services as to help with shipping, handling, payment, and product storage. The marketplace is not the merchant of record legally, but for the sake of shares, sales from 3rd part merchants are attributed to the marketplace brand operator.See All of Our Definitions
This report originates from Passport, our E-Commerce (Goods) research and analysis database.
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