Trade Mission – entry point Kazakhstan


On February 12-13th in Almaty will host the annual international conference “Trade Mission 2014”, a central event in the sphere of distance and e-commerce in Kazakhstan, organized by the national postal operator “KazPost.” Regional partner of business forum is Ukrainian Association of Direct Marketing.

The main purpose of the forum, according to organizers, is to optimize the interaction between representatives of business in Europe and Asia and develop mutually beneficial cooperation in the field of distance selling and e-commerce. For the fifth year TM Kazakhstan is the largest platform for communication of not only online and offline Retail Kazakhstan markets players, but also the markets of near and far abroad countries.  It’s a place where we discuss the most pressing issues of e – commerce. Taking into account geographical position of Kazakhstan, as well as the needs and opportunities of the internal market, Kazakhstan freely is called one of the most promising regions in the field of distance selling and e-commerce.

According to Constantin Gorozhankin, member of the board “Internet Association of Kazakhstan”, the annual turnover of e-commerce in Kazakhstan in 2012 was close to $ 400 million, comparing with previous years it increased nearly 2 – 2,5 times. At the same time, in the foreign online stores Kazakhstan residents spent about $1,3-1,5 billion. It verifies the willingness of the population to buy online and unwillingness of the internal market to provide the necessary market supply.

Unsaturated demand at the internal e-commerce market once again is confirmed by the fact that 90 % of payments through charged cards in Kazakhstan banks accounted for international online stores, and only 10% is share of Kazakhstan electronic trading platforms. Wide range of goods and high quality of service are the main advantages of foreign comparing with domestic. Today such foreign companies as remote Bonprix (Poland) and YvesRocher (France) are successfully serving the market. Also in 2013 two Russian online giant – Ozon and Lamoda – enter Kazakhstan market. It, in turn, has begun to fill commodity niches such as fashion- retail, perfumes and media.

In spite of this today in Kazakhstan there are about 500 online stores. The most active players in the market are as traditional offline giants who use the Internet platform as an additional sales channel, Air-Astana, Kazakhtelecom, Kazakhstan Temir Zholy, Sulpak, Kazkommertsbank, Planet electronics and mobile operators – K-Cell, Beeline and Tele2; and young online services, among which groupons –,, as well as mobile payment service –, and ticket order service –

The main driver of market growth is a steady increase in Internet penetration (currently more than 61 %). So, the monthly Internet audience in Kazakhstan is just over 10 million people. In addition, large country’s territory, low population density, isolation of population centers, as well as remoteness from world trade markets are making Kazakhstan a very promising region for distance selling. A favorable geographical location of Kazakhstan, between Europe and Asia, provides a unique opportunity for the transit of goods. With joining the Customs Union, the prospect of becoming a major logistics center in the region is more and more real.

Active position of the national postal operator “KazPost” favors the successful development of distance selling market in Kazakhstan. Today postal operator is conducting a series of activities aimed at attracting companies in Kazakhstan. Among them and Trade Mission 2014, which gathers leaders not only e-commerce market of Kazakhstan, but representatives of the countries near and far abroad. Among the relevant topics for discussion by first persons of the industry conference program includes legal regulation of e-commerce industry, dilemma “advantages and disadvantages” of cross-border trade, financial logistics, payment systems, fulfillment and internet marketing in Kazakhstan, etc.

Details about participation in the conference “Trade Mission in Kazakhstan 2014” is available at regional partner Ukrainian Direct Marketing Association, tel. (+38044) 490 90 88 or via ).


Foto “head”: Rainer Sturm –

Pressemitteilung veröffentlicht am 21.01.2014 in (Home).