Multichannel sales – variety of platforms
Posted: Sun Jan 26, 2025 10:15 am
The growth of multichannel sales is a key and current consumer trend at the moment. With the expansion of the range of platforms on which a company presents its product, the access of different categories of consumers to this product also significantly expands. An important role in this is also played by the increasing distribution of delivery services from companies. The consumer is looking for the fastest and easiest ways to receive the product, in which delivery and online platforms are noticeably successful.
Source: PwC Kazakhstan
The share of online purchases of goods and services in Kazakhstan increased from 15.6% (2019) to 17.7% (2020) in a year, and continues to grow. (12) In the first half of 2022, the volume of the online retail market amounted to 501 billion tenge, and 93% of all purchases were made via mobile phones. (13)
83% of all e-commerce in Kazakhstan is accounted for by marketplaces. Currently, there are about 5 large marketplaces operating in our market, with more than two million products presented on their platforms. The convenience of placing many different categories of products on a single platform, without the need to place orders on several sites, attracts a wide audience of consumers. The main growth prospects for such platforms will be the expansion of the range of products, improving the quality of delivery and the distribution of services across the regions, not limited to large cities of Kazakhstan.
Traveling in Kazakhstan is an expensive pleasure
As of 2022, an interesting trend is observed in Europe – the growth of population mobility, despite inflation. This applies to both long-distance trips in one’s own car (despite rising gas prices) and to flights abroad.
In the case of Kazakhstan, prices still stop many consumers from traveling abroad - 43% of respondents say they have never flown on planes precisely because of high prices. Domestic routes are in greater demand (7.6 million people per year) than international flights (1.8 million people per year), which is partly explained by the significant difference in prices. Thus, we can highlight the significantly lower mobility of our consumers. The already familiar trend of digitalization of sales is also noted - most consumers are inclined to purchase airline tickets on online platforms, while only 10% of consumers prefer to purchase airline tickets offline. (14)
The popularity of eco-friendly products
Worthy of mention is the current trend of transition to more environmentally friendly products and the growing awareness of efficient production among both producers and consumers themselves. Although the prevalence of eco-production and activist movements is much higher in the West, in recent years such movements have also been gaining popularity in Kazakhstan. According to the results of a survey by Simon-Kucher & Partners, over the past five years, 85% of respondents have become more inclined to consume eco-friendly products, and the majority (32%) are millennials. (15)
Thus, we can highlight current trends in consumer behavior in Kazakhstan:
Consumers go online – growing popularity of online platforms, marketplaces and digital commerce
Financial instability leads to frugality and cost cutting
Changing your favorite brands to more affordable ones
Growing consumer demands – high quality and affordable price
Consumers want more interaction with brands
Concerns about the environmental friendliness of products
General consumer concern about the crisis and the political situation
Conclusions
49% of Britons and 60% of Americans who had never shopped online before have done so since the pandemic began. (16) While only 1 in 5 consumers currently expresses serious concerns about COVID-19, the germany phone number data shockwaves of this global crisis have left their mark. The business world is currently undergoing dramatic changes and experts believe that many of the innovations brought about by the pandemic will take hold and become entrenched in society. Consumers are becoming more selective and conscious in their purchases, demanding both high quality and affordable prices from manufacturers. Businesses need to be prepared to adapt to new demands and trends in the market in order to survive this unstable phase of change.
The development of digital commerce in Kazakhstan has its own distinctive features - our level of digitalization occupies one of the leading positions in the world, despite the lower GDP per capita, and the e-commerce area still has great potential for growth.
In the coming years, we can expect the development of the e-commerce direction in Kazakhstan, the shift of sales volumes towards digital commerce, the expansion of the market of marketplaces and online platforms, including both the direct range of goods and the number of such platforms. The growth of buyers' balance and awareness in their consumption in connection with the worsening financial situation is inevitable and is already observed. A stable increase in interest and attention to delivery services and a decrease in demand for non-essential goods are also likely.
Source: PwC Kazakhstan
The share of online purchases of goods and services in Kazakhstan increased from 15.6% (2019) to 17.7% (2020) in a year, and continues to grow. (12) In the first half of 2022, the volume of the online retail market amounted to 501 billion tenge, and 93% of all purchases were made via mobile phones. (13)
83% of all e-commerce in Kazakhstan is accounted for by marketplaces. Currently, there are about 5 large marketplaces operating in our market, with more than two million products presented on their platforms. The convenience of placing many different categories of products on a single platform, without the need to place orders on several sites, attracts a wide audience of consumers. The main growth prospects for such platforms will be the expansion of the range of products, improving the quality of delivery and the distribution of services across the regions, not limited to large cities of Kazakhstan.
Traveling in Kazakhstan is an expensive pleasure
As of 2022, an interesting trend is observed in Europe – the growth of population mobility, despite inflation. This applies to both long-distance trips in one’s own car (despite rising gas prices) and to flights abroad.
In the case of Kazakhstan, prices still stop many consumers from traveling abroad - 43% of respondents say they have never flown on planes precisely because of high prices. Domestic routes are in greater demand (7.6 million people per year) than international flights (1.8 million people per year), which is partly explained by the significant difference in prices. Thus, we can highlight the significantly lower mobility of our consumers. The already familiar trend of digitalization of sales is also noted - most consumers are inclined to purchase airline tickets on online platforms, while only 10% of consumers prefer to purchase airline tickets offline. (14)
The popularity of eco-friendly products
Worthy of mention is the current trend of transition to more environmentally friendly products and the growing awareness of efficient production among both producers and consumers themselves. Although the prevalence of eco-production and activist movements is much higher in the West, in recent years such movements have also been gaining popularity in Kazakhstan. According to the results of a survey by Simon-Kucher & Partners, over the past five years, 85% of respondents have become more inclined to consume eco-friendly products, and the majority (32%) are millennials. (15)
Thus, we can highlight current trends in consumer behavior in Kazakhstan:
Consumers go online – growing popularity of online platforms, marketplaces and digital commerce
Financial instability leads to frugality and cost cutting
Changing your favorite brands to more affordable ones
Growing consumer demands – high quality and affordable price
Consumers want more interaction with brands
Concerns about the environmental friendliness of products
General consumer concern about the crisis and the political situation
Conclusions
49% of Britons and 60% of Americans who had never shopped online before have done so since the pandemic began. (16) While only 1 in 5 consumers currently expresses serious concerns about COVID-19, the germany phone number data shockwaves of this global crisis have left their mark. The business world is currently undergoing dramatic changes and experts believe that many of the innovations brought about by the pandemic will take hold and become entrenched in society. Consumers are becoming more selective and conscious in their purchases, demanding both high quality and affordable prices from manufacturers. Businesses need to be prepared to adapt to new demands and trends in the market in order to survive this unstable phase of change.
The development of digital commerce in Kazakhstan has its own distinctive features - our level of digitalization occupies one of the leading positions in the world, despite the lower GDP per capita, and the e-commerce area still has great potential for growth.
In the coming years, we can expect the development of the e-commerce direction in Kazakhstan, the shift of sales volumes towards digital commerce, the expansion of the market of marketplaces and online platforms, including both the direct range of goods and the number of such platforms. The growth of buyers' balance and awareness in their consumption in connection with the worsening financial situation is inevitable and is already observed. A stable increase in interest and attention to delivery services and a decrease in demand for non-essential goods are also likely.