The eServices market in Kazakhstan has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Customer preferences in Kazakhstan have shifted towards digital services, as consumers increasingly seek convenience, efficiency, and cost savings. With the rapid proliferation of smartphones and internet connectivity, more people are opting for online shopping, digital payments, and e-government services. This shift in preferences is also fueled by the growing tech-savvy younger population who are comfortable with using digital platforms for various purposes. Trends in the eServices market in Kazakhstan include the rise of e-commerce platforms, the adoption of mobile payment solutions, and the development of digital government services. E-commerce platforms like Kaspi. kz and ChocoFamily have gained popularity among consumers, offering a wide range of products and services with convenient delivery options. Mobile payment solutions such as Qazkom Pay and Beeline Money are also on the rise, providing users with a seamless and secure way to make transactions. Additionally, the government of Kazakhstan has been actively investing in digitalization initiatives, making various public services available online, such as tax filing, vehicle registration, and healthcare appointments. Local special circumstances in Kazakhstan, such as the vast geographical size of the country and the dispersion of population, have contributed to the growth of eServices. With many remote and rural areas, accessing traditional brick-and-mortar services can be challenging for some residents. EServices bridge this gap by providing access to a wide range of products and services, regardless of location. Furthermore, the government's push for digitalization has created an enabling environment for eServices providers, with supportive regulations and incentives. Underlying macroeconomic factors have also played a role in the development of the eServices market in Kazakhstan. The country has witnessed steady economic growth, which has led to an increase in disposable income and a growing middle class. As people have more purchasing power, they are more inclined to spend on eServices. Additionally, the government's focus on diversifying the economy and reducing dependence on oil and gas has led to investments in the technology sector, creating opportunities for eServices providers to flourish. In conclusion, the eServices market in Kazakhstan is experiencing rapid growth due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. With the increasing adoption of digital services, the market is expected to continue expanding in the coming years.
Data coverage:
The data encompasses B2C enterprises. Figures are based on Gross Merchandise Value (GMV) and represent what consumers pay for these products and services. The user metrics show the number of customers who have made at least one online purchase within the past 12 months.Modeling approach / Market size:
Market sizes are determined through a bottom-up approach, building on predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies, third-party studies and reports, as well as survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, GDP per capita, and internet connection speed. This data helps us estimate the market size for each country individually.Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing. The main drivers are internet users, urban population, usage of key players, and attitudes toward online services.Additional notes:
The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. GCS data is reweighted for representativeness.
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