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In a survey of 206 companies across Kazakhstan, 88.3% of respondents said TikTok had a positive impact on attracting new customers. Conducted by TikTok and the Atameken National Chamber of Entrepreneurs, the survey reflects participating companies’ own assessments rather than independently measured customer acquisition.
What the survey covered
According to Informburo.kz’s report on the findings, the survey took place in September–October 2026 and covered all 20 regions of Kazakhstan. Dinara Akynbekova, managing director of Atameken and director of its business regulation department, presented the results. Seven sectors were covered, including trade, manufacturing, food service, education and real estate services.
Monthly use of TikTok for business was the option selected by 43.7% of respondents, compared with 29.5% in the previous year’s study, a difference of 14.2 percentage points. Another 27.2% said they used the platform weekly or more often. Together, these groups accounted for more than 70% of respondents.
What respondents said about customers and revenue
Beyond attracting new customers, 83.5% reported a positive impact on communication with customers. Another 73.3% believed the platform helped their business stand out from competitors.
For 57.8% of surveyed companies, revenue they linked to TikTok activity accounted for more than 5% of total revenue. This share was 12.3 percentage points higher than in the previous year’s study. For 14.6% of respondents, revenue attributed to the platform accounted for at least a quarter of the total.
Among small and medium-sized businesses using TikTok weekly, around 11% attributed more than half their revenue to it. The study reported a positive relationship between frequency of use and the share of revenue respondents attributed to TikTok. This association does not establish how much revenue the platform caused or how many sales would have happened without it.
What advertising reach figures show
For separate audience context, DataReportal’s Digital 2026: Kazakhstan report, using data available in October 2025, reported a potential TikTok advertising audience of 16.9 million people aged 18 and above. Based on TikTok’s advertising resources, that figure was equivalent to 122.8% of Kazakhstan’s adult population.
DataReportal flags figures exceeding 100% as an anomaly and explains that it republishes the source data as supplied. It also cautions that changes in TikTok’s advertising reach may not reflect changes in its overall user base. The advertising estimate should therefore not be read as a verified count of individual people.
These audience figures do not independently confirm the TikTok–Atameken survey’s customer acquisition or revenue findings. Those remain respondents’ assessments and should not be treated as measured results for all businesses in Kazakhstan.
How companies of different ages use TikTok
Among surveyed businesses operating for more than ten years, 31% used TikTok for promotion at least weekly. The figure was 15.4% for companies less than a year old and 32.2% for those operating for three to five years.
Yulia Kushnir, head of business development at TikTok in Central Asia and Eastern Europe, said the company wanted to help businesses of all sizes find their audience on the platform.
The TikTok–Atameken study of the platform’s impact on entrepreneurship in Kazakhstan was conducted for the second consecutive year.
