Illustration: AI
Kazakhstan ranked 35th among 127 countries and markets by e-commerce sales. Online sales revenue reached an estimated $8.7 billion in 2025, according to e-commerce database ECDB (Finprom.kz). Marketplaces accounted for 86% of online retail sales of goods in 2025.
What happened
Kazakhstan leads Central Asia in online sales. Among CIS countries, including former members, it trails only Russia. Annual e-commerce revenue came to around $418 per person.
ECDB estimates that online sales account for 10–15% of Kazakhstan’s retail sales. Japan, France, Canada, Australia and Spain fall within the same range. This measure shows the share of retail turnover generated by online sales.
According to the Bureau of National Statistics, retail online sales of goods in Kazakhstan reached 3.77 trillion tenge in 2025, up from 3.16 trillion tenge a year earlier. E-commerce’s share of total retail sales reached 14.3%.
What this means
Most online sales of goods take place on marketplaces — platforms where different sellers offer their products. Goods worth 3.24 trillion tenge were sold through these platforms in 2025. Businesses’ own websites accounted for 531.3 billion tenge, or 14% of online sales.
For businesses, marketplaces are becoming a ready-made route to selling online: they bring together buyers, sellers, payment tools and sales infrastructure. This makes it easier to start selling online, especially for micro, small and medium-sized businesses.
Marketplaces were used by 83.1% of businesses engaged in e-commerce. Meanwhile, 27.2% sold through their own websites, with some companies using both channels. Marketplaces were the sole channel for 72.8% of businesses, while 16.9% used only their own websites and 10.3% used both.
Online sales of services followed a similar pattern, reaching 2.48 trillion tenge in 2025. Marketplaces accounted for 2.03 trillion tenge, or 81.8%. A further 451.8 billion tenge came through businesses’ own websites.
How online sales grew
Online retail sales of goods totalled 1.96 trillion tenge in 2022. By 2025, that figure had nearly doubled, while their share of retail sales rose from 12.5% to 14.3%.
