Kazakhstan’s retail sector is undergoing an active digital transformation driven by the growth of e-commerce and the rapid development of artificial intelligence technologies. This was highlighted by Ivan Konovalov, Founder and CEO of Sonotiv, in an article for the publication “Delovoy Kazakhstan”.

According to a PwC study cited by the expert, Kazakhstan’s e-commerce market reached KZT 1.7 trillion in the first half of 2025, marking a 19% increase year-on-year. The share of e-commerce rose to 17.1%, approaching the global average level of online retail penetration.

The data also show that the number of online purchases exceeded 90 million, up 27% compared to the previous year. Over the past five years, Kazakhstan’s e-commerce market has expanded approximately sevenfold. Marketplaces account for 84.9% of the sector’s total volume.

According to Ivan Konovalov, presence on marketplaces has become an essential growth factor for retailers. Kaspi.kz remains the market leader, while other major players include Ozon, Satu.kz, Halyk Market, and Wildberries.

At the same time, the industry is facing several challenges. Konovalov notes that one of the key issues is the rapid growth of cross-border trade and the increasing influence of Chinese marketplaces. According to the data he cites, the share of cross-border trade in Kazakhstan grew from 40% to 62% between 2022 and 2024.

Tax reform is also affecting the market. The expert believes that the new provisions of the Tax Code will change the operating environment for marketplace sellers and increase reporting and compliance requirements.

Another significant challenge is the shortage of qualified professionals. According to Konovalov, digital transformation requires highly skilled specialists in both retail and IT, yet the market continues to face a shortage of such talent.

Meanwhile, companies are actively implementing modern technologies. As noted in the publication, Kazakhstani retailers use inventory and order management systems, CRM and ERP platforms, as well as AI-powered solutions to automate customer service, analytics, and employee training.

Among the most востребованные technologies, the expert highlights AI consultants that help businesses interact with customers and AI trainers that accelerate employee onboarding and improve service quality.

The article cites the Magnum retail chain as an example of successful digital transformation. The company has automated a significant share of its logistics operations and continues to expand its online business.

In Konovalov’s view, modern Kazakhstani retailers are becoming increasingly technologically advanced, using artificial intelligence for analytics, demand forecasting, and customer communication automation.

The expert believes that personalization, demand forecasting, omnichannel retail, and broader adoption of AI technologies will remain the key industry trends in the coming years. In his view, AI consultants and AI trainers will gradually become standard tools for medium-sized and large businesses.