According to the results of the study () : — % find a product on the Internet and go to buy it in a real store. — % will first “touch” and try on a real product in a store, and then order it through the platform. — % select a product online and then check its availability in local stores. — % like to use the opportunity to reserve a product online and come pick it up at the point of sale. At the same time, % of these people make additional unplanned purchases in a real store. We would like to present you with a small case that will bring us closer to the specifics of the Kazakhstan market. We interviewed the director of the platform for online stores Insales.kz – Nikita Krasnoyarov. They help businesses create online stores and integrate them with various online platforms and services. Nikita confirmed the leading role of Kaspi, as approximately % of stores ask to be integrated with this marketplace immediately. He noted two interesting trends: — on the one hand, Kaspi immediately gives a lot of advantages to the online store.
In particular, thanks to the strength of its brand. Kaspi gives a part time data credit of trust to the vendor who sells through their platform — on the other hand, there is a risk of increasing business dependence on a large marketplace, which can impose its own rules of the game and change them along the way. Therefore, it is necessary to develop alternative sales channels in parallel Nikita also describes some schemes that work effectively for Kazakhstani online stores. The scheme of integrating the store with leading platforms – such as Kaspi, Wildberries, Ozon, Yandex Market – allows the store to increase sales and build up the flow of customers.
Then some of these customers come to the store directly and become its regular customers. Clothing is a specific product that requires knowledge of the buyer's size, figure and other characteristics. Therefore, most buyers often end up going through an online store. The layout looks something like this: a clothing store wins -% of customers through its online store, and -% it “fishes” on marketplaces. Thus, marketplaces help clothing stores expand their circle of customers. This case shows that in the clothing and fashion industry in Kazakhstan, when planning promotion and sales, it is necessary to take into account the ratings and specifics of our marketplaces and understand the purchase route of each consumer.
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