How to Sell on Ozon Kazakhstan and Other Marketplaces in Kazakhstan

Kazakhstan is a small market by population, but its online retail is growing at a healthy pace. Marketplaces capture most of the purchases: various studies put their share anywhere from 69% to 89%, depending on the methodology. Around 8 out of 10 orders go to local platforms.

That is a good reason to take a close look at the country for FMCG brands, distributors, and retailers. But entering a new market takes more than registering an account. You have to adapt your catalog to new templates, rules, commissions, and product listing requirements for each platform. Below, we cover the available routes into the market, how the main platforms work, and what to do about your product content.

Way to Enter the Market

The first question is where your business is registered. The answer determines which platforms are available to you.

Selling through a Kazakhstan legal entity. Platforms, above all Kaspi.kz, work with local sole proprietors (IP) and limited liability partnerships (TOO) that have a bank account in the country. Registration can be completed online through egov.kz, but you will first need an IIN (individual identification number) and an electronic signature, both of which must be obtained in person at a public service center (CON).

There is also a third option: finding a local distributor. The distributor enters the platforms on its own and buys products from you. This setup works best for manufacturers, because the intermediary has to be able to offer a lower price than competitors.

Kaspi.kz

Kaspi.kz is the most popular Kazakhstan marketplace. It grew out of a bank and a payment system, so it is no surprise to see installment plans and credit offered right on the product page. According to Kaspi, in the first quarter of 2026 sales on the marketplace grew 19% to 2.2 trillion tenge. Online sales grew 41% to 1.3 trillion tenge. The ecosystem is used by more than 25 million buyers and 900,000 sellers. We have already written about how to start selling on this marketplace.

Kaspi.kz is the leader, with about 6.9 million visits and 1.7 million orders per month at an average order value of $103.

What you need to start selling:

• IP or TOO status;
• a Kaspi Pay connection set up through the mobile app;
• payments received into your Kaspi Pay account on at least 20 days within the last two months.

Newcomers with no turnover history don’t always manage to register: sellers report that they had to make several transactions on the account first.

Kaspi does not offer fulfillment, only the FBS model: the seller stores the goods, then packs each order and delivers it to a drop-off point. For delivery within your own city, you can use your own couriers. The commission depends on the category and ranges from 7.3% for food to 15.5% for jewelry.

Kaspi’s key feature is shared product listings

Several sellers offer the same product. The one shown first is the seller offering bonuses, followed by the one with the lower price, and then rating and reviews are taken into account. As a result, competition comes down to price, and price dumping becomes the norm. One seller gave an example involving chandeliers: prices for the same item ranged from 14,656 to 25,000 tenge, while the cost of goods was 9,500 tenge. At the lowest price, the seller did not cover the commission, delivery, taxes, and warehousing. For this reason, it is best to enter Kaspi with a unique product or your own trademark.

Ozon Kazakhstan

Ozon has operated in the country since November 2021. In early 2023, the first fulfillment center opened in Astana, and the infrastructure now includes sorting centers in Almaty and Astana and a network of branded pickup points. To give a sense of the group’s scale: in the third quarter of 2025, Ozon reported 63 million active buyers and more than 78,000 pickup points.

Ozon offers sellers two scenarios.

1. Selling from Russia. Products are placed in designated Russian warehouses and then become available to buyers in Kazakhstan. You don’t need to register a business in the country, and the marketplace itself files the statistical forms for you. The downside is that the price of Russian goods depends on the exchange rate, and delivery takes up to two weeks.
2. Selling through a Kazakhstan legal entity. There is a separate seller account at ozon.kz. The contract is concluded with Ozon Marketplace Kazakhstan, and it takes about three weeks from application to first orders. Registration requires a phone number, an email address, a BIN (business identification number), the legal name, and bank details.

Fulfillment models:

In both models, logistics costs from 212 to 3,050 tenge per unit, depending on the volume and price of the item. FBO also carries a storage fee. Placement in the Astana and Almaty warehouses was free until July 1, 2026, so check the current terms in your seller account. Funds can be withdrawn up to four times a month to an account at any bank in the country.

After registration, Ozon requests documentation for your products. You must respond within three business days, or your selling on the platform will be shut down. The documents include a state registration certificate (SGR), a registration certificate, or a declaration or certificate of conformity. Requirements are stricter for dietary supplements, sports nutrition, baby food, and medical devices. Alcohol, tobacco, medicines, and counterfeit goods cannot be sold. If you work with Ozon in Kazakhstan, factor in taxes: you must choose your tax regime when registering your IP or TOO.

Other Kazakhstan Marketplaces

Beyond the two largest platforms, there are several others:

• Wildberries.kz operates through a version of the site with prices in tenge. According to reviews, the commission is 5–10% of each transaction.
• Yandex Market is a platform where multiple sellers can be attached to a single product listing. The Yandex ecosystem brings in buyers from search and other services, and the Yandex Plus program gives users loyalty points.
• Lamoda.kz specializes in clothing, footwear, and accessories. Its catalog contains over 2 million products, delivery covers the 15 largest cities, and customers can try items on at pickup.
• Sulpak.kz. A store for electronics, home appliances, and household goods.

• Halykmarket.kz is owned by Halyk Bank. It gets about 1.08 million visits a month and nearly 20,000 orders, with an average order value of $186. Installment plans are available for amounts up to 1 million tenge. The best-selling categories are electronics, home appliances, household goods, cosmetics, and health products.
• Shop.kz focuses on computers and home appliances: about 1.4 million visits and more than 15,000 orders per month at an average order value of $207.
• Jmart.kz is part of the Jusan Bank ecosystem and has its own courier service. Sellers must be entrepreneurs over 21 whose business was registered more than three months ago.
• Satu.kz and OLX.kz are large classifieds platforms. OLX gets 17.4 million visits a month, while Satu reports more than 12 million products and around 7 million users.
• ForteMarket and Clevermarket.kz have smaller audiences. The former sells high-ticket electronics and household goods; the latter deals in groceries and household goods and has a low average order value of $32.6.

For FMCG, it is worth looking at the platforms that carry food, cosmetics, and household goods: Kaspi.kz, Ozon, Clevermarket.kz, and Halykmarket.kz.

How to Choose a Platform, and Which Products Sell

• Audience. Clothing is easier to sell on Lamoda.kz and Wildberries, electronics on Shop.kz and Halykmarket.kz, and mass-market goods on Kaspi.kz and Ozon.
• Competition. Look at how many sellers there are in your niche and how they hold their prices.
• Terms. Compare commissions, logistics, storage, and penalties.
• Warehouses. Warehouse locations determine your delivery costs.

According to reviews, the popular products on Kazakhstain marketplaces are hobby and craft supplies, hygiene products, small home appliances, home and garden goods, and food. On Ozon, the top five niches are clothing and footwear, home and garden, electronics, home appliances, and construction and renovation.

Ozon helps you look for ideas right in the seller account. The Analytics section has four tools: “What to Sell on Ozon,” “Popular Products,” “Missing Products,” and “Trends.” The last one shows what shoppers can’t find on the platform.

Before purchasing inventory, calculate your unit economics: cost of goods, commission, logistics, storage, advertising, taxes, and returns.

Seller Ratings and Platform Rules

Each platform has its own system for evaluating sellers. A seller’s rating affects search ranking, access to advertising, and even the ability to keep selling.

Kaspi.kz tracks four indicators:

• a rating of at least 4 stars;
• seller-fault cancellations of no more than 3%;
• delays in handing orders over for delivery of under 10%;
• quality-related returns below 2%.

With a “Poor” status, you have 14 calendar days to fix the problem. If nothing changes, the “My Store” service and external advertising are switched off. A “Very poor” status lowers your rating to 3.0 and removes your store from the top three offers.

Ozon uses several indexes. Product ratings affect the Premium label: if the average rating falls below 4.5, the label is removed. For FBS, the error index counts cancellations and late shipments: at up to 2% you are in the green zone, at 2.1–5% in the light blue zone, at 5.1–10% in the yellow zone, and above 10% in the red zone. For the red zone, the marketplace charges higher fees: up to 6% of the shipment value for late shipments and up to 13.5% for cancellations.

Ozon also blocks individual product listings. The reasons include missing quality or brand documentation, the wrong category, incorrect photos, a sharp price change, copyright infringement, and listing attributes that don’t match the product.

Most violations have less to do with sales than with the quality of the data in the listing. This is a case where product content and error management are better handed over to a dedicated system.

What to Change in How You Manage Product Listings

To sell on several platforms in Kazakhstan, you need to maintain not a single catalog but a linked set of them. For Kaspi.kz, that means Excel templates and photos of at least 800×800 pixels. For Ozon, it means different categories and product types, required attributes, and moderation. Wildberries, Yandex Market, and Lamoda.kz each have their own requirements. With even 100 SKUs, this adds up to a substantial time investment.

At FMCG companies, it’s common for descriptions and ingredient lists to sit in emails from a brand manager, photos in cloud storage, and attributes in supplier spreadsheets. Different packaging photos end up on the marketplaces, employees skip fields in product listings, and so on.

To simplify the work, automate exports, and reduce risk, you can use the Marketprovider PIM. It is a platform that brings together all the tools for working with product content: collecting data from suppliers and brands, creating and enriching product listings, storing images and videos, checking completeness, and preparing and distributing listings to Kaspi.kz, Ozon, and other platforms.

How to manage product listings in a PIM

1. You collect all your product data in a single catalog: attributes, descriptions, photos, prices, and stock levels.
2. The system maps your fields to each platform’s attributes and categories.
3. For Kaspi.kz, Marketprovider generates ready-to-upload Excel files based on the platform’s official templates, either for adding new products or for updating prices, stock levels, and statuses.
4. The file is uploaded to Kaspi Seller Center, and when data changes, re-exporting takes a few seconds.
5. Exports can be configured by filters (categories, brands, SKUs) and on a schedule.

A PIM system helps you establish a product content standard across all channels, validate required fields and formats in advance, and move listings from one platform to another without manual copying. If a catalog has already been built for Ozon, adapting it for Kaspi.kz takes just a few steps.

Step-by-Step Plan for Entering Marketplaces

1. Choose 1–2 platforms to start with. For example, Kaspi.kz and Ozon Kazakhstan.
2. Check the product requirements. Dietary supplements, cosmetics, and food products may require permits and documentation.
3. Calculate your unit economics. Account for commission, logistics, storage, advertising, taxes, and returns.
4. Consolidate your content in one system. A single catalog in a PIM system will come in handy.
5. Upload your products and pass moderation. Check that listings are published and fix any issues flagged.
6. Replenish stock right after the first sales. Don’t wait for the entire first batch to sell.
7. Scale your channels. Connect new platforms from the same catalog.

Kazakhstan marketplaces give you access to a growing audience. But with every new platform, the cost of a data error rises. Manual spreadsheets are fine for getting started, but as the catalog grows, they lead to losses.

The Marketprovider PIM system helps you consolidate data in a single catalog, prepare listings to each platform’s rules, and export changes quickly. If you are planning to enter Kazakhstan or want to bring order to sales you have already launched, the Marketprovider team can help set up your content infrastructure and launch exports.