Short-form videos and live streams on social media are increasingly helping entrepreneurs reach customers. To assess how effective these tools are in practice, the authors of a study examining the impact of social media on SMEs in Kazakhstan sought to establish how businesses use these platforms. The findings were presented at a forum in Almaty, where entrepreneurs also shared their first-hand experiences.
The issue of generating income through digital platforms was also addressed in the President of Kazakhstan’s State of the Nation Address. Kassym-Jomart Tokayev called for smartphones to become not merely a means of leisure for Kazakhstanis, but effective tools for generating income.
The Government has been instructed to develop a simplified regulatory framework for digital employment by the end of 2026, enabling residents of both urban and rural areas to earn income using their smartphones. In 2027, pilot projects will be launched in several regions in cooperation with businesses to help rural producers sell their products through digital platforms.
The President also proposed integrating government business support measures with the capabilities of private online marketplaces, banks, logistics companies and digital service providers. In addition to loans and subsidies, entrepreneurs should have access to digital tools that support the production and sale of goods.
Social Media and E-Commerce: Key Figures
Social media platforms have an extensive user base in Kazakhstan. According to DataReportal, as of the end of 2025, 16.9 mln people in the country were using social media, representing over 80% of the population. TikTok is the largest platform, with an advertising reach of over 16 million adult users.
E-commerce is expanding even faster. According to the Ministry of Trade and Integration, the e-commerce market grew by more than 50% over three years, reaching KZT 3.7 trillion by the end of 2025.
The share of online sales in total retail turnover increased to 14.3% over the same period. For many entrepreneurs, social media has become a digital storefront where customers first discover a product, while orders are subsequently placed through online marketplaces or delivery services.
Ministry of Trade: Market Developments
The Ministry of Trade and Integration identifies online marketplaces as the primary driver of market growth.
“Online marketplaces have become the main driver of the market, currently accounting for 86% of all retail e-commerce,” the Ministry noted.
According to the Ministry, these platforms provide entrepreneurs with access to millions of potential customers across the country.
Consumer purchasing patterns are also changing. Kazakhstanis are now buying far more than just electronics and clothing online. In 2025, mobile phones and gadgets ranked first in marketplace sales, followed by clothing, footwear and sporting goods, as well as home and garden products.
The supporting infrastructure is expanding alongside the market. For certain product categories, express delivery takes less than an hour. Warehouses for rapid grocery delivery have opened in major cities, while online marketplaces installed 2,300 new parcel lockers over the course of a year.
Findings of the Business Survey
The study was presented by Candidate of Economic Sciences Dinara Akynbekova. The research team surveyed 206 companies from all regions of Kazakhstan.
The majority of respondents use social media for business purposes at least once a month. More than half of the companies surveyed (57.8%) attribute over 5% of their revenue to these platforms. Almost nine out of ten entrepreneurs reported that video content helps them attract new customers.
For some businesses, social media has already become a significant source of revenue. One in seven companies surveyed (14.6%) reported that sales generated through social media account for at least a quarter of their total revenue.
Expenditure on marketing and promotion is also increasing. According to the study, the proportion of companies allocating a dedicated budget to promotion has risen to 75.7%.
Three Business Stories from the Regions
A clothing store in Shymkent has made TikTok live streaming a key part of its sales strategy. According to the owners, sales increased by 20% over the course of a year, while a one-hour live stream generates an average of three to six purchases.
A natural honey producer from E Kazakhstan region creates TikTok videos showing how its operates. According to the owners, this content has helped the business reach customers in foreign markets. They attribute their export growth, in part, to viewers’ interest in the production process itself.
Entrepreneur Yelaman Bedelbayev operates in the food service sector, with several outlets located in food courts. According to him, approximately half of all orders are now placed online. Many customers order food for home or workplace delivery through delivery services. As a result, both the outlets and delivery operations run around the clock.
Global Trends
Live-stream shopping is most developed in China. According to Statista, the value of sales generated through live-stream commerce in the country reached approximately CNY 5 trillion in 2023. During a live broadcast, sellers demonstrate their products, answer viewers’ questions and enable customers to complete purchases without leaving the stream.
Businesses in Kazakhstan are only beginning to adopt this format. However, the experience of the Shymkent clothing store demonstrates that it can be effective in the local market as well. Even a small retailer can generate several purchases during a one-hour live stream without having to invest in a physical storefront or additional rental space.
Key Takeaways for Entrepreneurs
The entrepreneurs’ experiences share one common feature: customers are attracted by the opportunity to see both the product and the people who make it, whether through a live conversation during a broadcast or footage from an apiary. In this context, video content helps build consumer trust - something that conventional advertising often struggles to achieve.
At the same time, entrepreneurs caution that generating views alone is not enough to achieve business growth.
“Businesses need to continuously improve product quality and customer service, while also expanding their own knowledge and expertise. Today’s economy and market are constantly evolving,” Yelaman Bedelbayev says.
