How to start selling on Kaspi: opportunities, risks and rules
Why sellers choose Kaspi
Dominant role in Kazakhstan e-commerce
Kaspi.kz holds a unique position in Kazakhstan’s e-commerce market. According to current data, Kaspi accounts for 60–77% of the country’s total online sales volume. This confirms that for many entrepreneurs, launching on marketplaces often starts with Kaspi.
See also: direct link to getting started and a step-by-step guide — Kaspi.kz seller cabinet.
Advantages of the ecosystem for sellers
The platform offers sellers a set of key advantages:
- Large customer base: the Kaspi app is used daily by millions, ensuring a steady flow of potential buyers
- Integrated financial tools: installments and Kaspi Red increase average purchase conversion
- Developed logistics: Kaspi Delivery handles a large share of orders across the country; in 2025–2026 average delivery times improved due to process optimization
- Brand trust: a familiar ecosystem lowers the buyer’s entry barrier
- Wide assortments: the marketplace covers broad categories, from electronics to everyday goods
E-commerce growth in Kazakhstan: why now is the ideal time to enter the market
Kazakhstan’s e-commerce continued to grow through 2024–2026. While in 2023 online trade made up around 12–16% of retail turnover, by early 2026 this figure in some segments reached 18–20%. The number of active sellers on Kaspi also increased year-on-year, driven by improved payment and delivery options.
For new sellers this means higher overall demand, but also growing competition. Entering now allows businesses to capture audience segments before categories become saturated, especially in niche goods and locally sourced products.
Seller registration on Kaspi: step-by-step
Registering is straightforward but requires preparing a set of documents and choosing a business model (1P/2P/3P). Typical steps:
- Sign up and verify your account in the Kaspi seller cabinet.
- Provide business details: company or individual entrepreneur info, bank account, tax documents.
- Upload sample product listings and required legal documents for specific categories (electronics, cosmetics, etc.).
- Agree on fulfillment and logistics terms: self-fulfillment or Kaspi Delivery.
- Set up payment receiving rules — link your account to the platform’s settlement system.
Tip: prepare product data in advance (photos, descriptions, attributes) to speed up onboarding and approval.
Financial side: receiving funds and typical issues
Payments from Kaspi are usually processed according to the platform’s settlement schedule. Common challenges sellers face:
- Delays in payouts due to mismatched bank details or KYC issues.
- Disputes and chargebacks reducing available funds until resolved.
- Commission structures and fees differ by category and selling model (1P/2P/3P).
Recommendations: keep your accounting up to date, reconcile payouts monthly, and promptly respond to requests from Kaspi’s support to avoid holdbacks.
How AWW optimizes Kaspi operations for new sellers
AWW helps new sellers by setting up listings, optimizing pricing, and integrating analytics. Key services include:
- Preparation of product cards with SEO-optimized titles and keyword sets.
- Photography and infographics tailored for Kaspi’s layout and mobile app display.
- Inventory integration and logistics coordination with Kaspi Delivery if needed.
- Launch campaigns and ongoing repricing to win Buy Box and maintain competitiveness.
Working with a partner like AWW reduces time to first sale and shortens the learning curve on marketplace mechanics.
Managing returns and order cancellations
Returns are an important cost center. To reduce return rates:
- Provide accurate descriptions, correct sizes and honest photos.
- Include clear information about the contents and completeness of the product.
- Respond quickly to customer queries and handle complaints within platform timeframes.
Kaspi has set rules for returns and refunds; familiarize yourself with them and set internal SOPs for processing returns to minimize loss.
Dealing with competition and unfair practices
On a dominant marketplace you may face aggressive price competition, counterfeit offers, or listing hijacks. Actions to protect your business:
- Monitor competitors and perform regular audits of your product pages.
- Keep trademarks and brand registrations up to date to use Kaspi’s brand protection tools.
- Use analytics to detect sudden drops in conversion or surges in negative reviews.
If you encounter fraud or listing misuse, escalate via Kaspi support and provide evidence (invoices, photos, legal documents).
Reputation and ratings: key success factors
Ratings, reviews and seller metrics directly affect visibility and Buy Box eligibility. Focus on:
- Fast processing times and on-time delivery.
- High-quality packaging and accurate order fulfillment to reduce complaints.
- Proactive communication: notify buyers about delays or issues.
Regularly request feedback and address negative reviews professionally to maintain a strong seller rating.
Analytics and sales optimization
Key metrics to monitor: CTR, conversion rate (visit→purchase), average order value, SKU-level margin, CAC and return rate. Use these indicators to:
- Adjust advertising budgets and promotional tactics.
- Run A/B tests on titles, images, and prices.
- Identify top-performing SKUs and scale inventory for them.
AWW often sets up dashboards and automations to collect these metrics and recommend optimizations.
Infographics and product presentation
Conversion heavily depends on product card quality. Best practices:
- Use at least 5 high-quality photos, including one on a white background.
- Add 2–3 infographics highlighting key benefits and usage scenarios.
- Provide full specifications and a clear list of what’s included in the box.
Good visuals reduce returns and increase conversion — consider professional photography for your top SKUs.
Training and developing sales skills
Marketplace selling requires skills in pricing, analytics, customer service and logistics. Invest in training for your team on:
- Marketplace rules and category specifics.
- Content creation and product photography.
- Basic data analysis to interpret reports and make decisions.
AWW runs training and onboarding programs that help sellers get up to speed faster.
Conclusion: key steps to success on Kaspi Marketplace
To summarize, the main steps are:
- Choose the right business model (1P/2P/3P) and prepare documents for registration.
- Prepare high-quality product cards: photos, infographics and accurate specs.
- Set up analytics and monitor key metrics daily during the first 60 days.
- Optimize logistics and returns handling to protect margins.
- Consider partnering with experienced operators like AWW to speed up growth.
Entering Kaspi offers access to a large audience and robust tools, but success requires careful preparation, monitoring and continuous optimization.
Часто задаваемые вопросы
- How quickly can I prepare a product card for Kaspi to get first sales?
- Collect the minimum: 5 high-quality photos (main one on a white background), 3 infographics with key benefits, full specifications and correct keywords. Launch a small advertising campaign and run A/B tests on the title and price.
- Do I need to register as an individual entrepreneur to sell on Kaspi or can I sell as a private person?
- For mass sales and official settlements with the platform, an IP (individual entrepreneur) or legal entity is recommended. Small one-off sales are possible as a private person, but this limits integration and scaling options.
- Which metrics should I track during the first 60 days after launching on the marketplace?
- Focus on product card CTR, visit→purchase conversion, average order value and SKU-level margin. Simultaneously monitor CAC and returns to quickly adjust the budget if needed.
- How can I reduce the number of returns after starting resale on marketplaces?
- Improve the product card: accurate sizes, honest photos, an infographic listing contents. Add a user manual and speed up claims processing — this reduces customer dissatisfaction.
- What is the difference between 1P, 2P and 3P models on the marketplace and how does it affect pricing?
- 1P — you sell to the platform, the platform sells to the buyer; 2P — sale through the platform’s store with its logistics; 3P — you sell directly to the buyer via the marketplace. The model affects margin, commission and access to the Buy Box, so pricing and repricing should be configured separately for each model.
