Opening a store on Kaspi: from registration to first sales

Briefly: the main steps to open a store on Kaspi from scratch.

• Kaspi is the largest marketplace in Kazakhstan: around 60–77% of total online sales and over 11 million users; sellers often report turnover growth of 30–40% in the first months.
• An IP can be registered online in the Kaspi.kz app: “Services” → “Gov services” → “Register IP”; for online commerce the OKED code 47.91 is suitable, and the certificate usually arrives immediately.
• Before opening the store, open an account in Kaspi Pay and for about two months "warm it up" with stable incoming payments, then submit the application via “Store on Kaspi.kz” → “Start selling”.
• Products can be added manually or in bulk via an Excel template; set competitive prices after analyzing other sellers — for automated price management use the AWW repricer.
• Enable pickup, courier delivery and Kaspi Postomat: Kaspi Delivery handles 96% of the marketplace's orders, and 51% are delivered within 48 hours.

E‑commerce in Kazakhstan is growing rapidly, and Kaspi.kz has become one of the country's key trading platforms. Opening a store on this platform gives entrepreneurs access to a multi‑million audience of active users who shop through the app every day.

Why Kaspi Store — a promising platform for business

The Kazakh e‑commerce market is relatively concentrated. The largest local ecosystem is Kaspi.kz — a fintech company that developed its own marketplace. It accounts for roughly 60–77% of the country's online sales volume. For comparison, in 2021 Kaspi held almost a 97% share of the e‑commerce market, but its share has decreased since then due to new competitors.

See also: direct link to login and a step‑by‑step guide — Kaspi.kz seller cabinet.

Selling through Kaspi.kz offers entrepreneurs several significant advantages:

• Access to a large audience of active Kaspi Bank users
• Ready infrastructure for sales without the need to build your own online store
• Built‑in payment and delivery systems
• The option to offer customers installments, which increases the average ticket
• Convenient tools for sales analysis and store management

How to register an IP through Kaspi

You can register an individual entrepreneur (ИП) directly in the Kaspi.kz app under Services → Gov services → Register IP. Required documents typically include your passport and IIN. For many sellers the registration certificate (BIN) is issued immediately after submission.

Choose OKED code 47.91 for online trade when prompted. If any additional documents are required, Kaspi’s support will indicate what’s missing. Processing time for activation varies but often completes within a few days.

Creating and configuring a store on Kaspi.kz

After registration and once your Kaspi Pay account is ready, apply for a store via the seller cabinet: “Store on Kaspi.kz” → “Start selling”. The application requires business details, banking info and information about your assortment and logistics.

Key settings to complete before launching:

• Profile and contact details — accurate address and working hours
• Payment and settlement details linked to Kaspi Pay
• Delivery zones, pickup points and return policy
• Store policies for warranty and customer support

Launching sales and attracting first customers

Start with a focused marketing plan for the platform: set introductory prices or bundles, join platform promotions, and consider offering free or fast delivery to boost early orders. Collect feedback actively and respond to reviews to build reputation.

Use platform promos and paid placements where appropriate, monitor conversion metrics in the seller cabinet and adjust product cards and prices accordingly.

Adding products and configuring the store

Upload products manually in the seller interface or use the Excel import template for bulk uploads. Required fields typically include title, category, price, stock, photos and a basic description.

Tips to improve conversion:

• High‑quality photos on a white background
• Clear and concise titles with key attributes
• Complete specifications (size, weight, color, SKU)
• Competitive pricing — for dynamic pricing management use the AWW repricer

Connect suitable delivery methods

Offer several delivery options: Kaspi Delivery, courier service, Kaspi Postomat and pickup points. Kaspi Delivery handles the bulk of marketplace orders and often offers the fastest turnaround. Choose the options that match your product size, margin and regional coverage.

Store launch and start of sales

Before full launch, test the order flow end‑to‑end: place a test order, check payment settlement to Kaspi Pay, and verify delivery and return procedures. Resolve any issues with product listings, shipping labels or customer notifications.

Recommendations for successful selling on Kaspi

• Monitor stock levels and replenish popular SKUs quickly
• Use analytics tools in the seller cabinet to track bestsellers and margins
• Participate in platform promotions and seasonal campaigns
• Keep response time to customer inquiries low and maintain high service quality

Keys to success on the Kaspi platform

Focus on competitive pricing, reliable fulfillment and strong customer service. Leverage Kaspi’s audience by optimizing product cards and gathering positive reviews. Over time, use data from your seller cabinet to scale assortment and campaigns.

Not all marketplaces are equally effective for the Kazakhstan market, but Kaspi consistently shows high conversion rates thanks to the wide reach of its app among the population. Marketplaces attract mass onboarding of entrepreneurs to online trade. On Kaspi.kz in the first half of 2024 the number of active sellers reached 721 thousand — many times more than a year earlier. For comparison, tens of thousands of Kazakhstani sellers are registered on foreign platforms: according to the Ministry of Trade of the Republic of Kazakhstan, by the end of 2023 Wildberries had 55,704 sellers from Kazakhstan, and Ozon had 45,400 sellers. However, not all of them are active — Forbes estimates that of more than 50k Kazakhstani merchants on Wildberries, only about 16k actually list products and get sales, the rest are registered formally.

Nevertheless, the inflow of businesses is impressive: local SMEs are massively going online through these platforms.

Kaspi.kz is a universal marketplace-ecosystem integrated with popular fintech services (Kaspi Gold, Kaspi Pay, Credit, Installments). Its strengths are installments and payments (buyers can easily purchase goods on credit/installment from Kaspi Bank directly in the app), a super-app with many services (from bill payments to ticket purchases), and a focus on everyday goods. Kaspi initially focused on electronics and home appliances, but now the platform features millions of different products from SMEs.

Main advantages of working with Kaspi Store:

• Access to Kaspi Bank’s huge customer base (over 11 million users)
• No need to create your own website or online store
• Ready-made sales infrastructure, including payment and delivery systems
• Installment options for buyers, which increase average order value
• Convenient analytics and sales management tools
• High buyer trust thanks to a well-known brand

According to statistics, sellers who connected a Kaspi Store report turnover growth of 30–40% already in the first months of operation. This makes the platform attractive both for business newcomers and for experienced entrepreneurs looking to expand sales channels.

In this detailed guide we will review all stages of opening a store on Kaspi.kz: from registering as an individual entrepreneur to launching sales and optimizing operations. By following our recommendations, you can quickly and effectively start selling on one of Kazakhstan’s most promising platforms.

How to register an individual entrepreneur (IE) through Kaspi

Before opening a store on Kaspi.kz you need to obtain a legal status. Most starting entrepreneurs choose the individual entrepreneur (IE) form due to relative ease of registration and tax accounting. Modern technology allows you to register an IE directly through the Kaspi.kz app without visiting government offices.

Step-by-step instruction for registering an IE via the Kaspi app

Preparation and authorization

• Install the Kaspi.kz app on your smartphone
• Log in using your phone number.
• Check that your personal data in the profile are correct

Submitting the application for IE registration

• Go to the "Services" -> "Public Services" section and select "IE Registration"
• Enter the business name, address, and tax authority
• Select the activity direction according to the OKED classifier. Many new sellers choose the code for online retail: 47.91 (Retail trade via online stores)
• Sign the documents online.

Submitting the application and receiving the certificate

• Check the entered data and confirm the application
• Pay the state fee (if required)
• After processing (usually immediately) you will receive an electronic certificate of IE registration

Required documents

To register an IE you will need:

• Citizen ID of the Republic of Kazakhstan
• IIN (individual identification number)
• An active phone number linked to Kaspi
• An active email address
• Information about the planned types of activity
• Details on the chosen tax regime

Creating and setting up a store on Kaspi.kz

After receiving the IE registration certificate you can move to the next stage — increasing the trust of your bank account and account on Kaspi.

You will need to download the Kaspi Pay app and open a bank account for the legal entity.

Then, for two months you must regularly receive payments to this bank account by any means for your goods.

When you complete this step and "warm up" the account and trust in you is established, submit an application through the app. On the main page of the Kaspi Pay mobile app select "Store on Kaspi.kz", click "Start selling" and follow the on-screen instructions.

Verification and activation

• Wait for the Kaspi specialists to review the application.
• After approval you will get access to the "Kaspi Seller Cabinet" personal account.
• On first login change the temporary password to a permanent one.

Profile filling recommendations

• Use a memorable name that reflects the business specialty. Avoid complex constructions and special characters. Optimal length is up to 20 characters. Many choose a name based on the brand or the legal entity name, whether IE or LLP.
• Provide up-to-date contact details. Ensure the listed phone number is available during working hours!
• Choose only categories in which you actually have products. Study the requirements for products in the selected categories. Do not mark categories "just in case" — this may negatively affect your rating. Also note that there are "restricted" categories and brands that require proper documentation.

Launching sales and attracting first customers

After completing registration and basic store setup, you need to properly organize the sales process for a successful start.

Adding products and configuring the store

Creating product listings

• Log in to the Kaspi Seller Cabinet
• Go to the "Products" section
• Choose how to add products: manually (for a small assortment) or bulk via an Excel template (for a large number of items)
• Follow the straightforward step-by-step instructions.

Setting prices and stock

• Set competitive prices after analysing other sellers' offers
• Specify the exact quantity in stock
• Set up automatic stock updates (when using integration)
• For automatic price management you can use a repricer product — AWW.kz, which changes prices depending on position in the seller list and price competitiveness.

Connect suitable delivery methods

Delivery infrastructure is a critically important success factor for marketplaces in Kazakhstan given the country’s large territory. Local and foreign players have invested significantly in building pickup networks and courier delivery.

Kaspi.kz developed its own Kaspi Delivery service. According to the company, 96% of marketplace orders are already delivered by Kaspi Delivery (through partners and its own points), and 51% of orders reach customers within 48 hours. The company installed more than 5,943 Kaspi postomats across the country, accounting for about 39% of deliveries.

In summary:

• Pickup (specify addresses and opening hours of points)
• Courier delivery (configure zones, cost and terms)
• Kaspi Postomat

Store launch and start of sales

After successful registration and store setup on Kaspi.kz comes the key stage — launching sales. The correct organization of this process determines the success of your start on the platform.

How to add products, set prices and delivery

• Adding products to the catalog

• Log in to the Kaspi Merchant personal account
• Go to the "Products" or "Catalog" section
• Choose the product addition method:
• Manual addition: fill out a product card for each item manually
• Bulk addition: upload products via an Excel template (convenient for large assortments)
• When adding each product specify:
• Product name (must comply with Kaspi standards and include key characteristics)
• Choose the correct category and subcategory
• Fill mandatory product characteristics according to the selected category
• Upload quality product photos (minimum 3–5 images from different angles)
• Write a detailed description including benefits and product features
• Price and stock settings

• Set competitive prices after researching competitors' offers
• Specify the exact quantity of product in stock
• Set up automatic stock updates (if integrated with your accounting system)
• Define a minimum order amount (if necessary)
• Consider participating in the Kaspi Red program to offer installments
• Configure delivery methods

• Enable delivery options available to you:
• Pickup from store or collection point (specify exact addresses and working hours)
• Courier delivery (set delivery zones, costs and terms)
• Kaspi Postomat (automated pickup points)
• Postal delivery across Kazakhstan
• Set order processing and dispatch preparation times
• Configure delivery costs depending on order amount or item weight
• Define minimum order amount for free delivery (if offering)
• Returns and warranty settings

• Familiarize yourself with Kaspi.kz return rules
• Set your return policy in accordance with legislation and platform rules
• Provide warranty service information for applicable products
• Prepare response templates to handle typical return situations

Tips for attracting first customers and getting initial orders

• Product card optimization

• Use complete and accurate product titles including key characteristics
• Fill all available characteristic fields — this improves search and filtering
• Upload high-quality photos from multiple angles
• Write informative product descriptions that answer common questions
• Regularly update availability and price information
• Competitive pricing

• Monitor competitors' prices for similar products
• Set introductory prices slightly below market average to attract first customers
• Use the "Price Monitoring" tool in the personal account to track your ranking in search results
• Regularly adjust prices based on demand and competitor behaviour
• Fast order processing

• Enable notifications for new orders in the Kaspi Merchant mobile app
• Process new orders as quickly as possible (ideally within 15–30 minutes)
• Timely update order statuses in the system
• Maintain constant communication with customers via Kaspi chat
• Handling reviews and ratings

• Ask satisfied customers to leave reviews about your store
• Respond promptly to questions from potential buyers
• Prioritize resolving customer issues
• Monitor and analyze reviews to improve service
• Initial promotion outside Kaspi

• Inform existing customers about the new sales channel (if you already have a business)
• Use social networks to promote your Kaspi store
• Create special offers for first buyers
• Consider advertising with a link to your Kaspi store

Recommendations for successful selling on Kaspi

Building a successful business on Kaspi.kz requires not only a correct start but also a sensible strategy for further development. Below are key recommendations to help increase your store’s efficiency.

How to improve store and product visibility on Kaspi

• Product card optimization

• Use correct product names including brand, model and key characteristics
• Fill all available product characteristic fields — this affects search and filters
• Regularly update descriptions and photos, add new information
• Monitor the accuracy of prices and stock
• Working with ratings and reviews

• Maintain a high store rating — it is critical for search visibility
• Respond promptly to all reviews, especially negative ones
• Resolve customer issues as quickly and effectively as possible
• Analyze reviews to identify systemic problems
• Pricing strategy

• Use the price monitoring tool in the personal account
• Aim to be in the TOP-3 sellers for popular products
• Balance competitive pricing with sufficient margin
• Regularly review prices depending on market conditions
• Assortment expansion

• Gradually add new products based on demand analysis
• Pay attention to seasonal products and trends
• Use tools for analyzing popular queries to expand assortment
• Focus on items with high margins and stable demand
• Use of promotions and special offers

• Participate in Kaspi promotional events
• Create your own special offers for popular products
• Use Kaspi Red program opportunities to increase conversions
• Plan promotions in advance, considering seasonality and holidays

Errors to avoid at the start

• Incorrect product card filling

• Incomplete or inaccurate product titles
• Absence or insufficient number of photos
• Poor descriptions without important characteristics
• Wrong category selection
• Logistics and delivery issues

• Unrealistic delivery times
• No order tracking system
• Poor control over packaging quality
• Untimely updating of order statuses
• Customer service mistakes

• Slow order and inquiry processing
• Ignoring negative reviews
• No clear return policy
• Incompetent responses to customer questions
• Financial miscalculations

• Not accounting for Kaspi commissions when pricing
• No profitability analysis for each product
• Poorly thought-out pricing policy
• Excessive stock of illiquid goods
• Technical issues

• Incomplete mastery of the personal account functionality
• No stock monitoring and automatic updates
• Ignoring notifications and messages from the system
• Untimely updates of product information

Process optimization to increase sales

• Process automation

• Set up integration with your accounting system (if used)
• Automate stock and price updates
• Use response templates for routine questions
• Enable automatic notifications about orders and inquiries
• Improving logistics

• Optimize the order picking and packing process
• Establish cooperation with reliable delivery services
• Consider using Kaspi Postomat
• Regularly analyse and optimize delivery costs
• Analytics and planning

• Regularly analyse sales statistics in the personal account
• Track seasonal trends and adjust assortment
• Plan purchases based on sales data
• Forecast demand to minimize stockouts and overstocks
• Improving service quality

• Reduce order processing and response times
• Improve packaging quality and product presentation
• Develop communication standards with customers
• Exceed customer expectations by doing more than promised
• Work on store image

• Create a recognisable communication style
• Add personalised messages or bonuses to orders
• Actively collect positive reviews from satisfied customers
• Work on brand recognition outside the Kaspi platform

Keys to success on the Kaspi platform

Opening and running a store on Kaspi.kz is a promising way to grow a business in Kazakhstan. The platform gives entrepreneurs unique opportunities for growth and scaling, providing access to a huge customer base and offering ready-made e-commerce infrastructure.

To summarise, here are the key factors that determine success on Kaspi:

• Quality service

Fast responses, prompt order processing, reliable delivery and competent problem resolution are the basis for high ratings and good reviews, which directly affect your store’s visibility.