Go Ahead named the best home appliance and electronics services

The Go Ahead ecosystem team conducted a study examining the home appliances and electronics market in Kazakhstan, identifying the leading players in the segment.

The Go Ahead team analyzed the apps and websites of services selling home appliances and electronics. Experts evaluated market leaders and their promotional strategies. The sample included players from the Forbes list of "45 Largest Online Trading Platforms in Kazakhstan in 2023."

The report is divided into two parts: an overview and a ranking. The first section covers industry trends and dynamics, along with a portrait of the target audience based on the results of their own survey. The second section evaluates apps and websites across 260+ parameters, identifying leaders in each category and determining winners in three overall rankings.

Here are the key findings and winners. You can download the full Go Electronics report via the link.

Key research findings
— The home appliances and electronics (HAE) segment accounts for 32% of the entire e-commerce market
— While the industry stagnated in 2022 due to overheating and the aftermath of the pandemic, in 2023 the sector returned to average growth rates of 13% per year
— 60% of buyers use credit or installment plans as their primary payment method for appliances
— The most common payment method is contactless card payment, available in 11 out of 12 apps
— Apps selling home appliances and electronics received 19 million installs in 2023, a 17% increase from 2022
— 83% of website traffic comes from two main sources: direct visits (45%) and organic search (38%)
— None of the 14 market players use in-app advertising.

Ranking winners:

What lies ahead for the HAE segment

In 2023, the home appliances and electronics segment became the largest by revenue on Kazakhstan's e-commerce market. According to our forecasts, the industry will grow by 45% over the next three years, reaching a revenue volume of $1.39 billion by 2026.

We have also identified trends that will be relevant in 2024:
— Development of own delivery services
— Increased competition among online platforms
— The ability to make purchases via installment plans or credit
— Mobile will remain the key sales channel for appliances and electronics in Kazakhstan.