Kazakhstan’s leading online marketplace Arbuz.kz has made a strategic shift to target not only premium customers but also price-sensitive buyers.
Alexey Li of Freedom Holding Corp. said the startup has aligned its prices with both online competitors and large supermarkets. Taking into account the discount, products are about 25% cheaper.
Arbuz.kz used to focus on the premium category, but now it has added mid-range and budget products. Li added that the quality of service and friendly couriers are the main reasons for the company’s success.
Since joining Freedom Holding Corp., Arbuz.kz’s turnover has increased by 80% to 19 billion tenge ($36 million). In January-October, more than 1 million orders were processed, and its share of the Kazakh online grocery market is 11%.
