Find distributors and retail buyers in Kazakhstan

Identifying the top retail chains in Kazakhstan where you can sell your products is relatively easy. Approaching and convincing them is a much bigger challenge.

It may be a better strategy to find a distributor first who can help you to get your products in smaller chains or individual stores, and then help you to get to the big names. Or to start online.

In this article you will find more information on the retail market and guidance on how to convince retailers and distributors to work with you.

The retail market in Kazakhstan

Kazakhstan, located in Central Asia, is the world’s largest landlocked country. As of 2023, it has a population of around 19 million people. Known for its vast steppes and rich natural resources, Kazakhstan has a diverse cultural heritage influenced by Russian, Central Asian, and Mongol nomadic traditions.

With a GDP per capita of approximately $9,700 USD in 2023, Kazakhstan’s economy is heavily reliant on its vast natural resources, including oil, natural gas, and minerals. The country is also developing its agricultural sector, focusing on grain and livestock.

Kazakhstan’s primary imports are machinery, electronic equipment, vehicles, and chemical products, essential for its growing economy and infrastructure development.

Important cities include Nur-Sultan, the modern capital; Almaty, the largest city and cultural and financial center; Shymkent, a major industrial city; and Karaganda, known for its mining industry. These cities play a crucial role in Kazakhstan’s economic and cultural landscape.

Distributor, retailer or web shop?

Most consumer products need at least one party in between. A distributor imports, stores and physically distributes your product, but rarely promotes it to consumers. A large retailer is the fastest route to the mass market, but is risk averse and often asks a listing fee.

A specialised web shop takes smaller volumes, but gives you reviews, pricing feedback and brand awareness within weeks.

Most exporters combine them: start where the barrier is lowest and use the sales data you gather there to convince the bigger names later.

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Finding a distributor in Kazakhstan in three steps

Step 1

Map the channel

List 10 to 15 distributors and retailers that already carry comparable products. Check which regions and store types they serve, and which brands they represent.

Step 2

Build a partner pitch

Your consumer sales deck is not enough. Show margin, rotation, returns and the support they get from you, with concrete figures from your home market.

Step 3

Approach and agree

Contact five to eight of them, propose a trial order or a pilot region, and settle pricing, minimum volumes, exclusivity and marketing support.