A growing population, rising retail sales and an expanding middle class: Central Asia offers attractive sales opportunities for businesses. Kazakhstan and Uzbekistan are particularly promising. There is demand for high-quality consumer goods, while retail chains and digital sales channels continue to develop.
The region now has around 84 million inhabitants and has had a larger population than Germany since 2025. The Eurasian Development Bank estimates that Central Asia’s population could reach approximately 96 million by 2040. Economic growth also creates opportunities: annual growth rates have ranged from 5 to 11 per cent for several years. International observers expect growth to slow in the medium term, but still anticipate continued expansion.
Kazakhstan and Uzbekistan Offer Different Market Opportunities
Businesses should take a closer look at the region’s two largest economies. Kazakhstan has the highest purchasing power in Central Asia. Its nominal gross domestic product per person now exceeds that of Russia and China. Food plays a significant role in Kazakhstan’s retail sector, accounting for around 33.1 per cent of total retail sales in 2025.
Uzbekistan’s main strength, by contrast, is its large population. With 38 million inhabitants, it is home to almost half of Central Asia’s population. An expanding middle class in the major cities of both countries creates sales opportunities for German consumer goods and services.
Retail Sales Are Growing
According to estimates by market research company Infoline, retail sales in Central Asia exceeded US$100 billion for the first time in 2025. Kazakhstan accounted for approximately half of this total, while Uzbekistan contributed around a third. Kyrgyzstan, Tajikistan and Turkmenistan accounted for the remainder.
Population growth, urbanisation, the expansion of retail chains and online shopping are supporting this development. Growth is particularly strong in Uzbekistan, where the national statistics office reported an increase in retail sales of around 20 per cent in the first half of 2026.
Online Retail: Kazakhstan Leads, Uzbekistan Is Catching Up
Sales channels differ between the two countries. Uzbekistan only began opening up its economy in 2016. Markets and bazaars still dominate its retail sector, while e-commerce accounts for approximately 3 to 5 per cent of retail sales.
In Kazakhstan, online sales already represented around 14 per cent of retail sales in 2025. The government expects this share to rise to 20 per cent by 2030.
Online marketplaces play an important role, handling 86 per cent of Kazakhstan’s online retail sales. Phones and consumer electronics account for 17.1 per cent of marketplace sales. Clothing, footwear and sporting goods represent 12.4 per cent, home and garden products 12.1 per cent, and household appliances 10.3 per cent. Other product categories together make up the largest segment, at 48.1 per cent. These figures describe the breakdown of marketplace sales, rather than the retail sector as a whole.
Physical Shops Remain Important for Premium Products
Despite the growth of online shopping, physical shops remain important, particularly for products at the higher end of the market. German BSH Hausgeräte’s business in Kazakhstan illustrates this.
According to the company’s head in Kazakhstan, Daniel Braun, more than 40 per cent of household appliances in the country are now sold online. BSH also maintains a physical presence: in 2024, the company opened a flagship store in Almaty where customers can see appliances in operation.
Together with its partners, BSH now operates 13 Bosch shops in Kazakhstan and plans further expansion. Braun describes customers as highly loyal to brands and considers the country an important growth market for his company.
Local Partners and Adapted Products Support Sales
German small and medium-sized businesses mainly work with distribution partners in Kazakhstan. One example is Pufas, a manufacturer of renovation products that sells wallpaper paste, fillers and cleaning products through larger DIY retail chains.
The company has operated in the country for more than two decades. According to Export Director Andreas Alexander, its business has grown alongside its partners. Adapting its product range to local customers’ needs has contributed to this growth.
However, many suppliers are already established in the market. Alongside companies from China, Türkiye and Russia, businesses face increasing competition from Kazakh suppliers. Winning new customers therefore remains challenging.
According to Eduard Kinsbruner, Delegate of German Industry and Commerce for Central Asia, German suppliers stand out against Chinese competitors primarily through technical quality and reliable service. Strong, long-term business relationships also play a crucial role.
Upcoming Trade Fairs for the Retail Sector
Several trade events in Almaty and Tashkent focus on consumer goods and retail solutions, covering everything from food and household appliances to e-commerce and logistics.
Foodexpo Qazaqstan will take place in Almaty from 11 to 13 November 2026. It is aimed at the food industry, suppliers of fast-moving consumer goods and supermarkets.
UzFood, which covers the same sectors, is scheduled for 13 to 15 April 2027 in Tashkent. Retail Show Central Asia will follow in the same city from 27 to 29 April 2027, covering retail, e-commerce, shop fittings and logistics. Central Asia Houseware in Almaty will focus on household goods and appliances from 24 to 26 June 2027.
Checklists for Import Requirements
Entering the Kazakh or Uzbek market also involves checking approval, registration and certification requirements.
Businesses should also consider the rules on consumer protection, product liability and warranties. Companies selling through digital channels should check whether any specific registration or tax obligations apply.
Source: GTAI (in German)
