In an effort to expand its export potential and promote Kazakhstani goods in international markets, active work is underway to develop the national pavilion of the Republic of Kazakhstan on JD.com — one of Asia’s largest B2C platforms.

As of today, the national pavilion features 44 product items from 15 Kazakhstani manufacturers, including food products, cosmetics, honey, and other high-demand categories.

Since its launch, the pavilion has recorded total sales of 2.4 million yuan, with over 1.18 million yuan generated in 2024 alone.

Promotion of domestic brands extends beyond online channels. Kazakhstani products are regularly showcased at offline exhibitions and B2B presentations in China, which helps to strengthen trade relations, increase brand recognition, and broaden export geography.

One of the key focus areas has been the development of livestream commerce — a rapidly growing e-commerce format in the Chinese market.
In November 2024, as part of the China International Import Expo (CIIE 2024), a livestream was conducted via the Douyin platform (the Chinese equivalent of TikTok) with the support of Jiangsu Soho Holding Group Co., Ltd. This marked the official launch of Kazakhstan’s national livestream pavilion.

During the live broadcast, Chinese consumers were able to interact with the products in real time, ask questions, and make purchases instantly. Sales generated during the stream totaled 450,000 yuan, demonstrating the high effectiveness of this promotional channel and the strong interest in Kazakhstani goods.

“Our goal is to ensure a systematic presence of Kazakhstani products on leading digital trade platforms. We are actively promoting exports through platforms such as JD.com, Alibaba.com, Europages, Noon, and TikTok Shop. This enables domestic companies to access new markets, increase export revenues, and integrate into global trade networks,” noted Aitmukhamed Aldazharov, CEO of QazTrade JSC.

According to analytical data from QazTrade, the number of online shoppers worldwide reached 2.71 billion in 2024, while the global e-commerce market amounted to USD 6.3 trillion — an 8.76% increase compared to 2023.

In the Republic of Kazakhstan, the volume of e-commerce at the end of last year totaled 3.2 trillion tenge, equivalent to 14.5% of total retail turnover.

Forecasts up to 2029 indicate continued growth in the global online market: the number of users is expected to reach 3.6 billion, with China maintaining its leading share in the global e-commerce sector. This underscores the strategic importance of strengthening Kazakhstan’s presence in the Chinese market.