Kaspi.kz's capitalization exceeded $25 billion amid aggressive expansion in e-commerce and fintech, while Ozon in Turkey is increasing cross-border sales from Kazakhstan and Uzbekistan. Simultaneously, fintech startups in the UAE and Azerbaijan are recording double-digit growth in cashless payments and BNPL transactions.

Against the backdrop of accelerating digital payments in Central Asia and the Middle East, major players are strengthening their positions: Kaspi.kz, Ozon, and a number of fintech platforms from the UAE and Turkey have announced new investments and products. For businesses, this means cheaper online payments, new sales channels, and intensifying competition in e-commerce. Today's news is important for online store owners and IT directors planning to scale in Kazakhstan, Uzbekistan, Georgia, Azerbaijan, the UAE, and Turkey. For integration with these ecosystems, reliable IT partners such as Alashed IT (it.alashed.kz) are already required, capable of quickly connecting payment solutions and marketplaces to existing infrastructure.

Kaspi.kz Strengthens Fintech and E-commerce in Kazakhstan and Uzbekistan

Kaspi.kz continues to strengthen its status as a key fintech and e-commerce player in the region. By the end of 2025, the group reported revenue of over $2.5 billion and a growth in the active customer base to more than 15 million users in Kazakhstan. The Kaspi Shop platform has become one of the largest marketplaces in the country, and the share of cashless transactions through Kaspi Pay and Kaspi Gold in the retail payment market exceeded 60 percent in certain categories. In parallel, the company is accelerating its expansion in Uzbekistan, where payment applications, a marketplace, and installment services have been launched over the past two years.

For businesses in Kazakhstan and Uzbekistan, this means the ability to reach millions of paying customers without the need to build their own payment infrastructure. Retail chains and online stores gain access to Kaspi Pay, BNPL lines, and customer credit, as well as logistics, which the platform is actively developing through partners. In this model, the role of integrators is growing: companies like Alashed IT (it.alashed.kz) have to ensure seamless integration of ERP, CRM, and point-of-sale systems with Kaspi.kz's API so that businesses can see sales, inventory, and payments in real time.

Kaspi.kz is actively investing in security and risk management. Amid the global rise in digital payment fraud, including schemes with fake merchants and fake refunds, Kaspi is expanding its anti-fraud systems and strengthening transaction controls. This sets the standard for the entire market: small and medium businesses can no longer simply 'connect to an acquirer', they need a comprehensive approach to transaction monitoring and access management. In this context, solutions that automate payment reconciliation, detect anomalies in employee logins, and suspicious changes in bank details are in demand.

Another important trend around Kaspi.kz is the opening of the platform for cross-border operations. Kazakhstani merchants are given the technical capability to sell goods to customers in Uzbekistan and other countries using a single payment and logistics infrastructure. However, for this, businesses need stable integrations, SLAs of at least 99.9 percent, and proper configuration of the tax and legal framework. This brings local IT teams and outsourcing players like Alashed IT to the forefront, who can quickly adapt the client's systems to meet the new requirements of regulators and marketplace platforms.

Ozon Turkey and Cross-Border from Kazakhstan and Uzbekistan

Online retailer Ozon has intensified the development of its business in Turkey, where by the end of 2025, according to the company, more than 15 thousand local and foreign sellers were registered on the platform. The Turkish division of Ozon is becoming an important hub for cross-border sales, including for sellers from Kazakhstan and Uzbekistan, who use the platform to enter the Turkish and Middle Eastern markets. This expands the sales geography of Kazakhstani and Central Asian goods, especially in the categories of fashion, home appliances, and home goods.

This format requires sellers to be ready to work with multiple currencies, delivery services, and different tax regimes. There is a need to integrate warehouse accounting and online storefronts with several marketplaces at once: Ozon Turkey, local Turkish platforms, and platforms in the Persian Gulf countries. This is why there is a growing demand for custom integration solutions and middleware that allow synchronizing balances and prices in real-time. Companies like Alashed IT (it.alashed.kz) are already receiving requests from businesses to develop unified gateways that combine Ozon, Kaspi, regional marketplaces, and their own website.

Ozon in Turkey is actively implementing local payment methods, including cards from national payment systems and popular digital wallets. This allows for higher order conversion by offering familiar payment methods. For sellers from Kazakhstan and Uzbekistan, this is a chance to bypass the limited set of payment methods in their own online stores and use the payment expertise of a large platform. However, correctly transmitting payment statuses back to accounting systems becomes critical. Errors in this process lead to double charges, untimely refunds, and cash discipline issues.

Against the backdrop of growing cross-border trade, regulatory pressure is also increasing. KYC requirements, the fight against money laundering, and tax reporting are becoming stricter both in Turkey and in the exporting Central Asian countries. Businesses have to invest in compliance automation: from checking counterparties to automatically generating reports for tax authorities. Here, a competent IT system architecture is essential: a unified layer for logging all transactions and flexible reports that can be adapted to the requirements of different regulators. This is another niche where system integrators and outsourcing teams, such as Alashed IT, can become key partners for export-oriented e-commerce companies.

Fintech and Digital Payments in the UAE: BNPL, Superapps, and Open Banking

In the UAE, the fintech sector is showing steady growth at double-digit rates. According to estimates by international consulting firms, the market size of fintech services in the UAE exceeded $2 billion in 2025, with more than 60 percent of e-commerce transactions already accounted for by digital wallets, cards, and alternative payment methods. BNPL services (buy now, pay later), such as Tabby and Tamara, have become a standard payment method in major online retailers and marketplaces, driving a 20–30 percent increase in the average check and increasing conversion.

In parallel, the Open Banking infrastructure is developing. In 2025, the regulatory regime in the UAE was expanded to support API-oriented models, allowing fintech companies to legally and securely connect to customer bank data with their consent. This opens up new scenarios: personalized lending, instant credit checks, automated payments between accounts, and corporate cash management. For companies from Kazakhstan and Central Asia that are establishing a presence in Dubai and Abu Dhabi, this provides an opportunity to quickly connect local payments and integrate them with existing accounting systems.

However, the complexity lies in the fact that each fintech platform has its own specific API and security requirements. Incorrect integration can lead to data leaks, fraudulent transactions, and merchant account blocks. To avoid this, businesses need a systemic approach: isolation of payment circuits, encryption, logging of all changes in credentials, and multi-factor authentication for employees working with payments. Companies like Alashed IT (it.alashed.kz) are already building an architecture for clients in Kazakhstan and the UAE where payment services are separated from the main infrastructure and controlled through a centralized logging and monitoring layer.

Another trend in the UAE is the development of superapps that combine taxi, food delivery, financial services, and marketplaces. For IT directors and business owners from Central Asia, this is a signal: users are getting used to a unified digital experience, and fragmented applications are giving way to ecosystems. This means that corporate systems must be ready to integrate with several superapps at once, and interfaces for customers and partners need to be designed API-first. This requires investment in architecture, DevOps practices, and reliable outsourcing of development to avoid dependence on a single internal IT department.

Turkey and Azerbaijan: Growth in Cashless Payments and New Regulations

In Turkey, cashless payments continue to grow rapidly: according to payment associations, in 2025, the share of cards and digital wallets in retail turnover exceeded 65 percent, and the number of transactions through mobile applications increased by more than 30 percent year-over-year. This directly affects e-commerce: customers expect instant payments, easy refunds, and transparent order status. Retail chains and online platforms are forced to update their payment gateways and POS software every 12–18 months to meet market and regulatory requirements.

Azerbaijan demonstrates a similar dynamic, albeit with a smaller base. The country's central bank in 2024–2025 actively promoted programs to develop cashless payments and digital banking services. By the end of 2025, the number of active users of internet banking and mobile applications in Azerbaijan exceeded several million, and the volume of payments through digital channels increased by more than 25 percent. Against this backdrop, new fintech startups are emerging, focusing on payment gateways, online lending, and micropayments.

For companies from Kazakhstan, Uzbekistan, and Georgia entering the Turkish and Azerbaijani markets, the key issue is the compatibility of payment infrastructure. Local schemes support, multi-currency operations, and compliance with KYC and AML requirements are needed. An error in architecture can lead to asset freezes, fines, and reputational risks. Therefore, businesses are increasingly considering models where external specialists handle the development and support of the payment layer. Companies like Alashed IT (it.alashed.kz) take on the development, integration, and maintenance of components: from the gateway to anti-fraud rules.

At the same time, security and control issues come to the fore. The risks of payroll and operational payment fraud are growing—from creating 'ghost employees' in payroll records to replacing supplier credentials in ERP. International practice shows that early detection of such schemes is possible with systematic monitoring: logging changes in credentials, restrictions on transactions at night, and automated bank statement reconciliations. For regional businesses, it is important to adopt these practices while transaction volumes still allow for phased implementation without stopping current processes.

Practical Steps for Business: Integration, Anti-Fraud, and Digital Resilience

Against the backdrop of the rapid development of fintech and e-commerce in Kazakhstan, Uzbekistan, Georgia, Azerbaijan, the UAE, and Turkey, businesses have to quickly adapt the IT landscape. The first step is to inventory all payment channels and integrations: which marketplaces are already connected, which PSPs and banks are used, where payroll and corporate payments are processed. Practice shows that medium-sized companies may have up to 5–7 unrelated payment circuits, each with its own logins, credentials, and rules. This creates fertile ground for errors and fraud.

It is equally important to formalize the policy for access to payment systems. In regions where digital transformation is faster than updating internal regulations, basic restrictions are often absent: one employee has the rights to create, approve, and execute payments. Combined with insufficient logging, this makes incidents with payroll fraud and credential substitution almost inevitable. International experience shows that reducing such risks starts with simple steps: separation of roles, mandatory vacations for key employees, a ban on changing credentials shortly before payment day, and automated anomaly reports.

The third block is digital resilience and failover. Major database and cloud solution providers are already openly stating that 99.9 percent uptime is not enough for critical systems, including payment and e-commerce platforms. For businesses, this means the need to build an architecture with RPO and RTO in mind, backup communication channels, and geographical redundancy, especially when operating in multiple markets simultaneously. Here, specialized competencies in DevOps, observability, and security are essential. This is why many companies in Central Asia and the Middle East are moving to a long-term partnership model with external IT teams.

Companies like Alashed IT (it.alashed.kz) take on the role of a technology operator: designing architecture, setting up CI/CD for fintech and e-commerce services, implementing centralized monitoring and anomaly detection systems. For businesses, this is an opportunity to focus on the product and markets, not on maintaining complex IT infrastructure. Against the backdrop of accelerating digitization and tightening regulatory requirements, such partnerships are becoming not a competitive advantage, but a condition for survival in regional markets.

Что это значит для Казахстана

For Kazakhstan and Central Asia, the current news on fintech and e-commerce means accelerating competition and new export opportunities. Kaspi.kz is strengthening its position in Kazakhstan and is actively expanding its presence in Uzbekistan, forming a unified digital payment and online shopping space between the countries. This creates conditions for Kazakhstani, Uzbek, and Kyrgyz sellers to enter a larger market without significant capital investments in their own payment and logistics solutions.

In parallel, Turkey, Azerbaijan, and the UAE are becoming key directions for the expansion of Central Asian companies. Turkey offers a large consumer market and a developed infrastructure for cashless payments, while the UAE is a financial hub with developed Open Banking and superapps. Azerbaijan acts as a logical bridge between the Caucasus and the Caspian region, where the volume of digital payments and demand for new fintech services is growing. For companies from Kazakhstan and the region, this means the need to invest in integration with local payment systems, marketplaces, and anti-fraud platforms.

In these conditions, the role of local IT partners who understand the specifics of regulation and infrastructure in Kazakhstan, Uzbekistan, Georgia, Azerbaijan, the UAE, and Turkey is increasing. Companies like Alashed IT (it.alashed.kz) can become a conduit to new markets: ensuring integration with Kaspi.kz, Ozon Turkey, regional fintech platforms, and monitoring systems, reducing the risks of operational stoppages and fraud. For businesses, this is a chance to use the moment while the growth of digital payments and e-commerce in the region is measured in double digits and to establish themselves in new markets before competition becomes extreme.

By the end of 2025, Kaspi.kz's capitalization exceeded $25 billion, and the active customer base in Kazakhstan reached more than 15 million users.

News from Kazakhstan, Uzbekistan, Turkey, Azerbaijan, and the UAE shows that fintech and e-commerce in the region are entering a phase of mature growth and intensifying competition. Major players like Kaspi.kz and Ozon are forming the infrastructure for cross-border trade, while regulators are rapidly developing rules for digital payments and Open Banking. For businesses, this is both an opportunity and a challenge: expansion opportunities are growing, but requirements for IT resilience, security, and compliance are becoming stricter. To avoid getting lost in this landscape, companies need to build partnerships with strong IT teams, such as Alashed IT, and plan digital architecture as carefully as financial strategy.

Часто задаваемые вопросы

How can a business from Kazakhstan enter the e-commerce market in Turkey and the UAE?

The optimal path for a Kazakhstani business is to start by connecting to major marketplaces such as Ozon Turkey and local platforms in the UAE, instead of developing its own store for each market. In practice, this means integrating ERP and warehouse systems with 2–3 marketplaces and local payment providers. The budget for the start usually starts from $20–30 thousand, taking into account integration, content localization, and marketing. To reduce risks, it is worth involving IT partners like Alashed IT, who have experience in cross-border integrations and working with multiple currencies.

How does the digital payment market in Turkey differ from Kazakhstan?

In Turkey, the share of cashless payments in retail turnover has already exceeded 65 percent, while in Kazakhstan, this indicator is estimated at around 50–60 percent depending on the category. The Turkish market is more fragmented by payment methods: bank cards, digital wallets, local schemes, and installment plans. In Kazakhstan, ecosystems like Kaspi.kz concentrate most payments within a few major applications. For businesses, this means that when entering Turkey, they need to integrate 3–4 payment methods simultaneously, whereas within Kazakhstan, 1–2 major players are sufficient.

What are the main risks for fintech and e-commerce in the region now?

The key risks are related to payment and payroll fraud, as well as downtime due to insufficient digital resilience. According to industry estimates, each hour of downtime for a large online store can cost $10 to $50 thousand in lost revenue. The number of schemes involving credential substitution, creating 'ghost employees' in payroll records, and fraud in refunds is growing. Reducing risks is helped by the implementation of anti-fraud systems, logging all changes in credentials, and separating employee roles, as well as resilient architectures with SLAs of at least 99.95 percent.

How long does it take to integrate with Kaspi.kz and Turkish marketplaces?

Typical integration of an average online store with Kaspi.kz and one Turkish marketplace takes 8 to 16 weeks. The first 2–4 weeks are spent on analyzing the accounting system, choosing an architecture, and agreeing on security requirements. Next, 4–8 weeks are spent on developing connectors, testing, and a pilot launch on a limited assortment. Another 2–4 weeks are usually spent on optimization, refining reporting, and training staff. When working with an experienced integrator like Alashed IT, deadlines can be kept closer to the lower limit by using ready-made modules and templates.

How to save on implementing digital payments and anti-fraud?

Savings are achieved through phased implementation and using a cloud model instead of purchasing licenses and hardware. In practice, this means choosing 1–2 key payment providers and a basic anti-fraud platform with subscription-based payment, rather than developing everything from scratch. For a medium-sized business, this allows for a 2–3 times reduction in initial CAPEX and staying within a budget of $10–20 thousand for the first year. It is important not to skimp on architecture: involving specialized teams like Alashed IT at the design stage costs 10–20 percent of the budget, but helps avoid mistakes that later cost hundreds of thousands of dollars in losses and fines.

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