E-COMMERCE ADOPTION IN THE RESTAURANT SECTOR OF THE REPUBLIC OF KAZAKHSTAN: PRESENT CHALLENGES AND FUTURE PROSPECTS

Abstract

This article explores the current state and future potential of e-commerce in Kazakhstan, with a particular focus on the restaurant sector. E-commerce has emerged as a transformative force in the global economy, streamlining business operations through digital platforms. The study examines key components of e-commerce, such as electronic payment systems, online ordering, and customer relationship management, and evaluates Kazakhstan’s performance in comparison with EU benchmarks. Despite high internet penetration, challenges such as low digital payment adoption, infrastructure gaps, and informal operators hinder sectoral development. Drawing on international practices and a comparative analytical approach, the study identifies practical strategies to boost e-commerce integration in Kazakhstan’s restaurant industry. Recommendations include improving cold-chain logistics, formalizing digital platforms, and incentivizing SMEs through regulatory reforms and technological innovation. The findings highlight e-commerce’s growing role in enhancing economic productivity, employment, and digital inclusion.