Korean Cosmetics Firm Maps Kaspi.kz for Kazakhstan Market Entry | Actowiz Solutions
About the Client Our client is a publicly listed South Korean cosmetics company preparing to enter the Kazakhstan beauty market through Kaspi.kz — the country's dominant e-commerce and marketplace platform. K-beauty carries strong appeal across Central Asia, but "we think it will sell" is not a strategy a listed company can take to its board. The team needed evidence: what actually sells on Kaspi.kz, at what price, from which brands, and which product attributes are trending — to decide what to source from Korea and how to position it. The Challenge An unfamiliar, single-platform market. Kaspi.kz dominates Kazakhstani e-commerce, but there was no off-the-shelf market report granular enough for category-level entry planning. The insight had to come from the platform's live data. Depth across the whole hierarchy. The client needed a complete map from the top category (Beauty & Health) down through subcategories — Facial Care → Serums & Creams, Cleansing, and...