Main directions of e-commerce development in Kazakhstan

This study is devoted to the analysis of the directions of e-commerce development in the Republic of Kazakhstan in the context of the digital transformation of the economy. The purpose of the work is to identify the structural and institutional factors determining the current state and prospects of e-commerce, as well as to compare national trends with international experience. The scientific significance lies in the systematization and interpretation of the key vectors of digital commerce, and the practical significance lies in the possibility of applying the results to develop strategic solutions in the field of digitalization. The research methodology is based on a content analysis of scientific literature, statistical data for 2020-2024, comparative and structural-functional approaches. In the course of the work, seven main directions of e-commerce development were identified, including the platform model, service diversification, logistics integration, institutional regulation and digital analytics. The hypothesis about the systemic nature of the transformation of the sector and the risks of platform dependence is confirmed. The results obtained contribute to a deeper understanding of the mechanisms of formation of a sustainable digital economy and can be used to improve government policy, support small businesses and develop national platforms. The contribution of the work consists in a comprehensive interdisciplinary analysis of the e-commerce market, taking into account its institutional and technological features.