Sergey Yevgenievich Barykin
The article covers the theoretical and practical experience which could be implemented for the designing of Kazakhstan digital retail chains. The lack of the studies in the field of the operation of digital retail chains in Kazakhstan's e-commerce market within the EAEU could be defined as a research gap. The authors consider the research task as studying the features of the digital retail chains of the Republic of Kazakhstan and the potential of its development in the e-commerce market within the EAEU. The article aims in investigating the advantages and disadvantages of the infrastructure for the development of the digital retail chains and in general e-commerce in Kazakhstan. The authors explore the product distribution system in the sphere of trade, promoting growth in the country’s retail chains, particularly, in the field of online commerce. The research methods include both the system analysis and PEST method, as well as the comparative analysis and synthesis, allowing to trace the main trends in the development of the Kazakhstan's digital retail chains in the e-commerce market. As we have established, the main findings include the specific drivers of the development of Kazakhstan’s digital retail chains. The most significant advantage of the infrastructure for the digital retail chains could be observed from the active introduction of digital technologies, influencing the development of e-commerce and leading to a shift in emphasis when configuring the network structure of physical retail chains, as well as the development of new models of interaction between counterparties. The topics of further research on Kazahkstan's e-commerce market could be developing recommendations for building an integrated digital platform that will allow to perform trade and logistics operations quickly, safely and with minimal costs.