There is no single “Central Asian consumer.”

A delivery model that works in Kazakhstan may need to be rebuilt for Uzbekistan. Customers can value price, service, payment methods and promotions very differently — even when the product itself appears identical.

Said Azizov, Commercial Director at Yandex Delivery in the CIS, joins us to explain what operating a delivery business across multiple regional markets actually looks like.

We start with the commercial logic behind the offers customers see every day. A discount, cashback and free delivery may all reduce the final price, but they are designed for different purposes. One can acquire a new user, another can bring an existing customer back, while a poorly designed promotion may simply burn margin without creating loyalty.

From there, the conversation moves into localizati ...