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In Kazakhstan, the share of direct traffic on Satu.kz is 10%, Lamoda.kz 37%, OLX 40%, Aliexpress 64% (Chung, 2019; Lund & Manyika, 2016; Nakip & Gökmen, 2017). This trend could be explained by the fact that customers tend to make purchases quickly, conveniently and safely.
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