Digital Transformation Of FMCG Companies In Kazakhstan In The Segments: Production, Delivery, Retail

Abstract

The study is dedicated to investigating the role of digital technologies in enhancing the competitiveness of fast-moving consumer goods (FMCG) companies in Kazakhstan. The empirical foundation of this study was established through the analysis of responses from an online questionnaire survey conducted in 2024, which involved representatives from 50 different FMCG companies operating within the manufacturing, delivery, and retail sectors. The study yielded new data on the processes of digital transformation in Kazakhstani companies. In particular, the study revealed that business intelligence, artificial intelligence and neural networks, chatbots, and cloud computing are the most prevalent technologies of interest across all categories of companies. The results of the survey indicate that retail and delivery companies are seeking to prioritize the use of Industry 4.0 opportunities related to the management aspect, whereas manufacturing companies are primarily focused on the implementation of digital solutions in the technological and production aspects of their operations.