Ozon Study: One in Three Uzbeks Saves Time with Online Shopping

Tashkent, Uzbekistan (UzDaily.com) — Preparations for the New Year in Uzbekistan are increasingly moving online, with marketplaces becoming a key tool for saving time, choosing gifts without rush, and maintaining calm during the pre-holiday hustle.

According to a study by Ozon Uzbekistan, one in three Uzbeks (31%) believes that preparing for the holiday would take more time and effort without marketplaces, while half of the population (52%) turned to online services when desired products were unavailable offline.

For many, these platforms have become more than just an alternative to offline shopping — they are convenient assistants, making the holiday accessible even in remote areas.

Holiday Mood and Practical Needs

New Year traditions in Uzbekistan are influenced by a mix of personal cues. For 25% of respondents, festive city lights and shop windows set the mood; for 20%, it is the first snowfall; and for 14%, home rituals such as decorating the Christmas tree.

Alongside emotional anticipation, practical concerns quickly arise — how to prepare for the holiday efficiently and where to buy gifts. This is where online marketplaces increasingly play a central role. Seasonal online showcases and brand campaigns act as markers of the approaching holiday, particularly for women, who are more often involved in planning purchases and managing household duties.

Gifts and Corporate Celebrations

Gift-giving in Uzbek families is rarely rigid. Gifts are often given without strict adherence to the calendar — 28% of respondents follow this approach, especially among the 18–30 age group. Traditional holiday gifting occurs in 27% of households, particularly in Tashkent (42% vs. 19% in other cities). Another 26% of families give gifts exclusively to children.

Corporate gift exchanges are moderate, based more on individual workplace traditions than formal rules. In 33% of companies, employees do not exchange gifts; in 25%, exchanges are voluntary; and in 20%, the company provides standardized presents, such as certificates or books.

Attitudes toward corporate events are generally positive: nearly half of Uzbeks (47%) never miss them, especially women, while one in four attends mainly for the buffet. In Tashkent, a more reserved approach is observed, with a quarter of residents preferring to stay home in pajamas.

Timing and Online Convenience

The study shows that New Year shopping in Uzbekistan increasingly reflects last-minute planning. Only 11% start buying gifts a month or more in advance. Most act under time constraints: 34% begin two to three weeks before the holiday, 23% in the last week, and one in five just a few days prior.

In this context, online marketplaces help manage the time crunch. They allow shoppers to avoid trips and queues, control the process, and spread purchases over evenings or weekends without being tied to store hours.

Shopping habits indicate this shift: nearly 40% of Uzbeks combine online and offline shopping, especially the younger generation. One in four relies primarily on traditional stores, while 17% deliberately choose marketplaces as their main shopping channel.

Key benefits of online shopping are pragmatic: over a third (37%) value speed and delivery convenience, 32% — product variety, and nearly a quarter (23%) shop online when they have no time for offline visits.

Urban vs. Regional Perspectives

In Tashkent, marketplaces primarily save time and reduce stress in a busy December schedule. Outside the capital, their value lies in expanding access and selection, overcoming offline shortages. Online platforms thus effectively eliminate geographic barriers, ensuring equitable access to goods regardless of location.

Practical and Budget-Friendly Approach

Online shopping is changing purchasing approaches. For 39% of respondents, product characteristics and quality matter most, while a quarter prioritize price. More than half read reviews, compare offers, and make informed decisions rather than impulsive choices.

This enhances a sense of control: about a third (31%) say preparation would take more time and effort without online platforms, and one in six would also spend more money. Price comparison, sales, and free delivery are seen as rational strategies rather than sacrifices.

Gift budgets remain modest: most plan to spend up to 150,000 soums per gift, with Tashkent residents more often allowing higher spending for individual presents.

Ultimately, New Year preparation in Uzbekistan increasingly avoids chaotic store runs. Marketplaces are not replacing tradition but serving as convenient tools that simplify life, ease household burdens, and preserve the festive spirit, whether people live in the capital or beyond.

The Ozon Uzbekistan study was conducted in November 2025 with over 600 respondents across the country.