During the coronavirus pandemic, two partners and entrepreneurs Dolores Pshembayeva and Alua Korpebayeva, both of whom have a background in business, decided to create an e-commerce platform. The story of Dolores and Alua, who are simultaneously mothers, wives and entrepreneurs, exemplifies the challenges faced with the intersection of different societal roles. Their entrepreneurial spirit and desire to improve the situation for women served as the foundation for a successful project.
Dolores Pshembayeva had the original idea of establishing the ‘Clever’ e-commerce platform and Alua Korpebayeva became responsible for implementing this idea. The main idea behind Clever Market is to provide a platform for local entrepreneurs to showcase and sell their products, bridging the gap between small businesses and consumers. Dolores and Alua recognized that many talented individuals struggled to access wider markets due to limited resources, lack of visibility, and the dominance of major e-commerce platforms. They saw an opportunity to empower these entrepreneurs by creating a marketplace that would promote their products and connect them directly with customers.
One of the major obstacles Alua encountered was the lack of legislative support from the government for local players in the e-commerce sector. ‘Kaspi’ was an existing monopolistic player in this area, with a complete ecosystem already in place and there were no state-backed measures to support and nurture local entrepreneurs. Dolores and Alua knew that overcoming these barriers required strategic partnerships, advocacy efforts, and a clear vision for the future.
Undeterred by the hurdles, Alua focused on developing Clever Market's infrastructure and services. She recognized the importance of addressing key pain points faced by local businesses, such as data storage costs, development expenses, logistics, and other barriers to entry. Alua drew inspiration from successful international models like Alibaba–which thrived by initially closing the market to external players while subsidizing logistics for internal players. She believed that a similar approach could help Clever Market grow and create a level playing field for local entrepreneurs.
Over time, Clever Market began to make a significant impact. It provided a range of services, including a robust e-commerce platform, logistical support, and targeted marketing campaigns. Alua and her team worked tirelessly to attract diverse local players, from small micro-businesses to medium-sized enterprises. They encouraged entrepreneurship among women, recognizing the need to break gender stereotypes and empower female business owners.
One notable example of their success was a dedicated marketplace for pet products that experienced tremendous growth. This specialized platform gained popularity and even expanded to the United States, demonstrating how targeted marketplaces could flourish when supported by the right ecosystem.
Alua also recognized that competing with major platforms posed a significant challenge. The resources and reach of established players made it difficult for Clever Market to capture a significant market share. Nevertheless, Alua believed in the power of personalized service, local market understanding, and a carefully curated assortment of products. She understood that success lay in providing a unique and customer-centric experience.
Alua has actively championed social causes and utilized the platform to address critical issues. For example: she forged partnerships with organizations dedicated to animal welfare, such as the Volunteer Movement "Stop Hunting," which played a crucial role in rescuing animals from local pounds. They also supported talented artisan women by providing them with a marketplace to showcase and sell their handicrafts.
As a member of the Techno Woman community, Clever Market actively participated in fostering new opportunities for women entrepreneurs in the technology industry–contributing to the development of IT entrepreneurship.
Clever Market provides a ready-made online store, allowing partners to showcase their products without concerns about logistical challenges such as storage, product selection, packaging, and delivery. By handling the entire logistics cycle, entrepreneurs are able to focus on their core business activities.
In March of this year, the Clever Market team achieved a significant milestone by securing the prestigious TWIT Product Leader 2023 award at the Techno Woman Central Asia-2023 forum. They also received recognition for the development of an innovative IT product.
Alua firmly believed that businesses should have a broader purpose beyond pursuing profits. She emphasized the importance of making positive contributions to society. Through their commitment to social causes, Clever Market demonstrated how business success and societal impact can go hand in hand.
Clever Market has empowered local entrepreneurs, provided opportunities for growth, and challenged existing norms in the e-commerce sector. Dolores and Alua’s story serves as an inspiration to aspiring entrepreneurs and showcases the transformative power of a clear vision, perseverance, and a commitment to making a difference.