Nov 10, 2025

Think Ecosystem, Not App Uzum isn't just one app—it's an ecosystem. We operate Uzum Market for e-commerce, Uzum Bank for digital finance and Uzum Tezkor for express delivery. These services aren't separate businesses; they're mutually reinforcing layers. Payments fuel shopping. Credit unlocks consumption. Logistics drives satisfaction. By integrating verticals, we increase user "stickiness" and build trust across touchpoints. In a market where brand loyalty is fragile and digital habits are still forming, ecosystems offer resilience. They create a flywheel of engagement, where every new service improves the experience—and the economics—of the others. Global Inspiration, Local Execution We took inspiration from giants like Kaspi, Grab, Nubank and MercadoLibre—but we never assumed their playbooks would work out of the box. Uzbekistan has its own DNA. For example, while Buy Now, Pay Later (BNPL) products are now mainstream, trust in digital finance was initially low. So, we focused on building trust by making the user journey intuitive, locally relevant and transparent—from clear repayment terms to support in the Uzbek language. We start by giving people what feels familiar and matches their expectations—simple, reliable experiences that build trust. Then, step by step, we introduce them to new digital services within our ecosystem. This gradual approach helps users feel comfortable and naturally adopt fintech, marketplace and delivery products. We also adapted operations to local behaviour. Many customers still preferred physical receipts, so we made it easy to print confirmations right at pickup points. Some users felt more comfortable speaking than typing, so we added voice support to make service more human and accessible. These may sound like small tweaks—but in emerging markets, they often make the difference between growth and abandonment. Strategic Focus: Say No To Scale Blindness High-growth markets tempt companies to chase every opportunity. We learned early to say no. We didn't expand regionally before we were ready. We didn't launch verticals we couldn't operationalize with excellence. Instead, we focused on building a few services exceptionally well—and scaling them only when the infrastructure, demand and team were aligned. Where Innovation Meets Everyday Life Our story is part of a larger national transformation. Uzbekistan is rapidly modernizing. But the most powerful driver of change is the Uzbek people—young, entrepreneurial and hungry for tools that improve daily life. That's why we see our mission as more than commercial. We're helping digitize small businesses. We're onboarding the unbanked. We're creating new jobs in logistics, fintech and IT. The digital economy here isn't abstract—it's personal. As Uzbekistan's infrastructure and institutions continue to mature, the opportunity for investors and innovators will only grow. But success in markets like ours doesn't come from copying models from Silicon Valley. It comes from listening, adapting and building systems that solve real problems—sustainably and at scale. The Takeaway Scaling a digital platform in an emerging market isn't about speed alone. It's about sequencing—building the right foundations before the shiny features. It's about ecosystems, not apps. It's about respecting local nuance while thinking globally. And most of all, it's about staying focused on the user—not the hype. Our journey is still just beginning. But our experience proves that with the right strategy, emerging markets aren't just places to grow. They're where the future is built. Forbes Technology Council is an invitation-only community for world-class CIOs, CTOs and technology executives. Do I qualify?