What Koshelek does

Headquartered in Moscow, Russia, Koshelek is a mobile wallet application that aggregates retail loyalty, discount, and bonus cards for Russian consumers, operated by OOO "Beskontakt" (LLC Bescontact). The app lets users digitize existing plastic cards via photograph or issue new virtual cards directly from a catalog of 67+ retailer categories spanning food (Magnit, Lenta, VkusVill), pharmacy (Rigla, Superapteka), fashion (O'STIN, Gloria Jeans, Zolla, SOKOLOV), cosmetics (L'Occitane, Rive Gauche), electronics (MVideo, Redmond), and others. Supporting features include a personalized "Vyhoda" (Benefit) section aggregating offers and expiring bonuses, a built-in promo-code manager, receipt-scanning cashback up to 30%, SBP QR-code payments, NFC contactless payments via the proprietary "Koshelek Pay" rail, VkusVill grocery ordering, and physical eco-boxes for plastic-card recycling. The platform has 37M+ registered users and 105M+ cards issued, with 250B rubles in bonuses accrued to users in 2024.

The underlying technology centers on a proprietary TSM (Trusted Service Manager) platform developed in-house since 2012-2013 for secure tokenization and delivery of digital card products to mobile devices, supporting both NFC contactless and QR-code payment rails. The app is integrated with Russia's System of Fast Payments (SBP) for QR-code payments and with Mastercard and Visa card networks via tokenization partnerships. The firm holds PCI DSS certification and distributes across four app stores: App Store, Google Play, AppGallery (Huawei), and RuStore, with operational coverage in Russia and Belarus.

The business model is a two-sided B2B2C marketplace. End consumers use the platform free of charge; monetization is entirely B2B. Retailers pay for loyalty-program infrastructure (digital card issuance, white-label services), in-app advertising placements, promotional campaigns, and consulting services delivered through a dedicated B2B portal (b2b.koshelek.app). Distribution is led by product-led growth across app stores, viral card-sharing mechanics, and partner-driven acquisition through checkout integrations with tier-1 Russian retail chains. The company is privately held, has not publicly disclosed funding rounds or revenue, and shows no acquisitions or divestitures in the source data.

Name

Koshelek

Legal name

ООО «Бесконтакт»

Website

https://koshelek.app

Company type

Private

Founded year

2012

Operating status

Operating

Short description

Koshelek, operated by OOO "Beskontakt", is a Russian mobile wallet app that aggregates 67+ retail loyalty, discount, and bonus cards for 37M+ consumers, monetizing through B2B advertising, loyalty platform services, and promotional campaigns for partner retailers in Russia and Belarus.

Ownership category

akta.pro rank

Product category

Digital Loyalty Platform

NAICS

Financial Transactions Processing, Reserve, and Clearinghouse Activities (522320)

SIC

Finance Services (6199)

akta.pro primary industry

General-Purpose Digital Wallets (P2P + Merchant) (FSAMAEAA)

akta.pro secondary industries

Mobile Wallets (NFC Tap-to-Pay / HCE) (FSAMAEAB), QR Code Payments Wallets (FSAMAEAC), POS, SoftPOS & In-Person Acceptance Infrastructure (FSAGABAO)

Keywords

• Mobile loyalty wallet
• Digital card aggregation
• Loyalty program platform
• Contactless mobile payments
• Retail cashback app

Headquarters

HQ city

Russia

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure

Revenue model

1. B2B Loyalty Platform Services: Provides loyalty program infrastructure to retail partners including digital card issuance, promotional campaigns, and advertising placement within the app
2. Advertising and Promotions: Revenue from retail partners promoting their offers, discounts, and cashback campaigns to the app's 37M+ user base
3. B2B Loyalty Consulting: Helps partners launch advertising campaigns, special projects, and increase profitability through the platform

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels4 records

Core offering

Koshelek is a mobile wallet application that aggregates, digitizes, and displays loyalty, discount, and bonus cards from Russian retailers. Users can transfer existing plastic cards by photographing both sides or issue new virtual partner cards directly in the app, and access a personalized "Vyhoda" (Benefit) section with promotions, cashback, and promo codes. The app also supports SBP QR-code payments and NFC contactless payments via the proprietary Koshelek Pay service, with B2B loyalty platform services sold to retail partners.

Product overview

Koshelek is a digital wallet mobile app — a unified consumer platform for aggregating loyalty, discount, and bonus cards from Russian retailers. The core app (Кошелёк) serves as the central hub where users digitize existing plastic cards (by photographing them) or issue new virtual partner cards from a catalog of 67+ retailer categories, and manage all cards from their phone. A personalized 'Выгода' (Benefit) section surfaces deals, cashback, and promo codes. Supporting payment features include SBP QR-code payments and Koshelek Pay (NFC contactless payments on Android via a proprietary TSM platform). Users can also scan receipts for cashback, order groceries from VkusVill in-app, and use eco-boxes for plastic card recycling. The app is available on iOS (App Store), Android (Google Play), AppGallery (Huawei), and RuStore (Russian app store).

Differentiator

Problem solved

Functional benefit

Products and services

• Koшeлёк (Koshelek) Mobile App A mobile wallet app for consumers that aggregates loyalty, discount, and bonus cards from Russian retailers, allowing users to digitize existing plastic cards or issue new virtual partner cards, manage promotions, cashback, and promo codes in one place.
• Koshelek Pay Contactless (NFC) mobile payment service on Android smartphones, enabling users to load bank card data onto their device for in-store NFC payments via the proprietary TSM platform.
• Koshelek B2B Loyalty Platform B2B platform that provides retail partners with loyalty program infrastructure, including digital card issuance, promotional campaigns, advertising placement, and consulting services to help retailers digitize loyalty programs and engage customers.

Quantifiable outcome

• Users can save up to 30% on purchases through cashback and promotions
• +1 more outcomes

Named customers10 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• METROminorStrategic or Co-development Partner · 1 January 2023Installed eco-boxes for plastic card collection in 92 shopping centers across 50 regions of Russia in 2023.
• ВкусВилл (VkusVill)minorStrategic or Co-development Partner · 1 January 2022Launched grocery ordering service directly in Koshelek app. Free delivery in all regions of VkusVill presence. Installed eco-boxes for plastic card collection in St. Petersburg and Moscow (2018-2019) and expanded nationwide.
• Лента (Lenta)minorStrategic or Co-development Partner · 1 January 2022Installed eco-boxes for plastic card collection in 117 cities across Russia (2021) to support sustainability initiatives.
• TinkoffcoreTechnology or Integration · 1 January 2021Joined Tinkoff ecosystem in 2021, originally presented first app version with Tinkoff.
• СБП (Fast Payment System)coreTechnology or Integration · 1 January 2021Integrated QR payment via Fast Payment System (SBP) allowing users to pay purchases directly through the app using QR codes.
• VisacoreTechnology or Integration · 1 January 2020Became partners with Visa in 2020, enabling payment integration capabilities.
• MastercardcoreTechnology or Integration · 1 January 2012Partnership with Mastercard for developing contactless payments. Presented first version of the application jointly with Mastercard, Philips, and Tinkoff. Mastercard partnership in the field of contactless payments development.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Stocard: German-origin loyalty card aggregation app, now part of Klarna. Closest global direct peer to Koshelek — both apps digitize plastic loyalty cards via photo capture and aggregate them in a single mobile wallet, with B2B monetization from retailer partners.
• FidMe: French loyalty card aggregation app enabling users to digitize loyalty cards via barcode scanning and access offers. Closely comparable to Koshelek's card aggregation model with similar B2B monetization from retailer partners.

Others

• Poynt: Smart payment terminal and commerce platform with loyalty integration capabilities. Adjacent ecosystem player providing infrastructure for merchant-side loyalty and payment integrations that complement wallet apps like Koshelek.

Emerging players

• Klarna: BNPL and shopping platform that acquired Stocard in 2021 to extend into loyalty aggregation and consumer wallet functionality. Adjacent emerging player using loyalty as a wedge into broader shopping and financial services.
• Pass2U Wallet: Mobile wallet app supporting Apple Wallet and Google Wallet passes for loyalty, coupons, and tickets. An emerging player with overlapping loyalty card aggregation functionality, focused on cross-platform wallet compatibility.

Regional players

• Yandex Pay: Yandex's payment service supporting QR payments, in-app checkout, and cashback features for Russian merchants and consumers. Operates in the same Russian market as Koshelek with overlapping QR payment and loyalty functionality.
• SberBank Online: SberBank's super-app that includes SberPay, loyalty programs, and merchant integrations. A Russian regional incumbent that competes with Koshelek for consumer wallet engagement and retailer partnerships.

Broad incumbents

• Apple Wallet: Apple's pre-installed wallet for iOS that supports loyalty cards, payment cards, and tickets via Wallet passes. A broad incumbent that competes for loyalty card storage mindshare with dedicated aggregators like Koshelek.
• Samsung Wallet: Samsung's device-native wallet supporting loyalty cards, payments, and digital keys on Galaxy devices. A broad incumbent in the loyalty aggregation space, especially in markets with high Samsung penetration.
• Google Wallet: Google's mobile wallet that supports loyalty cards, payment cards, and transit passes on Android. A broad incumbent alternative to Koshelek, with significant distribution advantage from Android OS integration.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInb2b.koshelek.app/press

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Koshelek