Alser
Alser is a Kazakhstan-based consumer electronics and home appliances retailer, founded in 2000, operating 116 retail stores, the alser.kz e-commerce platform, a B2B portal, and a 400+ dealer wholesale network, serving B2C consumers, corporate buyers, and resellers across the country.
- Company typePrivate
- Founded2000
- HeadquartersAlmaty, Kazakhstan
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingServices
What Alser does
Alser (legal entity ТОО Gulser Computers) is a Kazakhstan-based multi-channel consumer electronics and home appliances retailer founded in 2000 and headquartered in Almaty. The company operates an integrated platform combining an e-commerce storefront (alser.kz), a dedicated B2B portal (b2b.alser.kz), 116 physical retail locations across Kazakhstan, and a wholesale dealer network spanning 30+ cities with 400+ dealers. Its core technology is a traditional retail and e-commerce operating stack with no proprietary AI, software platform, or developer-facing APIs disclosed; the company does not publish mobile apps and earns no recurring SaaS revenue from its own technology.
Alser monetizes primarily through one-time sales of consumer electronics, smartphones, laptops, home appliances, accessories, software licenses, and air conditioners sourced from authorized partnerships with Apple, Samsung, Intel, LG, Sony, Microsoft, HP, Canon, Bosch, Philips, Panasonic, Acer, Dreame, Xiaomi, and Hansa. Pricing is denominated in Kazakhstani Tenge, with retail unit pricing on products such as the Samsung Galaxy A36 5G starting from 159,890 KZT, supplemented by 4-month installment plans through five banking partners (Halyk Bank, Eurasian Bank, Home Credit Bank, Forte Bank, BCC Leasing) and subscription/financing add-ons. Customer segments span B2C consumers (primary), B2B/corporate buyers (tenders, bulk procurement), and wholesale dealers. Supporting services include the ABonus loyalty program (up to 30% cashback), Trade-In device exchange, gift cards (5,000-500,000 KZT denominations), subscription software products, and multi-tier delivery including 3-hour express service in Almaty and Astana.
The company became a member of the Euronics international retail group in September 2015, providing access to a shared supplier network across Europe, the Middle East, Africa, and CIS countries. Alser is privately held, does not disclose revenue, has no public listing, and has no recorded external funding rounds; ownership and management-equity details are not present in the source material. The company positions itself as a nationwide omnichannel retailer combining physical-store density, brand-authorized assortment, consumer financing, and ancillary services to serve the full Kazakh consumer-electronics demand stack.
Alser firmographics
Firmographics- Name
- Alser
- Legal name
- ТОО «Gulser Computers»
- Website
- https://alser.kz
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Alser is a Kazakhstan-based consumer electronics and home appliances retailer, founded in 2000, operating 116 retail stores, the alser.kz e-commerce platform, a B2B portal, and a 400+ dealer wholesale network, serving B2C consumers, corporate buyers, and resellers across the country.
- Ownership category
- akta.pro rank
Where Alser is headquartered
LocationHeadquarters
- HQ city
- Almaty
- HQ country
- Kazakhstan
- HQ region
- Asia
Offices5 records
Markets served
Alser business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail sales of electronics and appliances: Revenue generated from selling consumer electronics, smartphones, laptops, home appliances, and accessories through both online and offline channels to end consumers in Kazakhstan.
- Wholesale and dealer sales: Wholesale distribution of office equipment, components, spare parts, consumables, and software to 400+ dealers across 30+ cities in Kazakhstan.
- B2B corporate sales: Dedicated B2B portal and sales team serving business customers with corporate purchases, tenders, and bulk orders.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Installment payment option (4 months) |
| Unit Pricing | Pay-as-you-go | Retail product pricing (smartphones starting from 159,890 KZT) |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Alser product offering
Product offeringCore offering
Alser is an omnichannel retailer of consumer electronics and home appliances in Kazakhstan, selling smartphones, laptops, fitness bands, robotic and stick vacuum cleaners, air conditioners, and related accessories through 116 physical stores, the alser.kz e-commerce platform, and a wholesale dealer network spanning 30+ cities with 400+ dealers. The company supplements its product sales with value-added services including gift cards, a Trade-In device exchange program, the ABonus loyalty program (up to 30% cashback), B2B corporate procurement, software/subscription delivery, and standard, intercity, and 3-hour express delivery across Kazakhstan.
Product overview
Alser (alser.kz) is Kazakhstan's major electronics and home appliances e-commerce retailer operating as a multi-channel platform. The company offers a unified platform combining online store and physical retail presence across 116+ stores in Kazakhstan. The core product portfolio centers on consumer electronics including Samsung and OPPO smartphones, Asus/Acer/Lenovo laptops, Xiaomi fitness bands and smartwatches, Dreame robot and vertical vacuum cleaners, and Hansa air conditioners. Supporting services include gift cards (5,000-500,000 KZT denominations), Trade-In device exchange program, ABonus loyalty (up to 30% cashback), B2B wholesale dealer network (30+ cities, 400 dealers), subscription/software services, and delivery services (standard, express 3-hour, intercity). The company positions itself as a full-service technology retailer offering both hardware products and complementary services.
Differentiator
Problem solved
Functional benefit
Brands
- ABonus: Loyalty/cashback program offering up to 30% bonus on purchases, closed sales, and special offers for Alser customers.
Products and services
- Asus Laptops (ROG, Vivobook, Zenbook series) Consumer, gaming, and business laptops from Asus including the ROG Strix G16 gaming line, Vivobook consumer line, and Zenbook premium ultrabook line featuring OLED displays and Snapdragon/Ryzen AI processors; targeted at gamers, professionals, and everyday users.
- Acer Laptops (Aspire Lite, Nitro V) Acer consumer and gaming laptops including the Aspire Lite budget line (Intel Pentium Silver) and the Nitro V 15 gaming line with NVIDIA GeForce RTX 5050 graphics; targeted at everyday users and mid-range gamers.
- Lenovo Business Laptops (V14 G4, V15 G4) Lenovo V-series business laptops with AMD Ryzen 3/Ryzen 5 processors, 8GB RAM, 512GB SSD, and 14- or 15.6-inch FHD IPS displays; targeted at small business and office productivity buyers.
- Samsung Galaxy Smartphones (A36, A56 5G) Mid-range Samsung Galaxy A-series smartphones with 5G connectivity, AMOLED displays, and multi-lens camera systems; targeted at mainstream consumers seeking premium Samsung features at accessible prices.
- Xiaomi Fitness Bands (Smart Band 9, Smart Band 9 Active, Smart Band 10) Xiaomi Smart Band fitness trackers with AMOLED displays, sports modes, heart-rate/SpO2 monitoring, and long battery life (up to 21 days); targeted at health-conscious consumers and budget fitness buyers.
- Dreame Vacuum Cleaners (Robot and Vertical series) Dreame robotic vacuums (L40, X40 Ultra Complete, X50 Ultra Complete, F10, D9 Max Gen 2) with LiDAR/AI navigation and automated stations, plus vertical wet-dry vacuums (R10S, H14 Dual, H15 Pro Heat, Z30); targeted at premium and mainstream home cleaning buyers.
- Hansa Air Conditioners (Inverter and On/Off series) Hansa air conditioners including energy-efficient inverter models with ionization (8,000-24,000 BTU) for residential and small commercial spaces, plus standard on/off models (8,000-18,000 BTU) for budget cooling needs.
- ALSER Gift Cards Digital and plastic gift cards available in denominations from 5,000 to 500,000 KZT, valid for 365 days, redeemable across the entire Alser product catalog online and in physical stores, with installment payment options.
- ALSER Trade-In Service Device trade-in program allowing customers to exchange old gadgets for discounts on new purchases, with instant valuation, ability to trade multiple devices for up to 99% discount stacking, and installment payment options up to 24 months.
- ABonus Loyalty Program Customer loyalty program offering up to 30% cashback (ABonus) on purchases, access to closed sales and special offers, with Halyk Bank bonus conversion at +30% benefit and redemption for up to 50% of product cost.
- Delivery Services Multi-tier delivery including standard nationwide delivery, 3-hour express delivery in Almaty and Astana for orders placed before 15:00, intercity delivery to major Kazakhstan cities, and self-pickup from retail locations.
- Subscriptions and Software Services Digital subscription products including software licenses, streaming services, and cloud subscriptions, available for instant digital delivery with 24/7 availability across Kazakhstan.
- ALSER B2B Services Business-to-business services including wholesale sales, dealer network covering 30+ cities with 400 dealers, corporate procurement, tender participation, and rental space for retail expansion across Kazakhstan.
Quantifiable outcome
- Deliveries throughout Kazakhstan - nationwide coverage
- +1 more outcomes
Companies that use Alser
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Alser technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Alser partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core, major and minor.
- EuronicscoreAlser became a member of Euronics international group in September 2015. Euronics is an international group of major retail chains operating in Europe, Middle East, Africa, and CIS countries. As a member, Alser gains access to global supplier network, shared resources, and international best practices in electronics retail.
- ApplecoreApple is a key brand partner whose products are sold through Alser stores. Strong manufacturer partnership enables first-to-market product deliveries.
- SamsungcoreSamsung is a key brand partner whose products are sold through Alser stores.
- IntelmajorIntel is a key brand partner whose products are sold through Alser stores.
- LGcoreLG is a key brand partner whose products are sold through Alser stores.
- MicrosoftmajorMicrosoft is a key brand partner whose products are sold through Alser stores.
- CanonmajorCanon is a key brand partner whose products are sold through Alser stores.
- SonycoreSony is a key brand partner whose products are sold through Alser stores.
- AcermajorAcer is a key brand partner whose products are sold through Alser stores.
- HPmajorHP is a key brand partner whose products are sold through Alser stores.
- PhilipsmajorPhilips is a key brand partner whose products are sold through Alser stores.
- PanasonicmajorPanasonic is a key brand partner whose products are sold through Alser stores.
- BOSCHmajorBOSCH is a key brand partner whose products are sold through Alser stores.
- Народный Банк Казахстана (Halyk Bank)majorHalyk Bank is a banking partner for installment payments and also participates in the ABonus loyalty program with Halyk Bonus conversion capability (+30% benefit).
- Евразийский банкminorPartner bank for installment payment services.
- Home Credit BankminorPartner bank for installment payment services.
- Фридом Банк КазахстанminorPartner bank for installment payment services.
- BCC Leasing (дочерняя компания Банк ЦентрКредит)minorPartner for leasing and installment services.
Scale indicators8 records
Recent moves7 records
Expansion highlights5 records
Alser competitors and assessment
Company assessmentDirect peers
- re:Store: Premium Apple-authorized retailer across Russia and CIS with strong brand-authorization overlap. Comparable premium-brand electronics retail positioning relevant to Alser's Apple/Samsung franchise strategy.
- Citilink: Russian online-first electronics and IT retailer with deep assortment across laptops, smartphones and appliances. Closely aligned e-commerce-led, multi-category electronics model relevant to alser.kz.
- Technodom: Major Kazakhstan-based retailer of consumer electronics, home appliances and digital products with both physical and online channels. Closely comparable product mix, multi-channel model and target customer to Alser.
- Mechta: Kazakhstan consumer electronics and home appliance retailer with physical and online presence. Competes with Alser for the same B2C electronics and appliance spending in Kazakhstan.
- Sulpak: One of Kazakhstan's largest consumer electronics and home appliance retailers with nationwide store footprint and online platform. Directly competes with Alser in the same B2C/B2B electronics categories across Kazakhstan.
Broad incumbents
- M.Video: Leading Russian consumer electronics and home appliance retailer (publicly listed) with large physical and online footprint. Highly comparable business model to Alser in terms of category mix and omnichannel strategy.
- DNS: Russia's largest specialty electronics retail chain with extensive store and online operations. Comparable electronics-only assortment and multi-channel retail model, though operating in Russia rather than Kazakhstan.
- Euronics International: International buying group of independent consumer electronics retailers across Europe, MEA and CIS. Alser is a member; Euronics defines the cooperative structure Alser operates within and competes with peer national members.
- Kaspi.kz: Kazakhstan's dominant super-app combining marketplace, payments and fintech with a major electronics category. Not a pure electronics retailer but a critical competitive force shaping Kazakhstan's consumer electronics channel landscape.
- Eldorado: Major Russian electronics and appliance retail chain with national store network and e-commerce. Closely comparable assortment and customer base to Alser, though serving Russia rather than Kazakhstan.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Alser social profiles
Digital presenceAlser financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alser leadership team
Management profileNumber of profiles
Alser funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alser M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Alser
What does Alser do?
Alser is an omnichannel retailer of consumer electronics and home appliances in Kazakhstan, selling smartphones, laptops, fitness bands, robotic and stick vacuum cleaners, air conditioners, and related accessories through 116 physical stores, the alser.kz e-commerce platform, and a wholesale dealer network spanning 30+ cities with 400+ dealers. The company supplements its product sales with value-added services including gift cards, a Trade-In device exchange program, the ABonus loyalty program (up to 30% cashback), B2B corporate procurement, software/subscription delivery, and standard, intercity, and 3-hour express delivery across Kazakhstan.
Is Alser a public or private company?
Alser is a private company. It is classified as unknown and is currently operating.
When was Alser founded?
Alser was founded in 2000. It employs 1,001 to 5,000 people.
Where is Alser based?
Alser is headquartered in Almaty, Kazakhstan, in the Asia region.
How does Alser make money?
Three revenue lines are on record. Retail sales of electronics and appliances are the primary driver. The others are wholesale and dealer sales and B2B corporate sales.
Who are Alser's main competitors?
Direct peers on record are re:Store, Citilink, Technodom, Mechta and Sulpak. Broad incumbents are M.Video, DNS, Euronics International, Kaspi.kz and Eldorado.
Does Alser have an API?
No public API is recorded for Alser.