Umag
Umag is a Kazakhstan-based SaaS company offering cloud-based POS, inventory, and analytics software to 20,000+ small retail stores across Central Asia, distributed through a direct sales force and 100+ franchise partners in four countries.
- Company typePrivate
- Founded2016
- HeadquartersAlmaty, Kazakhstan
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Umag does
Umag is a Kazakhstan-based IT company that provides a cloud-based retail automation SaaS platform for small and medium-sized retail businesses across Central Asia. Founded in 2016 and operating as ТОО «UMAG» (BIN 170740010868), the company delivers a unified point-of-sale, inventory management, and sales analytics system accessible via web, desktop, and mobile interfaces, with offline-capable cash register functionality, server-side data synchronization, and integration with Kazakh fiscalization operators (Webkassa, reKassa). The product portfolio extends to seven vertical-specific catalogs (grocery, clothing & footwear, cosmetics, pharmacy, alcohol, toys, accessories) with category-specific features such as size-variant tracking, excise marking, and age-based assortment management, plus bundled retail hardware (POS terminals, barcode scanners, receipt printers, scales).
The company serves over 20,000 active retail stores across Kazakhstan, Kyrgyzstan, Uzbekistan, and Tajikistan, and claims over 50% share of automated "shops near home" in Kazakhstan, where approximately 43% of an estimated 40,000 small grocery shops are currently automated. Umag generates revenue through tiered monthly subscriptions (Start at 8,800 KZT/month; Standard at 16,600–19,900 KZT/month depending on commitment length), one-time setup and training fees (30,000 KZT), per-register expansion fees (4,900 KZT/month per additional cash register), hardware sales with margin, and franchise partner royalties (30% of subscriber payments in year one, 50% thereafter).
The go-to-market combines a direct field sales team handling inbound leads with a 100+ franchise partner network operating in four countries under a tiered incentive system (Start through Diamond). In 2019, Umag transitioned from operating four regional branches to a franchise model after determining that the branch model could not scale fast enough, with franchise partners reporting payback periods of 2–5 months. The company is privately held and bootstrapped, with no disclosed external institutional investment, and operates with 100+ employees under a leadership team spanning CTO, CPO, CMO, CCO, and country-level business development functions.
Umag firmographics
Firmographics- Name
- Umag
- Legal name
- Товарищество с ограниченной ответственностью «UMAG»
- Website
- https://umag.kz
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Umag is a Kazakhstan-based SaaS company offering cloud-based POS, inventory, and analytics software to 20,000+ small retail stores across Central Asia, distributed through a direct sales force and 100+ franchise partners in four countries.
- Ownership category
- akta.pro rank
Umag industry classification
Industry- Product category
- Retail Automation Software (Cloud POS)
- NAICS
- Software Publishers (5132), Custom Computer Programming Services (541511), Computer Systems Design and Related Services (54151)
- SIC
- Services-Prepackaged Software (7372), Wholesale-Computers & Peripheral Equipment & Software (5045), Services-Computer Programming Services (7371)
- akta.pro primary industry
- Retail ERP (Merchandising, POS Back Office) (HDAEAEAD)
- akta.pro secondary industry
- POS Payment Software & Middleware (Terminal OS, Apps, Device Management) (FSAMADAC)
Keywords
Where Umag is headquartered
LocationHeadquarters
- HQ city
- Almaty
- HQ country
- Kazakhstan
- HQ region
- Asia
Offices1 record
Markets served
Umag business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure, Supply Chain
Revenue model
- SaaS subscription licenses: Monthly recurring revenue from subscription fees for software access. Two tiers: Start (8,800 KZT/month) and Standard (16,600–19,900 KZT/month depending on commitment length). Billing is pre-paid monthly via bank transfer or linked payment card with auto-renewal. New customers activated at updated tariffs from April 1, 2026.
- One-time setup and training fees: One-time fee of 30,000 KZT for initial software installation, equipment setup, and user training. This is non-refundable. Collected upfront at point of sale.
- Additional cash registers and trading points: Each additional cash register or trading point beyond the base plan costs 4,900 KZT/month. Revenue recognized as customers expand their footprint.
- Trading equipment supply: Umag supplies POS terminals, barcode scanners, receipt printers, and scales to retail clients, sold through franchise partners with margin.
- Franchise fees (from partner network): Franchise partners pay a lump-sum initial fee (package fee) and ongoing royalty (30% of subscriber payments in year 1, 50% from year 2) to UMAG. This funds the central platform and support operations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Start — entry-level single-cash-register plan |
| Subscription | Monthly | Standard 1 month — mid-tier monthly subscription |
| Subscription | Multi-year contract | Standard 3 months — quarterly commitment with discount |
| Subscription | Multi-year contract | Standard 6 months — semi-annual commitment with largest discount |
| Subscription | Monthly | Additional cash register or trading point |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels11 records
Umag product offering
Product offeringCore offering
Umag provides a cloud-based retail automation SaaS platform that combines point-of-sale (POS), inventory management, sales analytics, cashier control, and multi-store management into a single subscription service for small and micro retail businesses across Central Asia. The platform is accessible via web, desktop, and mobile interfaces, supports offline operation, and integrates with Kazakh fiscalization operators (Webkassa, reKassa) for legally compliant electronic receipts. Customers subscribe to tiered plans (Start or Standard) and receive on-site installation, training, and ongoing technical support; the company also supplies retail hardware (POS terminals, barcode scanners, printers, scales) and operates a 100+ franchise partner network across four countries.
Product overview
Umag is a Kazakhstan-based IT company offering a cloud-based retail automation SaaS platform for small and medium-sized businesses across Central Asia. The core product, UMAG, is a unified POS (point-of-sale) and inventory management system that provides real-time sales tracking, cashier control, multi-store analytics, and fiscalization — available across web, desktop, and mobile (iOS/Android) interfaces. The platform is offered in two subscription tiers: Start and Standard, with add-ons for additional cash registers and store locations. Umag also provides specialized vertical solutions for seven retail categories (grocery, cosmetics, pharmacies, clothing & footwear, alcohol, toys, accessories), each tailored with category-specific features such as size/collection tracking for apparel, excise marking for alcohol, and age-group sorting for toys. The product portfolio is complemented by hardware supply (POS terminals, scanners, printers, scales) and a franchise partner program that enables regional resellers to sell and implement UMAG under a subscription model. A proprietary training platform, UMAG Academy, supports partner onboarding and staff certification.
Differentiator
Problem solved
Functional benefit
Products and services
- UMAG retail automation platform Cloud-based retail automation SaaS providing point-of-sale (POS), inventory management, sales analytics, multi-store management dashboard, cashier control, and mobile (iOS/Android) access for small and micro retail businesses across Central Asia. Offered in two subscription tiers (Start and Standard) with options for additional cash registers and trading points. Includes free technical support, on-site installation, and training, with native integration to Kazakh fiscalization operators Webkassa and reKassa.
- UMAG Equipment (retail hardware) Supply, installation, and configuration of retail point-of-sale hardware including POS monoblocks/terminals, barcode scanners, receipt printers, and scales. Bundled with UMAG software setup and staff training, and sold through franchise partners with margin as an add-on to the SaaS subscription.
Quantifiable outcome
- +30% profit increase for clients implementing UMAG analytics and transparent reporting
- +5 more outcomes
Companies that use Umag
Customer profileNamed customers5 records
Segments7 records
Ideal customer profiles2 records
Umag technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature7 records
Umag partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- WebkassacoreWebkassa is a fiscalization operator integrated with UMAG's POS system for generating and transmitting legally compliant electronic receipts in Kazakhstan. UMAG subscribers can optionally connect the Webkassa hardware-software complex for fiscal compliance.
- reKassacorereKassa is an alternative fiscalization operator integrated with UMAG, providing electronic receipt generation and submission for Kazakh retail businesses. Offered as an option alongside Webkassa for subscriber choice.
- VisaminorVisa business card holders receive discounts on UMAG subscription payments, offering a promotional benefit to attract business banking customers.
Scale indicators11 records
Recent moves7 records
Expansion highlights6 records
Umag competitors and assessment
Company assessmentDirect peers
- МойСклад (MoySklad): Russian cloud-based ERP/CRM/POS system for SMB retail and wholesale. Overlaps with UMAG on multi-store inventory, POS, and analytics for small retailers across CIS markets.
- Poster (Joinposter): Cloud-based POS and retail/restaurant management platform widely used by SMBs across Ukraine and CIS countries. Closely comparable to UMAG in targeting small retail with subscription pricing and a similar SaaS+hardware distribution model.
- iiko: Major CIS-based restaurant and retail automation SaaS with POS, inventory, and analytics. Comparable verticalized SaaS play with strong CIS distribution and franchise-like partner network.
- R-Keeper (UCS): Established CIS POS and automation vendor serving restaurants and retail chains. Comparable subscription/license model with large installed base across Russia and CIS, including Central Asian markets.
Emerging players
- Odoo: Open-source modular ERP/POS suite increasingly adopted by SMBs globally. Comparable modular subscription model with retail POS and inventory modules targeting similar micro-retail customers.
- Saby (formerly MyBank / Tenge Bank ecosystem): Kazakhstani B2B digital platform expanding into online cash registers and fiscal POS services. Emerging domestic competitor with strong banking relationships that could pressure UMAG's fiscalization integrations.
Broad incumbents
- 1C Company: Dominant CIS ERP/POS software publisher (1C:Enterprise, 1C:Retail) used by hundreds of thousands of SMBs. Broad incumbent that competes with UMAG for retail automation wallet share across the entire CIS region.
- Lightspeed Commerce: Global cloud-based POS and commerce platform for retail and restaurants. Comparable in SaaS POS, multi-store management, and analytics for SMBs, though focused on Western markets today.
- SAP Business One: Global ERP platform widely used by mid-market retail and distribution businesses. Represents an incumbent threat if mid-market retailers in Central Asia upgrade from basic POS to full ERP.
- Square (Block, Inc.): Global SMB POS and payments platform. Indirectly comparable as a reference point for how cloud-based retail automation can scale via bundled hardware, payments, and SaaS — and a potential future entrant if it localizes for Central Asia.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Umag social profiles
Digital presenceUmag financial estimates
Financial estimateRevenue estimate
Valuation estimate
Umag leadership team
Management profileNumber of profiles
Profiles9 records
Umag funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Umag 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 Umag
What does Umag do?
Umag provides a cloud-based retail automation SaaS platform that combines point-of-sale (POS), inventory management, sales analytics, cashier control, and multi-store management into a single subscription service for small and micro retail businesses across Central Asia. The platform is accessible via web, desktop, and mobile interfaces, supports offline operation, and integrates with Kazakh fiscalization operators (Webkassa, reKassa) for legally compliant electronic receipts. Customers subscribe to tiered plans (Start or Standard) and receive on-site installation, training, and ongoing technical support; the company also supplies retail hardware (POS terminals, barcode scanners, printers, scales) and operates a 100+ franchise partner network across four countries.
Is Umag a public or private company?
Umag is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Umag founded?
Umag was founded in 2016. It employs 101 to 250 people.
Where is Umag based?
Umag is headquartered in Almaty, Kazakhstan, in the Asia region.
How does Umag make money?
Five revenue lines are on record. SaaS subscription licenses are the primary driver. The others are one-time setup and training fees, additional cash registers and trading points, trading equipment supply and franchise fees (from partner network).
Who are Umag's main competitors?
Direct peers on record are МойСклад (MoySklad), Poster (Joinposter), iiko and R-Keeper (UCS). Emerging players are Odoo and Saby (formerly MyBank / Tenge Bank ecosystem). Broad incumbents are 1C Company, Lightspeed Commerce, SAP Business One and Square (Block, Inc.).
Does Umag have an API?
No public API is recorded for Umag.
What industry is Umag in?
Umag's product category is Retail Automation Software (Cloud POS). Its primary akta.pro industry code is HDAEAEAD, Retail ERP (Merchandising, POS Back Office), with a secondary code of FSAMADAC, POS Payment Software & Middleware (Terminal OS, Apps, Device Management). Its NAICS code is 5132 and its SIC code is 7372.