(MENAFN- The Arabian Post)

Dubai-headquartered digital operator VEON Ltd. is set to acquire full ownership of classified-ads platform OLX Kazakhstan through its Kazakh subsidiary Beeline Kazakhstan for US$75 million, marking a strategic push into Central Asia's digital services ecosystem. The deal expands Beeline's footprint beyond connectivity into online marketplace operations at a time when Kazakhstan's internet penetration and e-commerce engagement are advancing.

Under the terms, Beeline Kazakhstan will acquire 100 per cent of OLX KZ from OLX Group and immediately gain access to a platform that boasts approximately 10 million monthly active users and 3.6 million listings, with a reported monthly reach of over 52 per cent of the country's active internet users. The seller will provide transitional IT and support services during the handover period.

VEON's rationale for the deal centres on its“digital operator” model-combining telecom infrastructure with a broader set of digital offerings such as e-commerce, fintech and content. By integrating OLX KZ's marketplace into Beeline Kazakhstan's ecosystem, the group expects to unlock cross-selling opportunities among telecom customers and scale up its digital services in an emerging market characterised by rising internet access and smartphone usage. According to market commentary, Kazakhstan's e-commerce penetration reached around 13.1 per cent of total retail in 2023 and internet access among the population was above 90 per cent by early 2025.

Beeline Kazakhstan currently serves around 11 million mobile subscribers and 2 million fixed internet clients, and has built an ecosystem of some 60 internal and external products since 2018, according to company data. The acquisition of OLX KZ is therefore designed to reinforce its role not just as a connectivity provider, but as a broader digital services hub.

See also IHC Moves to Commanding Role in India's Housing Finance Sector

Financially the US$75 million valuation implies a relatively modest multiple when compared with global IT sector norms, though specific financials for OLX KZ have not been disclosed. Analysts cite the potential for operational leverage-given the high-reach user base and listings volume-and note that the acquisition brings a profitable, market-leading business in Kazakhstan under the Beeline banner.

Risks remain. The transaction is contingent on regulatory approvals and customary closing conditions in Kazakhstan. Integration challenges include preserving platform liquidity and maintaining user engagement during the transition. The sale also stipulates that OLX Group will continue to provide IT support for an interim period, which may complicate full operational hand-off.

From a competitive standpoint, the transaction places Beeline Kazakhstan in a stronger position vis-à-vis rivals in the region. The move reflects a trend among telecom operators in emerging markets to diversify revenue streams by adding marketplace and digital services wings, rather than relying solely on connectivity. Investors view this as particularly pertinent in markets like Kazakhstan where internet usage is expanding and e-commerce is gaining depth.

VEON's shift of its headquarters to Dubai in the previous year underscores a broader strategic pivot toward emerging-market digital growth rather than traditional telecom only models. The OLX KZ acquisition fits into that framework, aligning with the group's narrative of becoming a“digital operator” rather than purely a telco.

In terms of market reaction, the acquisition is already being flagged by equity analysts as a positive step though they caution that the payoff will depend on execution and market dynamics in Kazakhstan. For Beeline, the immediate challenge will be to monetise the OLX platform, integrate it effectively, and ensure the core classifieds marketplace retains its value proposition for users amid the ownership change.

See also KKR Deepens Gulf Ties with Stake in ADNOC Gas Network

Notice an issue? Arabian Post strives to deliver the most accurate and reliable information to its readers. If you believe you have identified an error or inconsistency in this article, please don't hesitate to contact our editorial team at editor[at]thearabianpost[dot]com. We are committed to promptly addressing any concerns and ensuring the highest level of journalistic integrity.

MENAFN22102025000152002308ID1110232470