The Uzbek market: the home market we know from the inside

The region's fastest-growing market and the only one where we work not remotely but at home. Uzbek in Latin script in the interface, local payment systems instead of international ones, Telegram as the main medium for everything — from support to sales. We check the product on real devices and SIM cards of local operators and run support in Uzbek without intermediaries.

What changes when you enter Uzbekistan

The interface language is Uzbek in Latin script, while a large part of the urban audience uses the Russian version; both must be complete. Payments go through local systems: Humo and Uzcard cards, the Click and Payme apps, the Uzum ecosystem. International cards and Apple Pay are far from universal, so a product without local payment methods loses most buyers. Telegram here is not one messenger among others but the main environment: channels, bots, support and purchases live in it.

• Languages: Uzbek (Latin) and Russian in the interface, emails, pushes and documents.
• Payments: Humo and Uzcard, Click, Payme, Uzum Pay; refunds and cancellations by each system's rules.
• Formats: the som as UZS or so'm after the amount, large numbers with spaces, phone +998, a single time zone.
• Devices: mid-range and budget Android dominate — checks on real models, not flagships.
• Platforms: Uzum Market as the key marketplace, Telegram shops, local classifieds.

Pre-launch checklist

1. LQA in Uzbek and Russian: string length, apostrophes in Latin script (oʻ, gʻ), number inflection and formats.
2. Payment regression through Click, Payme and Humo/Uzcard cards in test mode: payment, cancellation, refund, timeout.
3. Checks on budget Android devices and local operator networks: speed, screen weight, offline behaviour.
4. A Telegram bot or support channel: request scenarios, reply templates in two languages.
5. Listing and feed checks for Uzum Market, if the product sells goods.

Localization into Uzbek

Uzbek Latin script has its traps: the apostrophes in the letters oʻ and gʻ often break in fonts and when copied, numerals and dates need special forms, and phrases are noticeably longer than in Russian. We translate with native speakers from our team, keep a glossary of product terms and check the result in the interface on real screens.

• A single glossary in Uzbek and Russian.
• Checks of apostrophe and special character rendering in every product font.
• Tone of voice for the audience: formal for finance and public services, conversational for consumer products.

Support after launch

First line in Uzbek and Russian in Telegram, the website chat and by phone under your playbook. For products with user content — moderation in both languages. We work on Tashkent time with no intermediaries and no time-zone shifts.