The food and grocery delivery market in Uzbekistan functions stably but relies on standalone applications (Yandex Eats, Tezkor, Korzinka Go). Attempts by banking ecosystems to integrate delivery into their super apps (for example, the built-in widget in Uzum) face strong user rejection.
The main behavioral pattern is clear: clients prefer to download a separate independent application if the built-in solution lags or is less convenient. Discounts and promotions remain the main driver for choosing a service.
What is this research about?
In this research, conducted by Rocket Tech in January-February 2026, we held in-depth interviews with Uzbekistanis to study their experience interacting with banking and payment ecosystems.
In this article, we analyze grocery delivery:
- How do different user segments order food?
- How do they perceive the integration of delivery into financial applications?
- What are they missing, and what stops them from using built-in services?
Below is a detailed breakdown of the four archetypes that define the landscape of Uzbek fintech.
🌐 Ecosystem Nomads
Active users of multiple ecosystems, technically literate, 25+, working in IT or related fields. They critically evaluate UX and are not ready to put up with technical imperfections for the sake of an "all-in-one" concept.
Grocery Delivery (Rating: 5/10)
They use specialized services (Tezkor, Yandex Eats) as standalone applications, ignoring banks' attempts to build them in.
Quote: "Inside the main Uzum app, there is food delivery — but it redirects you to a lagging website; it's easier to download their separate app" (Sardor).
Behavior: They purposefully delete or ignore delivery widgets inside super apps, switching to stand-alone versions of the products.
Blockers and Barriers
- Technical lack of optimization: Built-in solutions (webview) work significantly slower and worse than native applications.
- Broken customer journey: Redirecting the user to an external, slow-loading mobile site within the bank's interface causes frustration.
- Lack of unified benefit: Ordering inside a super app does not provide tangible advantages in speed or price compared to a separate application.
🛡️ Cautious Functionalists
Mostly women 18–25+, they use 2–3 applications for specific tasks and value stability more than a breadth of features. They consciously avoid unnecessary integrations.
Grocery Delivery (Rating: 6/10)
They use several delivery services situationally, focusing on discounts when paying with a specific card.
Quote: "I don't use grocery delivery from Uzum... I generally don't really like Uzum because it's a separate app" (Asal).
Behavior: They separate financial applications and delivery services, using Yandex or Tezkor, and actively applying promo codes.
Blockers and Barriers
- Conceptual rejection of super apps: Reluctance to mix banking operations and grocery ordering in one visual space.
- Attachment to aggregators: An established habit of using Yandex or Korzinka Go, which fully cover the need.
- Fear of overload: The fear that a heavy banking application with built-in delivery will freeze at a critical moment of payment.
🌱 Youth
Young users (18–25+) who use ecosystems fragmentarily. The choice of service is often situational. They are open to new things but do not have strict brand loyalty.
Grocery Delivery (Rating: 5/10)
They place orders spontaneously; the main and only motivator for choosing a platform is the current discount or free delivery.
Quote: "In Tezkor, we have more establishments, promotions, and promo codes" (Abduvakhid).
Behavior: They switch between different applications (Yandex, Tezkor), looking for the maximum benefit in the moment.
Blockers and Barriers
- Lack of unique USPs in banks: Banking ecosystems do not offer exclusive delivery discounts that could not be found in external services.
- Difficulty of comparison: The inability to compare the cost of pizza delivery in Yandex Eats and the bank's built-in delivery in one window.
- Indifference to the platform: The user does not care whether delivery is integrated into the bank if the courier price is higher there.
🙅♂️ Refusers
Users who have abandoned the broad use of ecosystems due to technical problems and overloaded interfaces. They prefer "narrow" tools and offline.
Grocery Delivery (Rating: 4/10)
They use delivery extremely rarely, preferring to order food by phone directly from establishments.
Quote: "The main thing is that the app doesn't start loading for a long time because of all these extra services — with bad internet, this happens to us often" (Yulia).
Behavior: They categorically ignore any built-in solutions, as they weigh down the main financial application.
Blockers and Barriers
- Dependence on internet quality: Built-in heavy delivery widgets lead to the banking application stopping working even for simple transfers when the connection is poor.
- Lack of transparency in the process: When ordering through an aggregator, "it's unclear what, where, and how they do it," which causes anxiety among a conservative audience.
- Blocking of core functions: The fear of finding oneself in a situation where it is impossible to pay for a parcel at a pickup point because the application froze due to the food delivery module.
Final Summary
Attempts by banking ecosystems to become "everything for everyone" in the delivery sector are currently failing due to the weak technical implementation of webview widgets. Users value speed and promo codes, so they easily leave for external native applications like Yandex Eats or Tezkor. Integrating delivery will only make sense if a seamless UX and exclusive financial benefits are provided within the bank.
