Website, CRM and ads for building-materials stores: retail and trade in one system.
A homeowner checks the price of aerated blocks on Google and Kaspi, while a contractor sends a materials list on WhatsApp and expects an invoice within the hour. We connect a website with stock from 1C, a CRM for trade clients, product SEO and seasonal ads so that both flows reach payment and delivery.
Six areas of work for stores and depots.
Catalog with stock from 1C, material calculators, delivery and pickup, Kaspi payment, trade prices.
from ₸300,000Mobile appFor chains and large depots: trade prices, repeat orders, delivery status, rewards for tradespeople, Kaspi. iOS and Android.
from ₸2,500,000CRM & automationRequests from WhatsApp, the site and calls, quotes and invoices, trade clients with credit terms, repeat orders.
from ₸350,000SEOCategories and filters for product queries, product pages, calculators, 2GIS and Google, Kazakh version.
from ₸200,000/moTargeted adsInstagram, Facebook and TikTok: catalog ads, seasonal offers, finishing and renovation, retargeting, leads to WhatsApp and CRM.
from ₸150,000/moSearch adsGoogle Ads and Яндекс Директ on product queries, feed campaigns, delivery cities, call tracking, cost per order.
from ₸150,000/moA building-materials store has two very different buyers. A private customer renovates or builds a house once every few years: they compare prices on Kaspi, 2GIS and websites, work out how much tile or block they need, and choose whoever delivers faster. A contractor, crew or construction company buys every week, pays by bank transfer with deferred terms, and expects their own price and an invoice within an hour.
Both need the same foundation: an up-to-date catalog with prices and stock, clear delivery terms and a fast reply from a sales manager. When the website says out of stock for an item sitting in the warehouse, and a WhatsApp order lives on a salesperson's phone, the store loses both the one-off sale and the regular trade client.
Below is what we do for building-materials stores and depots: catalog website, app, CRM, SEO, social ads and search ads. Each area has its own page with features, integrations and prices.
What stores and depots come to us with.
- Prices and stock on the website are updated by hand once a month: the buyer sees an old price or out of stock, calls, gets annoyed and goes to the next depot.
- Contractors send materials lists as photos on WhatsApp, the manager builds the quote in Excel, the invoice goes out half a day later — and the order goes to whoever replied first.
- Trade prices, deferred terms and client debts are known only to the senior manager; when they go on leave or quit, the regular customer base effectively leaves with them.
- The store sells on Kaspi Магазин but does not manage assortment and pricing there: some items are not listed, others show the wrong stock and get cancelled.
- Ads run the same way all year, although demand for roofing, masonry and facades is many times higher in summer than in winter, when finishing materials and tools sell instead.
- Delivery is quoted over the phone: the customer has no idea what a crane truck to their plot costs and does not place the order online.
What matters specifically in Kazakhstan.
- 2GIS — people use it to find the nearest depot and check warehouse hours; a listing with the right category, photos of the yard, a price list and replies to reviews brings in pickup customers.
- Kaspi Магазин and Kaspi Red — many private buyers check the price on Kaspi first; 0-0-12 installments on plumbing, tools and finishing materials help sell larger tickets, and Kaspi Pay on the website closes payment without a call.
- 1C and e-invoices — inventory is usually kept in 1C: Trade Management for Kazakhstan or МойСклад; the website and CRM pull prices and stock from there, while invoices, waybills and electronic VAT invoices for companies stay in the accounting system.
- WhatsApp — the main channel for contractors and tradespeople: materials lists, site photos, delivery locations; the WhatsApp Business API lets you receive these requests in the CRM and reply from a shared number.
- Two languages — website and ads in Russian and Kazakh: in Astana, Shymkent and the regions a noticeable share of searches for materials and renovation is in Kazakh.
- Seasonality — the building season peaks from March to October; in winter demand shifts to finishing, plumbing and tools, so ad budgets, promotions and stock levels should follow this cycle.
The order that pays back faster.
- 1C integration — export prices and stock to the website catalog and to Kaspi Магазин. Without it, any ad sends people to the wrong prices.
- CRM for requests and trade clients — all inquiries from WhatsApp, the website and calls in one pipeline, each client with their own price and order history.
- Search ads on product queries — aerated block price almaty, buy drywall — bring orders in the first weeks, provided price and stock on the site are correct.
- SEO for categories and calculators — a low-cost flow for years, first results in 3–5 months; best started before the season.
- App — only for a chain or a large depot with hundreds of regular tradespeople and crews.
Two pipelines, not one.
A private buyer comes from search, Kaspi and Instagram, buys once or twice, and decides on price, availability and delivery time. They need a clear catalog, a material calculator, a cart with delivery and Kaspi payment.
A contractor, foreman or construction company buyer orders regularly, at their own price, often on deferred terms and by invoice to a legal entity. They need a fast reply, a repeat of the last order, a reconciliation statement and confidence that the truck arrives at the start of the shift.
Mix both flows into one pipeline and one price list and you lose both: retail sees trade terms on request, trade waits in the general queue. That is why we separate prices, pipelines and ad campaigns from day one.
Questions from building-materials stores.
How much does a website for a building-materials store cost?
A landing page for one product group with delivery — ₸250,000–₸400,000; a catalog website with prices and stock from 1C, calculators and two languages — ₸600,000–₸1,200,000. With a trade account area and several warehouses — from ₸1,500,000. Details on the building-materials store website page.
Why have our own website if we already sell on Kaspi Магазин?
Kaspi brings private buyers, but it does not give you a customer base, trade prices, delivery of large loads or SEO across thousands of product queries. Your website and Kaspi run from the same 1C export, so price and stock match everywhere.
Can prices and stock be exported from 1C automatically?
Yes. For 1C: Trade Management and МойСклад we set up a scheduled exchange, usually every 15–60 minutes. The website shows stock by warehouse, the retail price to everyone and the trade price to logged-in clients.
What works better: social ads or search ads?
For building materials the main flow is search ads and SEO on product queries: people already know what they need. Instagram and TikTok ads help with renovation and finishing, seasonal promotions and bringing back website visitors. Management starts at ₸150,000 per month per platform, ad budget separate.
Do we need a CRM if everything is in 1C?
1C handles products, documents and debts, but not inquiries: who sent a list on WhatsApp, who never got an invoice, which trade client stopped buying. A CRM closes that gap and pulls prices, stock and receivables from 1C without duplicating records.
Other industries
Run a store or depot? Describe your task — we will tell you where to start and what it costs.
Tell us how many stores and warehouses you have, which accounting system holds your products, what share of sales is trade and where buyers come from today. We will reply with a plan and estimate within 1–2 business days.