Over 200 enterprises from Central Asia target new markets through e-commerce

16 June 2022
ITC News

Bishkek-based sewing enterprise expands its business worldwide through ITC support

For almost three decades, “Sabrina-Amika”, a Kyrgyz sewing company, has been producing women’s clothing under the brand “DiSORELLE “and successfully distributing it in the Eurasian Economic Union. 

DiSORELLE’s team, along with 200 other Central Asian small businesses, has gained new e-commerce and business skills by participating in the International Trade Centre’s e-commerce training programme under its EU-funded Ready4Trade project. 

Since its rebranding in 2016, DiSORELLE’s progress has been gradual and constant, producing around 5,000 ready-to-wear units monthly.

“We want to create a thriving, expanding, and profitable business that brings success to all around us,” says Nevena Bondarenko, the CEO of the company. “We have implemented the ISO quality management system, our products are consistent in quality and have been successfully sold in the Eurasian Economic Union,” she adds.

Before joining the Ready4Trade project, DiSORELLE had experience with selling their products online, mainly on marketplaces Wildberries and Lamoda.   Thanks to ITC’s e-commerce coaching, DiSORELLE was able to optimize their website, create new social media accounts on YouTube and Instagram, and improve their listings. 

DiSORELLE also was also able to create an eBay store as part of the eBay Central Asia Hub, a joint initiative with USAID, and started selling to the European Union and US markets.  

Kirill Bondarenko, DiSORELLE’s business development director, says: “The special rates provided by DHL for project participants are a magic wand for the entrepreneurs in Kyrgyzstan. Standard shipping rates are significantly higher.” 

He adds on the overall coaching experience: “Prior to the start of the project, we had limited e-commerce activities. Through individual support, we reviewed our business, starting from website photos and digital materials to packaging, shipping and delivery. The ITC Trade Map tool is also very useful to understand our export potential. It was a pleasant surprise to realize that we, as a Kyrgyz garment producer, have a zero rate for exports to the EU.”

“No doubt, our participation in the Ready4Trade Central Asia project was noteworthy as we could expand our online sales channels and explore new potential markets, especially when you consider the financial losses caused by COVID-19 pandemic,” Nevena explains. 

About the project 

The Ready4Trade Central Asia project is a joint initiative of the European Union and the International Trade Centre. It aims to contribute to the overall sustainable and inclusive economic development of Central Asia by boosting intra-regional and international trade in the region. Beneficiaries of the Ready4Trade Central Asia project include governments, small and medium-sized enterprises, in particular women-led enterprises, and business support organizations.