Company Profile

The Azbuka Vkusa retail network specializes in the premium segment, operating over 170 stores in Moscow, the Moscow Region, and St. Petersburg. In May 2025, a controlling stake (81.55%) in the company was acquired by the federal retailer Magnit for 29.65 billion rubles, reaching 84.05% by July of the same year. The deal preserved the Azbuka Vkusa brand and its operational management. Alongside physical retail, the company actively develops its own culinary production and e-commerce divisions.

Q1 2026 Operational Results

According to Q1 2026 reporting, the number of orders through the network's proprietary express delivery service increased by 42% year-over-year. Revenue in this segment demonstrated a 60% growth. The primary transaction volume was generated through the company's proprietary digital channels—its official website and mobile app.

Customer engagement analytics show a positive dynamic:

• Over a month, the share of customers returning for repeat purchases via online channels grew by 25%.
• The active digital audience increased by 8%.
• Among authorized app users, the share of completed orders increased 1.5 times, and the average purchase size grew by 9 percentage points.

Throughout 2025, 1.2 million orders were fulfilled via Azbuka Vkusa's proprietary platforms. New user growth over the past year was 24%, while the in-store pickup segment order volume increased by 36%.

Management Assessment

Commenting on the operational results, Pavel Shilin, Vice President of E-commerce at Azbuka Vkusa, emphasized the focus on omnichannel strategies: "The winners are not those who simply have an online or offline presence, but those who provide a unified customer experience. We focused on reengineering core processes around the customer and service, which allowed us to meet our financial targets and turn the online segment into one of the company's growth drivers."

The steady growth of Azbuka Vkusa's online metrics indicates the effective integration of O2O (Online-to-Offline) strategies widely used in Asian e-commerce. Focusing on the development of a proprietary mobile app allows the retailer to minimize its reliance on third-party aggregators and build a loyal audience within a closed ecosystem. The integration into Magnit's structure in 2025 provided Azbuka Vkusa with significant operational and financial resources to accelerate this technological transformation, the results of which are reflected in the Q1 2026 performance.