Avito Tech Acquires Sigma to Supercharge Product Experimentation
In a bold move to dominate Russia’s product analytics space, Avito Tech has acquired EXPF Sigma and plans to merge it with its in-house experimentation engine Trisigma.
Playing the Long Game
Avito Tech, the IT arm of Avito—Russia’s largest classified ads platform—has acquired Sigma, a product analytics platform developed by EXPF. The move aims to boost its native A/B testing engine Trisigma, creating a powerhouse for digital experimentation.
Avito estimates the Russian analytics market to be worth 1.5 billion rubles and around 400 companies. With over 200 million active listings and more than 60 million monthly users, Avito is already one of the world’s top online commerce platforms, according to SimilarWeb. The site processes over ten deals every second and sees over 2 million new listings daily.
Tech Synergy and Market Expansion
The acquisition brings EXPF Sigma’s tech under Avito Tech’s umbrella, along with its development team. According to Avito’s press office, the merger will fast-track the evolution of Trisigma by combining technologies, uniting developer expertise, and expanding the user base.
Avito has consistently invested in digital tools. By 2028, it plans to spend 12 billion rubles on generative AI (GenAI), with revenue projections at 21 billion rubles. In fact, GenAI launches already brought in 670 million rubles in revenue last year.
“Our case proves that GenAI can be monetized. We were aiming for a five-year return, but saw revenue within the first year,” said Avito’s Senior Director of AI Andrey Rybintsev, as quoted by forbes.ru.
Why It Matters
Product analytics is growing fast, but the Russian market still lacks a clear leader. According to Alexander Zaytsev, CEO of Atomic Capital, acquiring EXPF Sigma saves Avito years of development time and gives them access to a wider, more mass-market audience—especially since Trisigma had initially targeted enterprise clients.
The merged tech stack and team allow Avito to move quickly, serve more users, and cover all tiers of the analytics market. The company’s flagship tool, Trisigma, already runs hundreds of parallel experiments, evaluates results, and visualizes impact across key business metrics. It’s used in e-commerce, banking, streaming, and edtech.
What’s Next for Users and the Market
Current EXPF clients won’t lose access—they’ll keep their familiar tools and gain access to Avito Tech’s infrastructure and A/B testing expertise. Newcomers will likely start with Sigma’s simple, fast interface. As their needs grow, they can graduate to Trisigma’s advanced features.
This tiered approach allows Avito to serve everyone from junior developers to large-scale IT teams. Analysts also point to the platform’s potential for export across the CIS and emerging global markets. For Russian users, this means access to enterprise-grade experimentation tools. For the domestic tech industry, it’s a step toward digital sovereignty and innovation leadership.
