Rostelecom Moves Into Retail Digitalization
Russia’s largest telecom operator has acquired a controlling stake in ASTOR, a leading developer of retail automation solutions. The deal highlights how telecom providers are expanding beyond connectivity into broader digital ecosystems, with direct implications for retail efficiency and competitiveness.
Beyond the Only Role
Russian operators have long sought to diversify their portfolios. While voice and internet remain the backbone of their business, major players are increasingly delivering digital solutions to other industries, including retail. Rostelecom’s purchase of a 51% stake in the ASTOR Group reflects this strategy.
ASTOR is recognized as one of Russia’s leaders in digital retail automation. Its portfolio includes about 750 projects, many for top-tier market players. The company integrates both domestic and global best practices in supply chain management, retail operations, inventory control, logistics, workforce management, assortment and pricing optimization, and customer relationship management. Machine learning and artificial intelligence are central to these offerings.
Big Data and AI at the Core
ASTOR’s flagship platform, Retail Suite.Global, is a fully integrated set of digital solutions for retailers. It enables not only sales management and omnichannel communication but also end-to-end automation of key business processes—from procurement through post-sale data analysis.
At the center of ASTOR’s ecosystem is its proprietary ERP system, tailored to meet the operational needs of retail companies. The ERP includes modules for demand forecasting and inventory replenishment, loyalty program optimization, and shelf layout planning.
All these modules connect with the BigData&AI platform, which features an extensive library of machine learning models trained on real-world retail data. This integration minimizes the need for manual analytics, accelerating decision-making and operational efficiency.
New Opportunities for Growth
“Our partnership with Rostelecom will be a powerful driver for the technological growth of our company. By joining forces with a market leader in digital solutions, we can pursue ambitious projects and provide clients with fundamentally new opportunities for automation and process optimization,” said Dmitry Galaktionov, CEO of ASTOR Tech.
AI and Big Data are gaining prominence in retail worldwide, boosting revenue and efficiency without requiring large-scale staff expansion. Surveys show that nearly 50% of respondents this year plan to implement sales automation tools, while 48% are especially interested in demand forecasting solutions.
Consolidation Trend
Over the past five years, Russia has seen a trend toward consolidation, with major tech firms acquiring software developers to offer end-to-end digital ecosystems. Alongside Rostelecom, companies like Sber and VK (formerly Mail.ru Group) have pursued similar strategies.
Such consolidation helps companies withstand sanctions pressure while simultaneously opening access to international markets. Russian developers integrated into large holding structures gain opportunities to attract clients abroad, particularly in regions where demand for retail automation is rising.
At the same time, the market remains diverse: many mid-sized firms continue to thrive independently. The presence of both large and smaller players fosters healthy competition, pushing companies to deliver more sophisticated and flexible solutions. This dynamic benefits not only retail but other sectors adopting digital transformation.
