The Bir ecosystem has announced a major strategic evolution within its e-commerce vertical. The country's leading online shopping platform, formerly known as Umico, has officially rebranded and will now serve its massive user base under the unified and powerful brand: Birmarket.
Trusted by a highly engaged base of over 2 million customers, Birmarket is rapidly fortifying the Bir ecosystem's dominance in the retail sector. The platform offers a comprehensive catalog featuring thousands of products across dozens of categories, including electronics, home appliances, personal care, beauty, home goods, and leisure.
Beyond its vast inventory, Birmarket sets the national standard for logistical convenience and accessibility. Customers benefit from a highly flexible fulfillment network, choosing between direct-to-door courier delivery or utilizing an expansive footprint of over 850 "Click-and-Collect" (PUDO) delivery points operating nationwide.
To eliminate purchasing barriers and drive transaction volumes, Birmarket deeply integrates embedded finance solutions directly into the shopping experience. Users are empowered with limitless purchasing opportunities through highly flexible payment options, including up to 24-month installment plans and instant point-of-sale (POS) credit capabilities.
The rebranding transition has been meticulously engineered for zero user friction. Starting July 1, 2025, the Umico mobile app is undergoing a phased update to become the Birmarket app. By simply updating the application, users will experience a seamless transition—retaining full access to their existing accounts, order histories, and ecosystem bonus programs without any disruption to their daily experience.
Detailing the strategic foresight behind the relaunch, Farid Mammadov, CEO of the Bir ecosystem, framed the transition as a critical maturation of the company's value proposition:
"As the country’s first major online shopping platform, Umico served as a solid and necessary foundation for us. However, in a short span of time, we didn't just grow; we evolved, transformed, and successfully positioned ourselves as the core of the value chain in our nation's customer experience. Umico—under its new identity as Birmarket—is a fundamental component of this ongoing evolution. Birmarket is no longer just a shopping platform; it is a unified, holistic experience that adds tangible value to people's daily lives, seamlessly bringing together commerce, reward opportunities, and multiple digital services into one integrated journey."
About Bir
Bir is the first fully integrated banking, payments and e-commerce ecosystem of the Caucasus, redefining how people and businesses interact with daily services in Azerbaijan. Launched in 2025 to unite the country’s leading brands, including Birbank, Birmarket e-commerce platform, Milliön payment terminals, and m10 e-wallet app, the Bir ecosystem reaches over 5 million users. Through its extensive ecosystem and strategic partnerships with Trendyol marketplace and BakıKart transportation payment solution, Bir is building the foundation for Azerbaijan’s first and largest digital ecosystem for consumers and businesses.
For additional information, please visit: https://bir.az/
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