Detsky Mir Expansion Strategy

3 Investing in mobile app as key driver to deliver strategic objectives Targeting 70% NPS across the channels in mid-term 70% 60% 53% 49% "Mobile first" concept - Detsky Mir mobile app 9.8 million Q4 2018 downloads (2) Online orders, % detsky mir Q2 2021 2021 2022 2023 2020 Share of online sales(1) #1 Website in the world in Childcare category +2.4x Online sales FY 2020 >90% Organic traffic 82% Click and Collect #40 11 #10 App ranking in Shopping category(3) #36 11 #10 App ranking in Shopping category(3) Developing Tier 1 app ✓ Catalogue Filters and sorting Shopping cart and checkout 36% 64% 82% 18% Desktop Web-site (mobile) Mobile app 45% Favourites 25% 29% Online payment Tier 3 Tier 2 Tier 1 12% 5% Personal account with order history 2017 2019 2020 1H 2021 Mid-term target Search Source: Company data, AppAnnie, SimilarWeb (1) As % of total revenue in Russia (2) Cumulative number of downloads since launch as of Q2 2021 (3) As of 31 December 2020 vs. 24 November 2019 based on AppAnnie data Chat support Recurring orders subscription Personalised product recommendations detsky mir Mid-term Provided now Pending shortly 17

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