Five: Mobile application

Main article: Mobile applications

2025

Search Ads

X5 Media continues to develop tools to promote goods and services online to help retail chain providers interact Kh5 with customers. As of October 2025, the number of available ecom formats exceeded 40, which significantly expands the capabilities of advertisers. In addition to this, search ads have now appeared in the Pyaterochki mobile application. X5 Media announced this on October 29, 2025.

Search advertising allows you to promote the item card to the top search results so that they are more often found by potential buyers. According to X5 Media, items at the top of the list receive on average three times as many views and end up in the shopping cart up to 20 times more often. Advertising slots do not visually stand out in the issue - they look like ordinary product cards, which makes the user's experience natural and convenient. In total, the search results provide three promotional places at the beginning of the list. The format is available for all product categories.

This format is aimed at suppliers who want to increase the visibility of their goods for the buyer at the time of search. This will increase the reach, views and likelihood of checkout. For brands, this is an opportunity to promote and attract a target audience - the application of the Pyaterochka retail network has more than 22 million people a month, 40% of whom use the search regularly. According to INFOline, for the third quarter in a row X5 has been the market leader in terms of online sales of consumer goods: more than 350 thousand orders of household products are made daily in the Pyaterochki application alone.

The launch of search ads is an important step by X5 Media in the development of omnichannel communications and ecom tools. Search advertising works for hot demand when the buyer is ready to buy, which means that the conversion here is even higher than in other advertising formats. Speed is important to customers. Buyers tend to choose products from the first items in the issue without wasting time studying the entire assortment. That is why the success of the advertiser in this case determines the visibility of the product on the first lines, that is, without the need to scroll the page. According to the results of experiments, we see the effectiveness of this tool, this is confirmed by the positive sales dynamics among the test participants - the goods in the search top show an average conversion to purchase of 10%, "said Sergey Yurchenko, director of strategic development of advertising products X5 Media.

The Kh5 Media ecom toolkit includes advertising in applications and on the Pyaterochki and Perekreshka websites with a total coverage of more than 32 million users per month, integration into social networks of Kh5 retail networks, as well as partner programs. In total, Kh5 Media offers advertisers more than 15 online and offline communication channels.

Advertising formats: banners in the shopping cart, in the perfect purchase and in the order history

Kh5 Media is developing tools for online promotion of goods and services. Three advertising formats appeared in the Pyaterochki application at once: banners in the basket, in the perfect purchase and in the history of orders. On the last two, companies can advertise click-out format - users will immediately go to the brand website when clicking on the banner. First of all, it will be useful to external advertisers who are not suppliers of Kh5 retail chains. Kh5 Media announced this on July 14, 2025.

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Фото: Х5 Media

Now X5 Media partners have four click-out formats available to help reach users at different stages of purchase. Previously, advertisers were able to post on the click-out banner on the main page of the Pyaterochki application and in stories.

X5 Media tools allow companies to receive direct traffic to their site and open up opportunities to promote and attract a target audience - the application of the Pyaterochka retail network has more than 21.6 million people a month. Large audience reach and deep analytics allow you to target ads based on the interests and social profile of buyers.

{{quote 'Our ecom toolkit allows companies to communicate with a huge audience all over to the country. And we are focused on developing digital formats for both suppliers and businesses from other areas: from IT to. pharmaceutics The new banner formats allow not only to increase the reach of advertising campaigns, but also to consciously choose at what stage of the shopping journey to convey your message. This opens up even more opportunities, for example, for testing marketing hypotheses, "said Sergey Yurchenko, director of strategic development of advertising products at X5 Media. }}

The Kh5 Media ecom toolkit includes advertising in applications and on the Pyaterochki and Perekreshka websites with a total coverage of more than 32.2 million users per month, integration into the social networks of Kh5 retail networks, as well as partner programs. In total, Kh5 Media offers advertisers more than 15 online and offline communication channels.

Implement click-out ad format

Kh5 Media has implemented the click-out advertising format in the Pyaterochka application network. This was reported by X5 Group on February 21, 2025.

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Фото: Х5 Media

Click-out allows the user, when clicking on an advertising banner, to directly go from the Pyaterochka application to the advertiser's website. Thus, the brand receives direct traffic to its website, opportunities for effective promotion and attracting a target audience - the application of the Pyaterochka retail network has more than 20 million people a month.

Kh5 Media is constantly developing online inventory and improving the service provided to advertisers. We see interest in retail media from not only manufacturers of goods, but also companies from other categories. Click-out is another digital format that allows non-suppliers of retail chains to interact with a huge audience of Kh5 to attract users to their sites. Kh5 Media has a colossal audience for advertising - there are more than 84 million active users in the Kh5 loyalty program as of February 2025, this is one of the largest programs in retail, "said Carolina Sokolova, Managing Director of X5 Media.

Kh5 Media offers advertisers more than 15 different online and offline communication channels. In addition to digital formats on the sites and applications of retail chains Kh5 there are a number of instore tools: digital screens for video advertising, audio advertising on internal radio networks, branding in self-service ticket office areas, and more. Advertisers can choose the most appropriate tool for the tasks of the planned campaign or use comprehensive support to get more effect.