T2 expanded its mass-market distribution to more than 40 national chains.

      21 November 2025 14:20

      T2, a Russian mobile operator, has increased its presence in the FMCG segment and other mass-consumption segments. Since the beginning of the year, SIM card sales have started in 13 more federal retail chains, including Magnit, Monetka, Gradusy, Avoska, Atak, Podruzhka and ESHCHE. The number of partner points of sale in 2025 increased by 250% year on year. In the retail outlets of almost all federal chains, T2 is represented exclusively — there are no other mobile operators at these points.

      T2’s partner portfolio in the federal mass-market retail segment exceeds 40 retail organizations, including retail leaders such as Pyaterochka, Magnit, Globus, Lenta, Auchan and others. By the end of 2025, distribution growth rates in the FMCG segment are expected to reach +250% compared with 2024. This is significantly higher than the average annual growth of 100% that the company has demonstrated since 2020. In 2025, T2 SIM card sales were launched in the following major federal chains:

      - Gradusy – more than 400 stores;

      - Atak – 134 outlets;

      - ESHCHE – 100 retail outlets;

      - Avoska – 53 stores;

      - Podruzhka – pilot project in 149 stores;

      - Monetka – 2,600 retail outlets;

      - Magnit – 17,600 retail outlets.

      T2 has implemented full targeted distribution across all chains. A pilot has been launched in Podruzhka — an initiative supported by the chain as a test project to assess consumer demand. The federal sales channel features SIM cards with a self-registration function. Activation takes a few minutes: simply log into the T2 personal account and verify your identity via Gosuslugi. After the procedure, users gain full control over services: they can change tariffs, enable options, pay for services and monitor expenses.

      Anton Zhukovsky, Director for Federal Sales Channels at T2:

      "Expanding retail presence is an important part of T2's strategy to strengthen its position in the mass market. We go where our customers shop every day: to their familiar neighborhood stores and to gas stations. At the same time, we try to make activation and service management as simple as possible. This year we have made a huge leap in developing distribution in the mass-consumption segment, and it is becoming a major competitive advantage for us. We regularly outperform other players in terms of presence; our numbers speak for themselves. Moreover, SIM cards with self-registration make the process of switching to the operator safe and convenient — without visiting an office or dealing with paperwork."

      Photo: Shutterstock//fortton

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