Ecommerce in Ukraine
Ukraine is a Southeastern European country and the 32nd most populous country in the world. In 2016, Ukraine joined the Deep and Comprehensive Free Trade Area, which gave them access to the EU’s internal market in selected sectors and grant EU investors in those sectors the same regulatory environment in Ukraine as in the EU.
|Population||44.2 million people|
|– % internet users||49%|
|Online sales||€1.86 billion (2018)|
|Online stores worth mentioning:||Rozetka.com.ua, Olx.ua, Prom.ua|
- Ecommerce customers in Ukraine
- The ecommerce market in Ukraine
- Big online stores in Ukraine
- Latest ecommerce news from or about Ukraine
Ecommerce customers in Ukraine
Ukraine has a very low internet penetration. In fact, data from the Ecommerce Foundation shows that its share of 49 percent is the lowest in Europe. But Ecommerce Europe is more positive: according to its data, 58 percent of the population uses the internet. And 3.7 million of these internet users shop online. On average, online shoppers in Ukraine spend 286 euros per year.
In Ukraine, nine out of ten internet users have shopped online at least once. And when they do shop online, Ukrainians like to pay by cash on delivery, as this is their preferred payment method.
The ecommerce market in Ukraine
As always, there are different numbers when it comes to a country’s ecommerce industry. In 2015, ecommerce in Ukraine was estimated to be worth 2.7 billion euros, but the Ecommerce Foundation says ecommerce in Ukraine was worth 1.17 billion euros in 2016 and is estimated to be worth around 1.52 billion euros in 2017.
According to information from easybusiness.in.ua, the local ecommerce industry consists of about a hundred companies and several thousand employee. Ecommerce is said to represent just 2 percent of total retail sales.
Big online stores in Ukraine
In 2015, the top 10 of online retailers in Ukraine consisted of Rozetka, Allo, Modnakasta, Comfy, F.ua, Mobilluck, Leboutique, Citrus, Lamoda and Eldorado. Data from Gemius in 2017 however, shows that Rozetka, Olx and Prom are the most popular (local) ecommerce websites in Ukraine, at least in terms of visitors. The most popular foreign online stores are Aliexpress, Amazon and eBay.
Latest news about Ukraine
Ecommerce is getting more and more popular in Ukraine. In June, about 13.6 million internet users visited online stores in the Eastern European country, which is 1.3 million more than in the same period last year. And these are the most popular ecommerce websites in Ukraine.
The Ukranian company AstraFit, which offers an online fitting room that can be implemented in ecommerce websites, has launched a new version of its widget. With this tool, online fashion retailers should be able to increase their conversion as customers are now better able to choose the right size.
Several European retailers aren’t doing business in Ukraine, but there are online startups who sell these companies’ goods in the Eastern European country. IKEA for example doesn’t have an ecommerce site for Ukrainian consumers, so these people are now being helped by unsanctioned resellers.
PrivatBank, the largest commercial bank in Ukraine, has launched its own online marketplace, called PrivatMarket. Buyers and suppliers come together on this platform that was been in the works for quite some time. PrivatMarket is aimed both at private and business clients from the Ukrainian bank.
Groupon closed the doors of 4 European websites. After closing its operations in Greece, Turkey and the Nordic countries, the American ecommerce marketplace is now shutting down in Ukraine, Portugal, Switzerland and Austria. Since yesterday, these websites no longer offer customers interesting deals from local retailers.
Read all our articles about ecommerce in Ukraine.
Last update: June 2019