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. In 2022, Russia invaded Ukraine with long-lasting effects on the country’s population and the world economy.

Content:

• 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 the lowest internet penetration in Europe according to the 2022 Europe E-commerce Report, namely 65 percent. Though this number has increased a lot in recent years. Of those internet users, 44 percent shops online in Ukraine.

Ukraine has the lowest internet penetration in Europe.

E-wallets are the most popular online payment method for Ukrainian shoppers. Digital wallets were used for 54 percent of orders in 2021, Statista reports. Card payments come in second place with 44 percent of purchases. Bank transfers are the least popular with only 2 percent.

Top product categories in Ukraine by revenue share (2021):

1. Electronics and media (27%)
2. Fashion (26%)
3. Furniture and appliances (20%)
4. Toys, hobby and DIY (15%)
5. Food and personal care (12%)

Media is the largest product segment in Ukraine.

The biggest product category in Ukraine is media products, representing almost a third of ecommerce revenue in 2021 according to EcommerceDB. Fashion is a close second, followed by Furniture and appliances.

The ecommerce market in Ukraine

Revenue has grown in the last few years. In 2021, online shopping in Ukraine generated 1,064 million dollars in revenue. The ecommerce market volume is expected to reach over 7 billion dollars in 2025, with an annual growth rate of 18.76 percent.

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Leading online stores in Ukraine

Sorted by revenue, Rozetka.com.ua is the largest store in Ukraine in 2021.  The shop offers a wide range of products, such as toys, media and furniture. Makeup.com.ua, a seller of cosmetic products, is also one of the leading stores in Ukraine. Comfy.ua, which sells a large selection of products as well, takes third place in terms of revenue.

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Read all our articles about ecommerce in Ukraine.

Last update: October 2022