Ecommerce in Ukraine

Ukraine is a Southeastern European country and the 32nd most populous country in the world. In 2022, Russia invaded Ukraine with long-lasting effects on the country’s population and the world economy. It makes the future of the country uncertain.

Population 43.33 million (2022)
Internet users (% of population) 65 (2021)
Online sales 1.06 billion dollars (2021)
Online stores worth mentioning,,


ecommerce in ukraine customers market produc category payment method

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, around 43 percent of the population in Ukraine shopped online. In that same year, 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.

Do you want to sell cross-border in Europe? It ain't easy but with the right ecommerce software, online marketing channels and European fulfillment companies market leadership is surely possible.

Leading online stores in Ukraine

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

Looking for ecommerce software to start selling in Europe? Webador and Shopify are platforms that are well optimized for cross-border ecommerce.

Read all our articles about ecommerce in Ukraine.

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