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.

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Population 44.2 million people
– % internet users 49%
Online sales €1.86 billion (2018)
Online stores worth mentioning:,,


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, 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.

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Big online stores in Ukraine

In 2015, the top 10 of online retailers in Ukraine consisted of Rozetka, Allo, Modnakasta, Comfy,, 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.

Read all our articles about ecommerce in Ukraine.

Last update: June 2019