Ukraine - Country Commercial Guide
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The e-commerce market grew by 41% % in 2020, reaching $4 billion, approximately 2.6% of Ukraine’s GDP. Ukrainians often buy apparel, electronics, appliances, home and garden products, cosmetics, and food online.

The top e-commerce players in Ukraine are represented by major marketplaces:

  • – 40 % of all online orders
  • – 32.5 % 
  • -26.5 %

One of the trends that accelerated through 2020 was the increase of e-commerce market share. According to Euromonitor International, the market share of e-commerce in Ukraine in 2020 reached 8% of retail (+45% year-to-year). The speed of e-commerce growth in Ukraine is one of the highest among Central and Eastern European countries.

The omnichannel approach is getting more and more popular. Retailers have noticed that while offline retail is low, online sales can partially save the situation. Even operators who didn’t pay enough attention to e-commerce were forced to expand their online presence. Results of a Colliers Retail survey in May 2020 show that more than 49% of respondents confirmed that they plan to develop online sales channels in the nearest future.

Today the fashion industry in Ukraine is utilizing multichannel sales (without click&collect), while retailers in other segments use the omnichannel approach. Nevertheless, online retailers are accelerating their offline expansion. One of the biggest ones is Rozetka, which opened five flagship stores (on average 1,500 - 3,000 sq m each) and more than 70 pick-up spots by November 2020.