eCommerce market in Ukraine

Market development

eCommerce revenue development in Ukraine

Ukraine is the 49th largest market for eCommerce with a predicted revenue of US$4,429.4 million by 2024, placing it ahead of Belarus. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 6.6%, resulting in a projected market volume of US$5,712.4 million by 2028. With an expected increase of 8.9% in 2024, the Ukrainian eCommerce market contributed to the worldwide growth rate of 10.4% in 2024. Like in Ukraine, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Ukrainian eCommerce market. Hobby & Leisure is the largest market and accounts for 26.3% of the Ukrainian eCommerce revenue. It is followed by Electronics with 20.7%, Fashion with 16.8%, Furniture & Homeware with 11.8%, Care Products with 9.4%, DIY with 8.9%, and Grocery with the remaining 6.2%.

eCommerce revenue development in Ukraine

in million US$

eCommerce revenue growth in Ukraine

in %
20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)54.133.12.482.97.797.148.192.7

Online share

eCommerce online share in Ukraine

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Ukrainian retail market, the online share is 2.1% and will increase by an average of 1.3% to 2.2% by 2028.

eCommerce online share in Ukraine

in %
20202021202220232024202520262027
Online share (in %)3.2%47.2%22.9%69.0%85.9%23.0%29.2%59.4%

Top stores

Top five online stores in Ukraine by net sales 2023

The biggest player in the Ukrainian eCommerce market is rozetka.com.ua. The store had a revenue of US$674.0 million in 2023. Store rankings include every store that generates revenue in Ukraine. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in Ukraine was considered.

eCommerce net sales generated in Ukraine in 2023

in million US$
Filtered revenue / share
Global revenue
Growth
US$900.0m
20.7%
US$8,300.0m8.3%
US$550.0m
12.0%
US$4,600.0m12.4%
US$470.0m
3.9%
US$1,190.0m33.6%
US$430.0m
20.6%
US$2,122.0m18.0%
US$370.0m
20.7%
US$1,814.0m12.6%

Payment Methods

Top 5 offered payment methods in the Ukrainian eCommerce market

The Ukrainian eCommerce market in 2023 in terms of offered payment methods is fragmented and dominated by a few providers with Cash on delivery (Cash on delivery) covering the largest share with 92.0% of all online stores checked. Other offered payment methods in the Ukrainian eCommerce market in 2023 are VISA (Cards) with 70.8%, Mastercard (Cards) with 70.8%, and Bank transfer/cash in advance (Bank transfer) with 56.6%. With 25.7% Privat24 (E-wallets) has already a significantly smaller coverage compared to Cash on delivery (Cash on delivery).

Top 5 offered payment methods in the Ukrainian eCommerce market

in %

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Shipping Service Provider

Top 5 offered shipping providers in the Ukrainian eCommerce market

Despite Nova Poshta's dominant position with 93.3% of online stores opting for its services, the Ukrainian eCommerce market in 2023 remains diverse and competitive. Several other shipping service providers, including Ukrposhta, Meest Express, Justin, and In Time Express, hold smaller but significant shares, contributing to a dynamic and fragmented market.

Top 5 offered shipping providers in the Ukrainian eCommerce market

in %

See all stores offering