Ukrainian marketplace Rozetka has accelerated the transformation of its business model, reducing the share of its own sales in favor of third-party sellers and switching to a network of smaller fulfillment centers. The changes are in response to the destruction of the company’s largest warehouse complex in a Russian missile strike.
Ukrainian marketplace Rozetka has accelerated the transformation of its business model, reducing the share of its own sales in favor of third-party sellers and switching to a network of smaller fulfillment centers. The changes are in response to the destruction of the company’s largest warehouse complex in a Russian missile strike.
Rozetka co-owner Iryna Chechotkina said this in an interview with Hromadske.
According to her, during the shelling, three ballistic missiles hit the warehouse almost simultaneously. All employees managed to go down to the bomb shelter by that time, so there were no casualties, but the logistics facility itself was completely destroyed.
After the attack, the company faced a new problem in the real estate market — warehouse owners refuse to cooperate with the retailer for fear of repeated attacks.
"They are afraid of us, they are not renting warehouses to us. We even have an example when they have already rented them to us, and then other landlords saw that it was Rozetka and said: 'No-no-no. We don’t want to see them here,'" noted Iryna Chechotkina.
Despite the difficulties, the company manages to find new locations. Instead of one large hub, Rozetka is building a network of smaller fulfillment centers across the country, where goods are stored for further distribution between delivery points and carriers. The main condition for launching any new facility is the availability of shelter: if there is none at the location, the company builds it itself before the warehouse starts operating.
At the same time, the company’s co-owner admits that it is impossible to completely hide a logistics infrastructure of this scale during a war. To diversify risks, Rozetka is significantly reducing the share of its own direct sales, which require large storage areas, and is relying on the marketplace model. This should allow it to maintain a wide range of products and speed of delivery without negative consequences for buyers.
As a reminder, the largest distribution center Rozetka near Kyiv was destroyed as a result of a massive missile attack by the Russian Federation in the summer of 2026. Earlier, the company’s co-founder Vladislav Chechotkin also reported millions in business losses due to damage to infrastructure and destruction of goods during previous attacks.
