34% of Ukrainians are guided by reviews left on the Internet about products before purchasing them, and for 19% of our compatriots, TikTok has become the main platform for searching for new products.
34% of Ukrainians are guided by reviews left on the Internet about products before purchasing them, and for 19% of our compatriots, TikTok has become the main platform for searching for new products.
Such data were published in the Deloitte Ukraine study «Consumer Sentiment of Ukrainians in 2025».
Despite the rapid development of online services, Ukrainians still prefer offline purchases, but online purchases are growing in certain segments — for example, 18% of our compatriots buy electronics and cosmetics online, and 17% buy clothes.
Interestingly, Ukrainians have also become much more likely to use AI to compare products and find bargains — last year, 27% of citizens used artificial intelligence tools.
At the same time, 96% of Ukrainians use postal services to receive goods, and every tenth person receives over 60% of orders through them.
At the same time, the study says that Ukrainians spend the majority of their budget on basic needs — 84%. This is significantly more than in European countries.
The study was conducted from November 28 to December 11, 2025 among Ukrainians aged 18 and over who use smartphones. It covered more than 1,000 respondents and is based on a quota sample.
As dev.ua wrote, according to another study, 73% of Ukrainians do not complete their online orders.
