According to the EVO group of companies (Prom, Shafa, Kabanchik), this year in Ukraine they spent 25% more on goods and services online than in 2023. How many online purchases did Ukrainians make on average in 2024 and what was the average check?
According to the EVO group of companies (Prom, Shafa, Kabanchik), this year in Ukraine they spent 25% more on goods and services online than in 2023. How many online purchases did Ukrainians make on average in 2024 and what was the average check?
The research press release notes that the share of e-commerce in retail is 10% — half that of Poland and the USA.
«At the same time, the number of online shoppers and the frequency of purchases per year have increased: now Ukraine has about 11 million online shoppers, who make an average of 17 online purchases per year. They spend an average of 1,300 hryvnias at a time,» analysts note.
According to Prom, the most popular products purchased online in 2024 were:
Climate technology experienced the highest growth rate in 2024. This was contributed by blackouts during the hottest months of summer.
Panic demand goods. The trend of recent years for «blackout goods» continues: generators, charging stations. The offer on marketplaces is wider and more profitable than offline, analysts believe.
Free shipping. Shipping costs, which can reach 15-20% of the product price, are the biggest barrier to online shopping. Key players are working to reduce them by opening their own delivery points and strategic partnerships with logistics providers.
Deferred payments and payment security. Convenient deferred payments and loans stimulate sales not only of expensive goods (in particular, unplanned blackouts), but also of everyday goods. At the same time, trust in online payments supported by brands, for example, RozetkaPay, Prom-oplata, OLX Dostavia, forms a habit and stimulates repeat purchases. Researchers predict that next year the share of purchases on credit will increase and 15-20% of sales with deferral will become the norm.
New players. In 2024, Chinese giant Temu aggressively entered the market with cheap, low-quality products. Huge investments in advertising and free shipping allowed it to gain a foothold in the market.
«It is extremely difficult for Ukrainian players to compete with Chinese players, in particular, due to unequal tax conditions. Purchases on Chinese marketplaces do not bring anything to the Ukrainian budget, unlike purchases on Ukrainian marketplaces, which are powerful taxpayers,» the study notes.
Temu’s design and features also raise questions about whether it creates addiction in its users. We remind you that earlier dev.ua together with experts decided to look at the Chinese platform from the user’s point of view. The article examines what it offers that others do not, what it has «hooks» for buyers, and whether it threatens the Ukrainian Rozetka.
