The e-commerce market in Ukraine showed growth in 2025. The main factors influencing the market were mobile shopping and contactless payments, which continue to increase their share in the overall payment structure.
The e-commerce market in Ukraine showed growth in 2025. The main factors influencing the market were mobile shopping and contactless payments, which continue to increase their share in the overall payment structure.
This is stated in a report by the payment service WayForPay, whose analytical data is based on internal statistics and indicators of the National Bank of Ukraine.
According to analysts, last year Ukrainians made about 196 million online purchases for a total of approximately UAH 256 billion. The average check for one transaction was UAH 1,320. Compared to 2024, the number of transactions on the Internet increased by 7–10%, and compared to 2021, Ukrainian e-commerce grew by almost 1.8 times.
«One of the main drivers of the market remains the growth of mobile shopping. About 60% of all online purchases are made by Ukrainians from smartphones. At the same time, wallet payments continue to grow actively — Apple Pay and Google Pay already account for approximately 55–65% of all online payments,» WayForPay specialists note.
The regulator’s data confirms this trend. According to the NBU, the share of non-cash card payments in terms of the amount of transactions in Ukraine reached 65,4%, and in terms of volume — 95,5%. Payment for goods and services on the Internet currently accounts for 13,9% of all card transactions in the country.
The main volume of online orders falls on Ukrainian online stores and marketplaces, among which Rozetka, Prom, Epicentr, Allo, Makeup and Kasta are the leaders. In the Ukrainian retail segment, up to 155 million transactions were recorded for the amount of about UAH 160–175 billion with an average check of UAH 1,150–1,250. The categories of medicines, food delivery, books and digital services showed the greatest growth dynamics.
The volume of cross-border trade is estimated at 90–120 billion UAH. On foreign platforms, such as AliExpress, Temu, Amazon, iHerb, eBay and Shein, the average check is higher than the local one and is 2100–2600 UAH. This is explained by the purchase of more expensive electronics, clothing and cosmetics directly from manufacturers or large distributors in China, the USA and EU countries.
