Fourth year of war: how Ukrainian retail has changed
24 February 15:18
February 24, 2022, became a point of no return for the entire Ukrainian economy. Full-scale war radically changed logistics, the structure of imports and exports, consumer behavior, and business models. In four years, Ukrainian retail has gone from emergency survival to systemic adaptation — from rebuilding stores under shelling to large-scale investments in energy independence and digitalization.
This was reported by the Retailers Association of Ukraine (RAU), according to "Komersant Ukrainian".
Resilience and recovery: what the market has achieved
Despite the risks of war, most retail chains:
- resumed operations after damage in 2022–2023;
- relocated stores from occupied territories;
- invested in backup power sources.
Generators, battery systems, and alternative energy sources became a separate strategic direction. This made it possible to ensure uninterrupted operation even during blackouts.
Retail remains one of the key sectors of the economy:
- more than 110 RAU member companies provide jobs for over 450,000 Ukrainians;
- revenue for the first half of 2025 — UAH 936.6 billion (17% compared to 2024);
- in 2024, the sector paid over UAH 144 billion in taxes.
Financial pressure and staff shortages
At the same time, businesses continue to operate in conditions of significant challenges:
- constant shelling and destruction of infrastructure;
- complex logistics and supply disruptions;
- currency fluctuations;
- decline in real incomes;
- staff shortages due to mobilization and migration.
The labor shortage has become one of the most serious systemic risks for the market.
How consumers have changed
Four years of war have changed consumer behavior:
- demand for everyday goods is growing;
- consumers have become more rational;
- the popularity of affordable price segments has grown;
- young people are more actively using online commerce.
Retailers are actively developing e-commerce, mobile applications, loyalty programs, and omnichannel sales models.
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Retail geography: expansion despite the war
As of December 2025, 109 RAU member companies had 24,549 retail outlets in eight key segments:
- food and non-food retail;
- pharmacy chains;
- fashion;
- appliances and electronics;
- gas stations;
- jewelry segment;
- DIY chains.
For comparison: before the war, there were 17,396 stores in operation.
In 2025:
- 2,234 new stores opened;
- 683 outlets closed;
- net increase — 1,551 stores.
Regional concentration
The largest number of retail outlets is concentrated in:
- Kyiv and the surrounding region — 5,911;
- Dnipro and Dnipropetrovsk region;
- Lviv region — 2,228 (228 new in 2025);
- Odesa — 1,433;
- Kharkiv — 1,254.
Poltava, Kirovohrad, and Ivano-Frankivsk regions are also showing active development.
Chains continue to operate even in frontline regions, ensuring food security. In de-occupied cities, operations are often restored within a few days.
Over the four years of war, Ukrainian retail has transformed from a struggling industry into a sector that is systematically adapting and investing in the future. Despite constant risks, businesses are:
- expanding its network;
- maintains employment;
- pay taxes;
- ensures food stability.
Retail remains one of the pillars of the economy even in the midst of full-scale war.
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