This year, the average online purchase amount in Ukraine has increased: what are the figures?
29 July 20:49
In the first half of 2026, the average online purchase amount in Ukraine increased by 13% compared to the same period in 2025. At the same time, there is no single explanation for this trend: it was influenced by both rising prices and changes in the structure of demand and consumer behavior. This was reported by the Ukrainian Retailers Association, citing analytics from WayForPay, according to "Komersant Ukrainian".
WayForPay experts collected and compared available statistics from the National Bank of Ukraine, the State Statistics Service, Ukrainian e-commerce platforms, marketing agencies, and analytics services, and also released internal data. The article examines what a typical online purchase by a Ukrainian now looks like, what factors determine its cost, why average figures do not always reflect actual consumer behavior, and which categories are driving the overall market trend.
What Happened in Ukrainian E-Commerce in 2025
According to WayForPay’s internal data, in 2025, Ukrainians made approximately 196 million online purchases totaling about 256 billion UAH. The number of purchases increased by 7–10% compared to 2024, and the average transaction amount was about 1,320 UAH. Compared to 2021, the volume of Ukrainian e-commerce grew by nearly 1.8 times.
At the same time, the average figure masks a significant difference between domestic and international purchases:
- the average order value at Ukrainian online stores ranged from 1,150 to 1,250 UAH;
- on foreign websites, Ukrainians spent an average of 2,100–2,600 UAH;
- domestic e-commerce accounted for approximately 145–155 million transactions;
- the total value of payments at Ukrainian online stores was estimated at 160–175 billion UAH;
- for foreign online stores—approximately 90–120 billion UAH.
Thus, the overall average transaction value may increase even without significant changes within Ukrainian stores—for example, due to a rise in the share of more expensive cross-border purchases.
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The mobile channel is gaining ground separately. In 2025, Ukrainians made about 60% of their online purchases via smartphones, while Apple Pay and Google Pay accounted for approximately 55–65% of online payments. This means that mobile payments are no longer an optional choice but have become the standard for Ukrainian shoppers.
What the NBU’s nationwide data for 2025 shows
The overall trend toward more active use of cashless payments is confirmed by statistics from the National Bank of Ukraine. Throughout 2025, 9.08 billion cashless transactions totaling 4.68 trillion UAH were made using cards issued by Ukrainian banks and financial institutions. Compared to 2024, the number of transactions increased by 11%, and the total amount rose by 10.4%.
Online payments for goods and services accounted for:
- 13.9% of all non-cash card transactions by number;
- 16.4% by total value.
In total, Ukrainians made over 1.2 billion online card payments throughout the year, totaling nearly 770 billion UAH. The share of online payments in terms of value was higher than in terms of volume, indicating their significant role in the structure of non-cash spending.
The average amount per card transaction for goods and services online in 2025 was 608 UAH, compared to 561 UAH in 2024. Thus, the figure increased by approximately 8.4% over the year.
Note: This figure is lower than WayForPay’s estimate of the average online purchase amount, as the NBU’s statistics cover not only orders from online stores but also online card payments for services, subscriptions, and bills, which are often of a lower value. At the same time, the regulator’s data confirms the overall trend: Ukrainians are increasingly making online payments, and the average amount per online transaction continues to rise.
The modern payment infrastructure is developing in parallel. By the end of 2025, the number of tokenized payment cards linked to smartphones and other devices had grown by 25.9%—to 20.7 million. One in three active payment cards in Ukraine is now tokenized.
What Changed in Early 2026
According to the National Bank of Ukraine, in January–March 2026, the average amount of a card transaction for goods and services online was 654 UAH. In the first quarter of 2025, this figure was 580 UAH. Thus, over the course of a year, the average amount of an online transaction increased by nearly 13%.
The share of online payments in the overall structure of non-cash transactions also increased. In the first quarter of 2026, they accounted for:
- 14.5% of all non-cash card transactions by volume, compared to 14.4% a year earlier;
- 16.9% by value, compared to 16.2% in the first quarter of 2025.
Thus, the share of online payments by number remained virtually unchanged, but their share of the total transaction value increased by 0.7 percentage points.
Overall, in the first quarter of 2026, the number of all non-cash card transactions increased by 5.9%, and their volume increased by 14.8%. Consequently, the monetary turnover of non-cash payments grew more than twice as fast as the number of transactions.
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