“National Cashback” has reached nearly 5 million Ukrainians: sales of domestic goods have increased
4 May 05:18
The “National Cashback” program has been highly rated by consumers and has demonstrated a positive impact in stimulating demand for Ukrainian-made goods. This is evidenced, in particular, by the results of a study on the program’s perception and its impact on consumer behavior and business, commissioned by Mastercard in March–April 2026, reports "Komersant Ukrainian" citing the Ministry of Economy.
According to the study, 67% of Ukrainians surveyed use “National Cashback,” and 95% of them rate the program positively or neutrally. This indicates its widespread adoption, accessibility, and positive reception among users.
The program is also changing consumer habits: 41% of users note that they have started buying Ukrainian-made goods more often. Among the key factors are financial incentives and easier identification of Ukrainian goods.
Retailers report a 7–9% increase in sales of Ukrainian goods during the program’s duration—this is confirmed by representatives of some retail chains with the widest national coverage. They also emphasize that in certain product categories, the availability of “National Cashback” is becoming an important factor in consumers’ purchasing decisions.
At the same time, the program has a broader economic impact—it contributes to the reduction of the shadow economy and the development of cashless payments.
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In addition, the program has a clear social focus. The majority of its users—63%—are people with a household income of up to 40,000 UAH who use cashback as a savings tool. Among the key spending categories for earning cashback are food, medicine, and essential goods.
“Today, ‘National Cashback’ is an effective tool for creating demand for Ukrainian goods, used by nearly 4.8 million citizens every month. For consumers, it means a real reduction in shopping expenses. For Ukrainian producers, it means additional demand. The recent transition to differentiated rates ranging from 5% to 15% allows us to direct state support specifically toward those product categories where imports are most aggressive, without increasing the program’s overall costs,” emphasized Oleksiy Sobolev, Minister of Economy, Environment, and Agriculture of Ukraine.
Among the categories for spending funds under the “National Cashback” program, utility services take the lead. 70% of the credits are spent specifically on utility bills.
“Mastercard is pleased to serve as the technology partner for the ‘National Cashback’ program, which is based on a unique fintech solution that unites a broad ecosystem—banks, manufacturers, retailers, and millions of consumers. We continue to work closely with the government and share our technological expertise to develop digital solutions and large-scale national programs for government payments,” emphasizes Inga Andreeva, General Manager of Mastercard in Ukraine and Moldova.
The program also has a positive impact on business. Ukrainian manufacturers report increased demand for their products, higher brand recognition, and greater consumer loyalty. Manufacturers also note that the program facilitates the renewal of product ranges and the transition to European-standard barcodes.
The “National Cashback” program will continue to operate as usual.
For reference:
A study on the perception of the “National Cashback” program and its impact on consumer behavior and business was commissioned by Mastercard and conducted by the research agency CBR. The quantitative survey, conducted via an online questionnaire, included 1,302 respondents aged 18–80 living in cities with a population of at least 50,000 in Ukrainian-controlled territory. The qualitative phase of the study included interviews with 25 manufacturers and 5 retail chains. The study also utilizes the results of an analysis of anonymized and aggregated Mastercard data, where the analysis included only those banks where the “National Cashback” card was issued based on the Mastercard payment system.
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