Ukrainian e-commerce is setting new records: what people buy most often
30 July 13:33
Ukrainians continue to spend more money online. In the first half of 2026, the average online purchase amount increased by 13% compared to the same period last year.
This was reported by the Ukrainian Retailers Association, citing analytics from the payment service WayForPay, according to "Komersant Ukrainian"
How Much Have Ukrainians’ Spending Increased?
According to 2025 figures, Ukrainians made approximately 196 million online purchases totaling 256 billion hryvnias.
The average transaction amount was approximately 1,320 hryvnias, but in the first half of 2026 alone, this figure rose by another 13%.
Analysts explain that this was driven not only by inflation but also by changes in consumption patterns and the growing popularity of more expensive goods.
Ukrainians are spending more on foreign websites
The study revealed a significant difference between purchases made at Ukrainian and international online stores.
On average:
- the average order value at Ukrainian online stores is 1,150–1,250 UAH;
- on international marketplaces, the average order is 2,100–2,600 UAH.
According to experts’ estimates:
- Ukrainian online stores accounted for approximately 145–155 million transactions;
- the total value of payments on these sites was 160–175 billion UAH;
- foreign websites accounted for 90–120 billion UAH.
It was precisely the increase in the number of cross-border purchases that became one of the key factors driving the growth in the average transaction value.
Smartphones have become the primary tool for shopping
Another notable trend is the rapid growth of mobile commerce.
Ukrainians already make about 60% of all online purchases using smartphones.
At the same time, Apple Pay and Google Pay are used in 55–65% of cases when paying for goods and services.
This indicates the rapid spread of digital payment services and a shift in Ukrainians’ payment habits.
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Data from the NBU confirms the trend
The growth of e-commerce is also confirmed by data from the National Bank of Ukraine.
As of the end of 2025, Ukrainians had made:
- 9.08 billion non-cash card transactions;
- totaling 4.68 trillion UAH.
Of these:
- 13.9% of all transactions by number were online payments;
- 16.4% in terms of the total amount spent.
The average amount of a single online card transaction was 608 UAH, which is 8.4% more than a year earlier.
Online payments continue to grow in 2026
The positive trend has continued this year.
According to the NBU, in the first quarter of 2026, the average amount of an online card transaction increased to 654 UAH, compared to 580 UAH a year earlier.
Thus, the year-over-year growth also stood at 13%.
At the same time, the share of online payments in the total volume of non-cash transactions rose to 16.9%, and the number of tokenized bank cards stored on smartphones increased by nearly 26%, to 20.7 million.
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