Ukrainian e-commerce in the first half of 2025: the market adapts to new realities
15 August 11:17
The first six months of 2025 have demonstrated how Ukrainian online retail is adapting to the changed environment. A study by the Promodo agency has revealed a key trend: there are fewer consumers, but they buy more often, albeit for smaller amounts. This reflects the new reality of the market, where businesses are operating in a shrinking consumer base, "Komersant Ukrainian" reports.
General market context
The previous year showed positive dynamics: Ukrainians’ spending on online purchases increased by 25% to UAH 239 billion. It is noteworthy that 60% of purchases were made from smartphones, and every fourth order from large retailers came via mobile applications.
Sectoral analysis: who won and who lost
Growth leaders
Pet products showed the highest growth with a 48% increase in revenue in hryvnia. However, experts attribute this primarily to the rise in price of goods rather than increased demand. A characteristic feature was a 50% increase in conversion rate with a 9% drop in traffic – existing customers are buying more often.
The jewelry niche showed a stable growth of 49% in hryvnia, supported by seasonal factors and holidays. The May surge related to Mother’s Day was particularly noticeable. There is an overheated advertising auction here, as increased budgets do not bring a proportional increase in sales.
Groceriesand alcohol remain the driver of online commerce with a 45% increase in revenue in hryvnia. The main growth factor is the active penetration of online in the conservative category through the development of delivery services. It is noteworthy that this is the only niche where the cost per click decreased.
Stable players
Electronics and household appliances showed moderate growth of 29% in hryvnia terms. Demand was supported by seasonal sales of climate control equipment and energy equipment. Importantly, the decline in the average check has almost stopped after a sharp decline in the second half of 2024.
The pharmacy segment grew by 23% in UAH terms, but the growth was mainly driven by an increase in the average check due to advertising restrictions and a shift to other product groups.
Segments under pressure
Thefashion niche was the only one to show negative dynamics with a 2% drop in revenues in hryvnia. A 12% decrease in the number of purchases and a 10% drop in conversion was offset by a significant increase in the average check. Players are shifting to a strategy of attracting more expensive but better quality traffic.
Auto goods showed a slow growth of only 15% in hryvnia with a minimal increase in the number of purchases by 1%. The segment is developing exclusively due to an increase in the average check.
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Key trends and changes
Behavioral changes of consumers
- Increased frequency of purchases while decreasing the size of orders.
- Increased sensitivity to prices and active search for promotions.
- The importance of holidays as emotional triggers for purchases.
Technological trends
- Continued growth of mobile traffic.
- The emergence of traffic from AI agents (up 450%, although it is only 0.1% of the total).
- Increased efficiency of paid advertising in all categories.
Advertising trends
- Overall increase in cost per click by 4% in dollars.
- Shift to customer retention strategies instead of new customer acquisition.
- Increasing importance of loyalty and personalization programs.
Forecasts and recommendations
The analysis shows that Ukrainian e-commerce is entering a new phase of development, where extensive growth is being replaced by intensive growth. Key strategic directions:
- Focus on customer retention – the existing audience provides a more stable income than attracting new customers.
- Personalization and loyalty – loyalty programs are becoming critical in an increasingly competitive environment.
- Mobile optimization – continued investment in mobile solutions and applications.
- SEO and PR investments remain important for long-term growth.
Ukrainian e-commerce in 2025 is a market of adaptation, where success depends not on scaling, but on deep work with the existing audience and optimization of operational processes.
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