How much Ukrainians spend on online shopping: analysis of 2025 statistics

Online shopping in Ukraine is showing significant growth. In 2024, the volume of e-commerce reached almost $4 billion (⅓ more than in 2023). And in 2025, the results are expected to be even higher.

How much Ukrainians spend on online shopping, what categories of goods are the most popular, and what can be said about e-commerce in Ukraine in general, read on in the article.

How much Ukrainians spend on online shopping  

On average, 34% of Ukrainian shoppers make online purchases at least once a week. This means that the regularity of such spending is undeniable, and the role of online shopping in Ukrainian consumer spending is actively growing.

It's too early to analyze online shopping statistics in Ukraine in 2025. But last year can be analyzed. In 2024, Ukrainians spent almost $4 billion on online purchases, which is a third more than in 2023.

According to forecasts, by 2025, the share of online sales in the total retail trade in Ukraine will reach 21%.

The most popular product categories for online shopping are:

• clothing (47%);
• household appliances and electronics (46%);
• cosmetics and perfumes (37%).

This data demonstrates the steady growth of e-commerce in Ukraine and the changing consumer habits of the population.

E-commerce in Ukraine continues to develop rapidly, introducing the latest technologies and adapting to changes in consumer behavior. The main e-commerce trends in Ukraine for 2025 include

1. Development of a unique brand. Brands are focusing on building their own identity to stand out in a competitive market and create an emotional connection with customers.
2. Multichannel customer engagement: The use of different communication channels, such as online search, television advertising, and social media, to reach a wider audience and improve interaction with potential customers.
3. Implementation of artificial intelligence (AI): Integrating AI into online stores to personalize the shopping experience, provide recommendations, and improve customer service.
4. Hyper-personalization: Creating individualized offers and content for each user based on the analysis of their behavior and preferences, which increases customer engagement and loyalty.
5. Voice commerce: The growing popularity of voice assistants is driving the development of voice searches and voice shopping, requiring businesses to adapt to new ways of interacting with customers.
6. Improving UX/UI design: Updating the interfaces of online stores to ensure ease of use and speed of use, including simplifying the checkout process and optimizing mobile versions of sites.
7. Omnichannel sales: Integration of online and offline sales channels to create a single seamless experience for customers, including the ability to buy online and then pick up in-store or return the product at an offline location.

Popular product categories for online shopping  

Consistently popular categories of goods for online shopping in Ukraine are:

1. Clothing and footwear. Here, shoppers are actively looking for trendy items, learning about discounts and promotions.
2. Electronics and home appliances. In this subgroup, people are interested in smartphones, computers, TVs, and various household appliances.
3. Cosmetics and perfumes. Shoppers are often looking for cosmetics, perfumes, and care products with home delivery.
4. Home decor and furniture. With the growing popularity of online shopping, more and more people are ordering home decor and furniture online.
5. Food. This service gained popularity during the pandemic, but even now the demand for it has not decreased much.
6. Home and garden products. These include tools, seedlings, outdoor furniture, and various home accessories.
7. Toys and goods for children. It is clear that this category includes both toys and children's clothing, shoes, and educational materials.

Of course, people buy other goods as well, but the demand for these is stable

Average check of an online customer in Ukraine: comparison over the past years

In 2025, the average check from an online shopper in Ukraine will be around UAH 3,140. Last year, in 2024, it amounted to approximately UAH 2,888, and in 2023 - UAH 2,647. These data reflect the trend of increasing e-commerce spending. And this is not necessarily due to price increases.It is more likely to be influenced by the expansion of the range of goods and increased confidence in online commerce among Ukrainians.

How Ukrainians' spending on online shopping has changed  

So, it is clear that Ukrainians' spending on online shopping has increased significantly in recent years and this trend continues. After the outbreak of the war and economic changes, many consumers began to rely more on online shopping for convenience and security.

Spending is increasing due to the growing demand for electronics, household goods and food, which are popular due to home delivery. New payment methods and the convenience of the service also influence consumer choice. But, of course, there are also plenty of risks.

So, if you are still thinking about whether to go online or create an online store, first order a detailed audit by contacting us on our website or in the @avseogooogle group.

We will explain everything in the best possible way. We will choose the best option for your development!