How much do Ukrainians spend online and what do they buy?

 Over the past few years, Ukrainians have begun to spend more money on online purchases, both in local and foreign online stores. Not only are the number of transactions and the average check changing, but the structure of the market is also transforming. In particular, food delivery and the purchase of other everyday goods are becoming increasingly popular.

Our team WayForPay collected key data on Ukrainian e-commerce to show how much Ukrainians spend online, which categories of goods they buy most often, how buyer behavior is changing, and what are the main market drivers today.

Ukrainians continue to actively buy online

Online shopping in Ukraine has finally become an everyday habit. Despite the war, economic instability and changing consumer sentiment, Ukrainian e-commerce continues to grow both in terms of the number of purchases and the volume of spending. According to internal data from WayForPay, in 2025, Ukrainians made about 196 million online purchases, and the total volume of online payments reached approximately UAH 256 billion. The average online purchase check was about UAH 1320. Compared to 2024, the number of online purchases increased by another 7-10%, and compared to 2023, the market added approximately 18-22%. At the same time, compared to 2021, the Ukrainian e-commerce market grew almost 1,8 times. One of the main drivers of the market remains the growth of mobile shopping. About 60% of all online purchases are made by Ukrainians from smartphones. At the same time, wallet payments continue to grow actively — Apple Pay and Google Pay already account for approximately 55-65% of all online payments, WayForPay experts note.

Ukrainians buy more online

This trend is also confirmed by the NBU data. In 2025, the share of non-cash card payments in Ukraine continued to grow: in terms of the amount of transactions, it reached 65,4%, and in terms of volume - 95,5%. For comparison: in 2024, these figures were 64,5% and 94,6%, respectively. At the same time, online payment for goods and services already accounts for 13,9% of all card transactions. This indicates that for Ukrainians, online shopping has become not an alternative, but one of the basic consumption formats. The market is also changing structurally. If a few years ago, online purchases were concentrated mainly around technology and marketplaces, now Ukrainians are increasingly actively buying everyday goods online: food, cosmetics, clothing, medicines, household goods, and digital services. In fact, e-commerce in Ukraine is moving from the category of "alternative shopping channel" to a basic consumption model, where the smartphone becomes the main point of entry into online retail.

Costs in Ukrainian e-commerce

Despite the active growth of cross-border purchases, the main volume of online orders by Ukrainians is still made in local e-commerce. According to WayForPay, in 2025, Ukrainian online stores accounted for approximately 145-155 million online transactions with a total payment volume of about 160-175 billion UAH. The average check in Ukrainian online retail was approximately 1150-1250 UAH — significantly lower than in foreign stores. This indicates that local e-commerce largely covers the everyday needs of Ukrainians: regular purchases of clothes, cosmetics, food delivery, household goods and orders through marketplaces. Ukrainians made the largest number of purchases in the following categories: clothing and fashion; cosmetics; household goods; food delivery; marketplaces. At the same time, the largest volume of expenses was formed by more expensive categories: electronics; household appliances; furniture; repair goods; auto goods. Among the platforms, the leaders in terms of buyer activity remain Rozetka, Prom, Epicentr, Allo, Makeup and Kasta. It is the marketplaces that continue to concentrate a significant part of Ukrainian online traffic, gradually becoming the main entry point for purchases. A change in consumer priorities is also recorded. The fastest growing categories in 2025 were: health and pharmaceuticals, food delivery, digital services, books. This is partly explained by the change in the daily habits of Ukrainians, as well as the further transition of many services to a digital format.

E-commerce costs

The National Bank also emphasizes the growth in the average amount of non-cash transactions in Ukraine in 2025: in the retail network - 354 UAH (in 2024 - 330 UAH); from card-to-card transfers - 1,864 UAH (in 2024 - 1,958 UAH); from payment for goods and services on the Internet - 608 UAH (in 2024 - 561 UAH).

How much do Ukrainians spend in foreign online stores?

The popularity of foreign marketplaces among Ukrainians continues to grow. Although local e-commerce still dominates in terms of the number of purchases, foreign online stores are gradually taking away an increasing share of Ukrainians' spending. According to internal WayForPay data, in 2025, Ukrainians spent approximately UAH 90-120 billion in foreign online stores. The number of transactions was about 40-55 million, and the average check was UAH 2100-2600, which is almost twice as high as in Ukrainian e-commerce.

How much do people spend in foreign stores?

One of the main reasons for the growth of cross-border purchases remains lower prices and a wider range of products. Ukrainians are especially active in buying electronics, household goods, clothing, beauty products, sports goods and auto goods abroad. Even taking into account delivery, Ukrainians can often buy certain categories of goods cheaper than in local retail - especially electronics, accessories, clothing and small household goods, - explain WayForPay analysts. Among the most popular international platforms are AliExpress, Temu, Amazon, iHerb, eBay and Shein. The growth of Temu, which aggressively competes for the Ukrainian buyer thanks to low prices, a large number of promotions and active promotion on social networks, was especially noticeable in 2025. The share of cross-border purchases already accounts for approximately 30-35% of all online payments by Ukrainians. At the same time, the dynamics of such purchases continues to accelerate: compared to 2024, the volume of payments in foreign stores has increased by approximately 20-35%, experts note. Most often, Ukrainians buy goods in stores from China, Poland, the USA, Germany and Turkey. At the same time, the format of international online shopping itself is also changing: Ukrainians are making more and more purchases directly from smartphones, and marketplaces are betting on the fastest and easiest mobile purchase in just a few clicks.

What's next for Ukrainian e-commerce?

In general, WayForPay data shows that online shopping in Ukraine has already become one of the key shopping formats. Ukrainians are increasingly buying online not only appliances or expensive goods, but also everyday things - from food to household goods. At the same time, the market is becoming more seasonal. The most active period for online shopping traditionally remains November-December, and during Black Friday the volume of online payments increases by approximately 30-50% compared to a normal month. Kyiv remains the leader in terms of e-commerce volume. The most active regions in terms of online purchases are also Kyiv, Lviv, Dnipropetrovsk and Odesa regions. According to forecasts, Ukrainian e-commerce will continue to grow steadily over the next few years, even despite difficult conditions, but competition between local stores and international marketplaces will only intensify. The main market drivers will remain mobile shopping, speed of delivery and ease of online payment.

These statistics from WayForPay and the NBU for 2025 clearly demonstrates that online shopping in Ukraine has ceased to be an "alternative" and has become a basic daily habit. Despite difficult conditions, the market is demonstrating strong digital growth.