How it all began
Ukrainians are cutting back and increasingly rationalising spending on purchases, according to research by Meest Shopping. Around 100 respondents took part in the survey; 82% said they had started saving more, and 65% link the fall in incomes to the war.
This does not mean that online shopping has lost popularity. On the contrary, people continue to buy online but approach product choices more carefully and try to account for the full cost of a purchase.
How selection criteria have changed
When buying from foreign online stores, for more than 60% of respondents the main criterion remains the price of the product itself. More than half of respondents also pay attention to discounts and promotions, about 40% consider the cost of delivery, and 36% focus on product quality.
Among foreign platforms, eBay and Amazon were most often named; brands mentioned included Nike, Victoria’s Secret and New Balance. At the same time, Ukrainians actively use Rozetka, OLX and Prom.ua, and electronics lead among product categories.
How purchase intensity and spending per order have changed
The size of a typical spend on a single foreign order most often ranges from UAH 1,000 to 3,000. Around 30% of respondents indicated this check. A further 28% spend from UAH 3,000 to 5,000, and 22% from UAH 5,000 to 8,000.
Order frequency also varies. 25% buy from foreign online stores once a month, 22% — a few times every six months, and 12% — two to three times a month. Purchases from Ukrainian online stores happen more frequently: around a third of respondents order two to three times a month, 17% — once a month, and 14% — two to three times a week or more often.
Where the market is heading and what can change buyer behaviour
The war has affected consumer priorities. Many respondents said they have had to give up branded clothing, expensive appliances, electronics and perfumes. This again emphasises that not only the product price matters now, but the total cost of the purchase.
According to Meest Shopping, the biggest incentive for buyers to place more frequent foreign orders would be flexible delivery tariffs. This option was named by 66% of respondents. In addition, 53% are interested in a bonus programme, 32% — in faster delivery, and 16% — in expedited customs clearance.
- 66% — flexible delivery tariffs
- 53% — bonus programme
- 32% — faster delivery
- 16% — expedited customs clearance
Explanation of the term. Customs clearance refers to the procedural actions when a good crosses the border to allow its importation for the final recipient. Expedited customs clearance shortens the time for these procedures but does not allow you to entirely avoid payments and formalities.
In a comment, Meest Shopping noted that buyers have started to calculate the total cost of an order more carefully and look for better deals; delivery cost plays a significant role in Ukrainian stores, while when buying abroad the price and the ability to take advantage of promotions remain important.
Does this apply to you and what practical steps to take
What has changed. Most shoppers now look not only at the price of the product but also at delivery, promotions and possible additional costs. If you order from abroad or online in Ukraine, this can significantly affect the final amount you pay.
Does this apply to you. If you shop online at least a few times a year and typically spend UAH 1,000 to 3,000 per receipt, these changes directly affect your budget. It is also important for those planning to buy branded items or expensive appliances.
Actions you can take. First, calculate the total cost of the order including delivery and possible customs charges. Second, compare offers taking into account promotions and bonus programmes. Third, pay attention to delivery tariffs when choosing a store and to delivery times if they are critical for you.
