How much did Ukrainians spend on online shopping and what did they buy in 2024
Ukrainians continue to actively buy goods online, although they are forced to save more. The number of online orders remains stable, but average spending has increased. What do Ukrainians most often spend money on and what factors influence the choice of an online store – we tell in the material.
What Ukrainians buy online
The popularity of online shopping in Ukraine remains high: in 2024, every third Ukrainian regularly made purchases online, and almost half combined online and offline shopping. At the same time, about 20% of the population prefers traditional stores. This is stated in a study commissioned by the Meest Shopping service.
The frequency of orders remains almost unchanged compared to last year. About a third of Ukrainians buy online several times per six months, and half – from one to three times per month.
The most popular product categories include:
- Clothing
- Household goods
- Makeup
- Footwear
- Electronics
However, in 2024, Ukrainians began to buy expensive food products less often, but instead, spending on appliances, electronics, and cosmetics increased.
How much do Ukrainians spend on online shopping?
Payment methods for online orders were distributed as follows:
- Electronic payment systems – 50%
- Cash – 33%
- Bank transfer – 13%
Most online purchases have an average cost of up to 3,000 UAH:
- 33% of orders do not exceed 1000 UAH
- 40% – within 1000–3000 UAH (in 2023 this figure was 36%)
The average buyer's check in 2024 is UAH 2,888 , which is UAH 241 more than in 2023.
The criteria for choosing online stores have also changed. While previously the main role was played by price and speed of delivery , now buyers pay more attention to the assortment and quality of goods .
How a full-scale war affected the financial situation of Ukrainians
According to the study, 85% of Ukrainians are forced to save money. People plan purchases in advance, refuse certain products, or look for better deals.
The financial situation of Ukrainians was distributed as follows:
- 15% of the population has an income of 10,000–15,000 UAH
- The average income of citizens is 24,000 UAH
- About 7% of Ukrainians receive an income of over UAH 50,000
How the study was conducted
The survey, commissioned by Meest Shopping, was conducted by 4Service using an anonymous online survey method. 1,000 respondents participated in it.
Meest Shopping is a delivery service for purchases from online stores in Europe, the USA and Canada, operating in Ukraine, Europe, Israel, Georgia, Uzbekistan and Kazakhstan. The company is part of the Meest group.
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