Ukrainian e-commerce keeps growing despite the war, but the structure of the market is changing. According to Prom.ua Chief Merchant Experience Officer Alina Bokova, more sellers now operate alone, while some businesses moved online to cut costs or preserve sales after losing stable offline conditions.
Prom.ua’s internal data shows that 55 percent of sellers work without a team, up by 22 percent over the last two years. Another 25 percent have two people, and 11 percent have teams of three to five. The marketplace economy now includes students, older entrepreneurs, former military personnel, relocated businesses and offline shops that had to rebuild sales channels online.
What changed in the seller base
The share of producers has fallen, while procurement-based sellers have grown. Prom.ua estimates producers at 15 percent, compared with 21 percent a year earlier. Procurement sellers account for 60 percent, and dropshippers remain near 20 percent.
The easiest path is often not a crowded category, but a product with a clear niche. The platform points to craft pet products, 3D-printed goods and other specialized items. Clothing and footwear remain more difficult for beginners because returns are higher and size grids create friction.
Demand and survival logic
Popular categories include military-purpose goods, electrical equipment, home and garden products, household goods, cosmetics, basic clothing, low-cost auto parts and seasonal items. The common theme is not only growth, but business stability.
For sellers, the main tasks are to keep the business stable, promote products, optimize costs, increase profit from existing customers, expand sales channels and save management time. The market is therefore becoming more disciplined: better product cards, wider assortment, traffic analysis and flexibility matter more than a simple online listing.
