Online shopping in Ukraine is no longer mainly about occasional expensive purchases. Consumers are increasingly ordering goods that used to be bought on the way home: food, pet supplies, cleaning products, small household items, garden products and accessories for devices. This is turning e-commerce into a regular household habit rather than a channel for rare large purchases.
According to data cited by Prom.ua and the EVO group of companies, Ukrainians bought goods online worth two hundred fifty six billion hryvnias in 2025. That was higher than the previous year, while the average buyer made about seventeen and a half online purchases annually. The average basket remained relatively stable.
Daily categories are growing fastest
The largest online purchasing categories still include car repair goods, home and garden products, electronics, cosmetics, perfumes, clothing, footwear and accessories. But the fastest growth is appearing in more routine segments: food, pet products, tools, repair and construction goods.
From the beginning of the year through the end of April, food and beverages showed especially strong order growth, while clothing and footwear also expanded. Within smaller categories, demand rose for pet food and feeding products, spare parts for household appliances, mobile phone accessories, cleaning goods, garden plants and soil, hair care products, kitchen tools and computer components.
This says a lot about the maturity of Ukrainian e-commerce. People are not only comparing prices for big purchases; they are using online platforms to close recurring household needs. For marketplaces and sellers, that changes priorities: availability, fast delivery, predictable service and trust become just as important as the product itself.
Customers now often choose by a simple formula: good price, speed and reliability. Free delivery, discounts and low prices matter, but the final decision is strengthened by seller reputation, reviews, product descriptions, convenient payment and positive previous experience.
The market also reacts quickly to weather, season, security risks, energy problems and viral trends. That means temporary spikes can appear in very specific products. The deeper change, however, is not one fashionable item, but the speed with which Ukrainian consumers now move everyday demand into online channels.
