Marketplaces over brands

Online shopping is becoming increasingly embedded in Ukrainians’ everyday consumer routines. Consumers are more willing to experiment with new brands, compare offers across multiple platforms, and treat online purchases as a natural part of daily life. At the same time, popular marketplaces and retailers are gradually shaping their own distinct roles and niches within consumer behavior. These are the findings of the latest wave of Gradus’ annual consumer research.

Online Shopping as the New Normal

According to the study, digital channels have become an integral part of Ukrainians’ everyday purchasing behavior. More than half of consumers — 55% of respondents — now prefer ordering products online rather than visiting physical stores.

At the same time, traditional brand loyalty continues to weaken. Today, only 49% of respondents pay attention to a brand when choosing products, compared to 66% two years ago. Meanwhile, 44% regularly buy and try brands they were previously unfamiliar with. This shift points to a more pragmatic consumption model, where price, assortment, and positive user experience play a key role.

Routine Shopping Remains the Most Conservative Category

Everyday essentials — groceries and household goods — remain the most conservative shopping category. 81% of such purchases are still made in physical stores. Ukrainians most often buy these products in small quantities several times a week.

Among offline retail chains, respondents most frequently mentioned ATB, Aurora, and Silpo as their go-to stores for daily shopping. More than 20% of respondents also include local grocery stores and markets in their regular shopping routines.

For consumers who shop in bulk once a week or less frequently, online services become more relevant. In this category, supermarket delivery services, as well as marketplaces Rozetka and Prom, are the most popular options.

Different Categories — Different Sales Channels

For certain product categories, Ukrainians have already developed clear purchasing scenarios and channel preferences. For example, 46% of consumers buy household appliances and gadgets online.

Products purchased “to treat oneself” and small impulse buys — such as gadget accessories, stationery, and home décor items — are split almost evenly between online and offline channels. Among physical retailers, respondents most often mentioned Aurora and electronics and accessories stores, while online shoppers referred to Rozetka and the Chinese marketplace Temu. At the same time, only 12% of respondents make purchases through social media platforms, including Instagram.

Marketplace Dynamics: From Pragmatic to Emotional Shopping

The study shows that Ukrainian consumers are increasingly choosing not a specific brand, but rather the most convenient and relevant purchasing channel for a particular need.

Among online platforms used by Ukrainians during the past three months, the Ukrainian marketplace Rozetka emerged as the leader. A significant share of respondents also mentioned purchases from EVA, as well as platforms such as OLX, Prom, and Temu, as part of their recent shopping routines.

Users identified the broad product assortment — especially on Rozetka and Temu — and attractive pricing associated with OLX and Temu as the main advantages of the leading online shopping platforms.

At the same time, each platform is developing its own unique value proposition (UVP). Users value Rozetka for authentic reviews, product comparison features, and a convenient interface. OLX is associated with the opportunity to “hunt for treasures” — unexpected bargains and rare finds.

Temu stands out as a platform where users can browse for “hidden gems,” relax, and enjoy the shopping process itself. As a result, the platform is perceived less as a destination for targeted shopping and more as a space for impulse purchases and emotional relief.

“We see that Ukrainian consumers are becoming more open to new solutions. In a constantly changing environment, people increasingly choose what feels convenient, accessible, and understandable rather than simply familiar. This applies both to brands and purchasing channels and reflects an evolutionary shift in consumer logic: for targeted purchases, consumers choose specialized platforms with convenient functionality and service, while for emotional shopping and scrolling, they turn to marketplaces with large assortments and attractive prices,” comments sociologist, founder and CEO of Gradus, Evgeniya Blyznyuk.

The research was conducted by Gradus using the self-administered survey method via the Gradus mobile application. The sample reflects the structure of the population of Ukrainian cities with more than 50,000 residents aged 18–60 by gender, age, city size, and region, excluding temporarily occupied territories and areas of active hostilities. Fieldwork period: March 23–24, 2026. Sample size: 1,000 respondents.

The full research report is available on a commercial basis at: https://umf.gradus.app/uk/