E-commerce in Ukraine

Author: Ілля Проскуряков | Published: 05.04.2025 | Category: Business articles

E-commerce in Ukraine is gaining increasing popularity.

The types of e-commerce in Ukraine encompass a wide range of business models and technologies that enable the buying and selling of goods and services over the internet. Let’s explore the main types of e-commerce that are developing in Ukraine.

Types of E-commerce

1. B2C (Business-to-Consumer)

B2C is a model in which businesses sell goods or services directly to end consumers. In Ukraine, this segment is the most popular and dynamic.

Examples of B2C platforms in Ukraine:

Online stores such as Allo, Comfy.
Marketplaces like Prom.ua, Hotline.

Features of B2C in Ukraine:

Growing consumer trust in online shopping.
Development of logistics services for fast delivery.
Active use of mobile applications for making purchases.

2. B2B (Business-to-Business)

The B2B model involves interactions between companies, such as wholesale trade or the provision of services between businesses. In Ukraine, this segment is actively growing, particularly in areas like raw materials, industrial equipment, and IT.

Examples of B2B platforms:

https://zakupivli.pro/ – a platform for public procurement.
Industry-specific platforms for wholesale trade.

3. C2C (Consumer-to-Consumer)

The C2C model connects consumers who buy or sell goods or services to one another through specialized platforms.

Popular C2C platforms in Ukraine:

OLX
Crafta

Features:

The ability to sell goods directly without intermediaries.
A wide range of products, including second-hand items.

4. C2B (Consumer-to-Business)

This type of e-commerce is less common but still finds application. In the C2B model, consumers offer their goods or services to businesses. An example could be selling photographs or content through online platforms.

5. B2G (Business-to-Government)

The B2G model focuses on interactions between businesses and government institutions. In Ukraine, this segment is represented by electronic procurement platforms such as ProZorro.

6. Mobile Commerce (M-commerce)

Mobile commerce refers to transactions conducted via mobile devices. With the increasing number of smartphones in Ukraine and the development of mobile internet, m-commerce is becoming an integral part of e-commerce.

Examples of m-commerce:

Banking apps for payments and transfers.

7. Social Commerce (S-commerce)

This type of commerce is based on sales through social media. In Ukraine, platforms like Facebook, Instagram, and TikTok are actively used for promoting and selling goods.

Challenges and Prospects

Although e-commerce in Ukraine demonstrates positive dynamics, there are several challenges that need to be addressed:

Insufficient level of digital literacy among part of the population.
High risks of fraud.
Logistical difficulties in the regions.

Despite this, e-commerce in Ukraine has significant potential for growth. Thanks to the introduction of new technologies, expanded internet access, and increased trust in online platforms, this sector will remain a key part of the country’s economy.