The highly competitive e-commerce market in Eastern Europe – Ukraine

Currently, the conflict between Russia and Ukraine is still ongoing, and many development projects and initiatives have been forced to be put on hold. The consumer market is also likely to be affected. Once the conflict comes to an end, large-scale post-war reconstruction will surely trigger a wave of consumption rebound. Especially with the promotion of various reconstruction projects, related markets will witness a strong recovery.

For retailers seeking cross-border opportunities, the Ukrainian market is undoubtedly an attractive and promising land in the future. Currently, some sellers have begun to learn about it in advance and quietly lay out their plans—after all, opportunities never wait, but only belong to those who are prepared.

In recent days, news about the Russia-Ukraine conflict has once again flooded the headlines. Even though the conflict has lasted for several years, the Ukrainian market has shown a significant growth trend, especially in the export sector. As of December 26, 2024, Ukraine’s total export volume exceeded 41 billion US dollars, a year-on-year increase of 13.4%, and the total volume of exported goods reached 129 million tons, an increase of 28.8% compared with 100.3 million tons in 2023.

Image source: Xinhua News Agency

On the streets of Ukraine, fashionably dressed young people browsing the Rozetka APP while drinking hot coffee—this was once a common sight on the streets of Kyiv.

t is like a combination of Taobao, JD.com, and Dazhong Dianping, meeting the multi-level consumer needs of Ukrainians. Even today, people still don’t forget to click on it to browse the latest products!

01 Commercial Resilience Amidst War: E-commerce Survival Guide Amidst Gunfire | Meest China

Rozetka.com.ua, known as “Ukraine’s Amazon”, is an e-commerce platform that has stood firm in the conflict.

Rozetka now offers over 60 million products across 7,000 different categories, with 5 million daily visits to its online store.

Beyond Ukraine, Rozetka has also expanded its online business to countries such as Moldova, Uzbekistan, and Poland.

“When life falls into darkness, we are the light,” Rozetka wrote on social media. They not only continue to operate but also take on part of social responsibility, providing essential supplies to refugees and equipment support to evacuees.

According to SimilarWeb data, its average monthly visits exceeded 40 million in the first half of 2025, firmly holding the top spot in Ukraine’s e-commerce traffic. Rozetka not only provides consumers with a diverse and convenient shopping experience but also offers strong sales and fulfillment support for merchants, becoming the preferred channel for brands to enter the Ukrainian market.

Data from Rozetka shows that during the war, sales of generators, solar panels, energy storage equipment, military gear, and other products have surged. At the same time, demand for online education-related equipment and home entertainment products has also increased—after all, when there is heavy gunfire outside, people have to find indoor ways to pass the time.

02 Opportunities for Chinese Merchants: A Blue Ocean for E-commerce Amid Crisis

While you may think the Eastern European e-commerce market is still “developing”, Rozetka has quietly become an indispensable platform for Ukrainians’ daily shopping.

For new opportunities to enter the Eastern European market, Rozetka is the first stop you must understand!Rozetka not only has its own proprietary inventory but also opens its platform to local and overseas third-party sellers, offering high flexibility.The website supports bilingual navigation in Ukrainian and Russian.

It provides nationwide delivery, with local distribution centers established in cities such as Kyiv and Odesa;it offers comprehensive payment options including cash on delivery (COD) and installment payments.Rozetka is not only an online e-commerce platform but also operates multiple offline Rozetka brand stores, forming an integrated online-offline shopping ecosystem.

A Chinese seller specializing in electronic products on Rozetka shared his experience: “After the war broke out, we quickly adjusted our product line, adding power banks, portable lighting equipment, and affordable entertainment electronics. Although overall sales have declined, we have stabilized our customer base and built brand trust.”

“Don’t be deterred by logistics challenges—there are always more solutions than problems,” said a Chinese merchant who has operated in Ukraine for many years. “The key is to have a flexible supply chain with small batches and multiple shipments.”

Types of Chinese Sellers Suitable for Entry

• Cross-border merchants specializing in consumer electronics, daily necessities, and small home appliances;
• Sellers who have successfully operated on platforms such as Joom, Wish, and eBay can simultaneously layout on Rozetka.

03 Future Outlook: The Tomorrow of Ukrainian E-commerce

As a leader in Ukraine’s e-commerce sector, Rozetka has proven its resilience during the war. With the acceleration of Ukraine’s digitalization process, e-commerce penetration has continued to rise even amid the conflict.

For forward-thinking Chinese merchants, now is a good time to layout the Ukrainian market. Although there are numerous difficulties at present, these challenges have formed a natural barrier, reducing competitive pressure.

Those merchants who persist through difficult times will seize the first-mover advantage in the recovery!