In 2025, Ukrainians made about 196 million online purchases totaling approximately UAH 256 billion, which is 7-10% more than a year earlier. The average check online purchase was about 1320 UAH.
This is stated in the WayForPay study of May 25, Forbes reports, informs the portal PromPolitInform.
Compared to 2023, the e-commerce market in Ukraine grew by about 18-22%, and compared to 2021 ‒ almost 1.8 times.
About 60% of online purchases are made by Ukrainians from smartphones, the researchers note. At the same time, Apple Pay and Google Pay already form about 55-65% of all online payments.
Cashless payments and structure of online payments
Data from the National Bank indicate a further increase in cashless payments. In 2025, the share of non-cash transactions by cards in the amount reached 65.4%, and by the number of ‒ 95.5% against 64.5% and 94.6%, respectively, in 2024. The share of online payments for goods and services accounted for 13.9% of all card transactions.
In the segment of local e-commerce in 2025, Ukrainians made 145-155 million online transactions worth 160-175 billion UAH. The average check in Ukrainian online stores was 1150-1250 UAH.
Among the platforms, Rozetka, Prom, Epicentr, Allo, Makeup and Kasta remain the leaders in customer activity. The fastest growing categories in 2025 were health and pharmaceuticals, food delivery, digital services and books.
Cross-border purchases and expenses in foreign stores
The NBU also recorded an increase in the average check of non-cash transactions. The average amount of payment for goods and services on the Internet increased to 608 UAH against 561 UAH a year earlier. In the trading network, this figure was 354 UAH, and transfers from card to card ‒ 1864 UAH.
At the same time, Ukrainians continue to increase spending in foreign online stores. According to WayForPay estimates, in 2025 they spent UAH 90-120 billion on cross-border purchases. The number of transactions was 40-55 million, and the average check ‒ 2100-2600 UAH, which is almost twice as much as in local e-commerce.
The share of cross-border purchases is already about 30-35% of all online payments of Ukrainians, and the volume of payments in foreign stores increased by 20-35% compared to 2024. Most often, Ukrainians buy goods in stores from China, Poland, the USA, Germany and Turkey.
Recall that TOP-10 online retailers for the nine months of 2025 received almost 40 billion UAH of revenue, of which 30.2 billion UAH (76%) falls on two companies belonging to the Rozetka group.
As reported, the volume of the Ukrainian e-commerce market in 2025 increased by 7%. The total value of purchased goods reached UAH 256 billion.
Photo – from open sources
