Black Friday in the Focus of Ukrainian E-commerce: Figures, Trust, and Market Transformation
Black Friday has long ceased to be just a marketing campaign for Ukrainian online business. It is a complex test of trust, flexibility, and the ability to meet the expectations of a customer who has changed in recent years becoming more attentive, skeptical, and better prepared for shopping. The year 2024 has brought to light several clear trends that deserve a deeper look.
The Khoroshop platform unites thousands of online stores in Ukraine and allows for tracking market changes using real data. Specifically, during Black Friday 2024, this platform recorded 53,774 processed order almost twice the average daily figure throughout the year (about 35,000 per day). This surge demonstrates that despite trust crises and economic challenges, Ukrainians have not lost interest in promotions, and businesses remain motivated to prepare for the year’s main sales event. However, such figures show the situation only within the Khoroshop ecosystem. For a complete picture, it’s important to note that there are other major players on the market, so general conclusions must be structured with this limitation in mind.
A distinct skepticism among buyers is one of the main changes of 2024. According to Inweb surveys, 83% of Ukrainians did not plan purchases for Black Friday, and 64% did not trust the honesty of promotions. Consumers demand transparency and convincing discounts: the minimum level perceived as real is 30%. This is a signal to the market short-term manipulations have lost their effectiveness, and shoppers expect open dialogue and genuine value. The greatest demand remains in the sphere of technology, gadgets, laptops, smartphones, and charging stations.
Sales Dynamics and Shifting Focus
According to eSputnik analytics, in 2024 the distribution of demand was not uniform:
- Clothing, accessories, books, and children’s products were the categories where the greatest growth in orders was recorded.
- At the same time, the average check increased by up to 18% even in niches that were not the leaders in the number of transactions.
- The Webpromo agency notes that stable demand is observed for household appliances coffee machines, mixers, and other small devices.
- Attention should also be paid to search activity: it begins as early as November 11, on World Shopping Day, when international platforms launch the first waves of discounts.
2024 was marked by a rise in the number of purchases made in installments. This indicates a growing willingness among Ukrainians to buy more expensive goods if convenient financial tools are available.
Mobile devices now dominate the purchasing structure: over 54% of transactions are made via smartphones. By age criterion, the most active remain millennials and Gen Z. They make decisions quickly, are prone to impulsive purchases, and are loyal to premium brands. It is notable that up to 76% of respondents already use or plan to use AI technologies in their shopping. This is a new challenge for retail, which must adapt its channels and offers to new expectations.
Strategy for Business: Trust and Transparency
The current situation requires online businesses to take a clear stance. Transparent pricing, honest communication, and real product advantages are becoming key competitive factors. Black Friday 2025 will be not only a period of increased sales but also the main test of trust and resilience. Businesses need to be ready not only for changing demand, but also for increased attention from buyers to details discount composition, delivery conditions, and service.
Another feature of the sales season is the chance for new players to enter the market by riding the wave of demand. There is still enough time until the end of November to launch an online store and prepare for Black Friday. The keys remain choosing a niche product, smart procurement, organized logistics, and quick adaptation to consumer demand.
Black Friday 2024 demonstrated: the Ukrainian online market has become more mature and demanding. Skepticism about “honest discounts” and the sharp increase in the share of purchases made via mobile devices indicate a gradual market shift towards long-term relationships with the buyer. Transparency, honesty, and technological flexibility are the qualities that will allow businesses not just to survive, but to grow during sales periods. Demand for quality technology, children’s goods, and books signals a new approach to spending: less spontaneity, more deliberation in choices. For those just starting out, Black Friday is an opportunity to make their mark, but only if there is honest competition and a willingness to work transparently. The main bet is not on mass sales, but on trust. That is what will determine who becomes the leader in Ukrainian e-commerce in the coming years.
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