Retail and E-commerce Market in Ukraine in 2025: New Trends, Crises, and Expectations for Change
In 2025, retail trade in Ukraine is undergoing a real transformation. New stores are opening en masse in Kyiv and in the western part of the country, with neighborhood minimarkets leading in growth rates. According to RAU, in the first half of 2025, most new FMCG outlets appeared specifically in the capital and the west of Ukraine. High purchasing power and population density in Kyiv and the region ensured 37.4% of new openings, while even more new locations 43.7% were in the western regions, where the number of internally displaced persons is increasing. Central Ukraine received 16% of new stores, while the dynamics in the north, south, and east are almost zero 1.7% and 0.6% respectively.
Market leaders set the pace. In the top ten FMCG retailers in Ukraine by the number of outlets in the first half of 2025, ATB dominates, with 1,278 stores. During this period, 26 new ones were opened, three were closed. Fozzy Group (Silpo, Fora, Fozzy Cash&Carry, Thrash!) added 27 stores to its network, closed ten, and brought its total to 831 stores. The leaders also include Clever Stores (Sim23, Simi) 368 markets, mostly in western regions. Due to active growth, this company overtook VolWest Group (Nash Krai, SPAR), which even fell behind the Myasomarket chain from MHP: Myasomarket now has 273 outlets, eight more than VolWest, although both chains closed more stores than they opened over the half-year. Other leaders in the top ten include KOLO 246 stores, Faino Market 212 outlets and active expansion beyond Kirovohrad region, and Vinnytsia-based Alliance Retail Group (Domashniy Market, Osnova, Pro, Mashket) with 155 stores. A newcomer to the ranking is the OKwine wine market chain, which operates in 27 cities and grew by six locations in six months, pushing out the Odesa-based Tavria V (134 stores).
Neighborhood formats show the highest growth rates. The leader in openings was Sim23 and Simi: plus 18% to the network that is 56 new stores in half a year. The main driver is the Simi format, launched in December 2022 as a convenience store with a focus on food-to-go. ATB ranks second in growth 26 new outlets, a net gain of 23 stores after accounting for closures. Third place goes to Mi Market, a Kyiv regional project from Lithuanian retailer Novus: plus 18 stores without a single closure. Faino Market is also actively expanding: plus 16 stores and expansion into Kyiv and Vinnytsia regions; the network now operates in seven regions and surpassed the 200-store mark. Thrash! (Fozzy Group) closes out the top five most dynamic chains: plus 13 locations in six months, with two closures.
Non-food retail is also fueling competition. As Olga Shevchenko, Executive Director of EVA and EVA.UA, notes, “the level of competition in retail is extremely high. EVA has established itself as a leader in the drogerie segment in Ukraine. But in fact, we compete not only with drogerie chains, but also, for example, with one dollar store retailers, who are actively expanding the range of affordable cosmetics and household chemicals.” She also adds, “we are also actively developing e-commerce. Our nearest goal is to become number 1 in the beauty e-commerce segment in Ukraine. Under relatively favorable circumstances, network growth will continue, because in business, stopping does not mean stability, but moving backward.”
Consumer behavior is changing under the pressure of stress. According to Gradus Research, about 90% of Ukrainians live in a state of chronic stress, which directly affects consumer decisions. Over three years, the share of consumers choosing Ukrainian goods has increased from 69% to 74%. Brand significance is noticeably declining if at the end of 2022, more than half of buyers closely monitored brands, then in March 2025, 44% said they do not pay attention to brand. At the same time, 50% remain loyal to their favorite brands, and the share of those ready to try new ones has increased from 34% to 39%. The main influence here is the economic situation: two thirds of Ukrainians consistently choose cheaper brands, but at the same time, the share of those buying more expensive goods has also grown, especially among young people.
The e-commerce market in 2025 demonstrates complex dynamics.
On one hand, revenue is growing (Promodo analysts note an 11% year-on-year increase), on the other hand, for the first time in several years, there is a decrease in the number of unique buyers. In individual market categories, the situation is ambiguous: in electronics, revenue increased by 29% in hryvnias, food and alcohol gave a plus of 45%, pet products plus 48%. However, in clothing and footwear, revenue fell by 2%, and the number of purchases decreased by 12%. The main revenue for retailers comes from loyal customers. 60% of online purchases are made via phone, and in large retailers, a quarter of orders are made through apps.
A serious problem for the market has been the staffing crisis. The shortage of personnel has intensified due to mobilization, the departure of young people, and qualified specialists abroad. According to Deputy Minister of Economy Tetiana Berezhna, in 2024, the unemployment rate was 14.2%. It is expected to drop to 10.6% by 2026. The need for workers by 2030 is estimated at 4.5–5 million people. Businesses are seeking solutions: employing minors, women in scarce positions, and implementing retraining programs. After a recent government decision to allow men aged 18–22 to go abroad, 37% of employers reported losing workers in this age group. There is a risk that together with the men, their family members will also leave the country.
Among the key companies in the market are ATB, Fozzy Group, NOVUS, VolWest Group, Epicentr K, Foxtrot, EVA, BROCARD Ukraine, Aurora, and TSUM Kyiv. ATB maintains its position as the absolute leader in turnover, tax payments, geographical presence, and employee numbers. In the first half of 2025, ATB’s turnover reached UAH 139.4 billion 19.8% more than the previous year. Fozzy Group is developing omnichannel formats, opened its first store in Poland, and is increasing LOKO delivery. NOVUS invests in its own logistics, production, and digital services. VolWest Group is actively developing franchising and launching programs for young professionals. Epicentr K is not only opening new shopping centers and family parks but also entering the electricity market and building new agro-processing plants. Foxtrot is focusing on energy independence, installing backup equipment, and increasing online sales. EVA, as the largest drogerie chain, invests in development, opens new formats, and modernizes logistics. BROCARD develops conceptual spaces, Aurora increases the share of Ukrainian goods, and TSUM Kyiv combines tradition with innovation, supporting Ukrainian manufacturers. The Ukrainian retail market in 2025 is going through major changes. The opening of new stores is concentrated in Kyiv and the western regions where purchasing power and demand remain high even during war. Neighborhood formats are leading in growth, and strategic responses to market challenges include flexibility, the development of omnichannel and value models, personalization, and the introduction of new formats. The staffing crisis, stress, and increasing price sensitivity are changing consumer behavior: the focus is on saving, supporting Ukrainian brands, and seeking the best value for money.
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“The level of competition in retail is extremely high. EVA has established itself as a leader in the drogerie segment in Ukraine. But in fact, we compete not only with drogerie chains, but also, for example, with one dollar store retailers, who are actively expanding the range of affordable cosmetics and household chemicals,” says Olga Shevchenko. “We are also actively developing e-commerce. Our nearest goal is to become number 1 in the beauty e-commerce segment in Ukraine. Under relatively favorable circumstances, network growth will continue, because in business, stopping does not mean stability, but moving backward.”
The professional response of Ukrainian retail to these challenges is investment in technology, new formats, team support, and cooperation with domestic producers. This is what gives hope for market stability even in difficult conditions.
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