COVID-19 gave a further fuel injection to e-commerce, with value sales increasing by over a half, as consumers tried to avoid exposure to COVID-19. All players reacted quickly to the new reality.
The competitive landscape became more fragmented in 2020, due to COVID-19, with many more retailers setting up their own platforms or accessing online sales through online marketplaces. All the top players registered healthy value growth, with 3rd party merchants in particular registering very high growth.
In terms of the products sold through e-commerce platforms, COVID-19 changed the landscape and future trajectory. While consumer electronics still accounted for most value sales, close behind was food and drink, which passed out apparel and footwear in terms of total value sales for the first time.
While not reaching the dizzying heights of 2020, in terms of current value growth, e-commerce is expected to register very healthy double-digit value growth over the forecast period. Food and drink and consumer electronics in particular are expected to perform well.
Even before the pandemic, many store-based retailers were becoming anxious in the face of the challenge of the growing e-commerce channel in Ukraine. Many retailers were finding their sales and profits squeezed as consumers increasingly choose to visit online retailers who often offer lower prices and more convenience.
The greatest obstacle to the popularity of online shopping is a lack of trust regarding the payment process. Cash-on-delivery is still common amongst Ukrainian consumers when purchasing products online.
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E-Commerce (Goods)
Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). E-commerce includes sales generated through pure e-commerce websites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all ‘click-and-collect’ and ‘collect-at-store’ transactions are counted as e-commerce sales. E-commerce excludes sales of: (a) Consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) Sales of motor vehicles, motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts, etc.) and travel; (d) Sales of travel and holiday packages; (e) Revenue generated by online gambling sites; (f) Returned products/unpaid invoices; and (h) Internet sales from direct selling companies, as these are tracked in Direct Selling market size/shares. Example e-commerce brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, etc. 3rd Party Merchant sales through online marketplaces, such as Amazon.com, eBay.com and Walmart.com, are included and split out in shares. 3rd party merchants are the summation of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba). Marketplaces are websites that allow multiple merchants to sell on the marketplace website, with the marketplace operator processing the transactions, but many marketplaces provide offer other services as to help with shipping, handling, payment, and product storage. The marketplace is not the merchant of record legally, but for the sake of shares, sales from 3rd part merchants are attributed to the marketplace brand operator.
See All of Our DefinitionsThis report originates from Passport, our E-Commerce (Goods) research and analysis database.
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