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Homeshopping in
Ukraine

Country Report

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Executive Summary

Jan 2019
PROSPECTS
Rising prices drive current value growth

In 2018, home shopping demonstrated single-digit growth in current value terms. However, as value sales continued to decline at constant 2018 prices, growth was significantly impacted by inflation.

The move towards physical stores and internet retailing

The interest in ordering goods by mail or phone has largely been on the decrease amongst Ukrainian consumers, with adherents of traditional physical retailing benefiting from a wide variety of options, and consumers who formerly preferred home shopping also opting to order merchandise online. This situation is likely to persist in the future.

Constant value decline in most product categories

Despite the move away from home shopping by some consumers, it should be noted that home shopping in Ukraine is a popular retail channel for some types of goods. Notable categories include apparel and footwear, beauty and personal care and homewares.

COMPETITIVE LANDSCAPE
A lack of category overlap hampers the competition

One possible explanation for the relative stagnation of home shopping as a retail channel in Ukraine is the fact that most product categories are headlined by only one or two leading players. For instance, the main player in apparel and footwear is Bonprix, which holds a vastly higher share than its competitors.

International players lead in value terms

Bonprix, a brand from Otto-Posyltorg, representing Otto Group, a globally active mail order and home shopping company, was amongst the top international brands in 2018. Bonprix followed Top Shop from Studio Moderna Ukraine, representative of a major Eastern European player Studio Moderna, with its headquarters in Slovenia.

Existing strong companies are expected to maintain their positions

Since home shopping in Ukraine is seeing a poor performance, only players with solid expertise at promoting their offerings, as well as good fulfilment and ordering processes, show promising sales performances. These companies can invest far greater effort and resources in better promotional materials and outreach, and are likely to maintain their strong positions in the market in the near future.

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Homeshopping in Ukraine

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Overview

Discover the latest market trends and uncover sources of future market growth for the Homeshopping industry in Ukraine with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Homeshopping industry in Ukraine, our research will save you time and money while empowering you to make informed, profitable decisions.

The Homeshopping in Ukraine market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed market shares for international and locally-based retailers
  • Historic values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • Who are the leading retailers in Ukraine?
  • What products continue to sell well through the homeshopping channel?
  • How is the homeshopping channel being affected by the growth of internet retailing?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Retailing market research database.

Homeshopping in Ukraine - Category analysis

HEADLINES

PROSPECTS

Rising prices drive current value growth
The move towards physical stores and internet retailing
Constant value decline in most product categories

COMPETITIVE LANDSCAPE

A lack of category overlap hampers the competition
International players lead in value terms
Existing strong companies are expected to maintain their positions

CHANNEL DATA

Table 1 Homeshopping by Category: Value 2013-2018
Table 2 Homeshopping by Category: % Value Growth 2013-2018
Table 3 Homeshopping GBO Company Shares: % Value 2014-2018
Table 4 Homeshopping GBN Brand Shares: % Value 2015-2018
Table 5 Homeshopping Forecasts by Category: Value 2018-2023
Table 6 Homeshopping Forecasts by Category: % Value Growth 2018-2023

Retailing in Ukraine - Industry Overview

EXECUTIVE SUMMARY

Retailing sees a strong rise
New international brands enter; existing brands expand their store networks
Online is on the rise, with mobile commerce gaining ground
Consumers value convenience and affordability
Improving economic conditions push growth – this is expected to continue

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type
Physical retail landscape
Cash and carry
Table 7 Cash and Carry Sales: Value
Seasonality
International Women’s Day
New Year
Payments and delivery
Emerging business models

MARKET DATA

Table 8 Sales in Retailing by Store-based vs Non-Store: Value 2013-2018
Table 9 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 10 Sales in Store-based Retailing by Channel: Value 2013-2018
Table 11 Sales in Store-based Retailing by Channel: % Value Growth 2013-2018
Table 12 Store-based Retailing Outlets by Channel: Units 2013-2018
Table 13 Store-based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 14 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 15 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 16 Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 17 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 18 Sales in Grocery Retailers by Channel: Value 2013-2018
Table 19 Sales in Grocery Retailers by Channel: % Value Growth 2013-2018
Table 20 Grocery Retailers Outlets by Channel: Units 2013-2018
Table 21 Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 22 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 23 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 24 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 25 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 26 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 27 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 28 Mixed Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 29 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 30 Sales in Mixed Retailers by Channel: Value 2013-2018
Table 31 Sales in Mixed Retailers by Channel: % Value Growth 2013-2018
Table 32 Mixed Retailers Outlets by Channel: Units 2013-2018
Table 33 Mixed Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 34 Retailing GBO Company Shares: % Value 2014-2018
Table 35 Retailing GBN Brand Shares: % Value 2015-2018
Table 36 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 37 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 38 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 39 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 40 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 41 Grocery Retailers GBO Company Shares: % Value 2014-2018
Table 42 Grocery Retailers GBN Brand Shares: % Value 2015-2018
Table 43 Grocery Retailers LBN Brand Shares: Outlets 2015-2018
Table 44 Grocery Retailers LBN Brand Shares: Selling Space 2015-2018
Table 45 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 46 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 47 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 48 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 49 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 50 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 51 Forecast Sales in Store-based Retailing by Channel: Value 2018-2023
Table 52 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2018-2023
Table 53 Forecast Store-based Retailing Outlets by Channel: Units 2018-2023
Table 54 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 55 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 56 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 57 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 58 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 59 Forecast Sales in Grocery Retailers by Channel: Value 2018-2023
Table 60 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2018-2023
Table 61 Forecast Grocery Retailers Outlets by Channel: Units 2018-2023
Table 62 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 63 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 64 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 65 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 66 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 67 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 68 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023
Table 69 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 70 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 71 Forecast Sales in Mixed Retailers by Channel: Value 2018-2023
Table 72 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2018-2023
Table 73 Forecast Mixed Retailers Outlets by Channel: Units 2018-2023
Table 74 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources