Mobile internet retailing showed dramatic double-digit growth in 2018, whilst continuing the long-term trend of shifting to “mobile first” internet use amongst the population. The development of the mobile internet infrastructure in Ukraine, driven by the expansion of 3G/LTE network coverage across the country, was a major influencing factor for the channel.
Ukrainian consumers are increasingly keen to have a seamless shopping experience when using their mobile devices. Companies’ technological readiness to deliver a convenient mobile website or app was amongst the key parameters for success in the channel.
When it comes to considering issues that influence mobile internet retailing, it is important to note demographic characteristics. The millennial generation, many of whom are digital natives, are spending ever more time on the internet every day.
For many small enterprises, developing mobile commerce infrastructure might be challenging and costly. Whilst the internet retailing landscape in Ukraine is still largely represented by many small internet shops, these shops are at a disadvantage when moving into mobile commerce.
In 2018, many Ukrainians used mobile apps when shopping for apparel and footwear online. Brands such as LeBoutique, Shafa and Kasta were successful in developing their mobile sales due to a growing audience of app users.
Cross-border mobile internet retailing in Ukraine is dominated by Chinese brands, with AliExpress being the single largest brand. AliExpress has been stimulating the use of its own mobile app by offering special discounts for new mobile users.
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