Ukrainians are characterized by a peculiar type of consumer mentality: a curious mixture of post-Soviet habits and new European impacts. Such a combination is beneficial for distance selling operators: the post-Soviet values system does not allow ordering identical goods of different colors or sizes in order to choose the most suitable one and send back the rest. Normally, Ukrainians only order what they really intend to buy.

As a result, in accordance with statistical data, the share of product refunds and cancellations does not exceed 10% even in the textile industry: in case the purchased product does not suit, a consumer won’t send it back to the seller but give it to his/her family member or friend, or sell. 

It should be noted that a tendency for increase in the number of Internet orders has been noticed lately, despite a rather low level of Internet connection in Ukraine. A significant growth of the share of e-commerce among distance selling operators is characteristic for the companies using proper e-marketing.

Useful statistics

• Total population: about 46 million.
• Population distribution by age: 0-14 – 13.8%, 15-64 – 70.3%, 65-… - 15.9%.
• Number of regular Internet users: 15.3 million as of June 2010.
• GDP per one person – UAH 23.7 thsd (about USD 3 thsd) as of 2010, which is twice as large as the corresponding indicator of the previous year.
• Number of mobile phones: 49,976,000 units.
• Number of regions: 24 and the Autonomous Republic of Crimea.
• Number of cities with population exceeding 1 million people:  5 (Kyiv (capital), as well as Dnipropetrovsk, Kharkiv, Donetsk and Lviv).

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