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Shopping 2.0 in Ukraine
By Elena Pavlichenko
iVOX Research Facilitators
Do you have a strong will and ambition to start a new business in online commerce in Ukraine? Are you sure you know how to manage everything in order to take a decent place among your existing competitors?
There are some pure statistics that can give you the needed hints for you to succeed. This is the result of the research, conducted by the iVOX Ukraine in the beginning of the March, 2010. IVOX compiled results from 770 Ukrainian Internet-users.**
- Online shopping is quite popular among those Ukrainian Internet-users with only a fourth of them saying they never purchase goods in online stores. But if we omit those, we still have 75% of Internet-users who often or sometimes buy products or services on line. More than a half of those purchase goods and services from time to time. What is important, however, is that around 7% purchase online on a constant basics.
-The most popular goods purchased in online stores are consumer electronics (55.2%), less popular, but not by much - mobile phones and accessories, books, CD-drives, movies, hardware
- With such online popularity, pay attention to the most important channels that are being used by Ukrainian Internet-users in order to make payments: paying in cash after delivery (45,4%), with the help of sites like Webmoney (12,4%), and remittances through the bank cashier (12,9%).
Also, around 9.3% of those surveyed use current account/salary cards in order to make payments. Although Internet-banking gains popularity among Ukrainian Internet-users, only around 6,4% of them use such opportunities for making payments in online stores.
- The previous statistics demonstrate the total results. However, if we dig deeper and try to understand how women and men answered, we find another interesting result:
- Women are more likely shop in online drug stores (almost 10%, in comparison to men– around 4%), online cosmetics and perfumery stores (women more than 40%, comparing to 11% for men) and online shops that sell clothes and shoes (around 40%, comparing to men’s 16,4%)
- Men are more likely to buy consumer electronics (62%), software, mobile phones and accessories and computers (47,6%, compared to the 19,5% for women).
-All surveyed expressed the wish to make their lives easier as a reason for online shopping. Still, around 40 % wish to make payments with cash or through services such as Webmoney, 15 %.
To summary, we can say that online commerce in Ukraine has a bright future as Internet coverage and trust towards online stores increases and Ukrainian Internet-users become more accustom to doing online purchases
*iVOX is an independent marketing research agency specializing in online research using online panel and other consumer databases. iVOX has access to over 25, 000 people from Ukraine. The agency has been active in Belgium since 2004 and in Ukraine since 2008. It conducts online studies for clients including the FMCG and financial sector, communications and consulting agencies, governments, and universities.
**The sample of 770 people from Ukraine is representative for the Internet-population of Ukraine, based on such categories as gender, age and the region of residence.
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