The Ukrainian e-commerce market continues to demonstrate steady growth. In the first half of 2025, the share of online purchases was 17% of all Mastercard card payments.If we evaluate it in monetary terms, online operations provided 19% of the total volume of transactions. This is more than before the start of the full-scale war, and one and a half times higher than the figures for 2019.Experts explain the increase in the share of e-commerce by the active digitalization of business, fast delivery of goods and the development of cashless services. According to the company, during the first half of 2025, 62% of Mastercard cards in Ukraine were used for online payments.Among the technological solutions that contribute to the development of online commerce, Mastercard notes the Click to Pay service, which allows you to pay for purchases without re-entering card data.
The technology supports biometric authentication (Passkey), while providing convenience and a high level of security thanks to encryption and tokenization. In Ukraine, Click to Pay is already available for paying for utilities and is gradually being introduced on other online platforms.The most dynamic growth has been recorded in online food orders and payments in restaurants. Over the past five years, the volume of such transactions has increased by 39% and 65%, respectively, although their share still remains relatively small — 4% and 5%.
The potential for further growth also lies in the clothing and electronics categories, where online sales currently account for 20% and 35% of the total number of payments.
The largest volumes of spending are accounted for by:
marketplaces (19%),travel (15%),
entertainment, games and mobile applications (11%),
telecommunication services (10%),
purchasing clothing (6%) and electronics (5%).
The Ukrainian e-commerce segment maintains its leading position. The share of the domestic online market is 51% of the total volume of electronic spending, which even exceeds the world average.Interestingly, despite the growth of e-commerce in Mastercard, Visa has overtaken it for the first time in terms of the number of cards in Ukraine. At the same time, in terms of active cards, Mastercard's share is 50.3% of the market. Visa, in turn, controls 49.3%.
Source: https://finteco.com.ua/article/25121-onlayn-platezhi-zrostaiut-v-ukraini-kozhna-shosta-tranzaktsiia-mastercard-vidbuvaietsia-v-interneti/
