Purchase of Everyday Consumer Goods.

Despite the rapid growth of e-commerce, offline retail remains the primary touchpoint for FMCG brands for the majority of Ukrainians.

81% of consumers still purchase everyday goods offline. This is an important signal for brands that are gradually shifting their focus exclusively to digital channels.

ATB remains the leading offline destination, chosen by 74% of FMCG shoppers. Aurora follows with 55%, while Silpo reaches 40%. At the same time, local grocery stores and traditional markets continue to maintain a meaningful share of purchases, especially for daily and impulse shopping.

This means that a brand’s physical presence — from shelf placement to in-store communication — still has a critical impact on sales. Even when purchase intent is formed online, the transaction itself often happens offline.

For marketers, this once again highlights the importance of an omnichannel approach. Digital creates demand, but retail conversion frequently takes place inside the store.

The Aurora phenomenon is particularly interesting: the chain has effectively become a new mass FMCG touchpoint for a large part of Ukrainian consumers.

Is the market overestimating the real influence of e-commerce on actual consumer behavior today?

Data processed by Media Systems