Purchasing non-essential goods.

50% of Ukrainians already purchase non-essential goods online. And what’s even more interesting is that competition in this category is no longer limited to marketplaces alone — it’s becoming a battle between entirely different consumer experiences.

44% of buyers choose Rozetka, 35% use Temu, and 30% purchase through Prom. But Instagram and Monobank Shop are also appearing among key shopping destinations. This clearly shows that e-commerce is no longer confined to traditional online stores. A purchase journey can now start from content, recommendations, banking apps, or even a random scroll through a feed.

Temu’s growth is especially notable. In a relatively short period, the platform has become one of the key players in the non-essential purchases segment. This reflects not only pricing advantages, but also a shift in consumer behavior: people increasingly buy impulsively, emotionally, and through algorithm-driven personalization.

For brands, this means the competition is no longer just about conversion. It is about attention, habit formation, and frequency of interaction.

Is e-commerce gradually becoming a new form of media?

Data processed by Media Systems