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If at the beginning of the year 2022 most Ukrainian entrepreneurs were confident in the business trends, potentially profitable areas of e-commerce, and ways to develop their online projects, then on February 24 all plans were destroyed by the outbreak of war.
In addition to the fact that Ukrainians united, found themselves in volunteering, joined the armed forces, and simply began to live in a new way, online commerce has also undergone significant changes. Entrepreneurs from Ukraine who had online stores quickly realized that Ukrainians' demand had changed with the start of the war. What was profitable to sell online back in December 2021 or January 2022 has become irrelevant to almost everyone.
But the online business has to develop for the Ukrainian economy. Therefore, it is important for entrepreneurs to understand what goods are in the greatest demand in Ukraine at war. Some e-commerce projects have already successfully changed the direction of their activities to provide potential customers with the assortment they are looking for here and now.
According to analytical data, which can be freely collected in the service Google Trends, the search queries of Ukrainians have changed significantly over the past three months (March, April, and May) + the end of February. Let's consider how the demand for certain positions has increased, to paint the real picture for representatives of the Ukrainian e-commerce market.
Leaders among the most popular items from the early days of the war were military uniforms and ammunition. On average, the number of requests to order tactical clothing, body armor, helmets, etc. in Ukraine has increased by 2750%.
Let's look at the indicators by region to understand how acute the issue of military uniforms, equipment, and heavy weapons is for Ukrainians:
The situation is similar in other regions. Even in temporarily occupied regions of Ukraine, requests for AFU military uniforms, tactical clothing and uniforms continued during the last 4 months (end of February – end of May). Thus, the sale of goods of this group can be considered the aptest solution if you are planning to open your own online store in war conditions.
With the onset of spring, Ukrainians remembered their vegetable gardens and homesteads. It is even better to say that the people of Ukraine have never forgotten about their farms and fertile land, even in war. Consequently, goods for the garden, vegetable garden, and home have also become in demand in the last three months (March-May) of 2022.
This trend can also be explained by the forced migration of Ukrainians from megalopolises to small towns or villages. That is, internally displaced people who found themselves in households with a vegetable garden and a garden, decided not to lose time and order in online stores:
What can you sell online when it comes to an agrarian country with hardworking people and fertile land? Agricultural products, of course. Pay attention if you're on the lookout for a profitable assortment to sell to Ukrainians.
Inquiries for electric vehicles and bicycles have increased significantly since the beginning of the fuel shortage in Ukraine. When gasoline and gas began to appear at gas stations, but with exorbitant price tags per liter, many Ukrainians thought about buying an electric scooter. Or even, a more budget-friendly option without the need for fuel has become in demand in Ukraine – the bicycle.
For example, in May, the number of inquiries for the purchase of electric scooters in the Ternopil region increased by 40%. In most areas from late April – to mid-May bicycles have also become very popular (+2700%). Consequently, entrepreneurs should consider opening an online transport store for alternative vehicles (skateboards, bicycles, electric scooters, etc.).
It should be noted that during the martial law the Ukrainians also searched more often for medicines, patriotic accessories, and clothing, as well as stamps! Souvenirs (cups, pens, notebooks, postcards) with the coat of arms or flag of Ukraine or handmade yellow and blue products are still in demand. For example, the requests for patriotic covers for cell phones in the Zhytomyr region continue to grow (+45% in May).
The most popular attributes of Ukrainians, which help to support each other and loudly declare their civic position, are T-shirts. The patriotic print on clothing is now trending at its peak (1880% in May). If with military uniforms and medicine can be difficult in terms of permits and licenses, patriotic goods do not need additional measures when opening an online store. So, pay attention to this.
When it comes to online store of medicines or military uniforms, you need to consider all the subtleties of the paperwork and including obtaining licenses, permits, etc. For example, sales of generic medications (such as iodine) do not require a separate permit, while supplying Atropine (which is also in demand) is impossible without a license.
Furthermore, marketing a medication online is complicated by the ban on advertising medications on the Internet. It is necessary to weigh all the pros and cons before starting your pharmacological e-commerce project in Ukraine.
To put it bluntly, it's a hassle. It is forbidden to sell military uniforms and pants (pixel or multicam colors) according to the law of Ukraine. The seller must have a document confirming that the clothing is sewn by a commercial factory or other contractors that are not affiliated with the Armed Forces of Ukraine.
Because of heavy fines and the not entirely clear legal field for entrepreneurs, it is recommended to give preference to tactical clothing and footwear. Any camouflage sneakers, olive shirts, pixel baseball caps, etc. are flying like hotcakes. Who buys such paraphernalia for themselves for nothing, who defends the homeland – the demand is still there.
There is a war going on in Ukraine – this is a fact. The domestic e-commerce space was forced to transform itself to meet the needs of Ukrainians under martial law. There are many options when it comes to what to sell online in 2022. Ukrainian entrepreneurs can choose a niche for tactical goods for the military or open an online store with patriotic souvenirs or T-shirts.
We support e-commerce in Ukraine, certainly. That is why we offer entrepreneurs who wish to work in war conditions the possibility to rent an online store. This is a budget solution for those who see ways of developing their online business. Ukrainians can also buy an online store from SoloMono company with an 80% discount.
We support entrepreneurs from Ukraine, we develop the economy of the country together.
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