Retail and consumer goods constitute one of the largest and very dynamic sectors of Ukraine's economy, showing steady growth even during the crisis in all segments: food, electronics, DIY, apparel and accessories. Despite the permanent shortage of quality retail space in Ukraine, political risks, difficult to predict regulation and attacks on the operators of the market, this industry remains very promising, it allows local companies to grow and attract new foreign players from Europe and Russia.
Ukrainian market is still immature and, therefore, unsaturated and underdeveloped; many niches remain unfilled. The online retail is developing at a rapid pace with increased penetration of the World Wide Web in the regions, here we see a lot of start-ups and the competition is still low. However, it should be noted that with this dynamic growth the industry is constantly faced with the challenge of finding staff, investment resources, difficulty implementing their own development projects (retail) and the diversification of distribution channels (consumer products), quality issues, standards and controls, changes in consumer demand. The need to address these complex problems encourages operators to develop and implement a variety of innovative strategies to respond quickly to external challenges.