Omnichannel electronics and home appliances retailer Foxtrot recorded a 2.6-fold increase in total turnover and a 215% increase in online sales compared to the previous week during Black Friday (November 24 to December 1), according to the retailer’s press service.
Traffic on Foxtrot.ua during this period also increased 2.6 times (week-on-week) and 1.5 times year-on-year; the average check was UAH 9,348 (+134%). The longest check had 43 items, and the most expensive purchase was UAH 630,000 (Samsung QE115QN90FUXUA TV).
“We saw how many buyers were preparing for Black Friday in advance, planning their spending and waiting for discounts. Therefore, we focused on what is really important: to fully meet these expectations by offering the best prices of the year, a wide range of promotional items, free delivery, affordable loans, and high-quality service even in difficult times. And it was this approach that allowed us to achieve decent results in this “sprint,” commented Yuriy Polishchuk, CEO of the Foxtrot chain, whose words are quoted in a press release.
The retailer noted that buyer behavior differed depending on the region. Western regions saw a noticeable uptick starting on Monday, with sales tripling, while shoppers in the center and east became more active in the second half of the week. The highest demand across the country was on Sunday, when the chain recorded its highest sales growth.
The number of active users of the Foxtrot mobile app increased by 176% compared to last year. The top five cities in terms of the number of online orders remain unchanged: Kyiv, Lviv, Dnipro, Odesa, and Kharkiv.
In terms of product categories, smartphones took first place in terms of sales: their sales more than doubled, with premium brands, such as Samsung and Apple, being the most popular.
Televisions, a category that had been declining for several years due to power outages, grew fivefold in turnover and fourfold in the number of units sold compared to a normal week. Large 100-115-inch OLED/QLED/miniLED models were particularly in demand.
Game consoles became another “star” of Black Friday. In three days, Foxtrot customers bought as many PS consoles as they did in half a month last year, or 2.2 times more than in a typical week. Laptops showed the expected growth (threefold), as did vacuum cleaners and built-in appliances, slightly ahead of multi-ovens (fourfold growth) and coffee machines and kitchen combos (3.5 times), while refrigerators and washing machines only doubled.
The trend of the season is “home sets.” Customers bought several items at once: from chargers and headphones to large appliances in a single transaction. Increased demand for charging stations, generators, and power banks has continued for the second month in a row—for this category, Black Friday actually started on October 10.
Accessories and tableware are usually the drivers of sales in quantitative terms on Black Friday, so here the retailer saw its traditional growth – almost threefold. Frying pans and saucepan sets were the most popular purchases.
More than 65% of all purchases were made through the seller’s mobile app. Another indicator of behavioral change is the payment structure: 54% of all sales were cashless. At the same time, almost half of these transactions (47%) were accepted by sellers directly in the sales area: through Tap to Phone, which was scaled across the entire network just before Black Friday (14%), personal POS terminals (32%), and digital payment methods such as LiqPay (2%).
The availability of extended credit programs (up to 24 months) also had a significant impact on demand dynamics: the share of credit purchases rose to 40% of all sales, which is 10% higher than usual.
The release notes that the main technological breakthrough of the year occurred in communications: AI consultants took over some of the routine inquiries. As a result, the share of chat dialogues successfully closed with the help of artificial intelligence increased more than 6 times (+622%) compared to the same period last year, or 28% of all inquiries. In addition, the Foxtrot contact center worked not only as support, but also as a powerful sales channel. The number of orders placed by operators increased by 54%.
Foxtrot is one of Ukraine’s largest omnichannel retail chains in terms of the number of stores and sales of electronics and household appliances. As of November 2025, the company operates 127 stores in 67 cities, the Foxtrot.ua online platform, and the mobile app of the same name. During 2025, the chain added four new stores: in Chabaniv and Brovary in the Kyiv region, in Odesa and Kryvyi Rih, and modernized five retail outlets.
According to Opendatabot, the revenue of FTD-Retail LLC (Kyiv), which develops the chain, amounted to UAH 14 billion 882.632 million at the end of 2024, which is 17.6% more than in 2023, and its net profit was UAH 6 million 721 thousand against UAH 314 million 436 thousand, respectively.
In the first half of 2025, the company received UAH 7.3 billion in revenue and UAH 66.5 million in net losses.
The founders of the omnichannel retailer Foxtrot are Ukrainian businessmen Gennady Vykhodtsev and Valery Makovetsky.
Demand for charging stations, generators, and power banks increased by an average of 3.5 times, while prices for these categories of goods rose by 10-20%, returning to market levels, according to omnichannel retailer Foxtrot.
“In just four days (October 10-13), sales of charging stations, power banks, and generators were comparable to the figures for the previous three months combined. Portable charging stations showed the highest growth: +400% compared to the previous day last Friday alone,” said Vyacheslav Sklonny, commercial director of Foxtrot, in response to a request from Interfax-Ukraine.
Demand began to grow in the last week of August and peaked after a massive enemy attack on critical infrastructure on October 10. According to the chain, sales of charging stations and related product categories in September exceeded August figures by 70%.
Sales of charging stations grew 3.6 times in monetary terms and four times in volume; power banks grew six times (in monetary terms and in units); and router cables grew 3.5 times and four times, respectively.
In addition, after a period of significant discounts amid weak demand in the summer, when the energy supply situation was more stable, prices returned to market levels, with an increase of 10-20%.
“This is not an artificial jump in prices, but a return to the real market level, because previously stations were sold below cost due to a lack of demand for this product. In addition, demand has grown significantly, and stocks in Ukraine and Europe are rapidly declining,” explained Sklonny.
Foxtrot is one of Ukraine’s largest omnichannel retail chains in terms of the number of stores and sales of electronics and household appliances. As of early October 2025, the company operates 127 stores in 68 cities, the online platform Foxtrot.ua, and the mobile app of the same name.
According to Opendatabot, the revenue of FTD-Retail LLC (Kyiv), which develops the chain, amounted to UAH 14 billion 882.632 million in 2024, which is 17.6% more than in 2023, and its net profit was UAH 6 million 721 thousand against UAH 314 million 436 thousand, respectively.
In the first half of 2025, the company received UAH 7.3 billion in revenue and UAH 66.5 million in net losses.
The founders of the omnichannel retailer Foxtrot are Ukrainian businessmen Gennady Vykhodtsev and Valery Makovetsky.
Omnichannel tech retailer Foxtrot has purchased and installed backup power supply equipment worth a total of UAH 5.565 million to ensure uninterrupted operation during 2022-2025. As of October, all stores in the chain are energy independent, the company’s press service told Interfax-Ukraine.
“For Foxtrot, investing in energy independence is a necessary step for the company’s operation and development in the context of full-scale war. This makes it possible to organize the full operation of all services and also fulfills the company’s social mission: to be a local ”point of resilience“ for Ukrainians in difficult times,” the press service noted.
During September-October 2025, Foxtrot conducted an audit of its existing resources in case of repeated blackouts: 36 stores in the chain are equipped with generators; 48 were equipped with various types of uninterruptible power supplies; 44 stores were connected to the backup power supply equipment of landlords in shopping centers/malls. All stores are equipped with powerful charging stations, UPS equipment, additional lighting powered by power banks, etc. This allows cash registers and security systems to be activated and provides sufficient lighting for service.
In September and October, one additional backup generator and six charging stations were purchased.
Thanks to innovations in IT infrastructure implemented in 2023-2024, all of Foxtrot’s core business processes — from placing an order on the website to delivering goods in stores — run on reliable digital platforms and remain stable even in the event of a power outage.
A key element in ensuring the operation of stores is the internal ecosystem and the FoxyHUB mobile application, which allows salespeople to advise customers, process purchases, and accept card payments anywhere in the store or even outside it. For convenience, various digital payment methods are available that do not depend on stationary cash registers or POS terminals: via the seller’s mobile app, LiqPay, QR code, or chatbot in Viber/Telegram. The buyer receives a fiscal receipt immediately in electronic form. In October, Foxtrot is launching tap to phone, which will allow sellers to accept card payments via the customer’s smartphone through the app.
In addition, during power outages, stores offer gadget charging stations and free Wi-Fi.
Foxtrot is one of Ukraine’s largest omnichannel retail chains in terms of the number of stores and sales of electronics and household appliances. As of early October 2025, the company operates 127 stores in 68 cities, the Foxtrot.ua online platform, and the mobile app of the same name.
According to YouControl, the revenue of FTD-Retail LLC (Kyiv), which develops the chain, amounted to UAH 14 billion 882.632 million in 2024, which is 17.6% more than in 2023, and its net profit was UAH 6 million 721 thousand against UAH 314 million 436 thousand, respectively.
The founders of the omnichannel retailer Foxtrot are Ukrainian businessmen Gennady Vykhodtsev and Valery Makovetsky.
In 2022-24, omnichannel retailer Foxtrot expanded its network from 90 to 124 stores, the company’s press service reports.
“Since February 24, 2022, the company has chosen a development strategy: to continue working, support the economy, organize the processes inherent in peacetime, taking into account the security component of wartime, and help the defenders of Ukraine. The events of the last three years have only strengthened the company, made us more flexible, adaptive to daily challenges and accelerated the process of implementing changes and innovations as much as possible,” said Oleksiy Zozulya, CEO of the retailer.
“Foxtrot continued to expand and renovate its existing stores (including after enemy missile attacks), paying attention to barrier-free and inclusive environment. Thus, while the company operated 90 stores in March 2022, as of the beginning of 2025, the chain has 124 retail outlets in 66 cities, including Kherson, Sloviansk and Kramatorsk. The company was the first in the electronics market to launch a sign language service for deaf people, which operates in 30 stores on Foxtrot.ua and continues to scale. In addition, as part of the development of barrier-free accessibility, the company has started adapting the retail space in its stores.
The company has paid almost UAH 1.9 billion in taxes since the beginning of the full-scale war, including almost UAH 1 billion in 2024. Considerable attention is paid to e-commerce, with the turnover of the Foxtrot.ua online store growing by 42% last year.
The retailer’s most significant social initiative is systematic direct assistance to the Ukrainian Defense Forces. Currently, the total amount of equipment donated by Foxtrot to the defenders is over UAH 43.5 million, which includes 8882 units of equipment. As part of the campaign, Foxtrot together with the Aerorazvidka NGO raised almost UAH 700 thousand to train the military in IT tools. To support children affected by Russian aggression, the Give a Piece of Goodness campaign continues. As part of the project “Eat to Support Indestructible Animals”, we purchased UAH 2 million worth of food, medicines, and kennels for residents of 63 shelters.
“Foxtrot is one of the largest omnichannel retail chains in Ukraine in terms of the number of stores and sales of electronics and household appliances. The company operates 124 stores in 66 cities, including the frontline cities of Kherson, Kramatorsk and Sloviansk, an online platform Foxtrot.ua and a mobile application of the same name.
According to Opendatabot, the net income of FTD-Retail LLC (Kyiv), which develops the chain, amounted to UAH 9.9 billion in 9M2024, with a net loss of UAH 110 million.
The Foxtrot brand is developed by the Foxtrot group of companies. The co-founders are Valery Makovetsky and Gennady Vykhodtsev.
In 2024, omnichannel retailer Foxtrot opened five new stores and reformed eight outlets, the chain’s press service reports.
According to the report, new stores were opened last year in Chernihiv, Ivano-Frankivsk, Zaporizhzhia, Kryvyi Rih and Stryi (Lviv region). The company also reformed eight stores in Kyiv, Odesa, Bila Tserkva and other cities. As of the end of the year, the chain had 124 stores in 66 cities.
The retailer has also equipped its stores to meet the requirements of inclusiveness and barrier-free access, including the integration of a service for customers with hearing impairments.
Last year, Foxtrot also launched a warehouse at a new location in Kyiv region, expanding its area to 28 thousand square meters.
By the end of 2024, the chain increased its turnover by 13% year-on-year and increased online sales on the Foxtrot.ua platform by 42%. In addition, the retailer has started cooperation with Kasta and market by mono marketplaces, the press service emphasizes.
It is noted that the number of participants in the chain’s loyalty program increased by 1.1 million to 15 million registered customers.
The retailer also continued to support the Ukrainian Defense Forces: by the end of 2024, the chain handed over electronics worth UAH 14.2 million to the military. Since the beginning of the full-scale invasion, Foxtrot has donated UAH 42.5 million worth of gadgets to the army.
“Foxtrot is one of Ukraine’s largest omnichannel retail chains in terms of the number of stores and sales of electronics and home appliances. The company operates 124 stores in 66 cities, including the frontline cities of Kherson, Kramatorsk and Sloviansk, an online platform Foxtrot.ua and a mobile application of the same name.
According to Opendatabot, the net revenue of FTD-Retail LLC (Kyiv), which develops the chain, increased by 29% to UAH 12.6 billion in 2023, with net profit of UAH 314.4 million compared to a loss in 2022.
The Foxtrot brand is developed by the Foxtrot group of companies. The co-founders are Valery Makovetsky and Gennady Vykhodtsev.
More than 52% of customers became new to the Foxtrot brand during the month of the company’s assortment being presented on the Kasta marketplace, the press service of the omnichannel retailer reported.
The release notes that among several thousand orders, more than 52% of customers were new to Foxtrot.
“The first month’s experience not only proves the correctness of the cooperation strategy between Foxtrot and Kasta, but also confirms the importance of such collaborations for both market development and consumers. In addition, innovative approaches and the exchange of best practices allow us to find new opportunities to improve the service and offers to our customers,” said Kirill Popov-Cherkasov, Foxtrot’s ecommerce director.
The product groups with the largest receipts among the orders for Kasta were charging stations (in particular, powerful models of the BLUETTI line); laptops (ACER Predator, APPLE MacBook Air M3); smartphones (APPLE iPhone 16 Pro, SAMSUNG Galaxy S24) and large household appliances (refrigerators, washing machines). Accessories and small appliances are also very popular among Kasta visitors. In particular, in quantitative terms, the top five includes such product groups as clothes dryers, knife sets, portable vacuum cleaners, and electric kettles.
As reported earlier, Foxtrot omnichannel retailer has been represented on the Kasta marketplace since November 13. The collaboration involves the placement of about 10 thousand products from the retailer’s assortment.
“Foxtrot is one of the largest omnichannel retailers in Ukraine in terms of the number of stores and sales of electronics and household appliances. The company operates 123 stores in 67 cities, including the frontline cities of Kherson, Kramatorsk and Sloviansk, an online platform Foxtrot.ua and a mobile application of the same name. In 9M24, Foxtrot paid UAH 700.5 million in sales.
The Foxtrot brand is developed by Foxtrot Group of Companies. The co-founders are Valery Makovetsky and Gennady Vykhodtsev.
Kasta (Kasta Group LLC, EDRPOU 41021687) is a marketplace of clothing, footwear and accessories in Ukraine, founded in 2010, and a resident of Diia City since January 16, 24. The authorized capital is UAH 58.2 million, according to the results of 2023, the revenue was UAH 64 million 388 thousand, the net loss was UAH 31.1 million.
