About a third of Ukrainians intend to increase their online purchases in the next year or two, and 20% are going to make less purchases in bricks-and-mortar stores, according to the results of a survey on the impact of the pandemic on consumer sentiment of Ukrainians conducted by Deloitte in Ukraine.
Senior Manager of Retail Group at Deloitte in Ukraine Oleksandr Yampolsky said on Tuesday that 1,600 respondents, selected according to a quota sample, took part in the survey in December 2020.
“There are two more important figures. 40% of respondents do not feel comfortable shopping in bricks-and-mortar stores. Every second respondent is worried about their data when buying something online. Companies in the retail sector should pay attention to this,” Yampolsky said, presenting the results of the survey.
According to the survey conducted by Deloitte, 66% of respondents, speaking about the effect of quarantine on their purchases, reduced their alcohol purchases, and 31% had an increase in spending on medicines.
The survey also showed that the majority of Ukrainians (98% of respondents) continue buying groceries in bricks-and-mortar stores, and only 44% of those surveyed have experience of buying groceries online.
At the same time, respondents believe that the average check for products in an online store is 52% higher than in a traditional one, while for household chemicals, respondents’ price expectations in online stores are twice as high as in bricks-and-mortar ones.
“At the same time, 57% of respondents said they prefer a convenience store,” Audit & Assurance Partner, Retail Group Leader in Deloitte Ukraine Olha Shamrytska said.
“There is a significant attachment of buyers to the brand. 64% of respondents said that the brand affects significantly or in some way the way they shop,” Shamrytska said.
She also said that 49% of respondents thoughtfully choose food in the store, and 37% make their choice even before going to the store.
As for electronics and household appliances, about 85% of respondents make such purchases in bricks-and-mortar stores, but 65% also buy them in an online store.
According to Shamrytska, among this category of goods, the respondents most often bought smart watches and fitness bracelets, tablets, phones, multicookers and smart speakers in 2020.
Shoes and clothing are the most popular online purchases for Ukrainians, with 70% of Internet users ready to make such purchases. That’s compared to only 24% who are willing to buy food online, according to results of a survey conducted by GfK Ukraine released on Monday. “Interestingly, for the food category, 13% of respondents say they would like to buy this category, but do not have this opportunity. Most likely, the reason is the insufficient convenience of the ordering and delivery of goods in this category, as well as the insufficient number of sites for such purchases,” GfK’s press release said. Only 6% said the same applies to buying shoes and clothing online.
Electronics and home appliances are also popular online purchases, with more than half of Internet users are ready to purchase them online. They are followed by cosmetics – about 38%, toys and children’s products – more than 25%. The study indicates the inability to buy goods in these categories is lower than in the case of clothing and shoes and food.
According to GfK Ukraine, 66% of the population of Ukraine used the Internet in 2018 (61% in 2017), of which 34% make online purchases.
