Consumer electronics in 2025: The big picture
Volume sales of consumer electronics are climbing steadily in Ukraine. The ongoing war is reshaping purchasing behaviour as households place a premium on robustness, energy independence and value for money. Rather than aspiring to status symbols, local consumers now choose devices that offer practicality, durability and daily functionality in a shift that touches almost every product category. Demand is strongest for equipment that can endure unstable conditions: long-lasting batteries, shock resistance, offline operation and low energy consumption are priorities not only for smartphones and laptops but for electronics of every kind. People actively seek products that continue working during black-outs, relocation and travel under stress.
2025 key trends
Artificial-intelligence personalisation is increasingly relevant in Ukraine. Smartphones, smartwatches, televisions and digital services already feature AI-enhanced assistants, adaptive battery optimisation and personalised content recommendations from platforms such as YouTube, Netflix and Samsung Smart Hub. Most functions remain cloud-based and brand-integrated rather than locally tailored, yet Ukrainian users benefit as these global innovations filter into budget and mid-range devices. The largest opportunity now lies in localising AI tools - extending language support, adding regional context and integrating with Ukrainian platforms.
Competitive landscape
Apple remains the leading company of overall consumer electronics in 2025. Ukraine’s consumer electronics landscape is still dominated by international names, and Samsung, Apple, Xiaomi, LG, Sony and Huawei maintain strong brand awareness and trust across major product categories. Samsun benefits from broad range, robust distribution and localised marketing. Apple continues to command the premium tier in smartphones and wearables, supported by a developing refurbished segment and widespread instalment financing. Xiaomi holds strong by winning customers through affordability, aggressive online promotion and an extensive line-up. These leading brands are widely available both through e-commerce platforms such as Rozetka, Allo and Comfy and through store-based retail networks; all three have invested consistently in visibility and logistics despite wartime disruption.
Channel developments
Appliances and electronics specialists is the leading distribution channel within consumer electronics overall in 2025, though its volume share has fallen significantly as e-commerce continues to rise. Omnichannel retail strategies are key, led by Rozetka, Allo and Comfy, each of which blends physical outlets with strong online operations. Rozetka offers nationwide coverage, rapid delivery and a catalogue that ranges from premium smartphones to budget accessories. Allo combines storefronts with its own courier network, Allo Express, giving it an advantage in smaller cities and during infrastructure disruptions. Comfy, originally focused on store-based electronics retail, has pivoted towards online-first engagement, maintaining relevance through streamlined fulfilment and promotional pricing. All three benefit from strong brand recognition, instalment payment options and hybrid logistics that reach both urban and rural customers.
What next for consumer electronics?
Over the forecast period, consumer electronics in Ukraine is expected to expand gradually, although growth will lag pre-war momentum. Demand will centre on practical, resilient and multifunctional devices. Wireless audio -including true wireless stereo earbuds and rugged headphones - affordable smartphones and smartwatches, energy-saving appliances, battery-powered electronics and work-from-anywhere essentials such as laptops and tablets should all see steady replacement cycles. Spending will remain cautious, yet heavy digital dependency, higher content consumption and lasting behavioural shifts towards remote learning, hybrid work and field operations will sustain demand.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Electronics industry in Ukraine with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Computers and Peripherals
- In-Car Entertainment
- Home Audio and Cinema
- Home Video
- Imaging Devices
- Mobile Phones
- Portable Players
- Wearable Electronics
If you're in the Consumer Electronics industry in Ukraine, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Electronics in Ukraine report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Electronics in Ukraine?
- Which are the leading brands in Ukraine?
- How are products distributed in Ukraine?
- How is the rise of e-commerce changing the retail landscape?
- How has COVID-19 and accordant macroeconomic and retail disruption impacted consumer demand?
- How are considerations such as urban development and the rise in single-person households driving sales growth?
- Where is technology taking the market? Which products are pioneering growth? Which face obsolescence?
- Where is future growth expected to be most dynamic?
Consumer Electronics in Ukraine
Consumer electronics in 2025: The big picture
2025 key trends
Competitive landscape
Channel developments
What next for consumer electronics?
DISCLAIMER
Computers and Peripherals in Ukraine
KEY DATA FINDINGS
Product mobility comes into sharp focus
Lenovo leads as cost-consciousness drives demand
E-commerce goes from strength to strength
Laptops and tablets to drive future growth
Tech and design development impact innovation
Eco concerns prompt greater investment in sustainability and efficiency
In-Car Entertainment in Ukraine
KEY DATA FINDINGS
Persistent decline seen in 2025
Pioneer and as clear leader
E-commerce is taking over distribution
Decline to deepen in early forecast period, before rising once again
Seamlessness as key to progress
Connected retrofit options likely to become more prevalent
Home Audio and Cinema in Ukraine
KEY DATA FINDINGS
Battery-powered solutions come to the fore
Established brands dominate the landscape
E-commerce leads distribution
Product resilience as key concern
Demand centres on smart, strong and portable options
Innovation driven by versatility, survival and smart adaptation
Home Video in Ukraine
KEY DATA FINDINGS
Consumers shift towards affordable smart TVs
Established brands maintain stronghold as Chinese players rise
Rising importance of omnichannel retailers
Consumers will continue seeking reliability and value
Smart TV integration and AI enhancements
Innovation in energy resilience
Wireless Headphones in Ukraine
KEY DATA FINDINGS
Rapid adoption of low-cost TWS earbuds
Competition grows across all price segments
E-commerce maintains its key role in distribution
Mass-market growth and niche diversification
TWS earbuds to enjoy increased innovation
Wireless earbuds race ahead with budget upgrades, sport tracking and premium ecosystem perks
Imaging Devices in Ukraine
KEY DATA FINDINGS
Dual-use demand boosts action and vlogging cameras
Canon leads amid intensifying competition
E-commerce accounts for most sales of imaging devices in Ukraine
War-driven shifts anticipated as sales set to rise further
Imaging devices benefits from expanding functionality
Increased focus on functionality, resilience and ease of field use
Mobile Phones in Ukraine
KEY DATA FINDINGS
2025 sees surge in demand for budget and second-hand smartphones
Apple leads overall, with Samsung and Xiaomi remaining key players in specific segments
E-commerce sees further expansion
Consumers will remain focused on value for money
Previously premium features increasingly available in economy segment
Practical, purpose-driven and highly consumer-responsive innovation
Portable Players in Ukraine
KEY DATA FINDINGS
Only niche demand remains for portable players in 2025
Cheap and basic models shape the landscape
Offline retail leads distribution
Potential remains for niche products
Innovation in terms of specialised functionality
Battery efficiency remains central concern
Wearable Electronics in Ukraine
KEY DATA FINDINGS
Accelerated shift towards affordable smart wearables
Apple leads, while low-cost Chinese products continue to enter
E-commerce as preferred channel for wearable electronics purchases in Ukraine
Continued growth forecast for affordable feature-rich wearables
Improved display technology
Targeted innovation will focus on functionality and affordability
The following categories and subcategories are included:
Consumer Electronics
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- Desktops
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- Laptops
- Tablets
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- Monitors
- Printers
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- In-Car Navigation
- In-Car Speakers
- In-Dash Media Players
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- Audio Separates
- Digital Media Player Docks
- Hi-Fi Systems
- Home Cinema and Speaker Systems
- Speakers
- Other Home Audio and Cinema
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- Analogue TVs
- LCD TVs
- OLED TVs
- Plasma TVs
- Other TVs
- TV Combis
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- BD Players
- DVD Players
- Video Recorders
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- Mass Wireless Headbands
- Premium Wireless Headbands
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- Mass Wireless Earphones
- Premium Wireless Earphones
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- Mass TWS Earbuds
- Premium TWS Earbuds
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- Digital Cameras
- Digital Camcorders
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- Feature Phones
- Smartphones
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- E-Readers
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- Portable Multimedia Players
- Other Portable Media Players
- Wireless Speakers
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- Activity Bands
- Activity Watch (Analogue)
- Activity Watch (Digital)
- Smart Wearables
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Consumer Electronics
Consumer Electronics refers to the sales of Computers and Peripherals, In-Home Consumer Electronics, In-Car Entertainment and Portable Consumer Electronics to the end consumer.
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This report originates from Passport, our Consumer Electronics research and analysis database.
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