What is blocking the scaling of online businesses in Ukraine?

Online commerce in Ukraine is developing rapidly: the number of online shoppers is growing, and the share of eCommerce in total retail turnover is increasing every year. However, the growth rate of online business still remains below its potential. Many companies face online business challenges that prevent them from scaling up and entering new markets.

There are various reasons for the slow development of eCommerce. These include not only macroeconomic challenges, political instability, and high competition, but also internal factors within companies, ranging from technical and marketing issues to financial and regulatory ones. A comprehensive understanding of these barriers allows businesses to develop strategies that accelerate the development of online business in Ukraine. In this article, we will take a detailed look at the main obstacles to eCommerce and explain how modern payment solutions can help overcome them.

The technical infrastructure is the foundation of any online business. If a website or application is slow or unstable, customers will quickly turn to competitors who offer a better user experience and a more convenient purchasing process.

The most common technical issues:

• outdated websites without mobile adaptation;
• slow page loading speed;
• unstable hosting and server performance;
• lack of integration with modern payment services;
• Poor UX/UI optimization, which complicates the purchasing process.

In Ukraine, over 60% of online purchases are made from smartphones. If a website is not optimized for mobile screens, businesses lose a large part of their audience. Website speed is also critical: according to Google research, every additional second of page loading time reduces online sales conversion by 7%. A slow website negatively affects customer loyalty and increases the percentage of abandoned shopping carts.

How modern payment systems help overcome technical barriers:

• API integration with a website or mobile app allows you to quickly add any payment method, including cards, wallets, and payment systems such as Apple Pay and Google Pay.
• Built-in payment modules simplify processing and make the UX understandable for users.
• Apple Pay and Google Pay allow you to pay for purchases in two clicks, which significantly increases conversion rates;
• Dynamic currency conversion opens up access to an international audience, allowing you to sell goods to customers from other countries.
• Integration with ERP/CRM automates payment accounting and management, saving the company time and resources.

Thanks to these capabilities, modern payment systems reduce the risk of losing customers, speed up payment processing, and make the user experience more comfortable.

👉 What a convenient payment system looks like: tips for Ukrainian businesses

Even if a website works perfectly, a business can lose sales due to poor marketing.

The most common marketing problems:

• ineffective targeting — ads are shown to an audience that has no need for the product;
• lack of analytics — the company does not know which channel brings the most conversions;
• ignoring user path optimization;
• lack of customer segmentation based on behavior and purchase frequency.

Many entrepreneurs focus on the number of clicks and impressions, but ignore payment analytics, which provides answers to key questions:

• which channel brings in customers who actually pay;
• at what point does the payment refusal occur;
• how to increase online sales conversion without increasing your advertising budget;
• which products are most in demand among different audience segments.

Using transaction data allows businesses to build more effective marketing strategies, optimize costs, and focus on profitable segments, which directly impacts the growth of online businesses.

The financial terms of cooperation with payment providers are another serious obstacle to the development of eCommerce in Ukraine.

Common problems of online businesses:

• high transaction fees;
• hidden service charges;
• lack of flexible tariff plans;
• Complex and lengthy connection procedure.

For small and medium-sized businesses, where margins often do not exceed 15–20%, such costs can eat up a significant portion of profits.

Choosing a reliable partner with transparent rates, optimal commissions, and fast connection is becoming a critical factor for development. Modern payment systems allow you to integrate the platform in a few days and immediately start accepting payments from cards, e-wallets, or via Apple Pay/Google Pay. This significantly accelerates the development of eCommerce in Ukraine and makes financial processes more predictable.

Online businesses in Ukraine operate within a legal framework that has its own requirements:

• compliance with tax legislation;
• implementation of KYC and AML procedures for businesses;
• compliance with international security standards, such as PCI DSS.

Failure to comply with these regulations may result in fines, problems with banks, or even the blocking of activities that interfere with online business.

That is why it is important to choose a payment partner that ensures compliance with regulatory requirements. For example, Tranzzo provides businesses with tools for:

• protection against fraudulent transactions (anti-fraud systems, 3D Secure);
• storage and processing of card data in accordance with international standards;
• automatic KYC checks.

This allows entrepreneurs to focus on developing their online business rather than concentrating on bureaucratic procedures.

Overcoming barriers to eCommerce requires a comprehensive approach. Here is an action plan to help you scale faster:

1. Update your technical infrastructure.
   Optimize your website speed, adapt it for mobile devices, improve UX/UI, use a customized checkout for your brand.
2. Use payment analytics.
   Track which channels bring in real customers and where payment failures occur.
3. Choose a payment partner with optimal rates.
   Transparent terms will allow you to maintain margins and free up funds for marketing.
4. Ensure security and compliance with standards.
   Implement 3D Secure, AML/KYC procedures, and use PCI DSS-compliant solutions.
5. Train your team and diversify your sales channels.
   Work simultaneously with marketplaces, social networks, and your own website.

Four main factors are slowing down the growth of online business in Ukraine:

• technical problems with websites;
• marketing mistakes and lack of analytics;
• financial constraints in choosing a partner;
• regulatory and safety requirements.

These challenges can be overcome through a comprehensive approach: modernizing digital infrastructure, working with data, choosing an effective payment system, and implementing security standards. Partners such as Tranzzo help make this process faster and easier, offering payment solutions for businesses that facilitate rapid and efficient scaling.

Чи реально масштабувати бізнес в Україні сьогодні?

Так. Попит на онлайн-торгівлю зростає, і за умови модернізації технічної бази, роботи з аналітикою та впровадження сучасних платіжних рішень бізнес може розвиватися навіть у конкурентному середовищі.

Які технічні бар’єри можуть заважати розвитку eCommerce?

Застарілі сайти, низька швидкість завантаження, відсутність мобільної версії, слабка інтеграція з платіжними сервісами.

Чому важлива платіжна аналітика?

Вона показує, які маркетингові канали приносять реальний дохід, допомагає оптимізувати бюджети та підвищує конверсію онлайн-продажів.

Яку роль відіграє оптимізація сайту у розвитку бізнесу?

Пряму: швидкість роботи та зручний користувацький шлях напряму впливають на кількість завершених оплат і лояльність клієнтів.

Як Tranzzo допомагає подолати бар’єри для бізнесу?

Компанія забезпечує швидке підключення, прозорі тарифи, омніканальні продажі, аналітику платежів, а також відповідність міжнародним стандартам безпеки.