Ukraine's online furniture market is experiencing unprecedented growth as war-induced displacement and adaptation reshape consumer habits across the country. Over the past three years, digital platforms have become the primary avenue for furnishing homes, with online orders now accounting for more than 60% of total sales, reaching as high as 75% in some categories.
Driven by necessity, especially in regions where offline retail has become inaccessible or unsafe, Ukrainian consumers are embracing a new digital-first approach to home furnishing. The rise in mobile device usage has made fast delivery, flexible payment methods, and real-time consultation via messaging apps central to the customer experience.
'The war changes the priorities,' analysts note. Pre-2022, decorative interior items topped consumer preferences, but since the escalation of conflict, the focus has shifted toward practical, multifunctional furniture. Beds, particularly those with built-in storage, lift mechanisms, or upholstered headboards, are now among the most sought-after items.
Experts from the Krovato furniture store report significant upticks in demand even outside the capital: 'Online sales have grown not only in Kyiv but also in smaller towns across the Kyiv region. Customers have adapted – they know exactly what they're looking for and appreciate the ability to choose everything from the comfort of home. Beds, sofas, and modular furniture with custom options remain the most in-demand items.'
Krovato's internal data reveals that every second bed is now ordered with additional features, particularly lift mechanisms. Ukrainian shoppers are increasingly prioritising not only style but also functional durability, assembly simplicity, and material quality, such as soft headboards with velour or bouclé upholstery, hidden storage, and solid wood frames.
This marks a decisive shift in consumer behaviour: affordability and speed, once the dominant decision drivers, are now matched or overtaken by the desire for personalisation and lasting quality. Sofa beds are also enjoying heightened popularity due to their space-saving functionality combined with comfort.
'The furniture market will continue to evolve in a digital direction,' the report concludes. 'Buying a bed, sofa, mattress, or wardrobe online is no longer the exception, it has become the norm: convenient, fast, and just a few clicks away.'
This trend signals not just a temporary adaptation to crisis conditions, but a long-term transformation in Ukraine's consumer landscape, where flexibility, convenience, and online access are redefining the furniture retail model in a time of uncertainty and resilience.
More information:
Interfax-Ukraine
www.en.interfax.com.ua