Adult games: toy store rating by the Ukrainian Toy Industry Association
According to the research by the Ukrainian Toy Industry Association, top three stores where Ukrainians buy children’s toys and games are Rozetka.ua, Panama, and BabyPlus.
Pavel Ovchynnikov, President of the Ukrainian Toy Industry Association, shared annual outcomes of Ukraine's toy retail industry at the conference named Toy Market in Ukraine: Thinking Ahead.
The largest part of toys is still sold through the traditional retail chains. According to the research by the Ukrainian Toy Industry Association, about 70% of them are sold in brand stores. Therewith, a share of brick-and-mortar stores is even larger as compared to 2017.
The second popular sales channel is Internet providing 12.31% of sales. Almost equal amounts are sold through two other channels, alternative markets (8.96%) and supermarkets (9.04%).
Distribution of sales by channels is as follows:
| Sales channel | Sales share, % | Variation, % | |
| 2018 | 2017 | ||
| Traditional retail trade | 69.69 | 68.28 | +1.41 |
| Internet | 12.31 | 13.21 | −0.9 |
| Supermarkets | 9.04 | 9.32 | −0.28 |
| Alternative markets | 8.96 | 9.19 | −0.23 |
The report by Pavel was partially dedicated to online sales of children’s toys. Ukraine’s e-commerce market is growing by over 30% every year. More and more parents prefer buying toys not in brick-and-mortar but in online stores.
Professionals of the Ukrainian Toy Industry Association conducted a large survey to define top online stores where Ukrainian parents buy presents for their children. The question was ‘In what online store do you buy toys the most often?’ The respondents were allowed to give as many answers as they wanted.
The results are surprising. The most popular is Rozetka.ua marketplace (16.4%) followed by Panama carrying the palm in baby and children’s products segment (13.1%). The third leading store mentioned by every tenth respondent is BabyPlus (9.2%). Omnichannel retailers Antoshka and Budynok Igrashok also have top billing.
Top ten resources offering children’s toys are as follows:
Reasons to buy are also interesting. 19% are satisfied with the information provided by online sellers. 56% look for detailed descriptions, feedbacks and videos. Over 21% visit brick-and-mortar stores and 14% visit their friends’ homes to see toys live and then order from online stores.
In any case, e-commerce further growth can be predicted. And omnichannel companies ready to offer products both through brick-and-mortar and online stores will be the primary beneficiaries.
