• Initiative comes as new study finds consumers are increasingly embracing ecommerce and digital payments over cash and check.
  • Study finds consumers moving to online retailers with 52% reporting their first purchase and 7% of merchants turning to eCommerce since the pandemic.
  • Shopping habits transformed during COVID-19 with 48% of consumers only visiting shops for essentials, and 83% of businesses experiencing impact.

Kyiv, June 17, 2020: Visa, the world’s leader in digital payments, has launched its new “Where You Shop Matters’ campaign that aims to champion and enable entrepreneurs in Ukraine, while encouraging consumers to support small businesses. Alongside a new SMB resource hub, Visa has published the COVID-19 CEMEA Impact Tracker highlighting the recent effect the novel coronavirus pandemic has had on commerce for consumers and small merchants in Ukraine.

The findings of the report highlight increased anxiety amongst merchants with 71% of small businesses reporting a decrease in consumer spending during COVID-19. As consumers stay away from all but essential retail, the impact of the pandemic on merchant revenues has been high with 83% of those surveyed stating revenues have been highly impacted.

During the pandemic, many consumers in Ukraine have started shopping online for the first time for essentials. 52% of consumers surveyed say that COVID-19 has led to their first online grocery purchase, while 35% have made their first online purchase from pharmacies. Overall, the report points to a shift towards online commerce, with cash transactions being replaced by digital payments.

The study also found current conditions have served as a catalyst for online commerce with 7% of merchants reporting they have introduced eCommerce as a direct result of the pandemic. As consumers and merchants focus on safety and hygiene, contactless payments have also increased during the crisis with merchants expecting a 25% growth in contactless usage post-COVID-19.

Commenting on the report’s findings Vira Platonova, Senior Vice President and Group Country Manager for Visa CISSEE, said: “The pandemic is impacting business everywhere. The findings of the COVID-19 CEMEA Impact Tracker suggest shoppers have changed how they shop and this is already having a major impact on how merchants do business. As consumers adapt to the current restrictions, many have changed how they shop and turned to online outlets for their shopping. These changes present challenges but also enormous opportunities for all merchants, including small businesses.” 

According to the report, 56% of consumers admit to now spending less while also highlighting a trend that suggests shoppers have transformed how they shop. Asked about spending habits, consumers are increasingly optimizing their trips – 42% buying in bulk, making lists to avoid impulsive purchases, and buying non-perishable items to ensure fewer trips.

“This report shows how merchants who have moved online and adopted contactless payment systems have been able to better weather the adversity, with cash-only retailers most negatively impacted. It is vital that merchants, across the globe, understand consumer behaviors and adapt accordingly - eCommerce and digital solutions will undoubtedly enable growth,” Vira Platonova added.  “At Visa, we are proud to support merchants and recognize that many small businesses have been most adversely affected by the pandemic. So, our global campaign aims to help local small to adapt to the ne normal.”

Launching on June 17, 2020, ‘Where You Shop Matters’ will help support small businesses through the Visa Small Business Hub, a merchant platform providing tools and information on how to start, run and grow small businesses across Ukraine.

The platform will also include special offers from Visa partners and a business concierge service to support small business operations. The platform content will regularly be updated. 

Visa also launches an interactive online survey, during which Ukrainians will be able to name their favorite local brands of small and medium-sized businesses that helped them survive during the lockdown. After completing the survey, the company will determine the winners - recipients of the business support grants.

One of the key stages of the first wave of the global #WhereYouShopMatters campaign in Ukraine will be an online conference for small and medium-sized businesses, where during the panel discussions there will be discussed current challenges, conclusions and opportunities of the post-quarantine period.

For more details on Visa’s Where You Shop Matters campaign, or to find out how you can support a small business near you visit https://www.visa.com.ua/uk_UA/run-your-business/small-business-tools/small-business-hub.html.

About the Visa’s COVID-19 CEMEA Impact Tracker[i]

To understand the needs of small businesses, Visa conducted a survey to assess how consumers and merchants are adapting to COVID-19. The survey was conducted across UAE, KSA, Russia, Ukraine, South Africa, Nigeria, and Kenya. The methodology consisted of a combination of online, telephonic and offline interviews with consumers and merchants across key segments from groceries to fashion and travel. 


About Visa Inc.

Visa Inc. (NYSE: V) is the world’s leader in digital payments. Our mission is to connect the world through the most innovative, reliable and secure payment network - enabling individuals, businesses and economies to thrive. Our advanced global processing network, VisaNet, provides secure and reliable payments around the world, and is capable of handling more than 65,000 transaction messages a second. The company’s relentless focus on innovation is a catalyst for the rapid growth of digital commerce on any device, for everyone, everywhere. As the world moves from analog to digital, Visa is applying our brand, products, people, network and scale to reshape the future of commerce. For more information, visit usa.visa.com/about-visa, https://www.visa.com.ua, https://www.facebook.com/VisaUA, http://www.visanewscissee.com/.

Media Contact:

Olena Gavinska

Visa Corporate Director,


Tel.: +38044 22 00 300



[i] Market Research study is conducted by independent market research agency 4Sight Consulting among Consumers & Merchants in UAE, KSA, Russia, Ukraine, and South Africa, in addition to Kenya and Nigeria among consumers only (Fieldwork took place between 17th and 26th May 2020 involving 2,216 consumers and 786 merchants).