There are dozens of "top 10 Ukrainian marketplaces" listicles online, and nearly all of them repeat the same lines: big audience, convenient seller cabinet, sign up now. The question that actually decides your money never comes up — how much the platform takes from every sale you make, and which of them publish those numbers at all. Below is a side-by-side table for the main platforms, an honest note wherever the rates are not public, and a breakdown of the point where a marketplace stops being enough.
Which marketplaces operate in Ukraine
The main Ukrainian marketplaces in 2026 are Prom.ua, ROZETKA Marketplace, the Epicentr marketplace, Kasta and Allo. Prom is the largest by seller count and the easiest to start on, Rozetka delivers the biggest buyer flow and has the strictest requirements, Epicentr is younger and still less crowded, Kasta focuses on clothing and footwear, Allo on electronics. OLX is formally a classifieds board, but with delivery and payment it works like a marketplace.
The split by character is fairly stable and barely changes year to year. Prom is the low-threshold entry: upload the catalogue, pay for a plan, start trading. Rozetka is the opposite — a longer review, a higher bar for product cards and service, but the densest traffic in the country. Epicentr is interesting precisely because most of its categories are not yet crowded with sellers, which is a rare situation on the Ukrainian market.
Kasta and Allo are narrow by nature: the first grew out of the fashion segment, the second out of electronics, so entering them with a random assortment makes little sense. OLX stands apart — a significant share of its deals still happens in chat rather than through a cart.
What it costs to sell on a marketplace
A seller's costs consist of three parts: the cabinet access fee or listing plan, a commission on every completed order, and paid promotion inside the platform. The commission depends on the product category and its price, and across platforms it ranges roughly from 2% to 25%. Some platforms publish their rates openly, others disclose them only through a manager after registration.
| Platform | Commission | Fixed fees | Rates public? |
|---|---|---|---|
| Prom.ua | from 4.2%, "Econom" from 2.1% | listing plan for 1,000–100,000 products | yes |
| ROZETKA Marketplace | depends on category and product price | per tariff grid | no |
| Epicentr | royalty 5–25% of the sale price | UAH 1/year access + UAH 120/month | yes |
| Kasta (3P) | 3–23% | no mandatory recurring fees | yes |
| Kasta (fulfilled by platform) | 3–25% + logistics | 17% of order value or UAH 21/unit | yes |
| Allo | per platform terms | per platform terms | no |
⚠️ The most important column here is the last one. Rozetka does not publish its commission rates: the seller help centre states plainly that you can review them with an onboarding manager after submitting the registration form, and registered sellers see their grid inside the cabinet. If no rate is set for your end category, the rate of the higher-level category applies. So any "exact Rozetka percentage" quoted in someone else's article is either an outdated figure or somebody's personal grid presented as the general one.
Epicentr, by contrast, is transparent: a royalty of 5% to 25% of the sale price depending on the category, cabinet access at one hryvnia per year, a monthly fee of UAH 120, and the commission itself withheld 14 days after the order is successfully fulfilled. The CPS model means you pay for the result, not for the listing.
Which marketplace fits your product
The choice comes down to three things: your product category, your margin, and whether you are ready for the platform's service requirements. If the margin is thin, any platform's commission eats it, so the starting point is arithmetic rather than registration. For testing a niche the fastest entry is Prom, for volume it is Rozetka, and for categories with less competition it is worth looking at Epicentr.
| Situation | Where to look | Why |
|---|---|---|
| Testing a niche, no catalogue yet | Prom | lowest entry threshold, trial period |
| Need maximum order volume | Rozetka | biggest buyer flow in the country |
| Category overheated by competitors | Epicentr | fewer sellers in most categories so far |
| Clothing, footwear, accessories | Kasta | dedicated fashion audience |
| Electronics and appliances | Allo, Rozetka | buyers arrive for exactly this |
| Product with a very thin margin | your own site | commission eats the profit faster than anything else |
The last row is usually skipped, and it is the most important one. A marketplace is not a free channel and not "extra traffic for nothing" — it is buying access to someone else's audience for a percentage of turnover. If your margin is 15% and the commission is 15%, you are working at zero and paying for it with your own labour on top.
Can you sell on a marketplace without a registered business
Selling systematically without a registered status will not work. Epicentr explicitly admits only sole proprietors on the general tax system, sole proprietors on the simplified system groups 2 or 3, or legal entities. Kasta works with sole proprietors and LLCs, registration goes through the Diia app, and the contract is signed with a qualified electronic signature. Prom does not require documents at registration itself, but the contract with the platform requires business entity status.
Technically you can open a cabinet and look around almost anywhere. The difference shows up at the contract and payout stage: the platform transfers order proceeds to a business account, not to a private card. Confirm the specific tax group, rate and cash-register requirements with an accountant before you start, not after a hundred orders — the cost of a mistake here is measured in fines.
What you can and cannot sell on marketplaces
Most categories are open, but every platform maintains stop-category and stop-brand lists. Typically banned are used goods, counterfeits, weapons and their components, pyrotechnics, excisable goods, unlicensed software, and goods from aggressor states and temporarily occupied territories. Medical devices, protective equipment and similar categories require certification and separate approval.
This is not a formality. A product uploaded into a closed category simply gets blocked, and repeated violations end with the whole cabinet being suspended. Before you build an export feed of several thousand items, run your assortment against the platform's stop lists — fifteen minutes of work saves a week of arguing with support.
How to upload products to several marketplaces at once
A catalogue of more than a hundred items is uploaded through an export file, not by hand. Platforms accept an XML feed with names, prices, availability, attributes and photos. If you have your own website or an inventory system, the feed is generated automatically and refreshed on a schedule, so one catalogue reaches Prom, Rozetka, Epicentr and Google Merchant at the same time without duplicated work.
The problems are almost never in the file itself. They sit in two other places. First, stock synchronisation: if availability updates once a week, you regularly sell what is not in the warehouse and pay for it with your seller rating. Second, attribute quality: platforms build their filters on attributes, and a product with empty ones will not appear in a selection even when your price is the best on the platform.
That is why filling product cards is not the mechanical task of copying a supplier's description. A card built to the platform's requirements lands in filters and curated selections; a sloppy one sits in a catalogue nobody reaches. Requirements differ from platform to platform: we put the name and description limits, photo rules and attributes into one table. We set up these export feeds as part of the store build, together with stock synchronisation, and we take on the catalogue filling itself when there are hundreds of items.
How not to lose the price war on a marketplace
On a marketplace the winner is not the cheapest seller but the one who sees competitors' prices before they see his. Manual monitoring stops working past a hundred items. The working solution is automated price collection across your assortment from marketplaces and price aggregators, with an alert when a competitor drops below your profitability threshold.
How wide the spread really gets is easiest to show with a live example. We ran our own monitoring tool against one specific power bank model: the price aggregator listed 63 offers ranging from UAH 49,900 to UAH 89,999, while on Rozetka the same model sold for UAH 77,900. The most expensive offer was almost double the cheapest — same product, same day.
Collecting this data is technically straightforward: large platforms and aggregators expose it through open interfaces. The hard part is matching product names from different sources to a single SKU, because the same power bank is labelled differently in three catalogues. Once that is done, though, you stop discounting blindly and start holding prices above market where your delivery or warranty is better.
When a marketplace stops being enough
A marketplace stops being enough in three cases: when the commission on turnover exceeds the cost of running your own store, when you need a customer base for repeat sales, and when you want search traffic you do not have to pay for every time. Below that line the platform is more profitable; above it, it starts working against you.
The logic is simple once you do the maths. Commission scales with turnover: the better you sell, the more you hand over. Running your own store is close to a fixed cost, and its share falls as turnover grows. Somewhere those two curves cross, and that is where most sellers suddenly discover they are paying the platform enough to have run their own website for two years.
The money is not even the main point. A marketplace accumulates no search equity for you. Every card you build works for the platform's domain, the buyer stays the platform's customer, and on the day you leave you are left with nothing — no rankings, no database, no recognition. Your own site accumulates all of that over years, which is why the sensible path is not to abandon Prom or Rozetka but to stop depending on them alone. The same feed goes to the platforms and to your own store.
Related reading: a step-by-step guide to each platform — how to sell on Prom.ua; for those trading without their own warehouse — what dropshipping is and how it works; what your own store costs and which expenses appear after launch — how much a website costs in 2026; and if the choice is between renting a platform and custom development — ecommerce platform comparison.