National Cashback drives Ukrainian goods sales and consumer habits
The National Cashback Program has changed Ukrainians' spending habits (Photo: Fozzy Group)
Ukraine’s National Cashback program, active for more than two and a half years, has paid out 8 billion hryvnias ($181.5 million) to nearly 4.8 million monthly users and driven increased purchases of Ukrainian-made goods, according to a Mastercard-commissioned study released on May 1.
67% of Ukrainians have used the program, with 95% rating it positively or neutrally. The research was conducted in March-April 2026.
The program has shifted consumer habits: 41% of users said they now buy Ukrainian-produced goods more often, citing the financial incentive and easier identification of domestic products.
Retailers reported 7-9% growth in sales of Ukrainian goods during the program, with the cashback becoming an important selection factor in certain categories. Ukrainian producers noted higher demand, improved brand recognition and greater customer loyalty, along with updates to product lines and adoption of European barcodes.
“At the same time, the program has a clear social focus. The majority of its users—63%—are people with a household income of up to 40,000 hryvnias ($908) who use cashback as a way to save money,” Mastercard said. “Key spending categories for earning cashback include groceries, medications, and essential goods.”
The top spending category for accumulated funds is utilities, accounting for 70% of payouts.
“Mastercard is pleased to serve as the technology partner for the National Cashback program, which is built on a unique fintech solution that brings together a broad ecosystem—banks, manufacturers, retailers, and millions of consumers,” said Inga Andreeva, General Manager of Mastercard in Ukraine and Moldova. “We continue to work closely with the government and share our technological expertise to develop digital solutions and large-scale national programs for government payments.”
According to a Cabinet of Ministers resolution, new cashback accruals for purchases were set to end on May 1, 2026, with existing funds usable until June 30. Fuel cashback has been extended until May 31 under adjusted rules.
*A study on the perception of the National Cashback program and its impact on consumer behavior and business was commissioned by Mastercard and conducted by the research agency CBR. The quantitative survey, conducted via an online questionnaire, included 1,302 respondents aged 18–80 living in cities with a population of 50,000 or more in the territory controlled by Ukraine. The qualitative phase of the study included interviews with 25 manufacturers and 5 retail chains. The study also utilizes the results of an analysis of anonymized and aggregated Mastercard data, where the analysis included only those banks where the National Cashback card was issued based on the Mastercard payment system.
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