Mastercard MasterIndex survey: 41% of Ukrainians use digital-only cards on their smartphones

Kyiv, June 19, 2025 — Ukrainians adopt digital financial tools consistently for convenient payments, according to the latest edition of annual MasterIndex survey in which Mastercard analysed the payment preferences of banking service users. In 2024, 61% of those surveyed regularly made purchases using a contactless digital card on their smartphone or other NFC-enabled device, which represents a 21 percentage points increase compared to pre-war 2021. Nearly half of all respondents have a digital card in their digital wallet today, and 41% use a digital-only card, that has no plastic analogue.  

Digital banking is shaping the financial habits of Ukrainians  

Nine out of ten respondents use digital banking — either mobile banking apps or internet banking. Among the various digital banking services available, the quick online card issuance feature is gaining particular popularity, with over a quarter (26%) of digital banking users issuing a card online last year.  

“The growing popularity of digital wallets and contactless payments shows that Ukraine is keeping pace with global trends. Today, Ukraine consistently ranks among the top ten countries worldwide for NFC payments with Mastercard cards in physical outlets. At Mastercard, our mission is to provide innovative solutions that make payment transactions convenient and secure. We believe digital technologies contribute to sustainable economic growth, and we strive to ensure Ukrainians have access to the most advanced financial tools," says Inga Andreieva, Country Manager, Mastercard Ukraine and Moldova. 

Banking apps are increasingly evolving into comprehensive financial assistants for Ukrainians. Users expect not only basic functionality but also financial management tools. For instance, 36% of respondents are looking for detailed income and expense analytics, 25% require financial planning advice, and 18% need professional asset management guidance.  

Both the usage and trust in digital banking services are growing. Half of digital banking users are open to switching exclusively to digital banking channels, with 70% of them ready to do so within the next six months — marking a 12 percentage points increase compared to the previous year survey results.  

Digital shopping and support for Ukrainian producers 

Online shopping in Ukraine continues to evolve. Among respondents who shopped online in 2024 (representing over 90% of those surveyed), 59% made purchases regularly throughout the month. This marks a 14 percentage points increase compared to pre-war levels in 2021. 

Meanwhile, payment methods for online orders are also evolving. The percentage of people who pay cash on delivery has decreased to 36% (down from 43% last year). Digital payments are gaining momentum instead: one in three (33%) online shoppers paid via digital wallets, and 41% paid by card via a terminal upon delivery.  

At physical points of sale, cashless payments prevail, with 69% of surveyed Ukrainians preferring them, while only 12% continue to pay in cash.   

Notably, 60% of respondents report buying Ukrainian-produced goods more frequently than they did last year. The most popular categories include food (82%), medicine (62%), clothing and footwear (43%), and personal care products (41%). 

Innovative payment methods and personalization: expectations of Ukrainians 

Users show interest in innovative payment technologies. 23% of respondents want to use advanced retail checkout solutions like "scan and go" allowing to scan goods and make automatic payments as they leave the store.  

Ukrainians also demonstrate strong interest in personalized financial solutions: 51% of respondents want discounts and offers tailored to their purchase history. This trend reflects a growing demand for individualized banking services, in line with global developments.  

At the same time, there is a growing recognition of the importance of financial literacy for children. Among surveyed parents with children under 16, 37% reported that their children already have their own payment cards. Of those whose children don't yet have cards, 65% plan to issue them for their children in the future.  

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About MasterIndex 

The quantitative survey on Ukrainians' attitudes to cashless payments was conducted by InMind on behalf of Mastercard in March 2025 via an online poll. The survey involved 1,500 respondents, cardholders aged 18-60 years living in cities with a population of 50 thousand people or more in the territory controlled by Ukraine.