International procurement expert Anna Romanenko says Ukrainian businesses are fighting for the wrong market and missing millions of dollars in potential revenue.
Romanenko stated that Ukrainian retailers have spent years competing mainly inside Ukraine for end consumers through discounts, promotions, Black Friday sales, and marginal profit gains in an oversaturated market.
International organization procurement market
She pointed to a $25 billion procurement market that remains virtually untouched by Ukrainian companies. The market includes purchasing by international organizations such as the United Nations, NATO, the World Bank, the European Bank for Reconstruction and Development, and dozens of humanitarian funds.
