Claims regularly appear in the public information space that sales of e-cigarettes and e-liquids have largely shifted to Telegram, Instagram, and other online channels.

However, data from a Pro-Consulting study paints a different picture.

Pro-Consulting is a Ukrainian consulting and analytics company specialising in market research, consumer behaviour, competitive analysis, pricing, and sales channels. As part of this study, the company surveyed consumers and analysed where they actually purchase e-cigarettes and e-liquids.

Only 8% of respondents purchase these products through Telegram.

Physical retail remains the main sales channel: 70% of consumers choose brick-and-mortar stores.

According to our estimates, there may be up to 5,000 such retail outlets operating in Ukraine. At the same time, their exact number, geographic distribution, business models, and the share of legal and illegal sellers require a separate comprehensive study.