Business During the War: CEOs share how the situation in Ukraine has actually changed in 2026 year

In 2026 year, business in Ukraine continues to endure difficult times. The war creates challenges for entrepreneurs, including significant losses due to shelling.

How has business in Ukraine changed during the war

CEO of EKO Market Kristina Kovtun, during the CEO Summit 2026 from Forbes, said that Ukrainian business now operates quite differently from before the full-scale invasion. After all, there is no time to integrate and adapt to circumstances; you must respond quickly, reports 24 Channel.

Roman Yanynovych, CEO of Nestlé in Ukraine and Moldova, emphasized that the Ukrainian market is actually quite promising. This is supported by the analysis of results.

Roman Yanynovych

CEO of Nestlé in Ukraine and Moldova

We compare ourselves to other markets. If Ukraine shows better results than countries where there is no war, that says something.

Yanynovych emphasizes: we need to understand that there will be declines. Even if numbers are poor at some moment, according to the Nestlé CEO, it is nothing; the main thing is to play the long game.

Kyivstar President Oleksandr Komarov says that proper planning is important. In the CEO's view, it is necessary to separately set and work through both short-term and long-term goals.

For example, according to Komarov, Kyivstar has already invested 100 million dollars to ensure the network remains resilient even under the most challenging conditions. This is a short-term goal.

Oleksandr Komarov

CEO of Kyivstar

We have invested tens of millions of dollars in scenario planning and now, when a crisis comes, we are ready.

Co-founder of Nova Poshta and president of the Union of Ukrainian Entrepreneurs Vyacheslav Klimov says that the main requirement for business today is to operate steadily. Ukrainian consumers are discerning, so the following are important:

service;

high product quality despite all difficulties.

What difficulties Ukrainian business faces in 2026 year

As President of the National University Kyiv Aviation Institute, Kseniya Semenova, explained, at least 15% of Ukraine's population has left. This is one of the circumstances that caused a talent shortage. Semenova also notes that there are currently not enough qualified professionals in the labor market.

The problem was also described by Taras Chmut, head of the strategic partner of the military charity fund "Return Alive". He says that besides qualifications, it is important that a worker:

shared the company’s values;

understood the specifics of the work.

And the employer, according to Chmut, must create appropriate working conditions – this is extremely important. In particular, people must be sent on vacation in a timely manner so they do not burn out.

Kristina Kovtun, in turn, emphasizes the need for business to meet its goals despite all difficulties. After all, this is important for future development.

Kristina Kovtun

CEO of EKO Market

We understand that now, amid this turbulence, we must achieve the planned targets.

Vyacheslav Klimov also notes that the war has forced entrepreneurs to review all processes. In particular, to begin identifying weak spots in the system and to modernize it.

Vyacheslav Klimov

Co-founder of Nova Poshta, president of the Union of Ukrainian Entrepreneurs

We are now working on decentralizing the centralized system.

Are foreigners ready to invest in business in Ukraine

Roman Yanynovych emphasizes that investors are ready to develop business in Ukraine. However, for investments, the right approach is needed.

Investments are not given out of pity. Investments are for business goals,

– emphasizes Yanynovych.

Another way for business is to obtain bank loans. Deputy chairwoman of the board of PrivBank Nataliya Savchuk says that Ukraine's banking system is preparing for possible difficulties. Various scenarios are being considered. As Savchuk notes, the banking system aims to maximize support for business, including sharing risk.

Nataliya Savchuk

Deputy Chairwoman of the Board of PrivBank

The resilience of the banking system determines the resilience of the country

As Savchuk notes, there are support programs for business that account for destruction. For example, there are already agreements where part of a loan can be written off if property is damaged. These programs will continue to develop, including with support from European partners.