Business During War: CEOs Speak About How the Situation in Ukraine Really Changed in 2026 Year

In 2026 year, business in Ukraine continues to endure difficult times. The war creates challenges for entrepreneurs. In particular, there are significant losses due to bombardments.

How the business has changed in Ukraine during the war

CEO of EKO Market Kristina Kovtun spoke at the CEO Summit 2026 from Forbes, saying that Ukrainian business is currently operating very differently than before the full-scale invasion began. After all, there is no time to integrate and adapt to circumstances—you must react quickly, reports 24 Channel.

Roman Yanovych, 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 Yanovych

CEO of Nestlé in Ukraine and Moldova

We compare ourselves with other markets. If Ukraine has a better result than countries where there is no war, that says something.

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

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

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

Oleksandr Komarov

CEO of Kyivstar

We invested tens of millions of dollars to work through scenarios, and now, when a crisis arrives, we are ready.

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

service;

high product quality, despite all the difficulties.

What difficulties Ukrainian business is facing in 2026 year

As stated by President of the National University Kyiv Aviation Institute, Ksenia Semenova, at least 15% of Ukraine's population has left the country. This is one of the circumstances that caused a labor shortage. Semenova also notes that the labor market currently lacks skilled specialists.

The same problem was described by Taras Chmut, head of strategic partner of the army, the charitable foundation "Return Alive." He says that besides qualification, it is important that a worker:

shares the company's values;

understands the specifics of the work.

And the employer, in Chmut's view, must create appropriate working conditions—that is extremely important. In particular, people need to be sent on vacation in a timely manner, so they do not burn out.

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

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 start 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 currently working on decentralizing the centralized system.

Are foreigners ready to invest in business in Ukraine?

Roman Yanovych 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 given for business goals,

— Yanovych emphasizes.

Another option for business is obtaining bank loans. Deputy chairwoman of the board of PrivatBank, Nataliya Savchuk, says that Ukraine's banking system is preparing for possible difficulties. Various scenarios are being considered. As Savchuk notes, the banking system intends to support business as much as possible, including sharing risk.

Nataliya Savchuk

Deputy chairwoman of the board of PrivatBank

The resilience of the country depends on the stability of the banking system

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