A large study of the market of graphics cards in online stores of Ukraine

2022 was not the best year for retail in Ukraine due to the invasion of Russia and the global crisis caused by this shameful event. At Pricer24, we decided to analyze how the graphics card market feels, the prices of which tripled at the beginning of 2022 through mining.

Pricer24 is a cloud platform that provides market analytics and helps to find insights in changing conditions. Among the clients are such companies as: Rozetka, Comfy, Philips, ASUS, HyperX, Gigabyte, MSI, TP-Link and many others.

We were preparing the material in October to publish in November, but unfortunately, due to constant power outages and other factors, we had to postpone the publication. The data was studied until October 2022, so the new 4000-th line from NVIDIA has not yet had time to get into it. We will be happy to conduct another study in Q1 2023 to see how the 4000 series has affected the force schedule.

Methodology of popularity analysis

The most interesting thing for us was to find out which graphics cards and which segments of this category are the most popular on the Ukrainian market. How we analyzed popularity — we entered the graphics card category in the online store and saved the position it is in when sorting by popularity. Next, we took the TOP 20% of the most popular graphics cards on the site, depending on their position, and gave them points, the higher the position, the higher the score. Graphics cards on the most popular platforms: Hotline, Rozetka, Telemart and Brain received twice as many points as on others. The last thing we did, since during the analysis different segments have different number of products, we additionally normalized the data.

Of course, stores can “promote” their product and raise it higher in sales, but since we counted on the market as a whole, this effect is leveled off.

Analysis of popularity by price segment

The most popular segments are $400-600 and $200-400, and the least popular is $1000+.

In the $400-600 segment, users are most interested in graphics cards with GeForce RTX 3060 and GeForce RTX 3050 chips, and in the $200-400 segment: Radeon RX 6600 and GeForce GTX 1660.

Popularity of chips

The most popular chip in the country is GeForce RTX 3060, it has both the largest number of offers on the market and the highest positions in issuing on the sites. In general, as expected, NVIDIA chips are more popular than AMD, only two of their chips – Radeon RX 6600 and Radeon RX 550 – made it into the TOP-10.

Popularity of brands

The two most popular brands in the country are ASUS and Gigabyte. It is only interesting that in NVIDIA chips ASUS is slightly more popular, and in AMD – Gigabyte. It is also quite expected that MSI entered the TOP-3.

For the sake of curiosity, we decided to analyze the popularity only among the TOP-10 chips, and here the gap between MSI and the competition slightly unexpectedly decreased.

Popularity by memory

Some chips have multiple memory options. And for a long time we could not understand why some of them are clearly more popular with a smaller amount of memory, and in others the opposite, and then we realized that those chips that were needed in mining are more popular with less memory, and chips for games — with more.

Most Popular Products

We spent a long time trying to find the right methodology to identify the most popular products, because since each group will now have little data, statistical methods are no longer suitable here. Therefore, we decided to simply calculate the median position for all stores. The lower the number, the more popular the product.

Assortment analysis

Shop assortment

We decided to analyze which stores and brands have the best assortment. In this report, everything is simple, the more products available on the site, the better the assortment.

The best assortment on the market until October was in the Elimir store, as well as in Can and Exe.

A range of brands

Gigabyte, ASUS and MSI had the largest assortment on the market until October.

Price Analysis

Prices for the most popular chips

The average and minimum price within the chip on the market can be seen in the table.

Price history

The last thing we decided to analyze is how the prices of the most popular chips on the market changed this year. To set aside the exchange rate issue, the analysis was in US dollars.

Obviously, graphics cards have become significantly cheaper this year, on average by 2-2.5 times. In some separate periods, such as in July, they even rose in price, but then the decline began again. After September, the drop in prices ended and, apparently, they will not change much until the release of new chips on the market, so now is probably a good time to buy a new video card.

Conclusions

Despite the war, the market is quite diverse, there are many offers and their number is growing. After the end of the mining boom, prices began to return to normal and are almost no longer speculative.

This is our first graphics card market research and we would be very interested to hear your feedback, was it interesting to you? What information was missing that you still wanted to hear?

We would also like to know whether you are interested in such studies in other categories?

In general, we will be grateful for your opinion.

P.S.: Think you can do better research, Pricer24 has just opened an analyst vacancy, you can send your resume to [email protected] =)