A quality product and a competitive price are not enough for a Ukrainian company to succeed in the European Union. Businesses must also comply with European standards, earn their partners’ trust, ensure reliable supplies, understand local markets and have sufficient financial resources for a lengthy adaptation process.
In a joint research, KredoBank and CASE Ukraine analysed 41 case studies of Ukrainian small and medium-sized enterprises that either already operate in the EU or are seeking to establish a foothold there. The main conclusion is that there is no universal model for entering the EU market.
Companies use several approaches: direct B2B sales, contract manufacturing for European customers, cooperation with distributors, or establishing their own representative office or company in the EU. The choice depends on the maturity of the business, the type of product, available financial resources and the requirements of the target market. For some companies, gradual entry through a local partner is the best option, while establishing a direct presence becomes viable only after stable demand has emerged.
Certification is a prerequisite for entering the European market, but it does not guarantee sales. Buyers also value a supplier’s reputation, consistent quality, timely delivery, uninterrupted production and ability to fulfil long-term contracts. Entering the EU should therefore be treated not as a one-off export transaction but as an investment project requiring trust to be built over time.
Financing remains one of the greatest barriers. Companies must cover the costs of certification, product and packaging adaptation, logistics, marketing and initial contracts before they begin generating stable revenue. For SMEs, a shortage of working and investment capital often determines whether market entry is possible at all.
Poland plays a particularly important role as the largest EU market for Ukrainian exports and a practical first testing ground for a business model. Ukrainian companies can build partnerships, test their products and gain experience of operating under European rules.
Support from a financial partner is required not only for lending but also for payments, trade finance, foreign-exchange risk management and access to reliable business contacts. As part of the PKO Bank Polski Group, KredoBank positions itself as a bridge between Ukrainian companies and EU markets.
The research’s central conclusion is that success in the EU depends not on a single certificate or contract, but on the right market-entry model, financial readiness, a strong partner network and the ability to demonstrate reliability over many years.