What to do if there are no customers?

Sales Aren’t Growing While Costs Rise: A Practical Retail Plan for 2026

A situation I see every week as a consultant: the products on the shelves are good, Facebook ads steadily «eat» the budget, and the cash register is empty. You try to attract customers with discounts, but they don’t work. Why? Because you’re selling by the rules of the 2021 market in a market that already lives in 2026.

Today’s Ukrainian consumer is exhausted by the news and uncertainty. You can’t lure them with simple product availability anymore. If you want your business not just to survive but to grow, you need not «cosmetics» but strategic intervention. Here is your step-by-step recovery plan.

1. Sell «Joy in the Moment,» Not a Phantom Future

In the past, marketing worked through promises of a future result: buy now — get the benefit later. In 2026, this logic works worse. People live with uncertainty and aren’t ready to wait a year to feel the value of a purchase. That’s why buyers choose solutions that deliver a tangible result and a sense of control today — without complicated promises and distant plans.

Instead of promising the customer a global transformation, give them a sense of calm and a micro-reward within the next 24 hours.

Your actions:

• Focus on micro-steps: don’t offer a «major renovation»; offer «coziness in 5 minutes».

• Emotional bonuses: add small touches that give a dopamine hit. For example, the Silpo chain does this through predictions on receipts. It’s a small detail that creates a moment of joy.

• Speed as therapy: in 2026, the customer doesn’t want to wait — for a reply, shipping, or order confirmation. The faster they receive the product or a clear answer, the higher the likelihood of purchase. That’s why logistics and order processing must run without delays, and one practical way to achieve this is to sell through large marketplaces with delivery already in place.

2. Scale Through Marketplaces: Sales Where Customers Already Are

If a store relies only on a stream of walk-in customers, growth quickly stalls. Marketplaces in Ukraine aren’t competitors to offline retail — they are ready-made sales channels with traffic, delivery, and customer trust. According to industry research, online sales account for about 10% of Ukraine’s retail market, and the number of online purchases continues to grow.

Where to Find Your Customer Right Now

3. Don’t Spend Your Budget Only on New Customers: Bring Back Those Who Already Bought

Businesses often spend huge sums to attract new leads while ignoring the customer base that already knows the brand. Winning back an old customer is five times cheaper than acquiring a new one.

Who You Shouldn’t Bring Back (Avoid List):

• «Toxic» customers who harass support.

• «Discount hunters» who buy only during clearance sales.

• Customers with frequent returns and delayed payments.

Customer Win-Back Algorithm:

1. A short survey: ask customers directly with one simple question — «Why did you stop buying from us?». Most customers leave not because of price but because of weak or indifferent communication from the company — a basic loyalty principle described long ago by David Ogilvy.

2. A personal message instead of calls: for large databases, use email, SMS, or messengers with a short personalized message on behalf of the company. This brings a higher response rate and causes less irritation than cold calls.

3. Change the manager: if the customer left after a conflict or mistake, the follow-up should be made by another employee — a stronger manager or the owner. Contact from the same person usually doesn’t work.

4. Collaboration Instead of Competition: Joint Sales Without Higher Costs

In 2026, winners are those who can «befriend families.» Collaboration lets you test a new niche with minimal risk.

Successful Ukrainian Cases:

• Ponchyk Boy + Techno Yizhak: two local retailers teamed up for joint promotions at the TSUM store in Kyiv — this helped both brands attract new buyers and increase sales through cross-promotion.

• Ksenia Schnaider + Adidas Originals: an Ukrainian clothing brand created a joint collection with the international brand Adidas, which helped it enter the global market and present products at London Fashion Week.

• InWhite + UNITED24: the clothing brand InWhite released a charity hoodie collection with UNITED24 to raise funds for generators; this collaboration combined social impact with product sales. 

How to Choose a Partner?

• Shared values: you have a similar approach to customers and reputation — for example, both businesses support volunteering or provide honest service.

• Audience overlap: customers differ but share the same lifestyle — a shoe store pairs well with a nearby coffee shop, salon, or fitness studio.

• Mutual benefit: each side must clearly understand what it gains — new customers, traffic, or sales. If only one side benefits, the collaboration won’t work.

5. Remove Losses in the Sales Funnel

If customers inquire but don’t reach a purchase, you lose money at the processing stages. In the Torgsoft accounting software, you can see the entire order path: from the first inquiry to payment and shipment. This helps you quickly identify where requests get stuck and where the sale stops.

The iron rule of speed (F.ua practice): if a customer doesn’t get a response within 24 hours, the chance of purchase drops sharply. The best result is contact within the first 15 minutes. Every delay reduces trust and conversion.

Use proactive but calm scripts:

• When hesitating: «I see you’re viewing [product]. I can briefly suggest what to pay attention to so it’s easier to choose.»

• For those who returned: «I see you contacted us before. If it’s convenient, I can share the current terms or answer questions.»

• Offer an alternative: «If this option isn’t quite right, I can suggest a few alternatives for your needs.»

In 2026, the winners aren’t those who «advertise better» but those whose business runs predictably. Customers don’t need surprises; they need simplicity: a quick reply, product availability, a clear price, and no unpleasant surprises.

Start with one specific action within the next 24 hours:

• check at which stage orders are getting lost — inquiries exist, but there are no payments;

• see which products sell slowly but tie up money in inventory;

• check how quickly managers respond to customers in messengers and by phone;

• add one simple convenience element: faster payment, clear delivery terms, or a clear answer without «I’ll уточню, I’ll call you back».

You don’t need to change everything at once. Fixing one bottleneck in the process often brings more results than a new advertising campaign.