The global market isn’t a sprint — it’s a marathon. Vasyl Yatsyshyn At Sales Forum 2025

Vasyl Yatsyshyn, Kormotech’s Director of Mass Market Brand Management, spoke during the “Go Global: New Sales Rules in Export Business” panel, sharing our company’s experience selling in more than 50 countries.

“If you want to compete in Europe, prepare for a marathon – not six months, but five to ten years,” Vasyl said.

In 2019 alone, he spent 218 days on business trips.

“To build something, you need to understand how everything works from the inside. Data from Euromonitor isn’t enough. If you want to understand a market, you need to get out there – talk to local distributors, talk to the people actually buying your product. Don’t reduce everything to tables and graphs,” he added.

Kormotech never enters a market without at least a 4–5-year plan. That long-term focus and solid strategy helped us become a household name in Lithuania, growing from 1% to 31% market share in just 3 years.

According to Ukraine’s Ministry of Economy, Environment, and Agriculture, the country exported 129.2 million tonnes of goods worth $41.043 billion.
In comparison, COMTRADE data from the United Nations shows Poland’s total exports in 2024 reached $380.33 billion.

“We often compare ourselves to Poland because it seems ‘similar.’ But it’s one of the toughest markets in Europe. Right now, Ukrainian companies lack the competencies to conquer it. We need to learn, invest, and most importantly – stop being afraid to compete, not just be present,” said Vasyl Yatsyshyn.

As for “Made in Ukraine” – it’s no longer a decisive advantage. In 2022, it resonated emotionally. Today, the fact that a product is made in Ukraine isn’t enough to guarantee sales. It must meet expectations, deliver reliably, and show openness to dialogue. Only then can “Made in Ukraine” evolve into “Trade with Ukraine.”

The most valuable currency now is trust: in the manufacturer, in the quality, in the consistency. It’s essential to be visible – to speak up at international trade shows and build strong partnerships. At the same time, we need to invest in CRM tools and digital analytics, and carefully shape every customer touchpoint.

Kormotech is a brand with ambition – but no illusions. We’re not waiting for an invitation to sell abroad. We’re building strategies, assembling teams, and doing the work to compete as equals on the global stage.