Staff Shortage in the Fuel Market: Why Small Businesses Lose to Large Chains

Staff Shortage in the Fuel Market: Why Small Businesses Lose to Large Chains

According to ХВИЛЯ: The Ukrainian fuel market is facing a staff shortage, which affects small businesses and large companies differently. Small enterprises are struggling due to the high demands of candidates, while national chains such as OKKO, WOG, and UPG are filling vacancies thanks to their financial resources and social guarantees.

Small businesses in Ukraine find themselves in a critical situation in the labor market. Drivers who understand their value set requirements that are unattainable for many small enterprises. Among these criteria are:

• the age of the vehicle must not exceed 5 years;
• a salary of 100,000 hryvnias.

This complicates competition for small companies against larger market players. One of the survey respondents noted:

“It is very difficult for us to compete with large companies”

At the same time, national chains have the ability to fill vacancies due to decent salaries. The company UPG emphasizes that their vacancies are filled due to financial resources that allow them to offer competitive conditions. OKKO, for example, has a fleet of about 250 trucks, which allows for effective logistics management and meeting market needs.

Changes in Supplies and Legislative Initiatives

The fuel market is also experiencing changes in supplies. In 2025, deliveries of auto batches fell by 25%. At the same time, marine imports of liquefied gas increased by 79%, and gasoline - by 69%. In this context, it is important to note that to unload 2 thousand tons of gas, 105 gas carriers are needed, which further complicates the market situation.

Law No. 4630-IX, which came into effect on December 4, 2025, may partially change the situation. Dmytro Lyoshkin notes that the new conditions may allow some drivers, who are sitting at home, to receive reservations and work. However, he emphasizes that the problem will not be resolved globally, as 50% of logistics reservations is insufficient.

Thus, the fuel market in Ukraine is facing serious challenges, which particularly affect small businesses. In the context of high demands for candidates and the financial capabilities of large companies, it is difficult for small enterprises to compete and attract the necessary personnel.

The situation in the fuel market highlights the problems faced by small enterprises in Ukraine, especially in competition with large players. High worker requirements and insufficient financial capacity of small companies may lead to a further reduction in their market share. Legislative changes may provide some improvements, but the overall staff shortage will remain a current challenge for the industry.