Europe Is Open, but Not Easy: Why Ukrainian Businesses Struggle to Establish Themselves Abroad

Ukrainian businesses in Europe don't lack ideas — they lack an understanding of the rules. Iryna Sierova, Business Development Director at international employment company Gremi Personal, argues that the key obstacle to Ukrainian companies' growth abroad is a lack of cross-cultural communication skills. This isn't about adapting slogans or translating them — it's fundamentally about understanding the values, signals, and contexts that resonate with a foreign audience. The European consumer thinks in terms of sustainability, trust, and reputation. The Ukrainian consumer thinks in terms of impulse, results, and speed.

"We can be faster, more vibrant and more creative — but for a European, that's not always an advantage. What they don't understand, they reject," says Iryna Sierova.

According to data from the Gremi Personal Analytics Centre, since the start of the full-scale invasion, Ukrainians have founded more than 100,000 companies in Poland, nearly 17,000 in the Czech Republic, and around 2,600 in Lithuania. Yet a significant share of these businesses close within their first year. The reason lies not only in bureaucracy or market competition, but in a failure to understand local business contexts and the cultural logic of Europeans.

Logic vs. Emotion: How the European Client Thinks

European business culture is built on consistency, logic, and trust, while Ukrainian communication tends to rely on emotion, energy, and enthusiasm. This difference often becomes the barrier.

"When a European partner hears the phrase 'we'll do it faster and cheaper,' they're not impressed — they're on guard. For them, it's not an advantage; it's a potential risk," the expert explains.

A typical scenario plays out at international trade fairs. Ukrainian companies present themselves boldly, with slogans and energy, but when Europeans ask specific questions about guarantees, certifications, or ESG policy, the answers often aren't ready. Enthusiasm doesn't compensate for a lack of structure.

Cross-Cultural Communication Is Not About Translating Slogans

According to Iryna Sierova, intercultural competence is one of the essential prerequisites for entering European markets. It goes beyond language skills — it's about understanding the values and contexts in which your audience lives.

"What is perceived as openness in Ukraine can come across as familiarity in Germany. What we call flexibility looks like a lack of strategy in the UK," Sierova emphasises.

This is why Ukrainian companies should invest not only in marketing but also in developing cross-cultural communication skills: training teams to present their brand effectively, shape their tone of voice, and understand the nuances of business etiquette in different countries.

Trust as a Strategic Investment

Gremi Personal is an international company that places approximately 200 foreign workers in EU countries every day. Since 2008, the company has been helping Ukrainian businesses build lasting international partnerships founded on trust, transparency, and professional reputation.

"The European market is open to Ukrainians — but only to those who are ready to learn, adapt, and speak their client's language. Trust is the currency without which no contract works here," concludes Iryna Sierova.

Gremi Personal ranks among the TOP 3 Polish companies providing comprehensive HR solutions in the field of international employment. The company delivers projects in Poland, Germany, the United Kingdom, and Romania, offering a full range of services — from recruiting skilled professionals to outsourcing production processes.

Gremi Personal's expertise lies in understanding people, cultures, and markets — helping businesses not just enter Europe, but remain an effective player in the European business environment.