Serhii Merkulov
Founder, denim.ua
Serhii Merkulov runs denim.ua, an online jeans shop working in Ukraine since 2011. He speaks about one operational decision in numbers: the shop stopped shipping with payment on delivery, and he tracked what changed in orders and returns.
His figures come from the carrier's shipment and returns dashboard rather than from a shop CRM, and he states that plainly. The sample is one shop, and the period is not named.
Credentials
- The denim.ua domain was registered on 4 March 2011 Confirmed by whois on 24 August 2026
- The shop is live and sells Levi's, Wrangler and Lee jeans Confirmed on 24 August 2026
- Fifteen years in online retail Stated by the subject
Areas of expertise
- Payment on delivery and its effect on returns
- Jeans sizing and fit for online buyers
- Long-lived small e-commerce in Ukraine
With their participation
-
What changed when one store removed cash on delivery
A Ukrainian store reported steady sales and fewer returns after requiring prepayment, but its carrier data stops at the parcel.
Elsewhere