Russian troops struck a shopping centre in Kremenchuk in the Poltava region with at least two missiles on Monday afternoon with over a thousand people inside, Ukrainian authorities claim.
Dmytro Lunin, head of the Poltava regional administration reported at least 10 people were killed in the strike while some 40 were injured.
Earlier, at least nine victims of the missile strike were said to be in critical condition. The total number of casualties is expected to grow further.
Footage and images from the scene show that the entire shopping centre was engulfed in the blaze, with emergency crews and passers-by trying to help the victims.
"The mall is on fire, firefighters are trying to extinguish the fire, the number of victims is impossible to imagine," President Volodymyr Zelenskyy stated on his Telegram account.
The strike on Kremenchuk, an important industrial city in central Ukraine and home to its biggest refinery, came a day after Russian missiles hit a residential area of the capital Kyiv.
Ukrainian President Volodymyr Zelenskyy has urged G7 leaders "to do everything possible" to end the war in his country by the end of the year, G7 sources said.
Addressing their summit in Bavaria by video link, Ukraine's leader appealed directly to the leaders for more help for his country, and for "intensified sanctions" against Russia.
It came as G7 leaders pledged to continue to support Ukraine in the long term.
Zelenskyy "had a very strong message that we must do everything possible to try to end this war before the end of the year," the sources said. He also stressed the importance of "not lowering the pressure and continuing to sanction Russia massively, heavily".
The West has already adopted several packages of measures since the start
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