Baltics: e-commerce users by country 2023

Lithuania had an estimated 1.45 million e-commerce users in 2023, which was the highest number among the Baltic states. However, that number was projected to slightly decrease by 2027. On the other hand, the number of e-commerce users in Latvia and Estonia was predicted to grow by approximately 70 thousand users over the period under consideration.

Find further information concerning e-commerce users in Estonia, Latvia, and Lithuania.

Number of e-commerce users in the Baltics in 2023 and 2027, by country (in millions)

Characteristic	Lithuania	Latvia	Estonia
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Supplementary notes

eCommerce, short for electronic commerce, refers to the the sale of physical goods via a digital channel to a private end consumer (B2C). This definition encompasses purchases via desktop computers (including notebooks and laptops) as well as purchases via mobile devices (e.g., smartphones and tablets) through a websites or mobile application. The eCommerce market includes businesses that operate solely online, as well as those that have a physical presence but also sell products or services online. eCommerce encompasses a wide range of industries, from retail and consumer goods to travel and hospitality, and is a rapidly growing segment of the global economy. The rise of eCommerce has enabled businesses to reach customers worldwide, increase sales, and offer new and innovative products and services.

Data provided by Statista Market Insights are estimates.

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