E-commerce in Latvia - statistics & facts
Demographics of Latvian online shoppers
The number of e-commerce users in Latvia stood at nearly 700,000 in 2024 and was forecast to grow continuously in the following five years. The online shopping penetration rate, which increased between 2023 and 2024, was slightly higher among women. In total, around seven out of ten Latvian residents purchased goods and services over the internet. In terms of age, the most active group of e-shoppers was 25 to 34 years old.E-shopper habits
Desktop computers remain the dominant device for e-commerce, with nine out of ten respondents using them for online shopping in 2023. However, smartphones are also gaining traction. When it comes to shopping frequency, the largest share of e-shoppers made between one and two online purchases in a three-month period in 2023, while just over seven percent made more than 10 purchases during the same timeframe. Clothing, shoes, and accessories are the most popular items bought online, with 26 percent of Latvians purchasing these items in a three-month period. Event tickets ranked as the second-most frequently purchased category.E-commerce delivery preferences in Latvia
Most Latvians prefer to get their orders shipped to parcel locker stations. Other popular options include home delivery and pick-up from a post office. When asked about what they would consider to be the optimal delivery time for an order from a domestic online store, the largest share of respondents in the country named a range from three working days to one week. A delivery slower than expected is the most common issue that Latvian e-commerce users reported while making one purchases.With the usage expected to rise in the coming years, e-commerce is becoming an increasingly integral part of Latvia's economy. By 2029, the market revenue is forecast to exceed 1.1 billion U.S. dollars, marking a 54-percent increase from 2024.