The Baltic e-commerce market has been steadily expanding over the past decade, providing a window of opportunities for investors. In fact, Estonia and Latvia are some of the
in Central and Eastern Europe (CEE). The
is estimated to reach 2.7 billion U.S. dollars in 2024. Lithuania is the largest e-commerce market in the Baltic region, accounting for over 40 percent of the total.
Most popular goods and services purchased online in the Baltics
Consumers in the Baltic States most commonly shop for apparel, footwear, and accessories over the internet. In Lithuania, nearly six out of ten
e-commerce users purchased items from this category from domestic online stores in January 2023. Other popular segments included cosmetics, furniture, and electronic devices.
Every tenth Latvian ordered consumer electronics and household appliances over the past three months as of 2023. Among services, the largest share of residents bought mobility, ticketing, and accommodation. For instance, over
one-third of Estonians made a purchase for transportation services offered by enterprises online.
Leading e-commerce companies in the Baltics
The Baltic countries are home to several online marketplaces.
Lithuania's highest-earning online store, Pigu, Estonia's Hansapost and Kaup24, and Latvia's 220.lv are part of the PHH Group (Pigu Hobby Hall Group) registered in Finland. In terms of web traffic, one of the
most-visited shopping websites in the Baltic region is the marketplace Senukai.lt, which mostly specializes in electronics, construction, and DIY goods e-commerce. Furthermore, the Lithuanian consumer-to-consumer (C2C) e-commerce platform Vinted is widely used by secondhand fashion sellers and consumers far beyond its country of origin. As of 2024,
Vinted was the second-most downloaded C2C shopping app worldwide.
Outlook
The annual e-commerce revenue in the Baltics is forecast to increase by 54 percent between 2024 and 2029, with Lithuania remaining in the lead. Moreover,
Lithuania will continue to have the most e-commerce users in the region, at over 1.1 million in 2029. In total, more than 2.7 million people in the Baltics are expected to be shopping online in that year.
This text provides general information. Statista assumes no
liability for the information given being complete or correct.
Due to varying update cycles, statistics can display more up-to-date
data than referenced in the text.
