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
2.7 billion U.S. dollars in 2023. Lithuania is the largest e-commerce market in the Baltic region, accounting for approximately 45 percent of the total.
Most popular goods and services purchased online in the Baltics
Consumers in the Baltic states most commonly shopped 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. 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 2022. Among services, the largest share of residents bought mobility, ticketing, and accommodation. For instance, approximately
one-third of Estonians made a purchase for transportation services offered by enterprises online in 2022.
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. In 2022,
Vinted was the second most downloaded C2C shopping app worldwide.
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.
