E-commerce in Lithuania - statistics & facts
The Lithuanian e-commerce market is the largest in the Baltics. Facilitated by the overall rise of the digital economy in the country, the revenue from sales of goods and services via the internet in Lithuania is estimated to grow by 60 percent between 2024 and 2029. An increase in online shopping during the COVID-19 pandemic as well as competitive domestic online stores have accelerated the market development. E-commerce sales generated 18 percent of the revenue earned by enterprises, more than in Estonia and Latvia.
With a steadily developing e-commerce industry, Lithuania is expected to continue gaining online retail and digital services users. Not only is the country an attractive consumer market, but it is also home to several major e-tailers, such as Vinted and Varle.
Profile of Lithuanian online shoppers
Approximately two-thirds of Lithuanian internet users shopped online over the past year as of 2023. That was around seven percentage points below the European Union (EU) average. The age group 35 to 44 had the largest share of e-shoppers that made over 10 purchases in the past three months, at almost 20 percent. E-commerce users in the country most commonly buy clothing, footwear, and accessories. Other popular choices include tickets, cosmetics, and medicines.Leading online marketplaces in Lithuania
Domestic e-commerce dominates the Lithuanian e-commerce market, occupying approximately 80 percent of the total. The largest e-commerce platforms in Lithuania are Pigu.lt, Senukai.lt, and Varle.lt. Pigu, founded in 2007, sells goods in various categories, including construction, home improvement, cosmetics, apparel, and children's goods. In the segment of furniture and appliances, its net e-commerce sales reached 13 million U.S. dollars in 2023. Senukai.lt, operated by Kesko Senukai Digital, part of the Finnish K-Group (Kesko), and Varle.lt also offer multiple product categories.Lithuania-based Vinted is a major C2C e-commerce market player
Lithuanian Vinted is one of the leading C2C secondhand fashion e-commerce retailers worldwide. Founded in 2008, the platform now operates in more than 20 countries in Europe and North America. It is the third highest-valued e-commerce unicorn in Europe, having raised over 4.5 billion euros in funding as of December 2023. Nine out of ten secondhand apparel consumers in the United Kingdom (UK) recognized the brand. Moreover, Vinted is among the most-downloaded apps in Hungary, recording more installs than TikTok and Shein.With a steadily developing e-commerce industry, Lithuania is expected to continue gaining online retail and digital services users. Not only is the country an attractive consumer market, but it is also home to several major e-tailers, such as Vinted and Varle.
