The Baltic region, known for its blend of medieval charm and cutting-edge digital innovation, is a thriving hub in Northern Europe. Comprising Estonia, Latvia, and Lithuania, the region is home to 6 million people and boasts some of the most advanced digital infrastructures in the world.
The Baltics’ E-commerce market, valued at 6.2 billion USD in 2025, is set to exceed 14 billion USD by 2029, growing at an annual rate of 21.2%. This expansion is driven by high internet penetration, a strong fintech ecosystem, and widespread digital payment adoption. With nearly the entire population connected online and accustomed to seamless digital transactions, the Baltic states present a prime opportunity for merchants and investors looking to tap into one of Europe’s most tech-savvy markets.
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Population 6 M -
Land size 0.17 M KM² -
GDP 162.8 Bn USD -
Median age 42.8 Yr
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E-commerce growth 21.2% -
E-commerce market revenue 5.4 Bn USD
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People with mobile phone (% age 15+)95%
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People with internet access (% age 15+)95%
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People with bank account (% age 15+)95%
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People with debit card (% age 15+)83.7%
- Card payments
- Online banking
- Wallets
- Other
The following opportunities in the Baltics should not be missed by international merchants:
● Estonia is one of the most digitally advanced nations in the world, with majority of government services available online and over 95% of its population using the internet. With a well-developed fintech ecosystem and a thriving startup culture, Estonia’s E-commerce market is projected to grow by 21.5% annually, reaching over 2.9 billion USD by 2029. Learn more about opportunities for your business in Estonia.
● Latvia’s E-commerce sector is expanding rapidly, fueled by high internet penetration and strong adoption of digital payments. About 95% of Latvians have access to the internet, and cashless payments are widely used, making the country an attractive market for online businesses. With an annual growth rate of 21.7%, the market is set to more than double by 2029, reaching 3.1 billion USD. Learn more about opportunities for your business in Latvia.
● Lithuania is a rapidly growing E-commerce hub in the Baltic region, known for its robust digital infrastructure and high levels of internet penetration. The E-commerce market, currently valued at 2.7 billion USD, is projected to grow by 20.8% annually, driven by a strong fintech sector and a digitally active population. Businesses entering Lithuania can tap into a market that is highly used to seamless digital transactions. Learn more about opportunities for your business in Lithuania.
