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.

  • Population 6 M
  • Land size 0.17 M KM²
  • GDP 162.8 Bn USD
  • Median age 42.8 Yr
  • E-commerce growth 21.2%
  • E-commerce market revenue 5.4 Bn USD
  • People with mobile phone (% age 15+)
    95%
  • People with internet access (% age 15+)
    95%
  • People with bank account (% age 15+)
    95%
  • People with debit card (% age 15+)
    83.7%
  • Card payments
  • Online banking
  • Wallets
  • Other
Challenges & Growth Opportunities:

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.