11.03.2025
4min
11.03.2025
4min
Mobile-first consumers: Over 65% of eCommerce traffic in Latvia originates from smartphones, pushing merchants to optimize mobile UX and payment flows.
Cross-border shopping: Latvian consumers actively purchase from neighboring markets (Estonia, Lithuania, Poland, Germany), creating opportunities for both local and international sellers.
Digital payment adoption: Widespread use of SEPA Instant, card payments, and alternative payment platforms (Stripe, Klix, Kevin) drive frictionless checkouts.
Logistics & delivery innovation: Same-day and next-day delivery services continue to improve, with players like Omniva, Venipak, and DPD investing in locker networks and automation.
The strongest verticals in Latvia’s eCommerce sector include:
Market Share: 28.36% of total eCommerce sales
Number of Online Stores: 587 stores (15.26% of total)
The Home & Garden category leads the Latvian eCommerce market in terms of sales, reflecting a strong consumer interest in home improvement and gardening products.
Market Share: 16.00% of total eCommerce sales
Number of Online Stores: 839 stores (21.81% of total)
Fashion & Apparel is the most prevalent category by the number of online stores, indicating a highly competitive market with diverse offerings .
Market Share: 20.2% of total eCommerce market
The Electronics category holds a significant portion of the eCommerce market, driven by consumer demand for the latest technology and mobile devices.
While the Health & Beauty category has a smaller market share in terms of sales, it represents a notable portion of app/software spending, indicating investment in digital tools for customer engagement.
Although specific sales data for niche subscription boxes and Direct-to-Consumer (DTC) brands in Latvia is limited, the global trend towards personalized and subscription-based shopping experiences is influencing the Latvian market. Consumers are increasingly seeking unique, tailored products delivered directly to their homes, suggesting potential growth in this sector.
While growth remains positive, Latvian merchants face challenges such as:
Increasing competition from large international marketplaces (Amazon, AliExpress, Zalando)
New global competitors Temu and Shein lately
Rising customer acquisition costs (Google Ads, Meta)
Ongoing regulatory compliance (GDPR, EU Digital Markets Act)
Pressure for sustainable packaging and green logistics
As Latvia’s eCommerce market matures, differentiation through customer experience, seamless mobile design, efficient logistics, and strong local partnerships will be key success factors. Companies investing early in scalable platforms like Shopify, WooCommerce, Magento, and custom Laravel solutions are best positioned to capture long-term growth.