Insights into the growth of Lithuanian eCommerce

Economy

Lithuania is home to 2.87 million people with a total GDP of 42.78 billion USD and GDP per capita of 16,006 USD, which is expected to reach 20,685 USD by 2022.

Digital User Insights

There are currently 1.41 million eCommerce users in Lithuania, who spend $398.74 USD online annually. Four years from now, an expected 1.85 million online shoppers will spend approximately $440.11 USD.

Internet usage

Dividing internet usage into age groups gives a better picture of the Lithuanian eCommerce market – 97% of 16-24 year olds, 90% of 25-34 year-olds and 86% of 35-44 year-olds log on daily. The older generations also log on regularly with 45-54 year-olds and over 55s showing a 78% and 70% daily penetration rate, respectively.

Product Categories

Total Lithuanian eCommerce revenue across all product categories is 562 million USD, and is expected to grow to 812 million USD by 2022. Toys, Hobby & DIY is currently the leading product category in Lithuania, accounting for 205.8 million USD market share, followed by Electronics & Media, which generates 172.5 million USD in sales.

By 2022, Toys, Hobby & DIY will still be the most purchased online category, with an estimated value of 262.4 million USD, and second favorite, Electronics & Media will have an expected worth of 245.9 million USD.

Logistics

In 2016, Lithuania was ranked 29th in the World Bank Logistics ranking.

Preferred Online Payments

37% of Lithuanian shoppers like to pay via credit card when shopping online.

Where does Lithuania buy from?

Germany supplies Lithuania with $3.37 billion USD in imports – ranging from cars to petroleum. Lithuania’s other key import partners are Poland ($2.65 billion), Russia ($2.51 billion), Latvia ($2.09 billion) and China ($1.29 billion).

Internet and Device Usage

Internet penetration in Lithuania is currently 71.5%, and should reach 74.2% by 2022. Smartphone penetration is less (56.8%), but is projected to grow to 64.7% in the next four years.

90% of online shoppers in Lithuania buy via desktop, a stark contrast to the amount of smartphone (4%) and tablet (3%) shoppers.

Advertising

In 2018, an estimated 25.6 million USD of Lithuanian ad spend will be spent on internet advertising.

Social Media

1.77 million people in Lithuania are active social network users, thanks to Facebook, Pinterest and YouTube, which are the leading social networks.

For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets.