Insights into the growth of Lithuania eCommerce with payment methods, target audiences, marketing, social media, economy and logistics all profiled


Lithuania is home to 2.9 million people with a total GDP of 41 billion USD. GDP per capita is currently 15,950 USD and expected to reach 21,045 USD by 2021. Lithuania is ranked as the 71st richest country by the World Bank GDP per capita rankings.

Digital User Insights

There are currently 1.32 million eCommerce users in Lithuania, with an additional 420,000 users to be shopping online by 2021. These 1.74 million eCommerce users will represent 72.9% of the total population. The average user spends 393 USD online, which will grow to 445 USD by 2021.

Number of users in millions Lithuania ecommerce

In 2016, males outnumber female online shoppers. males between the ages of 25-34 account for the biggest market share, representing 230,000 shoppers. The second biggest category of online shoppers is women aged between 25-34, accounting for just over 190,000 online shoppers.

In 2021, the ratio of male to female shoppers is expected to remain the same across most age groups. Men aged 25-34 will remain the biggest group of online shoppers growing to 320,000 people.

Number of Users age and gender lithuania ecommerce

Product Categories

Total eCommerce revenue across all product categories is 517 million USD, expected to reach 775 million USD by 2021. Toys, Hobby & DIY is currently the leading product category, accounting for 197 million USD market share. Electronics is second, accounting for 155 million USD.

By 2021, Toys, Hobby & DIY will still lead the charge, valued at 253 million USD. Electronics will also grow, reaching 231 million USD.  

Projected Revenue Lithuania eCommerce Insights


In 2016, Lithuania was ranked 29th in the World Bank Logistics ranking, making it among the easiest countries to deliver to in the world. 67% of Lithuania’s population reside in urban areas.

Preferred Online Payments

37% of shoppers used credit cards when shopping online. Mobile Payments were another popular online payment method in Lithuania, accounting for 51% of recent purchases. eWallets were also popular accounting for 10% of recent online payments.

online payment methods Lithuania eCommerce Insights

Where does Lithuania buy from?

Russia supplies Lithuania with 70.16 billion USD in imports. Other key import partners are Germany (3.56 billion USD), Poland (3.09 billion USD), Latvia (2.31 billion USD) and the Netherlands (1.64 billion USD).

import partners Lithuania eCommerce Insights

Internet and Device Usage

Internet penetration in Lithuania is currently at 73%, and should reach 77% by 2021. Smartphone penetration is 53% and is projected to grow to 64% by 2021.  

90% of online shoppers in Lithuania shop online via desktop. 4% of shoppers make purchases via smartphone, and 3% made their most recent purchase via tablet.

import partners Lithuania eCommerce Insights


Total Marketing spend in Lithuania has grown marginally in recent years, as advertisers begin to steadily move away from papers and invest in less traditional marketing methods. Digital has grown to the second highest market spend reaching 14 million USD. Television is the highest market spend accounting for 48 million USD.

Advertising Spend Lithuania eCommerce Insights

Social Media

Lithuania’s Social Media Penetration is just 42% of the population, with this expected to reach 46% by 2021. Popular networks include Facebook and local channel One.

Social Media Penetration Lithuania eCommerce Insights

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

*Insights derived from eShopWorld data, Statista, WorldBank, OECD and other industry sources.