Baltic retail and e-commerce sectors show growth and maturity

Retail and e-commerce sectors in the Baltic region show distinct trends. In Latvia, retail turnover increased by 3.5% in August 2026 compared to the previous year when adjusted for calendar variations and constant prices. While food product sales rose by 2.3% and non-food products grew by 3.9%, mail orders and internet sales saw the most significant growth at 15.3%. However, monthly data showed a slight decrease in total turnover of 1.4% compared to July.

In Estonia, the e-commerce sector has reached high levels of maturity. According to the 2026 European E-commerce Report, Estonia recorded the second-highest e-commerce turnover per capita in Europe, reaching 4,252 euros in 2025. Notably, 97% of Estonian online sales occurred through company-owned websites or apps, the highest rate in Europe. Experts suggest that while domestic sales channels are strong, cross-border sales represent the next major growth opportunity for Estonian businesses.