SIA BehindLatvia E-Commerce Market Report 2025
A $789 million market, 77% of internet users shop online, and mobile commerce accounts for 58% of all transaction value. Here's the complete picture of Latvia's e-commerce landscape - with real data, top brands, and forecasts through 2030.
Latvia e-commerce market 2024
USD in 2024 (Statista / ECDB)
Data Visualisation
Market growth 2019–2030 (M USD)
Grey bars = forecast. Source: Statista, Mordor Intelligence.
Top payment methods
Top product categories
Mobile vs. Desktop
Source: Statista 2024. Mobile dominates by transaction value.
Latvia vs. EU average
65% Latvia vs. 69.9% EU average (Eurostat). The gap is an opportunity.
Regional differences
The Riga region accounts for 65.8% of Latvia's GDP and roughly 75% of residents shop online. In Latgale, where per-capita income is 2.6× lower, e-commerce penetration sits at 38–45% - but it's growing fastest.
View the interactive Latvia e-commerce mapWho leads Latvia's e-commerce?
Local leaders
Latvia's largest food e-commerce platform. Maxima Group revenue exceeded €1 billion in 2024.
Latvia's most visited marketplace with over 100M page views per month.
Electronics category market leader in Latvia.
Second-largest grocery delivery platform in Latvia.
International players
Largest international fashion e-commerce platform in Latvia by market share (Statista).
21% of Latvian shoppers buy from non-EU sites - Amazon is the dominant channel.
Top 10 most visited e-commerce sites in Latvia. Strong physical and online presence.
12th most popular e-commerce destination in Latvia.
Popular source for electronics and fashion purchases.
Cross-border e-commerce
Latvian shoppers actively buy from foreign sites - mainly in clothing, footwear and electronics. Most cross-border spending goes to EU sellers, but non-EU transactions - primarily through Amazon and AliExpress - are significant.
Why is this market growing?
Latvian e-commerce still trails the EU average by more than 6 percentage points. Rising mobile adoption, improved logistics in Latgale and Vidzeme, and faster delivery times are creating opportunities for businesses that invest in digital infrastructure now.
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