COVID-19 boosted e-commerce value sales, recording double-digit growth in 2020, with this trend continuing in 2021. During the lockdown, e-commerce was the only channel available for retailers across product areas to continue to operate their businesses and remain in contact with customers.
Live streaming and selling is a new trend in Lithuania and became popular during 2020, and further boosted e-commerce value sales in 2021. To showcase retailers’ products, especially smaller retailers, the store would demonstrate their portfolios online while live streaming and answer questions that consumers may want to ask.
At the end of the review period, a wider number of population groups started using e-commerce. Surprisingly, the older segment’s uptake of e-commerce was particularly strong.
The acquired habit of buying products through e-commerce platforms is expected to remain significant after the pandemic and retail value sales (at constant 2021 prices) are anticipated to continue registering double-digit growth over the forecast period. Many retailers adopted an omnichannel business model in response to the increasing consumer preference to shop online.
Many well-known international online retailers entered Lithuania at the end of the review period, including Zalando, Boozt and About You. These companies have considerable money for investment in e-commerce and marketing, thereby increasing their reach and becoming serious competitors for brick-and-mortar retailers.
Digitalisation is becoming increasingly part of everyday consumer life. Consequently, there is still considerable potential for retailers to expand on their e-commerce capabilities, for example virtual display possibilities, such as virtual dressing rooms in apparel and footwear e-commerce.
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Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). E-commerce includes sales generated through pure e-commerce websites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all ‘click-and-collect’ and ‘collect-at-store’ transactions are counted as e-commerce sales. E-commerce excludes sales of: (a) Consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) Sales of motor vehicles, motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts, etc.) and travel; (d) Sales of travel and holiday packages; (e) Revenue generated by online gambling sites; (f) Returned products/unpaid invoices; and (h) Internet sales from direct selling companies, as these are tracked in Direct Selling market size/shares. Example e-commerce brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, etc. 3rd Party Merchant sales through online marketplaces, such as Amazon.com, eBay.com and Walmart.com, are included and split out in shares. 3rd party merchants are the summation of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba). Marketplaces are websites that allow multiple merchants to sell on the marketplace website, with the marketplace operator processing the transactions, but many marketplaces provide offer other services as to help with shipping, handling, payment, and product storage. The marketplace is not the merchant of record legally, but for the sake of shares, sales from 3rd part merchants are attributed to the marketplace brand operator.See All of Our Definitions
This report originates from Passport, our E-Commerce (Goods) research and analysis database.
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