Variety stores remained the only channel within mixed retailers in 2021. This channel includes a wide range of consumer goods, from clothing to electronics and food products.
Variety stores in Lithuania consists of players who sell different types of products – from electronics to home care products. The channel benefits from being able to position itself as cheaper than other retailers.
When variety stores started operating e-commerce platforms they faced high competition from e-commerce players, such as AliExpress which also offers low priced goods. Indeed, Lithuanian merchants are generally forced to set a high minimum payment for items bought for consumers to qualify for free delivery.
Variety stores is anticipated to record healthy constant retail value sales growth over the forecast period, although it will be decelerating year on year as the pandemic gradually subsides. A full recovery to pre-pandemic revenue levels is unlikely before 2023 (at constant 2021 prices).
It is unlikely that variety store players will give up on online sales during the forecast period. Indeed, Pigu UAB, operating under the brand name Pigu.
As the pandemic eases and Lithuanians’ lives return to normal, it is likely that people will start attending social events more often as well as arranging more parties and other events, necessitating decorations. This is expected to boost sales at variety stores as they generally offer niche items at lower prices.
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This is the aggregation of department stores, variety stores, mass merchandisers and warehouse clubs.See All of Our Definitions
This report originates from Passport, our Mixed Retailers research and analysis database.
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