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Gemius E-commerce Study: Clothing and Accessories Are the Most Popular Cross-border E-commerce

According to the latest e-commerce study by the international research and technology company Gemius, clothing and accessories are the most popular category of cross-border e-commerce purchases in all three Baltic countries. In Latvia and Estonia, booking services and transport tickets are also among the most frequently purchased categories, while in Lithuania, accommodation services and household goods are among the most frequently purchased specific categories after clothing. The study reveals several similarities and differences in cross-border e-commerce purchasing categories across the Baltic countries.

Clothing and accessories are the leading category of cross-border e-commerce purchases in all three Baltic countries. In Latvia, 55% of respondents have purchased clothing, footwear and accessories from foreign websites – four percentage points more than in 2025. In Estonia, the figure for this category has remained unchanged over the year at 45%, while in Lithuania it has decreased from 31% to 25%.

The other most popular purchasing categories differ across the Baltic countries. In Latvia, booking services, including hotel, car rental and other service reservations, rank second, having been used on foreign websites by 43% of respondents. In 2025, this figure was 41%. Airline tickets and other transport services rank third, at 32%, compared with 31% a year earlier. Thus, all three leading cross-border e-commerce categories in Latvia have recorded increases over the year: clothing and accessories by four percentage points, booking services by two percentage points and transport tickets by one percentage point.

In Estonia, booking services and transport tickets share second place, with 37% of respondents having purchased or used them on foreign e-commerce websites. Compared with 2025, the figure for booking services has decreased by one percentage point, from 38% to 37%, while the transport ticket category has declined by three percentage points, from 40% to 37%. Meanwhile, the clothing and accessories category has remained unchanged at 45%.

In Lithuania, accommodation services follow clothing and accessories among the specifically defined categories, with 15% of respondents having purchased them on foreign websites, while household goods have the third-highest figure at 13%. A further 16% of respondents selected the general category "other goods and services". Compared with 2025, the figure for clothing and accessories in Lithuania has decreased by six percentage points, from 31% to 25%.

Data from the Baltic countries show that consumer preferences in cross-border e-commerce overlap only partially. Clothing and accessories are the most popular purchases in all three countries, while the other most frequently purchased goods and services differ. The full Gemius E-commerce Study provides more detailed insights into cross-border e-commerce purchasing habits, including the choice of specific websites and the sociodemographic profiles of buyers. The complete study data are available for all three Baltic countries. To learn more and access the full study results, please contact Gemius Latvia at contact@gemius.lv.

The Gemius E-commerce Study was conducted using the gemiusAdHoc online survey. The study is based on data collected through pop-up online questionnaires displayed to randomly selected internet users on the most popular websites in Latvia, Estonia and Lithuania. In Latvia, the study surveyed 1,847 respondents aged 18–74; in Lithuania, 3,161 respondents aged 15–74; and in Estonia, 1,885 internet users aged 18–74 participated in the study.

Gemius is an international research company offering professional research solutions, consulting, analysis and recommendations to businesses operating in the online environment. The company's solutions form the basis of daily operations for more than 2,000 companies across various market sectors worldwide. Founded in 1999, Gemius currently operates in 19 European countries. Its research uses proprietary methodological solutions that comply with the internationally recognised ICC/ESOMAR Code.