DIY & home improvement e-commerce in the Baltics - statistics & facts
The DIY and home improvement e-commerce industry in the Baltic region is driven by cultural pride in craftsmanship and technological adeptness. In Estonia, Latvia, and Lithuania, a tradition of self-reliance inspires homeowners to take on projects themselves. Furthermore, the market is facilitated by a high internet penetration and a growing preference for online shopping, which is reflected in the e-commerce market growth. Together, all these factors fuel the demand for buying home improvement solutions on the internet.
Even though DIY and home improvement e-commerce still earns less than traditional retails stores in that category, the increasing popularity of online marketplaces and websites of specialized DIY retailers will drive the growth of that segment. Between 2024 and 2029, online sales of furniture home decorations in the region are forecast to grow by approximately 70 percent.
DIY & home improvement companies
Numerous online platforms specializing in DIY and home improvement like Depo.lv, Ermitazas.lt or Bauhof.ee have emerged in all three countries, offering a wide range of products from tools and materials to decorative items. Among the online marketplaces in the Baltics, Pigu.lt had the largest number of visits in July 2023, at 4.5 million. In Lithuania, Kesko Senukai was the leading DIY company by sales revenue, with approximately 738 million euros earned in 2022. Traditional retail still plays a big role in all three countries, with Kesko Senukai leading the path with 90 stores in the region.DIY and home improvement e-shopping penetration in the Baltics
Among the three countries, Estonia records the highest usage of DIY and home improvement e-commerce, with roughly 15 percent of respondents having purchased furniture, home accessories, or gardening products online in the past three months. Lithuania ranked second, with a nine-percent share. When it comes to buying consumer electronics and household appliances, Estonia again had the highest share of online shoppers, at almost 12 percent, and was followed by Latvia.Even though DIY and home improvement e-commerce still earns less than traditional retails stores in that category, the increasing popularity of online marketplaces and websites of specialized DIY retailers will drive the growth of that segment. Between 2024 and 2029, online sales of furniture home decorations in the region are forecast to grow by approximately 70 percent.
