Latvia's social commerce market in 2026 continues to expand, with revenues reaching €120 million, driven by increased digital engagement and smartphone penetration. The majority of transactions are concentrated on Facebook Marketplace, which remains the dominant platform for local sellers and buyers. Consumers in Latvia show a strong preference for fashion, electronics, and local artisan products through social channels, reflecting a shift towards more personalized shopping experiences.
The growth of social commerce has significantly impacted traditional retail, with 15% of retail sales now occurring via social platforms. The active user base of 1.2 million demonstrates high market penetration, with an average spend of €100 per buyer. This trend indicates a mature digital economy where social media influences purchasing decisions, fueling small business growth and diversifying consumer options across the country.