Latvia's TikTok Shop user base has expanded rapidly, reaching over 1.2 million active shoppers in 2026, reflecting the country's growing digital adoption. E-commerce revenue via social platforms now accounts for a significant portion of Latvia's retail sales, driven by engaging content and seamless shopping experiences. The average user spends around €175 monthly, indicating high engagement and trust in social commerce channels.
Influencer marketing remains a key driver, with 35% of users engaging with TikTok Shop influencers. Digital payment methods are widely adopted, with 72% of users opting for convenient, secure transactions. These trends highlight Latvia's evolving digital retail landscape, emphasizing social commerce as a vital part of consumer behavior and economic growth.