The landscape of e-commerce in Lithuania is evolving, with small and medium-sized enterprises (SMEs) joining larger e-commerce platforms to remain competitive. With the rapid growth of the sector, visibility and traffic have become critical for survival in the market. Eglė Kondrotienė, Marketplace project manager at Varlė.lt, highlights that SMEs face immense competition from established e-commerce giants, making it almost impossible to compete on their own. Therefore, integrating into e-commerce platforms has become a vital strategy for many.

E-commerce platforms provide SMEs the necessary exposure to a larger customer base that they might struggle to achieve independently. Kondrotienė notes a significant shift in the mindset of sellers, who no longer need to be convinced of the benefits of joining these platforms; they actively seek ways to improve their visibility and reach. However, technological barriers have historically limited their participation in these larger marketplaces, which they now aim to overcome.

The collaboration between technology leaders and local businesses is expected to bolster the e-commerce ecosystem in Lithuania, providing smaller players with the support they need to thrive. This movement not only enhances the competitiveness of SMEs but also contributes to the overall growth of the Lithuanian economy by promoting a more integrated and robust e-commerce environment.