IKEA is making significant investments in improving the shopping experience in the Baltic States by launching a new website and mobile application. The retail giant plans to allocate 4 million euros towards strengthening its omnichannel retailing by mid-2026. According to Inga Filipova, the head of IKEA retail in the Baltic States, this update is a crucial step in enhancing digital solutions while also improving physical retail locations. These efforts aim to enhance consumer experience and establish a strong foundation for long-term business growth.

The introduction of e-commerce in the Baltic region began with IKEA Estonia in 2019, followed by Latvia and Lithuania in 2020. This phased approach has allowed the company to adapt to the evolving needs of consumers across these countries. Filipova reported a steady annual increase in website visitors, which indicates growing reliance on digital shopping solutions. The new website and mobile app represent a shift towards more global platforms, offering customers greater flexibility and convenience in their shopping experience.

Overall, the investments in digital solutions reflect IKEA's commitment to enhancing customer satisfaction and twofold growth potential in the Baltic States. By integrating their online and offline shopping experiences, IKEA aims not only to meet current consumer demands but also to strategically position itself for future growth in a highly competitive retail environment.