Lithuania

Economy & income

Currency

• Euro (EUR, €)
• ~€0.88 per USD (i.e. $1.14 per EUR, 14 Jul 2026)

GDP per capita

• ~$32,800 nominal (2025, IMF)
• ~$57,000 PPP (2025 est.; ~$61,000 2026 est., IMF)

Average salary

• ~$1,585 net/mo (Numbeo, Jul 2026; €1,390)
• official avg net €1,557 (~$1,775, Q1 2026)
• gross ~$2,910 (€2,554, Statistics Lithuania/Sodra)

Median salary

~$2,200 gross/mo (€1,934, Sodra Q4 2025; net median ~€1,340)

Minimum wage

• MMA €1,153/mo gross (~$1,315) & €7.05/hr from 1 Jan 2026 (+11.1%)
• net take-home ~€820 (~$935)

Cost of living

• Medium (low by Western-EU standards) — Numbeo: single person ~€753/mo excl. rent, ~26.5% cheaper than Germany
• Vilnius COL index 52.6 (Jul 2026)

Digital landscape

Population

• 2.85 million (Jan 2025, DataReportal)
• 69.1% urban, median age 42.3

Internet users

89.5% (~2.55 million users, Jan 2025)

Social media users

73.3% (~2.09 million social identities; 79.1% of adults 18+)

Mobile connections

3.90 million cellular connections = 137% of population

Devices

desktop ~57.9% / mobile ~41.6% / tablet ~0.5% (StatCounter, Jun 2026)

Ad spend

• ~$150M digital ad spend (2024, Statista Digital Advertising)
• digital is the majority share of a total ad market heading toward ~$400M by 2029 (DataReportal LT publishes no ad-spend figure)

Top social platforms

YouTube ~2.09M, 73.3%

Facebook ~1.75M, 61.4%

Messenger ~1.55M, 54.4%

TikTok ~947K, 40.3% of adults

Instagram ~893K, 31.3%

LinkedIn ~880K, 30.9%

Messengers

• Facebook Messenger (dominant, ~54% reach)
• WhatsApp (present, lower than W-Europe)
• Telegram (growing)
• Viber (older users)

Payments & behaviour

Payment methods

• Debit/credit cards — Visa & Mastercard (~59% of online purchases)
• Bank transfers / online banking (A2A, SEPA Instant; 94% of account holders bank online)
• Digital wallets (Apple Pay, Google Pay, Paysera)
• BNPL (emerging, still nascent)

E-wallets

• Paysera (local)
• Apple Pay
• Google Pay
• Revolut (widely used)
• Skrill

Cash on delivery

• Low — card and bank-transfer dominant
• cash-on-delivery is a minor niche (some courier/marketplace deliveries)

E-commerce

• High and maturing
• very strong digital-banking base (94% online banking)
• Fashion/apparel ~26% of the market
• C2C resale (Vinted) unusually strong

Notes

• Instant payments now the majority of CENTROlink transactions
• Revolut and Paysera near-ubiquitous
• smooth card/A2A checkout means high conversion

Audience & culture

Languages

• Lithuanian (native ~85%, official)
• Russian (native ~6.8%; understood as foreign by ~60%)
• Polish (~5.1%, concentrated in SE region)
• English (foreign language ~31%, strong among youth)

Religion

• Roman Catholic ~74%
• Orthodox ~4% (Russian/Ukrainian minorities)
• Old Believers ~0.6%
• non-religious/undeclared growing (2021 census)

Median age

42.3 years (DataReportal, Jan 2025)

Key seasons

• Christmas & New Year (Kalėdos) — Q4 shopping peak
• Black Friday / Cyber Monday (late Nov)
• Easter (spring)
• Joninės / Midsummer (24 Jun) + Jul–Aug summer travel
• Back-to-school (Sep)
• Valentine's & Mother's Day

Cultural notes

• Strong preference for Lithuanian-language creative
• high trust in digital banking and cashless payments
• privacy-conscious
• Basketball is a national passion — sports themes resonate
• Deal/resale culture (Vinted origin) means price sensitivity is high
• Russian-language-only creative is politically sensitive post-2022.

Where to find creators

• Instagram
• TikTok
• YouTube
• Facebook
• local agencies (e.g. influenceriai.lt)

Media landscape

Creators & public figures

Top creators

Celebrities

Domantas Sabonis ~354K Instagram

NBA All-Star center (Sacramento Kings), Lithuanian national team

Jonas Valančiūnas ~271K Instagram

NBA center, Lithuanian national team

Monika Liu ~133K Instagram

Singer; represented Lithuania at Eurovision 2022 (Sentimentai)

The Roop ~94K Instagram

Pop band; Lithuania's Eurovision act 2020 (On Fire) & 2021 (Discoteque)

Rūta Meilutytė ~28K Instagram

Olympic gold (2012) & world-record breaststroke swimmer

Marijonas Mikutavičius ~40K Instagram

Singer/TV host; author of basketball anthem 'Trys milijonai'

Affiliate & traffic

Hot verticals

• E-commerce & retail
• Fintech / neobanks (Revolut, Paysera)
• Crypto (MiCA-regulated)
• Web hosting & SaaS (Hostinger is Lithuanian)
• Dating
• Travel
• Nutra / food supplements

Active networks

• Admitad
• Awin
• TradeTracker
• CJ (Commission Junction)
• regional/Baltic networks & direct programs

Payouts

• E-commerce CPS ~5–15%
• fintech/banking CPA ~€20–100+
• lead-gen CPL ~€1–10
• finance/crypto command higher payouts
• gambling constrained by the ad ban

Competition

• Moderate — small (~2.85M) but affluent, digitally mature and English-capable market
• local-language creative and trust signals win
• relatively high CPMs for the size

Seasonality

• Q4 peak (Black Friday, Christmas)
• summer travel (Jun–Aug)
• January finance/fitness resolutions

Traffic sources

• Meta ads (Facebook/Instagram)
• Google Ads & SEO
• YouTube
• TikTok
• Influencer marketing
• Native / programmatic
• Email

Good to know

Capital

Vilnius

Major cities

• Vilnius
• Kaunas
• Klaipėda
• Šiauliai
• Panevėžys

Time zones

Single zone — EET (UTC+2) standard, EEST (UTC+3) during summer DST

Android vs iOS

70% 30%

Android 70% iOS 30%

Phone brands

• Apple (~30%)
• Samsung (~28%)
• Xiaomi (~6%)
• Huawei (~1%)

Top e-commerce

• Pigu.lt
• Varlė.lt
• Senukai.lt (Kesko Senukai)
• Barbora.lt (online grocery)
• Vinted (C2C, LT-founded)
• AliExpress

Peak activity

Weekday evenings ~19:00–22:00 local (EET/EEST); secondary lunch window ~12:00–13:00

Creative taboos

• Soviet/Russian symbolism and pro-Kremlin messaging are highly sensitive post-2022 (strong Ukraine solidarity)
• avoid Russian-language-only creative for mainstream reach
• religion & LGBT themes can divide older/rural audiences
• gambling ads effectively banned

Also worth knowing

1. Basketball is the de-facto national sport — basketball-themed creative and sponsorships resonate strongly.
2. Fintech-heavy market: extremely high card & instant-payment penetration, Revolut/Paysera ubiquitous → low checkout friction.
3. Vinted (secondhand marketplace) was founded in Lithuania — resale and deal-seeking behaviour is mainstream; price-value messaging performs well.