Retail Trade in the Baltic Sector 2023

 Amid Falling Inflation Expectations

The retail trade industry in the Baltic region, which includes Estonia, Latvia, and Lithuania, has had a turbulent performance in the second half of 2022, largely impacted by factors such as the war in Ukraine, disruption of supply chains, and inflation. However, recent data suggests a significant decrease in consumer inflation expectations in the eurozone, which might play a role in the industry’s future trajectory.

Baltic States Overview


Starting with a contraction of -2.4% in June 2022, Estonia witnessed an up-and-down performance throughout the months. Despite the adversity presented by the Ukraine conflict and disrupted supply chains leading to intermittent retail slowdowns, the retail sector managed to rebound with 1.9% growth in November 2022.


Latvia faced a similar situation with a -0.3% contraction in June, a slight recovery in August, and stronger growth of 1.3% in November. The sector showed resilience despite the headwinds from the conflict and supply chain disruptions.


The Lithuanian retail trade industry began with a -1.3% decline in June 2022. Despite these challenges, Lithuania saw a recovery in August and September before experiencing another contraction in October, and then a minor bounce back with 0.3% growth in November. Comparatively, Lithuania’s recovery rate was slower than its Baltic neighbors.

Falling Inflation Expectations

A new report from the European Central Bank (ECB) provides a fresh perspective on the inflationary situation. Consumer expectations for inflation in the eurozone eased considerably in April, suggesting that the ECB’s series of interest rate hikes might conclude this summer.

Expectations for inflation over the next 12 months fell to 4.1% from 5% in March, and for three years ahead, they slid to 2.5% from 2.9% — moving closer to the 2% medium-term target. The falling inflation expectations are encouraging news for the retail sector. Lower inflation expectations could lead to increased consumer spending, benefiting the retail sector in the Baltic states and beyond.

To summarize, the retail sector in the Baltic region and beyond is likely to face a challenging landscape in 2023, shaped by inflationary pressures, shifting consumer behaviors, and technological advances. As retailers navigate these dynamics, adaptability and strategic investment in technology will be crucial to maintaining resilience and capturing opportunities for growth.

Mitigate wage growth by rolling out automation technologies

Retailers can dramatically improve efficiency and customer satisfaction by implementing self-service card readers as part of their automation strategy. These devices allow customers to process their purchases independently, reducing wait times and enhancing the shopping experience. The technology is also capable of offering upsells and loyalty rewards at the point of sale, thereby driving revenue growth. By automating payment processes, retailers can allocate resources more effectively and focus on customer service and other strategic tasks, thereby contributing to overall business improvement and heightening the quality of the customer journey.

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