Consumer priorities in online footwear shopping seem to be diverging across the Baltics, according to new data from retailer NS King.
While the company maintains steady annual growth of 5%, its e-commerce segment accounts for roughly 10% of total sales and is expanding faster than physical retail. These numbers reflect a broader shift in consumers’ behaviour and expectations. “The differences between Baltic consumer habits are becoming more visible,” said Olga Strautmane, representative of NS King. “In Estonia, speed and convenience clearly come first – customers expect fast delivery and a smooth return process. In Latvia, price is still the biggest factor, purchasing decisions are often driven by discounts. Lithuanian consumers are more influenced by trends”. According to Strautmane, sneakers, sports and casual footwear dominate online sales across all three markets, while physical stores are more and more used for trying on products rather than actually completing purchases, this means successful retailers are those that manage to seamlessly connect online and offline channels.
Speed and convenience are becoming increasingly important
While price remains an important factor across the Baltics, however, in Estonia, shoppers are increasingly prioritising speed and convenience over price. “60% of our customers now cite delivery speed and the ease of the return process as the primary reasons for choosing our online store,” said Strautmane. According to latest data, NS King has seen a 10% increase in online order volumes and a similar rise in parcel shipments, as well as reduced nationwide delivery times to only 1–2 days since partnering with Venipak.
“Fast and reliable delivery and return has become a basic expectation for our customers, not an added value,” Strautmane said. “When customers are confident that they can receive and return products quickly, they are more confident ordering online. That confidence is reflected in the increase of our repeat purchase rate.” The average online basket has also grown by 5–10%, supported by improved availability and more targeted campaigns.
Logistics have a key role in shaping the customer experience
For Venipak, the partnership with NS King reflects a broader shift in e-commerce, smooth delivery has become a key part of the overall customer experience. “Consumers have very high expectations when it comes to delivery speed and convenience, and that is shaping the entire market,” said Andrius Ladauskas, CEO of Venipak. “They are not just buying a product, they expect a hassle-free experience from the moment they click “buy” to delivery. Our role is to ensure that logistics quietly supports that expectation, helping retailer’s quality shine and turn first-time buyers into loyal repeat customers.”
According to Olga Strautmane, reliable delivery by Venipak has enabled NS King to run larger marketing campaigns and manage seasonal peaks without disruptions, which is also very important as online sales keep growing.
About NS King
NS KING is a multi-brand footwear store that is part of an internationally successful retail chain founded in Estonia in 1994. NS KING is one of the leaders in the footwear and accessory market in the Baltic States with stores in Estonia, Latvia, and Lithuania. NS KING e-shop was launched in 2017, offering the possibility to order shoes within Estonia to a parcel locker or by courier to customers’ home. The e-shop also serves as a general product catalog, allowing customers to get an overview of the assortment and product availability in stores. NS KING has been a member of the E-Commerce Association since 2023.
