January is often regarded as a “lull” in e-commerce following the intense holiday peak. However, the latest parcel flow data suggests that this trend is shifting. According to figures from Venipak, the start of 2026 in the Baltic States has been marked by steadily growing demand – parcel volumes were over 5% higher than during the same period last year.
January Sales Stabilize E-Commerce
One of the primary factors sustaining higher parcel flows at the start of the year is the January sales. A segment of shoppers intentionally postpones purchases until January, when prices become more attractive while selection remains broad.
“January sales are no longer just the ‘tail end’ of Christmas. In e-commerce, this is becoming a second wave of activity following the holidays. We are seeing that consumers are increasingly planning their purchases specifically for this period – both in local and international online stores, where they can find the items they need at better prices,” says Asta Raudonienė, CMO at Venipak.
Consequently, January is gradually transforming into another phase of high e-commerce activity, helping to maintain sales momentum at the beginning of the year.
Returns: A Natural Part of the E-Commerce Cycle
Another phenomenon that has become the e-commerce norm in recent years – returns – is also contributing to the growth in January parcel flows. Consumers increasingly order multiple similar items or various sizes of clothing and footwear, anticipating from the outset that some will be returned.
“Returns are no longer the exception; they are a natural part of e-commerce. Consumers demand choice and flexibility, which means logistics has become a cycle: the parcel doesn’t just travel to the recipient, it often comes back,” states A. Raudonienė.
It is precisely this “back-and-forth” movement that keeps activity levels high in January, even after the festive season has concluded.
From Seasonal Peaks to Consistent Flow
Previously, e-commerce volumes were heavily concentrated around a few specific periods – Christmas, Black Friday, or major seasonal clearances. Today, the landscape is changing: shopping is becoming more evenly distributed throughout the year, significantly bolstered by growing international parcel flows. Baltic consumers are increasingly opting for purchases from foreign online stores, particularly Asian platforms.
According to Asta Raudonienė, this shift is also driving changes within logistics companies. “January’s results show that the market is maturing. Growth persists, but it is more consistent and predictable. This allows us to better plan capacity and ensure stable service quality all year round,” says A. Raudonienė.
