With €90 million in turnover, 150 employees, and a positive bottom line since its inception—what began in 2009 with a frog-themed accessory that inspired the company’s name has grown into a major online retail player. Although the name doesn’t reflect the current business, Varle.lt has been successfully expanding for 16 years now.
From “Gariūnai-style” business to a leading e‑commerce player
When four friends launched Varle.lt in 2009, no one could have predicted that 16 years later it would become one of Lithuania’s largest e-commerce platforms. The beginnings were modest: a small premises, a limited product range, a few pickup points, and logistics based on sheer luck—literally drawing lots to decide who’d travel to bring back goods.
“Back then, logistics services weren’t well-developed, so we used to draw lots to determine who would go abroad—Germany or Poland—to collect goods. We’d rent a bus, someone would pack it full, bring everything back, and we’d sell it,” recalls Justinas Kaušinis.
While those early days resembled a garage-sales style business online, the team soon adopted practices learned from their more digitized counterparts in Poland and Germany. Their real leap in growth came during the pandemic when e-commerce’s market share in Lithuania surged from 15% to 40%.
According to Kaušinis, “When our e-shop launched, people were hesitant to pay in advance online—they feared they might not receive their orders. Many opted to collect in person or pay cash on delivery. The first shift happened around 2013–2014, when better, faster logistics emerged. The biggest jump then came during the pandemic.”
Customer expectations: fast, convenient, reliable
“Our business rule is simple—customers always come first,” says Kaušinis. Today’s customers expect three things: good price, speedy delivery, and reliability.
“Even if the price is attractive, customers will look elsewhere if delivery is slow. That’s why we’re expanding our warehouse and shortening delivery times—to offer same-day or next-day delivery. We always strive to keep our promises.”
A major contributor to this reliability is their long-term partnership with Venipak, which for six years has delivered 98% of their packages the next business day. Kaušinis emphasizes the couriers’ flexibility—allowing later pickups or earlier deliveries—and the tracking system where couriers photograph items during delivery.
Efficiency—essential for survival
Varle.lt is now in a mature growth phase, focusing not just on expanding assortment, but also on operational efficiency—critical in a low-margin business. Kaušinis says they aim to automate as much as possible, minimizing human intervention and leveraging technology.
“We’re testing AI solutions—among the first in Lithuania—to generate product descriptions, recommendations, and reviews,” he explains.
At the same time, the team seeks a balance between efficiency and human touch. Personalized customer service, tailored offers, and honoring commitments are what bring customers back.
The biggest current challenge, though, remains managing profit versus costs. Daily competition from new e‑stores, price pressure, and customer demand for “everything in one place” are constant pressures.
