Nearly twenty years ago, when most Lithuanians hadn’t even thought about shopping online, an ambitious team decided to take a risk — to create an online store. The idea was to sell everything — from shoes to accessories. And at the time, the most fitting name seemed to be one that emphasized the store was open 24 hours a day. That’s how Open24 was born — an online store now best known for its exclusive selection of brands such as Crocs, Reima, Keen, and others.
How did the revolutionary idea of selling online emerge back when even Europe’s market giant Zalando hadn’t yet launched? How did the “everything store” assortment evolve over 20 years? And how is it doing today, surrounded by e-commerce giants?
The Turning Point – The “Crocs” Phenomenon
Justas Mačionis, CEO of Open24, recalls that when the store launched two decades ago, it offered “a bit of everything” — from clothing to accessories. The beginning wasn’t easy, but the major breakthrough came in 2008–2009, when Crocs footwear appeared in the assortment. Back then, still a niche brand, Crocs soon became a mass phenomenon — not only online but also in shopping centers.
“At first, our store was about a little bit of everything. But once we added Crocs, we received unexpected attention — it was something unique. We opened small retail points in shopping centers, invested in advertising, and focused almost all online efforts on Crocs. During the financial crisis, when others were afraid, we did the opposite — we invested boldly. That allowed us to become one of the leading Crocs distributors in the world, measured by pairs sold per thousand residents,” recalls Mačionis.
This move led not only to rapid growth but also to expansion abroad — to Latvia, Estonia, Denmark, Poland, and the Czech Republic. Although the company eventually withdrew from some markets, Open24 has remained one of the strongest Crocs retailers in the Baltics. According to Mačionis, the brand’s popularity continues even today — Crocs are no longer just about comfort and functionality; they’ve become a fashion statement that has captured younger audiences through personalization options such as Jibbitz charms, allowing everyone to create their own unique pair of shoes.
Finding a Way to Compete With E-Commerce Giants
Mačionis remembers that when Open24 started, there wasn’t much competition in e-commerce. Today, when giants like Zalando, About You, and Boozt dominate the market, the company has learned how to stand its ground.
“Competition today is huge. But we’ve found a formula: to offer the best selection of carefully chosen brands — Crocs, Reima, Keen, Teva, and others — faster delivery than any of the major players can promise, and flawless customer service. We know the local market well and understand what our customers want — that helps us not only retain them but also attract new ones,” says Mačionis.
He notes that for today’s customers, the most important things are clear payment options, timely delivery, and the ability to return items conveniently if they don’t fit. Reliable logistics partners help make this possible — for several years, the company has been working with the parcel delivery firm Venipak.
“During the pandemic, when order volumes surged, Open24 had to reassess its logistics needs. It was essential to expand resources, offer more delivery options to customers, and maintain quality. That’s when our partnership with Venipak began,” he explains.
According to him, the cooperation has proved successful — the companies continue to work smoothly together, appreciating Venipak’s flexibility, customer-focused managers, and quick service.
“A strong price-to-quality ratio, secure delivery, and flexible solutions allow us not only to retain customers but also to stay competitive. And today, when delivery speed becomes a key differentiator against market giants, that’s especially important,” emphasizes Mačionis.
Looking Ahead: More Speed and More Uniqueness
The Open24 CEO predicts that in the future, international competition will intensify even further, forcing local businesses to seek greater differentiation.
“Reliable logistics partners who ensure fast and smooth delivery will remain crucial for local companies. We also plan to continue improving efficiency so that customers can receive their orders even faster,” says Mačionis.
He adds that the company will keep focusing on standing out by offering a deeper, more need-based product range.
“The stronger the competition, the more important uniqueness becomes. We’ve already found our direction — we aim to offer the best curated selection of brands, introduce new globally recognized names, and provide the best possible customer experience. Because ultimately, that’s what determines whether customers come back,” concludes Mačionis.
