What is the most common way to pay online in the Baltic States?

Cards and bank links lead online checkout in all three countries. Shoppers in the region pay online more than most Europeans: 29% of day-to-day payments in Lithuania were made online in 2024. Merchants usually offer Visa, Mastercard, Apple Pay and Google Pay alongside bank links from the main local banks.

Bank links

A bank link sends the shopper to their online bank, where the payment is authorized and confirmed to the merchant. These are a long-standing habit in Estonia, Latvia and Lithuania, supported by banks with large market shares in the region.

Cards and wallets

Visa and Mastercard debit cards are widely held, and mobile wallets are common on smartphones.

Installments and pay later

Local providers offer pay in 3 and longer installment plans, often integrated into checkout.

Regional similarities and differences

The three markets share many banks and habits, but each has its own preferences and language. A checkout for the region usually combines cards, wallets and the main bank links of each country.

What it means for payment operators

For your merchants entering the Baltics, bank links and cards together cover most shoppers. Access to local methods through one platform lets them add each country's banks without separate contracts.