Google Shopping Ads is expanding into new European markets: what changes for you

Lithuania is growing into the most digital e-commerce market in the Baltics

Lithuania is seen as a digital front-runner in the Baltics. Depending on the source, its e-commerce market reached between USD 1 billion and USD 3.2 billion in 2025 – depending on whether only B2C is counted, or B2B and services too. Growth is impressive, with a forecast CAGR of over 15% through to 2031.

The population is highly connected digitally: 89.5% internet penetration, with mobile commerce accounting for more than 62% of the market. Lithuania is also internationally known as home to global tech success stories: Vinted, the European C2C fashion platform, passed the €1 billion revenue mark for the first time in 2025.

• Market size 2025: USD 1–3.2bn (depending on segment)
• Mobile commerce: 62.55% market share
• Population: ~2.8 million, in steady decline – but with high purchasing power
• Top category: Fashion & clothing (26.4% market share)
• Cross-border Baltics: over 600,000 shipments to Latvia and Estonia (2024)

Shopping Ads launch in English, Lithuanian follows in 2027

Shopping Ads in Lithuania will initially launch in English. Lithuanian language support follows in phase 2 (target start: March 2027).

English proficiency in Lithuania is high, especially among younger consumers. An English-language launch is therefore less of a disadvantage here than in some other new markets.

One Shared Campaign Architecture for All Three Baltic States Saves Effort

If you cover Estonia, Latvia and Lithuania in one shared structure, you manage a connected market cluster instead of three separate individual markets.

Latvian is a distinct Baltic language in its own right. Feed translations read more credibly when they're done by native speakers rather than machine-generated.

These points make it easier to launch in Estonia

• Quality expectations: Estonian consumers are used to high-quality digital experiences. A clean feed, fast load times and a smooth checkout pay off especially well here.
• Parcel lockers: Parcel lockers are a common delivery option across the Baltics. Offer them clearly to support conversion.
• Cross-border buying behaviour: Estonian consumers often buy across borders, including from Germany and the Nordic countries. If you're already active there, entering Estonia takes little extra effort.
• E-Residency: Through Estonia's e-Residency programme, even companies without an EU base can build an EU presence.

Croatia Becomes a New Google Shopping Market from September 2026

Croatia is an EU member and has used the euro since January 2023. That simplifies cross-border price comparison and payments, especially for advertisers from the DACH region.

Bulgaria becomes a Google Shopping Ads market from September 2026

Bulgaria is an EU member state and has used the euro since 1 January 2026. From September 2026, you'll be able to run Google Shopping Ads for Bulgarian users.

As in the existing 21 markets, the same rule applies here: Shopping ads run through a CSS. If you don't use your own, Google Shopping takes on this role and keeps a markup on every click.

Slovenian is a distinct language – your feed needs a real translation

Slovenia is an EU member and uses the euro. Its national language is Slovenian, a distinct language that differs from Croatian or Serbian.

If you want to be there from the start, you need Slovenian product data ready well before launch. Machine translation usually isn't enough for a production feed.

Luxembourg launches trilingual, with German as one of the starting languages

Unlike most new markets, you can launch directly in Luxembourg with German feed assets, since German is one of the widely used everyday languages there.

French-language assets from existing France or Belgium campaigns can be reused for Luxembourg just as well.

Serbia Launches with No Existing Shopping Ads Competition

From September 2026, you can run Google Shopping ads in Serbia for the first time. Because no Shopping ads have run there before, competition on the platform is low at the start.

The CSS Advantage Applies in Serbia from Launch, Even Though the Country Isn't in the EU

Serbia isn't an EU member, but neither are Switzerland, Norway or the United Kingdom, and the CSS advantage applies there all the same. The same is true for Serbia.

As soon as a certified CSS is available in Serbia, the full advantage applies: 20% lower CPC at the same position, or 25% more bidding power at the same budget.