If you run a B2B or specialist B2C business in the Baltics, your product or service can often scale far beyond Riga, Vilnius or Tallinn — but only if your company starts thinking and acting like an international player. Below I explain why that matters (with numbers), the most common blockers we see, and a practical step-by-step playbook to move from local to cross-border growth.

The short case — in numbers

• Exports remain a core part of the Baltic economies: Latvia exported ~€18.9bn in goods in 2024, and Estonia’s goods exports were ~€18.2bn in 2023 — proof that Baltic firms already trade internationally, and the infrastructure is there to scale.

• SMEs are the backbone of Europe’s economy — they’re ~99% of firms and generate ~50–60% of value added on average — which means most of the companies that should scale are small and can benefit hugely from international expansion.

• Digital markets are global: 77% of EU internet users bought online in 2024, and while only ~17.7% of EU enterprises currently conduct e-sales via websites/apps, that share is growing — meaning there is a ready international audience online if you position correctly.

• English proficiency in Tallinn and Vilnius is in the “High” band (EF EPI), which reduces a common language barrier for Baltic companies selling into Europe.

These facts show two truths: the demand exists outside the Baltics, and capabilities (digital infrastructure + English skills) are present — so the limiting factor is strategy and execution.

Why many Baltic companies get stuck (the common reasons)

1. Local comfort zone — Leadership assumes local success maps to larger markets; they don’t prioritize translation, paywalls, or international GTM.

2. Wrong positioning & messaging — Offerings are described in local terms (price, local references) rather than benefits and ROI for an international buyer.

3. Missing sales infrastructure — No English site, no international case studies, no region-specific funnels.

4. Channel tunnel vision — Heavy reliance on local ads or partners rather than scalable channels (SEO in English, LinkedIn for B2B, global marketplaces, export partnerships).

5. Fear of complexity — Regulation, taxes, logistics — used as excuses rather than variables to manage.

If you recognise these, you’re not alone. Most companies need a structured plan, not a miracle.

What changes when you think international (concrete benefits)

• Bigger TAM (total addressable market) — 10× or 100× more buyers than any single Baltic market.

• Higher pricing power — international buyers (Nordics, DACH, UK) often accept higher price points for proven value.

• More resilient revenue — diversification across markets reduces risk from local downturns.

• Easier talent & partnerships — positioning as an international supplier attracts better partners and mid-market clients.

• Brand credibility — global stories and case studies lift perception at home and abroad.

Quick checklist: “Can we sell internationally today?”

• ✅ English website + FAQ for international clients

• ✅ A localised ad / content test launched

• ✅ Precise and localized communication with a precise execution plan for 3-6 months

• ✅ Audience segments and sizes

• ✅ Most performing channels

If you’re missing more than 2 of these — start there.

Why you should start now

1. Online buying behaviour continues to accelerate — 77% of EU internet users bought online in 2024, meaning the online funnel is real and active.

2. Baltic companies already export — the trade infrastructure and experience exist; you only need the commercial playbook.

3. SME growth is a policy priority in Europe; the ecosystem supports scaling (grants, export advisory, trade missions) — use it.

   
   

Final checklist for action (copy-paste)

• One English landing page that sells outcomes

• Identify 2 promotion channels to start with

• Get an average understanding of the market size in other countries

• Start pushing localized content to get the first leads

• Write out one specific audience, with one product to sell to them

• START