
IKI: Lithuania’s Retail Pioneer
When it comes to grocery retail in Lithuania, IKI has firmly established itself as a household name and a leader in innovation. Founded in 1992, IKI operates over 230 stores nationwide and generates annual revenues close to €1 billion euros. Known for its customer-centric approach, IKI has consistently adapted to changing market trends. As online shopping rapidly grows, IKI has taken proactive steps to revolutionize its e-commerce strategy and meet evolving customer expectations.
A Multi-Layered E-Commerce Strategy for Online Groceries
In the face of a transforming retail industry, IKI embraced an omnichannel approach to connect with its diverse customer base. Its goal was simple yet ambitious: seamlessly integrating online and offline shopping experiences. However, this strategy went beyond merely launching an online store. IKI built a dynamic ecosystem tailored to modern shopping behaviors and preferences.
This approach allows customers to shop how they want—in-store, online, or a combination of both. By prioritizing speed and convenience, IKI has solidified its position as a forward-thinking brand, ready to lead Lithuania’s digital-first retail landscape.
Currently, IKI online operations include:
Partnership with LastMile.lt Marketplace: Powered by Pickitoo, offering:
Delivery from IKI stores in less than an hour or via Click&Collect.
Access to over 50 partner retailers, delivering an expanded product assortment.
Bolt Food Partnership: Offering IKI products to Bolt’s extensive customer base.
Unlocking Growth: Overcoming Key Barriers
To expand its online footprint, IKI addressed specific challenges while defining a clear and unique value proposition to stand out in a competitive market.
Unique Offering: Fast Delivery Redefines Expectations
In a market dominated by next-day delivery models, IKI made a bold move to offer deliveries in less than an hour. This approach resonated with customers who no longer had to plan days in advance. The result? A 76% increase in registered user count over two years. Surveys also revealed a significant shift in customer expectations—shoppers now prioritize fast delivery and are willing to accept a smaller assortment for same-day service. In response to the changing market, competitors were forced to offer quick delivery service as well, as the next-day deliveries were insufficient to satisfy customers.
Assortment: Expanding Product Offerings
Customers increasingly expect more than just groceries from online retailers. Physical store limitations restricted IKI’s ability to expand inventory. To address this, IKI partners with LastMile.lt, a marketplace powered by Pickitoo. The marketplace has over 50 partner retailers and extensive product selection from categories such as cosmetics, baby items, pet supplies, and specialty foods.

Expanding Reach and Accessibility
To reach as many customers as possible, IKI expanded its store network to cover major cities and suburbs. In smaller towns where delivery wasn’t feasible, IKI launched Click&Collect services, enabling customers to pick up their orders at convenient locations. With over 80 collection points nationwide, Click&Collect revenue grew 5x, thanks to strategic marketing and customer-centric service offerings.
To further diversify its channels, IKI partnered with Bolt Food, a leading food delivery platform. This collaboration brought IKI’s offerings to a new demographic, driving a 40% increase in order volume within weeks of launch. Bolt provided an effective way to reach customers with different shopping habits, enhancing IKI’s market reach.
Operational Excellence: Simplifying Complexity
Scaling e-commerce operations across multiple channels requires a robust strategy. IKI leveraged its extensive store network to implement in-store fulfillment—a cost-effective approach that maximizes existing infrastructure while eliminating the need for centralized warehouses.
Flexible Delivery Solutions
In major cities, IKI adopted a gig worker model for deliveries. This approach provided the flexibility needed to handle peak demand while keeping fixed costs low during quieter periods. By avoiding the expense of maintaining a dedicated fleet, IKI could scale operations efficiently. For smaller towns and rural areas, Click&Collect services ensured customers had access to online shopping without requiring direct delivery options.
Streamlining Operations with Pickitoo
IKI uses Pickitoo-powered web and app platforms, which offer customers an intuitive way to place orders, browse products, and select delivery or Click&Collect options. Operationally, managing multiple channels like IKI’s online store, LastMile marketplace, and Bolt could have introduced operational bottlenecks. By partnering with Pickitoo, IKI efficiently integrated its processes to ensure smooth, scalable, and reliable operations. These tools enhance the customer experience while simplifying the retailer's backend operations.
Key benefits of Pickitoo include:
Centralized Order Management: Unified tracking and fulfillment across all channels, ensuring efficiency and consistency.
Order aggregation from multiple platforms: Integrations with all marketplaces in your country (e.g., Wolt, Foodora, UberEats) to provide centralized order management & fulfillment.
Efficient Gig Worker Coordination: Streamlined task assignments and real-time tracking for timely picking tasks and deliveries.
Scalability: Tools to handle demand fluctuations seamlessly, ensuring consistent service quality during peak and off-peak periods.
With Pickitoo, IKI transformed logistical complexities into opportunities for growth and innovation, maintaining its commitment to customer satisfaction and operational excellence.
The Future of Omni-Channel Retail
IKI’s journey is a testament to the power of innovation and adaptability in the retail sector. By combining various channels — LastMile and Bolt Food marketplaces, own e-store —with efficient operations enabled by Pickitoo’s platform, IKI has created a scalable, customer-focused e-commerce ecosystem.
As online shopping continues to grow, IKI’s approach serves as a blueprint for retailers aiming to thrive in an increasingly digital world. The future of retail lies in creating seamless, customer-centric experiences that bridge the gap between online and offline shopping. With its bold strategies and commitment to innovation, IKI is undoubtedly leading the way.