Horizontal Media Group Plans to Lead in E-commerce: Sena.lt and Tempo.lt Have Ambitions in the European Market
23/09/2024
Two years ago, after successfully acquiring the used book platform Sena.lt, Horizontal Media openly shares its ambition to create a unique regional e-commerce player. Sena.lt prides itself on a strong position in the book market, which grew out of a reader community established 15 years ago. Currently, Sena.lt is the largest used book selling platform in Lithuania, with 176,000 active users.
After becoming part of the Horizontal Media group, Sena.lt implemented several business model changes — transforming from a traditional classifieds portal into a fully functional marketplace, offering significantly more trading functionalities and opportunities for users. These changes have doubled the volume of goods, attracted 44% new users, and increased revenue by four times compared to the same period last year.
“We quickly realized that Sena.lt solves a real problem — helping users sell their read books that often gather dust on shelves. At the same time, we give a large number of users the opportunity to find new books, helping publishers and small bookstores reach their audience and connect with a vast number of book buyers,” says Šarūnas Šiugžda, Chairman of the Board of Horizontal Media, Executive Partner, and Founder of LitCapital.
Sena.lt Creates a New Trading Model
Sena.lt operates as a seamless technological solution — integrating buyers, physical sellers, retail, courier, and payment systems. This means that Sena.lt creates a complete trading ecosystem, where both peer-to-peer (P2P) and business-to-consumer (B2C) models can coexist, offering buyers a wide range of choices.
“Our goal with Sena.lt is to create a full trading ecosystem so that users can find all relevant product categories in one place,” reveals Šarūnas Šiugžda.
Strengthening the Core Functions of Publishers While We Handle Sales
The Sena.lt model is unconventional — thanks to technology, the platform doesn’t need its own warehousing or logistics service system, making it attractive to businesses of various sizes, like publishers, by bypassing traditional intermediaries. This not only increases competition in the market but also provides consumers with a wider selection.
“Publishers can focus on book publishing, and we take care of attracting buyers, fulfilling orders, customer service, and all the necessary functions for business on one platform,” says Šarūnas Šiugžda.
Expansion into Other Product Categories
Sena.lt’s expansion doesn’t stop with books — interior items, music records, board games, and electronics categories are also being expanded on the platform.
“We have identified the refurbished electronics market as highly promising. In Lithuania, this market’s potential is still untapped, which is why Horizontal Media recently introduced Tempo.lt, which has already become the largest platform for selling refurbished phones in Lithuania,” notes Šarūnas Šiugžda.
Considering rising electronic device prices and the diminishing resources needed for their production, secondary device consumption is becoming an essential part of today’s life. Tempo.lt offers a wide selection of professionally refurbished phones, and the platform will also provide an opportunity to conveniently sell used devices, which will be refurbished and reintroduced to the market. In this way, consumers can enjoy lower prices without compromising quality. This sustainable consumption model significantly extends the lifespan of electronic devices.
Space for E-commerce Business Expansion in Lithuania
E-commerce in Lithuania has been growing rapidly in recent years, with several prominent trends reflecting this. In 2023, around half of Lithuania’s population purchased something online at least once. By 2024, it is forecasted that e-commerce revenues in Lithuania will reach approximately EUR 1 billion, with an annual growth rate of around 3.8%.
“As for the market share of e-commerce leaders, it’s about 10-15%, so there’s plenty of room for growth and competition in Lithuania, which is why Sena.lt has ambitions to expand both in terms of book sales and strengthening its position in other product categories,” says Šarūnas Šiugžda.
The Importance of Technology and Data
Looking to the future, Sena.lt will become even more personalized and data-driven. The platform’s success is supported by the technologies behind it. Advanced algorithms and artificial intelligence-based recommendation systems will ensure that users are offered products that match their consumption habits and preferences.
“The creation of an innovative P2P and B2C platform is changing the rules of commerce. By shortening the supply chain and promoting direct relationships between buyers and sellers, we are fundamentally changing the long-standing trading model in Lithuania, which has been based on intermediaries and logistics control,” summarizes Šarūnas Šiugžda.
Expansion Potential in the European Market
Horizontal Media is not hiding its plans to have Sena.lt become not only one of the leaders in e-commerce in Lithuania but also to expand its model to other countries. By 2029, the European e-commerce market is expected to reach around EUR 950 billion. The largest segments are fashion, electronics, and leisure products. Cross-border e-commerce is growing, though still underutilized — only 15% of European consumers purchase from other countries. These market trends indicate that innovative e-commerce models can meet the existing trade demand and have significant expansion potential.