Fashion, sportswear & footwear · Lithuania · Latvia · Estonia
APG Media runs Google Ads, Meta ads, SEO and AI search visibility for clothing, sportswear and footwear brands in Lithuania, Latvia and Estonia, and for Baltic brands selling abroad. We plan around drops, sizes, returns and the EU rules on sale prices and green claims, with prices published up front.
In short
APG Media is a performance marketing agency in Vilnius that grows clothing, sportswear and footwear brands in Lithuania, Latvia and Estonia and helps Baltic brands sell abroad. It runs Google Ads, Meta ads, SEO and AI search visibility (GEO, AEO, ChatGPT ads), builds feeds with size and colour variants, checks sale prices and green claims against EU rules, and sets up tracking that counts returns.
Work starts from €990 per month excluding VAT, and ad spend is paid directly to the platforms. APG Media is a Google Premier Partner, part of All Digital Group, and the organiser of EcomExpo, an e-commerce conference in Vilnius. For bed linen, towels and other textiles for the home, see home textiles marketing in the Baltics.
Updated 28 October 2026
Why fashion needs its own plan
A clothing or sportswear brand here competes with Zalando, About You and local marketplaces in three languages. Four things decide whether marketing pays.
Drops and seasons
Drops, Black Friday and end-of-season sales each need their own creative and budget. Since 19 July 2026, large companies may not destroy unsold clothing or footwear in the EU, with limited exceptions, so markdowns need as much planning as launches.
Sizes and returns
Online shoppers can withdraw within 14 days of delivery without a reason, and About You offers 30-day returns in all three Baltic countries. If tracking counts orders before returns, campaigns that bring serial returners look like winners.
Creative
Clothes are bought with the eyes. Meta needs fresh creative for every drop, catalogue ads that show the right size and colour, and tests that separate the product from the offer.
Feeds and marketplaces
Google needs colour, size, gender and age group for clothing in free listings, and for Shopping ads in markets such as Germany and France. In the Baltics, shoppers compare Zalando, About You, Pigu.lt, 220.lv and Kaup24.ee first.
Launching a collection or a new Baltic market? We'll check feed, sale prices, returns tracking and creative before you spend.
Ask for a launch reviewRules that shape fashion ads
Fashion has few ad bans but many rules on what an ad, product page or feed must say. The same EU rules apply in all three countries, enforced by national consumer authorities. We check them for every collection before ads run.
Reg. (EU) No 1007/2011
Only the fibre names listed in the Regulation may describe composition, in descending order of weight, and “100%” or “pure” only a single fibre. Online, composition must be visible before purchase; the label must be in each country's official language.
Dir. 98/6/EC Art. 6a · CJEU C-330/23
Every announced price reduction must show the lowest price you charged in at least the 30 days before it, and since a 2024 Court of Justice ruling the percentage off must be calculated from that price. This covers Black Friday banners, feeds and ads, not only the shop.
Dir. (EU) 2024/825 · from 27 Sept 2026
Generic claims such as “eco-friendly” or “green” are banned without recognised excellent environmental performance, such as the EU Ecolabel. Sustainability labels need a certification scheme or public authority behind them, and a recycled lining does not make a “recycled jacket”.
Dir. 2011/83/EU · Dir. (EU) 2023/2673
Shoppers have 14 days from delivery to withdraw; you refund within 14 days of hearing from them and must say before purchase who pays for the return. From 19 June 2026, online shops also need a labelled withdrawal function, such as “withdraw from contract here”.
We are a marketing agency, not a law firm. Borderline sale mechanics, sustainability claims and returns terms go to your legal adviser before launch.
Before you spend
The EU rules are the same in all three countries. Language, VAT, the enforcing authority and the marketplaces shoppers compare are not. This is what we check for every new fashion client.
| Country | Label language | Standard VAT | Consumer authority | International fashion marketplaces | Local marketplace |
|---|---|---|---|---|---|
| Lithuania | Lithuanian | 21% | VVTAT (State Consumer Rights Protection Authority) | Zalando (since June 2021), About You | Pigu.lt |
| Latvia | Latvian | 21% | PTAC (Consumer Rights Protection Centre) | Zalando (since July 2021), About You | 220.lv |
| Estonia | Estonian | 24% since 1 July 2025 | TTJA (Consumer Protection and Technical Regulatory Authority) | Zalando (since July 2021), About You | Kaup24.ee |
Checked on 28 October 2026 on europa.eu, vid.gov.lv, emta.ee and the authorities' and marketplaces' own sites. On that date, none of the three was in Google Merchant Center's list of supported countries for Shopping ads. We recheck before every launch.
What we do
Many fashion brands run Meta with one partner and Google with another, and treat feeds, SEO and AI answers as afterthoughts. We plan the channels together, from one calendar, one feed and one set of numbers.
Catch searches for products, styles and your brand.
Facebook and Instagram for drops, sales and repeat buyers.
Rank category, product and size-guide pages in each language.
Shape how ChatGPT, Gemini, Perplexity and AI Overviews describe your brand.
Numbers that count returns, not just orders.
A product feed and sale calendar that follow the rules.
We don't give legal advice, design labels or packaging, produce photo or video shoots at volume, or run TikTok ads, email or SMS campaigns or influencer PR. When you need these, we work with your team and partners on one calendar, one price list and one set of claims.
How we work
Fashion budgets move with the season. We work through five steps for every market and judge campaigns by what customers keep, not by what they order.
We list collections, drops, sale periods and stock depth by size, and pull search demand per language.
Outcome: a season plan with launch and markdown dates per market.
We audit the feed, GA4, Meta Pixel and Conversions API, Google tags and consent, and add returns so sales are reported net.
Outcome: numbers that show what customers keep.
We check sale prices against the 30-day lowest price, and fibre names and green claims in each language.
Outcome: a list of fixes before the first ad runs.
Google campaigns and feeds go live per market. Meta tests one argument at a time: look, fit, fabric or offer. SEO starts with the categories that have most demand.
Outcome: live campaigns and a dated testing plan.
Each month we review net sales, return rate, cost per new customer and AI answer presence per market, then move budget to where the next euro works hardest.
Outcome: written decisions for the next month.
Want this plan for your brand? Bring your shop URL, next collection dates and markets to a 30-minute call.
Results
We publish only results our clients have approved. Neither result below is from a fashion or sportswear brand: Flokati sells wool products and Nostra sells home textiles. They show the Meta work fashion needs too: visual products, catalogue ads and each market judged on its own numbers. Figures are platform-reported, with periods and limits.
| Market | Conversions | Conversion value | Cost per conversion | Ad spend |
|---|---|---|---|---|
| Lithuania | +107.0% | +111.8% | −51.1% | +1.2% |
| Latvia | +44.8% | +128.1% | −19.9% | +16.1% |
ROAS rose from 10.05 to 21.04 in Lithuania and from 1.82 to 3.58 in Latvia.
Period: LT, second August 2026 period vs the first; LV, August 2026 period vs the preceding one. Exact dates are not published.
Limits: short windows, Meta only. Promotions and seasonality are not separated.
+318.6%conversion value
Nostra sells home textiles in all three Baltic countries. In Estonia, Meta conversions grew 299.4% while ad spend rose 80.1%.
Period: the August 2026 period compared with the January 2026 period.
Limits: Meta only. Promotions, seasonality and attribution are not separated.
Conversion value is the value an ad platform attributes to ads, not revenue confirmed in your accounts. All 14 client and market stories
Choosing an agency
Brands selling here usually compare three kinds of agency. This is how they tend to differ on the points that matter in these markets.
| What to check | International fashion e-commerce specialist | Local generalist agency | APG Media |
|---|---|---|---|
| Baltic languages and marketplaces | Usually translated from English | Strong in one market | Campaigns, feeds and keywords in LT, LV and EE |
| Creative volume for drops | Often strong, sometimes with a studio | Varies | Static and carousel ads in the fee; video with partners |
| Feeds and variants | Usually strong | Varies | Size, colour and variants checked per market |
| Sale prices and green claims | Strong in large EU markets | Rarely checked | 30-day price rule and green claims checked before launch |
| Google Search, Shopping and SEO | Often Meta-first | Usually covered | Google Premier Partner; SEO in-house |
| Measurement after returns | Varies | Rarely covered | Net sales, return rate and new customers per market |
| Prices | Rarely published | Sometimes published | From €990/month, published |
If you need large photo and video shoots, influencer campaigns or TikTok, an international specialist or a creative studio will be stronger there. We'll plan the paid, search and measurement work with them.
Price and fit
From €990 / month, excl. VAT
Ad spend is paid directly to Google, Meta or OpenAI and is not part of the fee.
The fee depends on the number of markets and languages, channels, range size, number of drops, creative volume and tracking work.
FAQ
The fibre composition, using only the fibre names in Regulation (EU) No 1007/2011, in descending order of weight and visible before purchase. The label must be in the official language of the country of sale: Lithuanian, Latvian or Estonian. Return terms, including who pays for a return, must also be shown before the order.
Any announced price reduction must show the prior price: the lowest price you charged in at least the 30 days before it (Directive 98/6/EC, Article 6a). In case C-330/23 (2024), the Court of Justice ruled that a percentage discount must be calculated from that price, so raising prices just before a sale does not work. We check sale prices in ads and feeds before launch.
From 27 September 2026, EU countries must apply Directive (EU) 2024/825. It bans generic claims such as “eco-friendly” or “green” without recognised excellent environmental performance, such as the EU Ecolabel, and its recitals warn against “sustainable” or “conscious” on that basis alone. Specific, verifiable claims, such as the share of recycled fibre in a named product, remain possible. Sustainability labels need a certification scheme or a public authority behind them.
At least 14 days from delivery, without a reason (Directive 2011/83/EU). You refund within 14 days of being told and may wait until the item is back or proof of sending arrives. Customers may try clothes on as in a shop but are liable for loss of value from wearing them. From 19 June 2026, online shops must also offer a withdrawal function labelled “withdraw from contract here” or similar.
Not yet. On 28 October 2026, none of the three was in Google Merchant Center's list of supported countries for Shopping ads and free listings. In the Baltics we use Search and Performance Max. In export markets such as Finland, Poland and Germany we run Shopping, and in Germany apparel feeds must include colour, size, gender and age group. We recheck the list before every launch.
Often both. Zalando and About You serve all three Baltic countries, alongside the local Pigu.lt, 220.lv and Kaup24.ee. They bring reach; your own shop keeps the margin, customer data and full range. We protect your brand searches, keep prices consistent and give shoppers a reason to buy direct, such as early access to drops.
AI assistants answer from sources they trust: clear product and category pages, size guides, marketplace listings, reviews and media. We find the prompts in your market that mention competitors, make your pages easier to cite and work on outside sources. Progress is tracked monthly. Nobody can guarantee a mention.
APG Media's work starts from €990 per month excluding VAT. Ad spend is separate and paid directly to the platforms. The fee depends on markets, languages and channels, range size, number of drops, creative volume and tracking work. You get a scoped proposal after a short review.
Feed, price and measurement fixes come first. How quickly tests can be read depends on your order volume, so we agree a review period at the start, ideally before the next drop or sale. SEO and AI visibility work usually needs three to six months to show a clear trend.
Next step
Send us your shop, next collection dates and markets. Within 24 hours we'll reply with what we'd check first: feed, sale prices, returns tracking, Google and Meta accounts, and how AI assistants describe you in each market.
