Home textiles & linen · Lithuania · Latvia · Estonia
APG Media runs Meta ads, Google Ads, SEO and AI search visibility for brands selling bed linen, linen products, towels, wool blankets, rugs and curtains in Lithuania, Latvia and Estonia. We plan each market around the EU rules on fibre names, discounts and green claims, with tracking built for the Christmas peak and prices published up front.
In short
APG Media is a performance marketing agency in Vilnius that grows home textile brands and retailers in Lithuania, Latvia and Estonia. It runs Meta ads, Google Ads, SEO and AI search visibility work (GEO, AEO and ChatGPT ads), checks fibre names, discount wording and green claims before ads go live, and sets up GA4 and server-side tracking so each market and each sales peak is measured on its own.
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 sofas, beds and other furniture, see furniture marketing in the Baltics.
Updated 28 October 2026
Why home textiles need their own plan
Shoppers can't feel linen or wool through a screen. They read the composition, study the photos and compare prices in three languages. Four things decide whether marketing pays.
Product information
EU law requires the fibre composition to be visible before an online purchase, in the fibre names of the Textile Regulation and the language of the country. Shoppers use the same line to choose between linen and cotton, or wool and acrylic.
Seasons
Black Friday falls on 27 November in 2026, and Christmas shopping follows straight after. Every discount must show your lowest price of at least the previous 30 days, so prices set in October shape what you can advertise in November.
Channels
Bed linen, throws and rugs are chosen with the eyes, so Meta catalogue and creative ads carry much of the work. Google Shopping ads are not yet offered in Lithuania, Latvia or Estonia, so Shopping runs in export markets such as Finland, Poland and Germany.
Cross-border
Each country has its own language, VAT rate, marketplaces and carriers. By April 2028, textile producer responsibility will add a registration and fees in each EU country where you sell. We judge each market on its own numbers.
Selling in more than one Baltic country, or planning your first export market? We'll check product data, discount history and tracking before your next peak.
Ask for a pre-season reviewRules and compliance
The same EU rules apply in all three countries, and they cover ads, feeds, landing pages and social posts, not only the sewn-in label. We check the wording for your best sellers before the first campaign, then reuse it everywhere.
Reg. (EU) No 1007/2011
Only the fibre names in Annex I may describe the composition, such as cotton, flax (or linen) and wool. “100%” or “pure” needs a single fibre, within a 2% tolerance. Online, the composition must be visible before purchase, in the country's official language.
Dir. 98/6/EC Art. 6a · CJEU C-330/23
Every announced price reduction, whether in an ad, a banner or a feed, must state the prior price: your lowest price in at least the 30 days before it. In 2024 the EU Court of Justice ruled that percentage discounts must be calculated from that price too.
Dir. (EU) 2024/825 · from 27 Sept 2026
Generic claims such as “eco-friendly”, “green” or “ecological” are banned unless you can show recognised excellent environmental performance, such as the EU Ecolabel. A claim about one part cannot be made about the whole product.
Dir. (EU) 2025/1892 · schemes by 17 Apr 2028
Every EU country must set up extended producer responsibility for blankets, bed, table, bath and kitchen linen, curtains and other furnishings. Brands shipping to consumers in another EU country will need an authorised representative there.
We are a marketing agency, not a law firm. Labelling questions, borderline claims and producer registration go to your legal or compliance adviser before launch.
Market by market
Advertising works best once the product page, prices and delivery are ready for that country. This is the short version we check for every new client.
| Country | Label and product information | Consumer authority | Standard VAT | Textile producer responsibility | Marketplace |
|---|---|---|---|---|---|
| Lithuania | Lithuanian, including fibre composition | VVTAT (State Consumer Rights Protection Authority) | 21% | Not yet; EU deadline 17 April 2028 | Pigu.lt, Varle.lt |
| Latvia | Latvian | PTAC (Consumer Rights Protection Centre) | 21% | In force since 1 July 2024 | 220.lv |
| Estonia | Estonian | TTJA (Consumer Protection and Technical Regulatory Authority) | 24% since 1 July 2025 | Planned by 2028 | Kaup24.ee |
Checked on official sites on 28 October 2026. Omniva, DPD, SmartPosti and Venipak run parcel lockers in all three countries, as do LP Express in Lithuania and Latvijas Pasts in Latvia. Once cross-border sales to EU consumers pass €10,000 a year, VAT is due at the buyer's country rate.
What we do
Many brands we meet run Meta through one partner, Google through another, and leave SEO and AI answers to chance. We plan the channels together, from the same data.
Facebook and Instagram for products people choose with their eyes.
Search at home, Shopping where Google offers it.
Rank pages such as linen bedding, wool blankets or bath towels in each language.
Improve how ChatGPT, Gemini, Perplexity and Google AI Overviews describe your products.
Numbers you can trust before, during and after the peak.
Copy that sells and discounts that hold up.
We don't give legal advice, make labels, register you for VAT or producer responsibility, design packaging, run TikTok ads, email or SMS campaigns or influencer PR, or produce video at volume. When you need these, we work with your advisers and partners.
How we work
Home textile sales move with the seasons. We work through five steps in this order for every market and judge campaigns over the whole year, not only by the last sale.
We list your best sellers, their fibre names in each language, your discount history and any environmental claims in ads, feeds and pages.
Outcome: a product sheet and a list of fixes before ads go live.
We audit GA4, Meta Pixel and Conversions API, Google conversion tags, consent setup and product feeds, and separate results by market.
Outcome: numbers you can trust before the peak, not after it.
We pull search volumes for products, materials and sizes in each language and check what Google and AI assistants show today.
Outcome: a priority list by market, channel and month.
Meta catalogue and creative tests go live per market, with Google Search, Performance Max and Demand Gen at home and Shopping only in export markets. SEO starts with the categories in most demand.
Outcome: live campaigns and a dated testing plan ahead of Black Friday.
Each month we review conversion value, cost per order, ROAS and AI answer presence per market, then move budget to where the next euro works hardest.
Outcome: written decisions for the next month and season.
Want this plan for your brand? Bring your shop URL, best-selling products and markets to a 30-minute call.
Results
We publish only results our clients have approved. Both come from Baltic home textile and wool retailers on Meta. Each figure is platform-reported, with its period and limits.
| Market | Conversion value | Cost per conversion | Ad spend |
|---|---|---|---|
| Lithuania | +188.8% | −57.6% | +25.2% |
| Latvia | +219.2% | −54.8% | +52.7% |
| Estonia | +318.6% | −54.9% | +80.1% |
ROAS rose from 9.96 to 22.97 in Lithuania, from 6.36 to 13.30 in Latvia and from 4.22 to 9.82 in Estonia.
Period: the August 2026 period compared with the January 2026 period.
Limits: Meta only. Promotions, seasonality and attribution are not separated.
+107.0%conversions
Flokati sells wool products. Meta conversions rose 107.0% and conversion value 111.8%, while ad spend changed by just 1.2%.
Period: the second August 2026 period compared with the first comparison period.
Limits: promotions, seasonality and attribution are not separated, so this is not a full-year result.
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 home or e-commerce specialist | Local generalist agency | APG Media |
|---|---|---|---|
| Baltic languages and marketplaces | Usually translated from English | Strong in one market | Campaigns, feeds and copy per market in LT, LV and EE |
| Fibre names, discounts and green claims | Strong in their home market | Varies | Checked per language before each campaign and sale |
| Creative for visual products | Often stronger, with bigger studios | Varies | Static, carousel and catalogue ads; video at volume through your partners |
| Google Search, Shopping and SEO | Often Meta-first | Usually covered | Google Premier Partner; Shopping in supported export markets; SEO in-house |
| AI answers | Rarely offered | Rarely offered | Monthly prompt tracking, GEO and AEO, ChatGPT ads |
| Prices | Rarely published | Sometimes published | From €990/month, published |
If you need large-scale video production, influencer campaigns or a specialist for a big market such as Germany, others will often be stronger there. We'll plan the 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, product range, creative volume and tracking work.
FAQ
Under Regulation (EU) No 1007/2011, the fibre composition must be clearly visible before the purchase, including online. Only the fibre names in Annex I may be used, such as cotton, flax (or linen) and wool, in the official language of the country of sale unless that country provides otherwise.
“100%”, “pure” or “all” may be used only for products made of one fibre, with up to 2% of other fibres where technically unavoidable, or 5% after carding. “Virgin wool” is allowed only for wool never used in a finished product that meets the Regulation's other conditions. Each language has its own term: “natūralioji vilna” in Lithuanian, “pirmlietojuma vilna” or “cirptā vilna” in Latvian, “uus vill” in Estonian.
Every announced price reduction must state the prior price: the lowest price you applied in at least the 30 days before the reduction. In case C-330/23 (September 2024), the EU Court of Justice ruled that a percentage discount must be calculated from that price as well. Authorities check: in its Black Friday 2025 check of 27 e-shops, Latvia's PTAC found that in 41.57% of discount offers showing 30-day price information, the discount was not calculated from that price.
Only with recognised excellent environmental performance, such as the EU Ecolabel or an officially recognised EN ISO 14024 ecolabel. Directive (EU) 2024/825 bans generic environmental claims without that proof, sustainability labels without a certification scheme or public authority behind them, and whole-product claims that concern only one part. Member States had to apply these rules from 27 September 2026.
Not yet. On 28 October 2026, Google's Merchant Center list of countries supported for Shopping ads and free listings did not include Lithuania, Latvia or Estonia. At home we use Google Search, Performance Max and Demand Gen, Meta catalogue ads and marketplaces, and run Shopping only in export markets where it is live, such as Finland, Poland, Germany and Sweden. We will add it when Shopping ads open in the Baltics.
Directive (EU) 2025/1892 requires every EU country to set up extended producer responsibility for textiles by 17 April 2028, and to apply it to micro-enterprises from 17 April 2029. Producers will pay for collecting, sorting and recycling products such as blankets, bed linen, towels and curtains, and sellers shipping to consumers in another EU country will need an authorised representative there. Floor rugs are not on the EU list. Latvia already runs a textile scheme under Cabinet Regulation No 359, in force since 1 July 2024. A digital product passport is not required yet; the Commission plans textile rules, focused on apparel, for late 2027.
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 how many markets, languages and channels you need, the size of your range, creative volume and tracking work. You get a scoped proposal after a short review.
Usually both. Marketplaces such as Pigu.lt, 220.lv and Kaup24.ee bring reach, while your own shop keeps the margin and the customer relationship. We protect your brand searches and give shoppers a reason to buy direct, such as sets or colours sold only there.
AI assistants build answers from sources they trust: clear product pages, marketplace listings, reviews and media articles. We find the prompts that mention competitors, make your product and care pages easier to cite, and track progress monthly. Nobody can guarantee a mention.
Next step
Send us your shop, best sellers and markets. Within 24 hours we'll reply with what we'd check first: product data per language, discount history, Google and Meta accounts, and how AI assistants describe you in each Baltic market.
