The Maze: A delivery company can appear at almost every checkout and still leave plenty of orders to rivals. Swotzy, a platform that connects online stores with shipping providers, analysed more than 330,000 Latvian domestic orders from January–September 2026. Omniva was offered by 93% of the stores measured. Yet it took 53% of orders at stores offering at least two carriers. Being available and being chosen measure different things.
A dominant carrier does not replace customer choice. Omniva leads both measures in this Swotzy analysis, but other carriers together account for 47% of orders in the multi-carrier group. A parcel locker is a collection point where shoppers retrieve their deliveries. Its usefulness can depend on where the shopper lives or travels, as well as the checkout price. The observed split gives stores a reason to examine their delivery menu, even when they already offer the biggest name. It does not show that adding another carrier will increase sales.
Store coverage and order share tell different stories. DPD appears at 65% of the measured stores and receives 17% of orders in the multi-carrier group. Latvijas Pasts, Latvia's postal operator, appears at 48% of stores but receives 21% of those orders. More widespread availability therefore does not guarantee a larger observed order share. This comparison does not establish which carrier shoppers prefer when all conditions are equal: the stores, prices and available alternatives can differ. Dividing one percentage by the other would not produce a valid conversion rate.
Smaller carriers remain part of the delivery mix. Venipak is offered by 38% of stores and selected for 6% of orders; Unisend's figures are 20% and 1%; SmartPosti's are 14% and 2%. These are separate networks a shopper may encounter when selecting delivery. Low aggregate usage cannot tell a merchant whether a particular option matters to its own customers. A store can compare actual selections with the options and prices shoppers saw, then assess the integration work and service costs. A long carrier list alone is no proof of a better checkout.
This is a substantial platform sample, with clear boundaries. The offered measure covers 323 stores with at least 50 orders, representing 98% of orders in Swotzy's sample. The picked measure covers orders at stores with two or more carriers. Neither is a national carrier market-share estimate. Swotzy also sells access to multiple shipping services, so its commercial interest belongs alongside the evidence. Its checkout tools explain how merchants can offer several providers through one system; they do not independently validate the analysis. No raw dataset or controlled comparison establishes the effect of prices, locker locations or carrier quality.
Why it matters: For Latvian merchants, Omniva looks like an important option, while the remaining order share makes alternatives worth examining. For stores elsewhere, the useful lesson is a question to test locally: which delivery options do customers actually use when given a choice? Compare completed orders, delivery costs and failed purchases before expanding the menu. These Latvian percentages provide a starting point for investigation, not a promised sales lift.
Sources: Lauris Rutkis / Swotzy analysis · Swotzy platform
