The research aims to analyze the digital marketing strategies that use specialty coffee shops and the impacts on consumer behavior in Latvia and Azerbaijan. Studying the specialty coffee industry in Latvia and Azerbaijan demonstrated several essential points. The Chi-square test reveals a strong tendency in favor of the consumption of specialty coffee by respondents from both nations, showing statistically significant differences between them. Moreover, the engagement with specialty coffee brands in social networks revealed a noteworthy difference between Latvian and Azerbaijani consumers, revealing how strong the influence of social media activity growth on promoting these products. The analysis also identifies social media engagement, customer reviews, website traffic, and online sales as essential indicators of the impact of specialty coffee shops in both Latvia and Azerbaijan. On the other hand, this study also reveals issues relating to coffee shops regarding digital marketing strategy implementation and management, including producing convincing online content with limited output products that usually go past consumers. At the same time, they remain interested due to rapid changes in global technologies.