Selver is one of the largest and most prestigious grocery store chains in Estonia, with over 45 supermarkets and hypermarkets all over the country. Selver is part of the locally-owned Tallinn Kaubamaja Group and makes up over half of the group’s revenue. Other companies in the group include Kaubamaja and Tartu Kaubamaja, the largest department stores in Estonia; and ABC King and SHU, the top shoe store chains. In addition, the group owns a beauty retail chain, I.L.U. and car retailers KIA and Viking Motors, and more. The loyalty programme of the Group, Partner Card, extends to 585,000 loyal customers in Estonia.

The Challenge

Prior to working with Vaimo, Selver had a non-transactional online presence that was content- based. The Estonian home goods and grocery chain was looking for an eCommerce solutions provider with international experience with knowledge of complex and large online projects and who could prove to Selver that a state-of-the-art website was possible for their business. Grocery shops are one of the most complex industries in eCommerce due to weighted products and elaborate delivery systems, and Selver needed someone who would be comfortable establishing and designing a fool-proof system to support online ordering and delivery of groceries and home goods.


Selver is one of the first grocery stores running on the Magento Enterprise platform. The online shop works across all devices responsively and features a login system as safe as an online bank by using the Kaubamaja loyalty card that links to Estonian digital ID card tools. Additionally, Vaimo worked with Selver to design and create the Pick and Pack process and functionality. It allows a customer’s order to directly alert a Selver employee at a designated time on a mobile device which then further advises them where a product is located in the store. This allows a Selver employee to effortlessly pick and pack a client’s order right in time for the pick-up.


Increase in organic traffic


Increase in e-commerce conversion rate


Increase in sessions


Increase in page views

(Comparing 09.11.2016-28.03.2017 to 09.11.2015-28.03.2016)


Increase in revenue


Increase in mobile transactions

“The main goal when creating the Selver online experience was to ensure it’s user-friendly throughout the site, and this was achieved. In addition to a visually clear design, it’s simple to find products, filter them, and to assemble a shopping cart with several different payment methods available. From a technical perspective, it was very important for us to have the online store smoothly integrated to our company’s sales and warehouse programs as well as a responsive solution for our users visiting the site from various devices.”



• Time Slot Reservation

• Mobile Pick and Pack Process

• Product Replacement Functionality

• AI by Klevu

• Fail-Proof Customer Card Login

• Integration with ERP System Microsoft Dynamics AX

• Integration with External Couriers

• Integration with Bonus Point Counting System

• Weighted Products Features

• Varnish Caching


Vaimo and Selver had a few meetings every week throughout the project, with several people from Selver’s project team participating. Instead of one product owner, Selver has several individuals with different specialty areas, and Vaimo’s team needed to merge their ideas, understand everyone’s needs and incorporate them into the final project. Vaimo and Selver felt like one team in the end, and Selver was very satisfied with the final product. Before the actual go-live, Selver decided to do “a soft launch,” which meant the site went live for friends and family first to ensure that any issues were caught and fixed in a controlled manner.

“The most important factor for us was Vaimo’s vast experience with Magento and their Gold Partner status. There is a major difference between working with a partner that experiences growing pains with you while spending both of your resources, versus working with a partner who knows exactly how to achieve your goals. With over 400 completed eCommerce solutions, it’s safe to say it’s not necessary to learn along with Vaimo and we feel confident in leaving Magento’s configurations and settings to the care of the trusted professionals at Vaimo. Another crucial element for us was Vaimo’s presence in Estonia, which made our communication process much easier.”

Katrin Lepp

IT Services Project Manager, Tallinna Kaubamaja Group


In the near future Selver wants to enhance its eCommerce business and ensure that it reaches and caters to customers across Estonia.

“The main goal when deciding upon a platform for Selver’s online shop was to find a technical solution that would be the perfect fit for our needs and goals and that would help us, along with an experienced eCommerce solutions provider, to navigate the complexities of creating an online supermarket. We also wanted a platform that we could use in the future to create eCommerce solutions for other businesses in the Kaubamaja Group. We feel Magento Enterprise is the right platform for our growth.

Andreas Kirss

Web Solutions Project Manager, Kaubamaja Group

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Discover the wide range of specialty grocery and home items that Selver offers, with a focus on local foods and brands.

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