Business area

B2C, Consulting, Solution development


Adobe Commerce, Klevu, Zendesk




Apparel and fashion, Consumer electronics, Consumer goods, Cosmetics and health, Luxury goods and jewellery, Retail

A new eCommerce website for the biggest department store in Estonia

Previously, Kaubamaja had only sold products online during its annual sales campaign, Osturalli, and through its holiday pop-up online shop. Kaubamaja wanted to feature all of its products in an online store that could handle large amounts of traffic and that could accurately sync to various sales and warehouse programs. The department store’s vision was an omnichannel solution that could offer real-time in-stock figures, sales campaigns and advanced multiple location picking.

Kaubamaja ipad
Kaubamaja eCommerce site


Increase in online revenue


Increase in mobile traffic


Increase in transactions from mobile

Comparing Apr - Jan 2018 to Apr 2016 -Jan 2017

The solution

A robust digital solution

Vaimo built a robust eCommerce site for Kaubamaja that has the functionality to handle significant traffic. It does so through features such as Varnish Caching, barcode scanner enabled packing and shipping that supports several stock locations. Additionally, the online shop boasts rich content, with an inspiration page, a blog, and an interactive version of the department store’s magazine, Hooaeg. The shop is not only responsive but is also optimised for touch screen, with a Touch Screen Focused Drop-Down Menu. Stock levels are now shown in real-time from two department stores and additional warehouse locations.

“For over 55 years, our customers have come to our store, and with our web store, we finally wanted to “go to our customer.” It was pivotal that the Kaubamaja online store reflected our in-store experience – the great visuals, fast and friendly service, and the full, wide range of brand-name products. Vaimo helped us achieve our goal by delivering an online retail solution that meets the customer everywhere seamlessly – on their desktop, phone and tablet.”

Martin Lond

eCommerce Development Manager

eCommerce experience

As Kaubamaja was completely new to eCommerce, Vaimo’s strong experience in eCommerce strategy and with Magento played a huge role in mapping out optimum work flows. An external dedicated testing company was used before initiating a “soft” launch. This allowed friends and family members to further test the site before the official release of the online store. Vaimo adjusted usability based on feedback from both test cycles to ensure that the official deployment was a success.

Kaubamaja plans to keep improving its site by including the full range of their in-store products online and by adding new items. The brand also intends to develop a true omnichannel experience by blending its online and offline shopping. A number of new features and functions will be incorporated to create unique and seamless shopping experiences.

Kaubamaja & Vaimo Magento site

Features implemented

  • Vaimo Content Management System
  • Klevu Self Learning Search
  • Touch Screen Focused Drop Down Menu
  • Reservation Countdown
  • Fail-Proof Customer Card Login
  • Integration with ERP System Microsoft Dynamics AX
  • Integration with External Couriers
  • Integration with Payment Gateway
  • Integration with Bonus Point Counting System
  • Varnish Caching
  • Barcode Scanner Enabled Packing and Shipping

Wondering how you can achieve these results?

At Vaimo, our team of commerce experts takes your vision and turns it into reality. Combining the best in strategy, design and technology, we build digital experiences to grow your online sales, increase brand loyalty and drive revenue.


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