The client
Selver is one of Estonia’s leading grocery chains, with 70+ stores nationwide and a strong presence within the Tallinn Kaubamaja Group.
The challenge
Grocery ecommerce introduces unique complexity, from weighted products to time-sensitive delivery, requiring a reliable, scalable solution to support online ordering and fulfillment.
What we did
Vaimo designed and built Selver’s ecommerce platform, introducing key features like time slot reservations, store-based fulfillment, and integrations with external couriers.
Selver became the first grocery retailer on Magento, setting a new standard for ecommerce in the sector.
The solution
A fully integrated, omnichannel grocery experience that connects online ordering with in-store operations, ensuring efficiency, accuracy, and a smooth customer journey.
Strategic impact
Selver successfully transitioned from a content-driven site to a fully operational ecommerce business, creating a scalable foundation for long-term growth.
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Increase in ecommerce conversion rate
Customers can select convenient delivery windows, supported by automated coordination between stores and couriers.
Orders are fulfilled directly from store locations, with guided picking processes that improve speed and accuracy for store employees.
Employees receive real-time picking instructions on mobile devices, including product locations and timing—streamlining operations.
Multiple picking locations allow Selver to scale operations and meet growing customer demand across regions.
Connections to ERP systems, loyalty programs, and external couriers ensure a fully connected and reliable ecosystem.
A customer-friendly login system integrates with Selver’s loyalty card and Estonia’s digital ID infrastructure.
“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."
Gunnar Obolenski
Previous Ecommerce Manager at Selver