Selver is one of the largest and most prestigious grocery store chains in Estonia with over 53 supermarkets and hypermarkets across the country. Selver is part of the locally-owned Tallinn Kaubamaja Group and makes up over half of the group’s revenue.

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A complex eCommerce solution

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 and knowledge of complex projects. Grocery shops are one of the most complex industries in eCommerce due to weighted products and elaborate delivery systems and so Selver needed a provider that would be comfortable establishing and designing a fool-proof system to support online ordering and delivery of groceries.

Vaimo & Selver Grocery eCommerce site Magento
Increase in eCommerce conversion rate
Increase in revenue
Increase in mobile transactions

Comparing Nov 2016-Mar 2017 to Nov 2015-Mar 2016

The solution

The path to digital growth

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 secure login system 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.

“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.”

Gunnar Obolenski

Previous Ecommerce Manager at Selver

Vaimo & Selver e-pood

Future: A strategic partnership

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 speciality 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.

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


Learn more about Selver’s eCommerce journey success with Vaimo from the below articles:

Vaimo & Selver Grocery eCommerce site Magento

Features implemented

  • Time Slot Reservation
  • Mobile Pick and Pack Process
  • Product Replacement Functionality
  • 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
  • AI by Klevu

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