eCommerce growth: Insights from the baltic e-Commerce forum 2023

Henn Runnel


Speed Up Customer Support and Save Abandoned Carts

According to Sandra Roosna of Askly, a swift response time of 30 seconds to 1.5 minutes in customer support chat can significantly boost sales. Equally important is providing support at the moment of purchase and using exit intent detection to prevent cart abandonment. Storing best replies in a chat database for future use by your team is another smart move.

Sustainable Packaging: The Future of eCommerce

Janek Balõnski’s (Ringo) presentation highlighted the growing trend towards sustainable and reusable packaging in ecommerce. Platforms like are offering open solutions for reusable packaging, with non-deposit returns on the horizon. It's time to embrace eco-friendly practices to keep up with consumer demand.

Delivery Options: The Key to Customer Satisfaction

Kristina Laaneots, CEO of DHL Express Estonia, emphasised the importance of offering a variety of delivery options, proactive tracking notifications, and easy returns to keep customers happy. Sustainability is a growing priority for consumers, so consider offering greener shipping options and packaging.

The Power of Influencers: Quality Over Quantity

Anni Rahula of Promoty and Agne Vaher demonstrated the importance of choosing the right influencer for your brand, emphasising long-term collaborations and the effectiveness of micro-influencers. Ensure that the chosen influencer aligns with your brand.

SEO: Debunking Myths and Multiplying Sales

Presentation by Jaanus Lahe (Convertal) highlighted that the top 3 search results get over 54% of traffic, proving that SEO is still crucial for success. Focus on creating SEO-friendly, mobile-optimised content that's interesting to read. High-quality backlinks relevant to your business sector should take precedence over quantity.

Embracing Accessibility for a Better User Experience

Jakob Rosin (Sparrow Access) emphasised that with the EU aiming for website accessibility compliance by 2025, now is the time to act. Make use of tools like WebAIM to assess your website's accessibility and implement skip links and ALT descriptions for the images. Stay ahead of the game by complying with the European Accessibility Act.


The insights gleaned from the Baltic e-Commerce Forum 2023 offer a wealth of actionable advice for SMEs looking to enhance their websites and online shops. By focusing on improved customer support, sustainable practices, diverse delivery options, influencer collaborations, SEO, and accessibility, your business can stay ahead of the curve and continue to thrive in the ever-evolving world of ecommerce.

Baltic e-Commerce Forum was organised by the Estonian E-commerce Association, which invites all organisations involved in e-commerce in Estonia to join the club.

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