Ejaemüügi

Ejaemüügi, sometimes written e-jaemüük, is the Estonian term for online retail or e-commerce retail. It refers to the sale of goods and services to consumers over the internet and through digital channels, such as online stores, marketplaces, and direct-to-consumer websites. Ejaemüügi supplements or competes with traditional jaemüük, which relies on physical storefronts.

Channels and operations: online storefronts, marketplaces, mobile apps, and social commerce enable shopping without a physical store. Key components include product catalogs, digital payment methods (credit cards, e-wallets, bank transfers), and fulfillment logistics (warehousing, last-mile delivery, returns processing). Customer journeys emphasize search visibility, product information, reviews, and checkout experience.

Business models: B2C retail to consumers, B2B2C platforms, and marketplaces that host multiple sellers. Strategies include direct-to-consumer branding, dropshipping, subscriptions, and personalized marketing. Cross-border ejaemüügi within the EU is common, requiring attention to VAT, duties, and consumer law.

Regulation and consumer protection: ejaemüügi is governed by EU and Estonian law, including consumer rights for distance selling, data privacy (GDPR), and cybersecurity standards. Returns, refunds, and order accuracy are regulated, with businesses needing clear terms, privacy notices, and secure payment processing.

Market context: online and omnichannel retail have grown rapidly in Estonia and globally, driven by convenience, competitive pricing, and improved logistics. The sector faces ongoing challenges such as competition, returns management, fraud risk, and sustainability considerations.