The Estonian design company SEIK, which sells books and other gift products in fifteen different languages, recommends that Estonian companies looking to expand abroad first to find their foothold in smaller countries. In addition to online sales through Seik.eu or Seik.ee, the company’s products can be found in major bookstore chains as well as smaller design shops across Europe. An attractive product selection must be accompanied by well-planned logistics and reliable delivery.
“SEIK offers products in 15 different languages. We sell them both in our own online store and through resellers. It can be said that we have achieved success in exports, but before entering foreign markets, it is crucial to analyze where there is demand for a particular product,” said Elo Johanna Kuklane, Co-Founder of SEIK OÜ. “Often, the best market is the one that others do not initially target. Large markets have intense competition, which can make cooperation with resellers significantly more challenging.”
According to Kuklane, people greatly appreciate the opportunity to purchase products in their local language. “There is a particularly significant gap in the gift product sector in smaller countries, where many large competitors have not ventured to or only offer products in English. In marketing, we also strive to create as local a feel as possible so that people can more easily connect with our mission.”
Reliable Delivery Encourages Repeat Purchases
SEIK ships products worldwide, with most orders typically placed in the middle of the week. In Estonia and neighbouring countries, customers usually prefer to receive their orders to parcel lockers, as they are conveniently located along daily routes and do not require waiting for a courier at a specific time. Online sales are extremely important for the company.
“According to Statista, global e-commerce grew by 20% in 2023, and forecasts indicate continued rapid growth. One of the key factors for smooth e-commerce is well-structured logistics. Studies show that 73% of customers return for another purchase if delivery is reliable. This means that choosing the right logistics partner can play a much bigger role than one might think,” said Martten Kaldvee, Head of Sales of Venipak Estonia, SEIK’s logistics partner.
According to Kaldvee, a logistics partner can significantly improve operational efficiency – from speeding up order fulfillment to optimizing operating costs. However, a partner should not be chosen based on cost alone, as pricing is usually directly correlated with the range of services offered, as well as the company’s professionalism and reliability.
Customers Appreciate Physical Keepsakes
Based on SEIK’s experience, customers appreciate gifts that can be personalized and put to practical use. They value design and the story behind the product. Without this, it is certainly more difficult to market a product.
According to Kuklane, many people still appreciate the opportunity to plan their time and goals in diaries. It is known that goals written down by hand are more likely to be achieved. Customers also like various gift books. For example, the most popular product on Women’s Day for years has been the gift book “100 Things Every Woman Should Do at Least Once in Her Life.”
“One of our best-selling products has been a memory book for grandparents, where they can answer questions about their childhood, work, becoming a parent, and more, before gifting it to their grandchildren so that their stories and advice live on forever. Digital photos and stories are often forgotten, which is why compiling them into a book is so special,” Kuklane added.