How to start cooperating with retail chains in Estonia and choose the right EDI service provider
The key stages for starting sales in retail are negotiations, agreeing on the assortment, and connecting to an electronic data interchange (EDI) system.
The EDI operator Docura enables inventory and sales reports with Selver with bringing real-time display of your product sales and stock levels from all Selver stores directly to you. This solution helps to boost sales and improve stock levels as well as customer experience.
Why are reports useful
Key points in negotiations and preparing an offer
- Submit your offer at the right time during the assortment selection period (typically one week before the deadline, but not much earlier, as it may otherwise be overlooked).
- The offer must be submitted using the retailer’s current assortment template, which you can download from the retail chain’s website or request from the purchasing manager (category manager) or their assistant.
- If possible, arrange a meeting with the purchasing manager to present your products in person—this helps you stand out, as there are many suppliers and a lot of information to review.
- Be sure to deliver product samples even if you cannot schedule a meeting.
- What purchasing managers value (use this in negotiations or, if you cannot meet, in your email) :
- How your products differ from competitors—innovation/novelty (retailers also want to offer customers new and exciting products and keep up with trends).
- Delivery accuracy (some retail chains apply penalties for deliveries that do not meet the agreed schedule).
- A promotion plan—what you will do to bring customers into stores to purchase your products.
Key details when agreeing on the assortment
- Purchase prices and discounts for the retail chain (if possible).
- In pricing, you must be able to account for additional costs—for example, the retail chain may charge a logistics bonus and/or purchasing bonus for deliveries to its distribution centre. This typically ranges from 2–5% of the purchase price.
- Your promotion plan (social media, other advertising, tastings/product sampling, cross-promotion, etc.).
- Delivery terms (pack size/units per case, minimum order quantity, delivery days, logistics). Note: For standard products, try to agree on a minimum order quantity of 12–20 units, because logistics cost per unit significantly affects your profit margin.
- Product labelling/claims (organic, gluten-free, vegan, allergens, or any other important product information that customers need to consider or that appeals to the target audience).
Connecting to an EDI system
All major Estonian retail chains use electronic data interchange. EDI operator platforms support the exchange of orders, despatch advice and invoices. The retail chain provides a list of supported EDI operators. Since EDI services are generally quite standard, it is worth paying attention primarily to service pricing, the onboarding (connection) fee, and any other costs.
How to start using an EDI service:
- Ask the retail chain which EDI service providers are accepted (Docura is the official partner of all retail chains).
- Check document requirements: whether it is 2Doc (order, invoice) or 4Doc (order, despatch note, receiving confirmation, invoice).
- If needed, carry out testing together with the EDI operator.
- Agree with all parties on the EDI go-live date and start operations.
EDI makes order processing faster, reduces the number of errors, and makes cooperation more predictable.
What to consider when choosing an EDI partner
- Service reliability (Docura provides 99.99% uptime and uninterrupted service).
- Reasonable cost level—even a small difference in fees can add up to a large sum over time.
- Strong customer support
Additional services when needed.
How to get started
1.
Ask the retail chain which EDI service providers are accepted (Docura is the official partner of all retail chains).
2.
Check document requirements: whether it is 2Doc (order, invoice) or 4Doc (order, despatch note, receiving confirmation, invoice).
3.
If needed, carry out testing together with the EDI operator.
4.
Agree with all parties on the EDI go-live date and start operations.
EDI makes order processing faster, reduces the number of errors, and makes cooperation more predictable.
Get in touch
Interested in getting started or learning more? We will help to find the best solution that suits you the most. Leave your contact details here and we will reach out to you!
