Morecar

Mobire has decided to consolidate the sale of used cars across the Baltic States into a single platform. This is how Morecar was born, a brand and online community offering reliable used cars in Estonia, Latvia and Lithuania. We developed separate websites for each of the three markets: morecar.ee, morecar.lv and morecar.lt. All three work on a common code base and data model. The solution is based on WordPress, for which we developed a bespoke theme, and interfaces with Autobox web-based software, which feeds vehicle data to the site.

Client and project background

Morecar is a sub-brand of the Mobire Group that sells used cars returned from full service leases. The vehicles are mostly 3-5 years old, regularly maintained and history checked. Many of the cars are still covered by the manufacturer’s warranty and the average price range is around €20 000.

Mobire is wholly owned by Inbank and has been selling cars in the Baltics since 2001. During this time, more than 10 000 vehicles have been sold. The aim for the coming years is to increase Morecar’s sales to around 2,000 cars per year across the Baltics.

Prior to the launch of Morecar, the sale of used cars was mainly done through third party portals such as auto24, autoplius, ss.lv and other partner channels. Stocking was fragmented between countries and brand visibility depended on external platforms.

The strategic objective of the project was to consolidate the entire Baltic stock in a single sales environment and increase the share of sales in the channel.

Mobire is a long-standing client of Web Systems and we have been developing and managing their main platform mobire.ee for many years.

The challenge: one platform, three markets, five languages

Morecar was not just a single website, but a multi-country sales platform that had to operate as a local solution in each market. At the same time, the whole system had to be built on a single data model.

• Three countries, separate domains: morecar.ee, morecar.lv and morecar.lt. Each market has its own SEO profile, contacts, address and language options.
• Five languages: Estonian, Latvian, Lithuanian, English and Russian. Each national site supports English and Russian in addition to the local language.
• Country-specific pricing: the price of the same vehicle automatically takes into account the VAT rate of the country concerned.
• Synchronisation of the warehouse between the three sites: vehicle data moves automatically between the warehouse and the web, without manual intervention.
• Sourcing-based buying journey: cars are not bought directly online. The user starts the query from the vehicle card. WooCommerce wasn’t a good fit because the whole platform is built on the logic of vehicles and queries.
• Mobile focus and accessibility: most of the traffic comes from mobile and the solution had to comply with WCAG 2.1 AA requirements.

Throughout the project, we were guided by a single principle: the solution was not rushed. Morecar is a strategic platform for Mobire, reducing dependence on external sales channels. Therefore, we focused on ensuring that critical elements such as data synchronisation, search accuracy and accessibility were done right, not just done quickly.

Solution: WordPress, tailor-made theme and Autobox interface

We chose WordPress and built a bespoke theme based on a design created specifically for Morecar. We did not use WooCommerce because the shopping journey is not shopping cart based. There is a separate WordPress installation for each country, but all sites share a common code base. This allows marketing teams to independently manage their own content, pricing and campaigns, while development is done on a common technical basis.

Three domains, one data model and Autobox interface

At the heart of Morecar’s solution is the interface with Mobire’s Autobox autolao system. Autobox aggregates vehicle data from Mobire’s own warehouse as well as from partners and transmits it in a structured format.

No direct requests to Autobox. Instead, vehicles will be pre-synced to the “vehicles” content type in WordPress. This ensures a fast and stable search and reduces the dependency on external API availability. Each country site communicates with Autobox via its own API URL, so each market’s inventory remains accurate and data does not overlap.

The Autobox also brings over 15 interlinked taxonomies to the page: vehicle type, make, model, body type, gearbox, fuel, towing axle, colour, equipment groups and more. These are not stand-alone lists, but an interlinked data model. For example, models depend on their make and equipment on their group.

Thanks to this, the search filter only displays relevant choices and avoids situations where the user ends up with empty results.

A website that has been tested and improved

In the case of Morecar, there was time to involve real users. The initial version of the homepage started with the user selecting the location: where the car is located, in Estonia, Latvia or Lithuania. This seemed logical from a data model point of view. However, feedback from the test group showed something different. When looking for a used car, the first thing a buyer thinks about when looking for a used car is not where the car is located. He thinks about the make and model he is looking for.

Based on the feedback, we redesigned the hero section. We moved the brand and model selection to the foreground, the location filter remained in the detailed search. The result is a homepage that is intuitive, easy to use and quickly guides the user to relevant search results. It’s a good example of why it pays to take the time and involve real users in a new solution. The improvements may seem small, but the impact on the user experience is big.

Two-level search: quick filter and detailed filtering

Search is the core functionality of the Morecar solution. It is not based on off-the-shelf plug-ins, but is fully customised and developed according to the needs of the project.

• The solution consists of two interconnected levels.

• The quick filter is available on the home page and subpages and includes key fields such as make, model, price range and year of production. It is designed for the user who knows roughly what they are looking for.
• The detailed search includes around 25 filter fields, ranging from body type and fuel to equipment, engine capacity, CO₂ level and vehicle location. It is aimed at the user who wants to narrow down the results precisely.

The two levels are in sync. Choices made in one view are automatically transferred to the other. The entire search works on top of a single AJAX query, which updates the results list, pagination, page title and meta description simultaneously. This ensures a seamless user experience and helps maintain SEO performance even in filtered views.

The results can be sorted by four criteria: newer, special offers, increasing price or decreasing price. Both grid and list views are available and the page size can be adjusted between 12 and 120 items.

“Sell your car to us”, from reg.tag to digital offer to buy

Another important stream for Morecar is trade-in, or the sale of your old car to Morecar. The solution is a four-step digital process that is as carefully designed as the vehicle search.

It all starts with a simple step. The user enters their car registration number. The system queries the Road Administration via Autobox and automatically fills in the make, model, VIN and year of manufacture. In the next steps, the user adds technical information such as mileage, transmission, equipment, warranty and maintenance, pictures of the car in five views or a link to an external gallery, and their contact details. The form differentiates between business and private users. The entire form is protected by Google reCAPTCHA v3. Each query is stored in WordPress under a separate content type, so the sales team has all the information in one place.

When the query is confirmed, the data is sent as a structured appraisal request directly to Autobox. A country identifier is used to differentiate between EE, LV or LT. If Autobox rejects the query for any reason, for example due to an incorrect ad URL or phone number pattern, the system will provide the user with clarifying feedback. The sales team can manually review the query. In parallel, a confirmation letter is sent to the user and a fully structured email to the administrator.

Other key technical features

• Multilingualism with WPML. Each site supports English and Russian in addition to the local language. In total, there is support for five language versions across the three sites, including translated metadata and URL structure.
• Country specific pricing. The price of the same vehicle is displayed differently in different countries. The system automatically calculates the local VAT rate.
• Campaign leaflets. Standalone landing pages, such as Morecar’s 6 months free kasko campaign, which can be visually assembled by the content manager.
• Customer feedback management. Separate content type for buyers’ stories and quotes. The same content can be used on the homepage and contact page.
• Newsletter. The Estonian and Latvian sites have Smaily interfaces with Contact Form 7 and Smaily Connect. The Lithuanian site uses MailerLite. Both have reCAPTCHA v3 and GDPR-compliant consent handling.
• Contact and enquiry forms. Form based on Contact Form 7-l. Enquiries are saved in the WordPress content type, the sales team receives an email and the customer receives an automatic confirmation.
• Analytics and marketing technology: Google Analytics 4, Google Tag Manager and Meta Pixel. Conversion tracking works across three sites.
• Security: reCAPTCHA v3 on all forms, HTTPS, input validation and sanitization, and WordPress nonce-based CSRF protection.
• Mobile focus. The design and interactions are designed from mobile. Most of Morecar’s traffic comes from smartphones.

Accessibility and mobile

Morecar has a wide range of target groups: private individuals, small businesses and older buyers. Therefore, the website had to comply with WCAG 2.1 AA accessibility requirements. Forms, menus, contrast and interactions have been designed to work in screen reader, keyboard and high contrast modes.

The majority of Morecar’s traffic comes from smartphones, making the speed of the website on mobile critical. We optimised the images, configured the cache, and tuned the Zone cloud server resources. The goal was to ensure a smooth and fast mobile experience even with a weaker connection.

Result: Morecar as the main sales channel in the Baltics

Morecar is live in all three countries: morecar.ee, morecar.lv and morecar.lt. All sites work on a common code base and data model, allowing each market to manage its inventory independently. The movement of vehicles between countries is automatically reflected online.

• 10,000+ vehicles sold across the Baltics in the Mobire total, with Morecar now an important sales platform in its own channel.
• 864 sales in 2025 , with the aim of growing to around 2000 cars per year in the coming years.
• NPS 72, customer satisfaction rating.
• Single stock in three countries. The country of residence of the car is visible to the buyer directly on the vehicle card.

The collaboration did not end with live. For example, after the launch, we developed a 6-month free comprehensive insurance campaign as a standalone landing page that was implemented in all three markets. We also manage Mobire’s main business platform mobire.ee on a daily basis, and Morecar’s development roadmap is active. Next steps are in the pipeline, such as Inbank’s financial calculator and further partner integrations.

Long-term cooperation and consistent development of the platform demonstrate the real value of this solution.

Our business – car sales and full-service rental in three Baltic markets – requires an IT partner who is available every day, not just when we want to make a new page. Web Systems is on our side as just such a partner: they’ve built the mobire.ee and morecar.ee platforms, take care of their day-to-day operation and develop the systems alongside our business growth. The team knows our business, understands the nuances of the different markets and is able to react quickly in difficult situations. For us, Web Systems is part of our day-to-day workflow – not an external service provider, but an intrinsic partner.

Laura Klemmer, Mobire Estonia AS

Project details

• Client: Morecar (Mobire Eesti AS, Mobire Latvija, Mobire Lietuva UAB), part of the Mobire Group and the Inbank Group.
• Field: used car sales in the Baltics, multi-country e-platform
• Platform: WordPress, custom theme without WooCommerce
• Server: Zone
• Multilingualism: WPML (EE, LV, LT, EN, RU)
• Interfaces: autobox (car shop scheduling and trade-in appraisal API), Road Administration data car request, Smaily and MailerLite newsletters, Google reCAPTCHA v3.
• Analytics: Google Analytics 4, Google Tag Manager, Meta Pixel.
• Accessibility: WCAG 2.1 AA
• Services: website development, web design, custom development and interfaces, SEO, maintenance.
• Team: designer, front-end developers, back-end developer, project manager
• Project Manager by Web Systems: Piret Sammel
• Websites: morecar.ee, morecar.lv, morecar.lt

We are with you every step of the way in building similar multi-country and data-integrated web platforms. From website creation and web design to SEO services and long-term maintenance. The goal is for the solution to grow with the client’s business.