Upgr8 OÜ approached Web Systems in the summer of 2020 to set up a new e-store that sells used Apple devices (iPhone, iPad, Mac, Apple Watch) and allows customers to sell back their old device. It was a large project: multiple markets, multiple languages, ERP interface with Directo, a customized buyback system and a dynamic filter with hundreds of variations. Upgreat has now grown into a brand in three markets, Estonia, Latvia and Lithuania, and Web Systems handled the entire solution from start to finish: mapping, design, development, integrations, multilingual, training and day-to-day maintenance.
Client and project background
Upgr8 OÜ is a specialist in used Apple products whose ambition from day one was to offer premium service, interest-free hire purchase and a convenient buy-back solution. 2020. In the summer of 2008, the company had nothing, so it had to rebuild the whole digital channel from scratch. In addition to the Estonian market, the plan was to expand to Latvia and Lithuania from an early stage, which required a multi-market, multi-language architecture from the first live version.
Alongside Web Systems, Upgr8’s in-house marketing team participated in the project, providing input on campaigns, user journey and conversion optimisation. Web Systems was responsible for the entire technical side, content management logic and integrations.
Challenge: refurb Apple e-shop in multiple markets and Directo interface
The e-store for used Apple products differs from a regular WooCommerce e-store in several important ways. The situation was challenging on several fronts:
- Serial number-based pricing: each physical unit is unique, the same model can have different condition (Grade A/B/C) and different prices.
- Margin scheme for VAT: second-hand goods require separate tax accounting (private-to-private sales 0% marginal VAT, business to business 22%).
- Multiple marketplaces and six languages: upgreat.ee, upgreat.lv, upgreat.lt, en/ru subdomains and upgreat.fi, all with their own content management, VAT, payment methods and transport.
- Separate stock levels for each market: the Estonian, Latvian and Finnish Directo bases had to be synchronised by domain.
- Buy-back: a convenient way for customers to evaluate their old equipment and get an immediate discount on a new purchase.
- Hundreds of variations: each product can be divided by memory, colour, processor, screen, keyboard layout and condition, a dynamic filter was needed to keep browsing simple.
- Price comparison feeds: Hinnavaatlus.ee, Kaup24, Salidzini.lv, Kurpirkt.lv, PIGU.lt, each portal requires its own XML format.
- Ad tracking in the iOS 14 era: a server-side solution for the Facebook Conversions API to maintain conversion visibility following Apple’s privacy changes.
Solution: WooCommerce + WPML base, custom modules and Directo interface.
We started with a comprehensive mapping exercise in summer 2020, with user flows, content structure, integration logic and phased implementation. We chose WordPress, WooCommerce and WPML as a basis, on top of which we built custom modules and a theme that matched the Upgreat brand. We have written more about how a successful e-commerce store is based on thorough planning on the service page.
Comprehensive mapping and phased implementation
The large-scale project required a clear division into phases: phase 1 Estonian market in Estonian and Russian languages (functional shopping flow, shopping cart, payment methods, Directo interface). Phase 2 Adding the Latvian market. Phase 3 Lithuanian, Finnish and English domains. This approach gave the client a ready-to-sell e-shop first, after which the following markets emerged in a controlled way.
Directo ERP interface and buy-back system
The Directo interface is the heart of the Upgreat e-shop. Synchronisation is bi-directional every 4 hours: customers, products and inventory move from Directo to the web. From the web to Directo, all orders are sent, including VAT accounting, customer creation logic and payment status. The return system is solved with a custom logic, the customer enters the device details, receives an instant quote and the possibility to use it as a discount on a new purchase.
Multiple markets, six languages and customised content management
Multilingualism is handled by WPML, with six languages (et, ru, lv, lt, fi, en) and five domains or subdomains. Each market has its own content management, VAT rules, payment methods and transport providers. We also added automated import of translation files via WP All Import, so that the marketing team can manage translations via Excel or XML.
Payment solutions, transport and feeds
Upgreat’s e-shop is integrated with over seven payment solutions and several transport providers. In addition, we built XML feeds for price comparison portals with automatic updates.
Result: a growing e-shop in three markets
Between 2020 and 2023, Web Systems built the entire solution and continuously upgraded it. Today, upgreat.ee is one of the largest e-stores for used Apple devices in Estonia, with operations in Latvia and Lithuania.