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Katrin Bats, spokesperson for Rimi, told BNS that where as recently as last summer Rimi rather was skeptical as regards the concept of e-store, believing that Estonians are not quite ready yet to buy groceries online, now it can be seen that the service of e-store is becoming increasingly popular.

"We've understood that the concept of e-store has great prospects. When some stores tested that concept a few years ago it wasn't very successful, yet judging by the example of Selver and Maxima it can now be said that Estonians like it," Bats said.

Bats said she cannot say precisely at this point whether and how the e-store service of Rimi will differ from that of competitors. She said the service will be launched when it's well thought-out and of high quality and Rimi wishes to offer it also outside Tallinn.

At present Maxima and Selver are offering the e-supermarket and home delivery service in Estonia.