Lenne-Ann Orusalu, the founder of Safal KIDS, a children’s clothing company in Estonia, discusses how to survive in a situation where a competitor can offer products at a dozen times cheaper price.
China’s low-cost online stores such as AliExpress, Temu and Shein are now the biggest competitors for Estonian small businesses.
Due to the changed economic conditions, Estonian people order more or less the same amount of goods from Asia as from Estonian and European e-shops combined.
