Hi, I’m Piret.
I’ve spent 25 years in online and retail — watching how people shop, what makes them click “buy,” and why some brands win while others get scrolled past. Shopping science is my thing. Not the textbook kind — the real kind, where you stand in a store or stare at a screen and something just makes you reach for your wallet.
Why shopping science?
Because every sale has a story behind it.
Why did you pick that product? Why did you trust that brand? Why did you spend more than you planned? These aren’t random moments — they’re patterns. And once you see them, you can’t unsee them.
I’ve been digging into these patterns for over two decades — first as someone building online stores and retail brands from scratch, then as a writer and speaker who breaks down the science behind buying behavior. I’ve run my own e-commerce businesses, built brands from zero, and learned most of my lessons the hard way: by selling real products to real people.
That hands-on experience is what makes my approach different. I don’t just read about consumer psychology — I use it every day.
Shopping science for small businesses with big ambitions.
Here’s what I believe: you don’t need a massive budget to compete globally. You need to understand your customer better than the big players do.
Today, I help small and micro businesses use the tools that have leveled the playing field — social media, AI, and e-commerce — to market smarter, sell more, and compete with anyone, anywhere in the world.
I write about it. I speak about it. And I work hands-on with founders who want to turn shopping science into their unfair advantage.
Write
I write research-backed articles and case studies on shopping behavior, consumer psychology, and e-commerce strategy — for my own blog and for brands that want content with substance.
Speak
From conference keynotes to team workshops, I bring shopping science to life with real stories and real data. No fluff, no slides full of bullet points.
Consult
I work with small business owners and e-commerce founders on strategy — from social media and AI-powered marketing to brand positioning and conversion optimization.
The small business advantage.
Big corporations have departments, data teams, and million-euro ad budgets. Small businesses have something better: speed, authenticity, and the ability to actually talk to their customers.
The world has changed. Social media lets you build an audience without a media budget. AI tools let you create content, analyze data, and automate marketing that used to require a full team. E-commerce platforms let you sell to Tokyo, Toronto, and Tallinn from your kitchen table.
My job is to show you how. Not with theory — with practical, proven strategies rooted in how people actually shop and buy.
A few things about me
- 25+ years in online and retail, including founding Sokisahtel (20 physical stores across Estonia) and Salt’sUp gourmet salt brand
- Based in Tallinn, Estonia — working with e-commerce brands globally
- E-commerce practitioner since 2005, running my own online stores alongside consulting
- Speaker and trainer on consumer psychology, AI-powered marketing, and e-commerce strategy
- Obsessed with the question: why do we buy?
Find me online: LinkedIn · Shopping Scientists Blog
Want to work together?
Whether you need an article, a keynote, or a fresh pair of eyes on your e-commerce strategy — let’s talk.