How Vitalink simplified fulfilment and launched its medical ecommerce store with Montonio

Ortolink Invest OÜ has been a trusted partner to Estonian hospitals and healthcare providers for more than 15 years, supplying high-quality medical devices and products in wound care, orthopaedics, urology and other specialist fields.

Over time, the company saw growing demand from private customers who needed access to professional-grade wound care, postoperative recovery and home-treatment products. These products were traditionally supplied mainly to healthcare institutions and were often difficult for consumers to find or select independently.

To make them more accessible, Ortolink launched Vitalink – a dedicated B2C online store offering carefully selected health products and home-use medical devices from established manufacturers.

Liisa, a product manager with a marketing background, was chosen to lead the project and spin off the new Vitalink brand.

The challenge

Ortolink’s existing website was already built on WordPress, so WooCommerce was the natural and cost-effective choice for the new store. The original plan was to use separate integrations for payments and each delivery provider.

However, the team’s previous experience with direct carrier integrations had shown how time-consuming this approach could become. Each carrier required a separate plugin, contract and self-service portal. Order information had to be processed across several systems, labels were printed separately, and parcels had to be taken to different parcel machines.

This administrative workload also made it difficult to add new carriers or prepare for cross-border expansion.

The solution

Just one week before Vitalink’s planned go-live date, Montonio's sales team reached out. The pitch immediately struck a chord, especially regarding the shipping solution.

The promise of having all carriers in one place, printing labels directly from WooCommerce, and getting access to automated courier pickups was exactly what Vitalink needed. The team made a quick decision: they delayed the store's launch by a week, dropped their previous payments provider, and fully integrated Montonio.

The result

At its current order volume, Vitalink estimates that automated shipping labels and courier pickups save the team approximately 2 to 4 working hours each week. The solution also reduces duplicate data entry and the risk of manual errors, while making it easier to add or manage different delivery options.

An additional benefit has been the adoption of the store by some of Ortolink’s existing business customers, particularly for straightforward and repeat purchases that previously required manual email orders.

The operational improvements have been so successful that Vitalink recently hired a dedicated ecommerce manager to take over daily operations and grow the brand in Estonia, allowing Liisa to return her full focus to product management.

Looking ahead

With a dedicated ecommerce manager now responsible for daily operations and development, Vitalink’s main focus is to strengthen its position in the Estonian consumer market.

The company plans to expand beyond its established wound-care range into carefully selected home-use medical devices, self-tests, prevention and recovery solutions. At the same time, Vitalink is investing in clearer product guidance, educational content and a more convenient customer journey.

Montonio’s integrated payments and shipping infrastructure provides the team with a scalable operational foundation for the next stage of growth.