Wihuri: How Machineric Made Used Equipment Sales More Efficient

Wihuri, a company specializing in the sales, maintenance, and spare parts of agricultural machinery, aims to strengthen its position among Estonia’s market leaders. The sale of used machinery is a key part of their business, and Machineric has helped make daily operations in this area significantly more efficient.

25 September 2026 by

MACHINERIC

Wihuri’s core business encompasses the sale and servicing of agricultural machinery and the sale of spare parts. Alongside this, the purchase and sale of used equipment plays a significant role—an area where efficient information and inventory management directly impacts the speed of sales operations.

A single place to manage equipment for sale

Before adopting Machineric, Wihuri lacked a unified platform for its used machinery. Machine details had to be entered separately into various sales channels, resulting in significant repetitive manual work and consuming the sales representatives' time.

"Before implementing Machineric, our company didn't have a centralized platform for managing used machinery. Now we do, and our workflows have become significantly more efficient," says Tambet Eslas, Head of Used Equipment at Wihuri.

Today, a machine and its specifications are entered into Machineric, and the same data can be automatically distributed to various portals. This has reduced manual work and made fleet management much smoother.

Less time on ads, more time on sales

One of the most visible changes in Wihuri’s daily operations has been the reduction in time spent managing listings.

“We spend significantly less time each day posting listings for used machinery.”

Efficiency and time savings were precisely the main reasons why Wihuri began looking for a new solution for the centralized management of machinery for sale.

Creating offers with a few clicks

In addition to managing listings, Machineric has also streamlined the daily work of sales representatives.

Wihuri highlights the preparation of sales offers as a prime example: while this used to be a manual process, sales representatives can now generate the necessary offer with just a few clicks.

"The Machineric platform has made it very simple—you get an offer with just a few clicks. It used to be a manual task. Our sales representatives use it every day."

This is a great example of how a centralized system offers more than just a better overview of inventory; it also helps reduce the small, repetitive tasks that consume a significant amount of time during the sales workday.

In addition, Machineric consolidates all information related to used machinery into a single environment. Machine data, listings, offers, and sales information are interconnected, and the entire team works based on the same up-to-date information. This reduces duplication, improves visibility, and helps manage the entire sales process more systematically.

Data lays the foundation for the future

Although Wihuri’s approach to inventory management has not changed per se with the adoption of Machineric, the company sees value in the sales data collected by the platform.

“This will certainly be valuable statistical data for making valuations in the future.”

Over time, Machineric gathers a valuable dataset of transactions that can be used to make better pricing and sales decisions in the future. The more data accumulates, the more effectively historical information can be used to support future transactions and valuation decisions.

"This makes your daily work much more efficient."

Wihuri’s experience with Machineric is primarily a story of how a centralized system helps reduce manual work and accelerate the day-to-day processes of selling used machinery.

With machine data, listings, offers, and sales information all in one place, the sales team no longer needs to waste time repeatedly entering the same data or handling manual documentation.

Wihuri’s recommendation to other companies is clear:

"We certainly recommend Machineric to companies looking for ways to simplify the sale and management of used machinery. For us, it has made our daily work significantly more efficient."

Wihuri continues its efforts to strengthen its position in the Estonian agricultural machinery market. Machineric’s role in this development is to provide a centralized tool for machinery sales, helping the team focus less on administration and more on selling.

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