On 7 October 2026 the Estonian Competition Authority received and published a merger notification under which AS Puumarket plans to acquire 100% of the shares of eHomer OÜ from Alar Kalmus and VISIO HOLDING OÜ, gaining sole control. Third parties have seven days to comment. According to the non-confidential summary, Puumarket sells timber and building materials to retail, wholesale and professional customers through physical stores and digital channels; eHomer also sells building materials but focuses more on digital sales and e-commerce. The parties overlap in the sale of building materials in Estonia; the review covers narrower categories — timber and sawn wood, insulation, gypsum and gypsum products, and technical insulation — and, as an alternative, online sales of building materials. The notifying party argues that e-commerce is a sales channel, not a separate market, and treats at least the whole of Estonia as the geographic market. The stated aim is to combine eHomer's e-commerce and digital sales capability with Puumarket's purchasing power, product range, warehouse and logistics network and supplier relationships. eHomer is to continue, at least initially, as a separate online store and brand. The price was not disclosed.