The chain was established in 1995 with the opening of Punane Selver in Lasnamäe, Tallinn.

Expansion outside of Tallinn began on 10 May 2002 with the opening of Mai Selver in Pärnu.

Other clients include the convenience stores of Olerex and Alexela, as well as Tallink ships.

[2] In 2021, the home delivery area of the Selver e-store expanded to all of Estonia.

With the expansion, e-Selver became the only e-grocery store that delivers goods home by courier to every county in mainland Estonia and the large islands throughout their entire extent.