Unicommerce eyes growth in loyalty programmes, ad-tech amid e-commerce surge

Unicommerce, an e-commerce enablement platform, is exploring new growth avenues, including customer loyalty programmes and advertising technology (ad-tech) solutions, as online orders continue to rise, particularly through quick commerce. Managing Director and Chief Executive Officer of Unicommerce, Mr. Kapil Makhija, explained that the e-commerce value chain consists of three layers: customer engagement, transaction processing, and order fulfilment. Unicommerce already operates in transaction processing, assisting brands in managing orders across multiple platforms. Brands must also optimise advertising spending on platforms like Google, Facebook, Amazon, and Flipkart. The acquisition of Convertway marks Unicommerce’s first step into the customer engagement layer, with further opportunities in omnichannel loyalty programmes as digital brands expand into physical retail. In 2023, Unicommerce acquired a 42.76% stake in Shipway for Rs. 68.4 crore (US$ 7.86 million) in cash, with plans to acquire the remaining stake through a stock swap. Shipway offers logistics management solutions, including courier aggregation and shipping automation. Convertway, a marketing automation platform that captures visitor data and runs targeted campaigns, was also part of the acquisition. He emphasised that strategic acquisitions would remain a key focus as Unicommerce aims to become a one-stop shop for e-commerce enablement. India’s e-commerce market is expected to surpass Rs. 13,91,840 crore (US$ 160 billion) by 2028, up from an estimated Rs. 4,95,843 – 5,21,940 crore (US$ 57–60 billion) in 2023. Unicommerce serves over 7,000 clients across India, Southeast Asia, and the Middle East. In Q3 FY24, the company’s revenue grew by 26.1% YoY to Rs. 32.74 crore (US$ 3.76 million), while net profit surged 62.3% to Rs. 6.29 crore (US$ 7,23,071.62). He highlighted quick commerce as a significant contributor to Unicommerce’s growth.