Summary: Unicommerce, an e-commerce enablement platform, is exploring growth through customer loyalty programs and ad-tech solutions as online orders surge, especially via quick commerce. CEO Kapil Makhija explained the e-commerce value chain’s three layers: customer engagement, transaction processing, and order fulfillment. Acquiring Convertway marks its entry into customer engagement, with future omnichannel loyalty opportunities. In 2023, Unicommerce acquired a 42.76% stake in Shipway for ₹68.4 crore (US$ 7.86 million), with plans for full acquisition via a stock swap. Shipway provides logistics solutions like courier aggregation and shipping automation. Convertway, a marketing automation platform, was also acquired. Unicommerce aims to become a one-stop e-commerce enabler, with quick commerce driving significant growth. India’s e-commerce market is projected to reach ₹13.91 lakh crore by 2028.

Source: IBEF

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