Gratifii (ASX: GTI) has secured a strategic partnership with global software-as-a-service (SaaS) platform Marketplacer to deliver a fully-automated AI-driven digital rewards system to clients and end-users.
The five-year deal will combine Gratifii’s extensive network reach and expertise in behaviour-driven engagement with Marketplacer’s proven multi-seller marketplace technology to create a scalable alternative to building and operating marketplaces across more than 20 million Gratifii accounts.
Powered by the Marketplacer platform, the partnership will offer end-to-end automation across seller onboarding, catalogue management, order orchestration, payments, returns, refunds, and fulfilment, enabling organisations to efficiently scale marketplace operations while reducing operational complexity.
Strategic benefits include improved speed to market and operational efficiency, material new monetisation opportunities across supplier ecosystems, and an expansion of Gratifii’s product range without inventory risk, adding more than 14,000 new products via Marketplacer’s global seller network.
The products will be offered to Gratifii without inventory ownership, procurement cost or balance sheet exposure, supporting a scalable, capital-light operating model.
Optimising Loyalty and Rewards
Gratifii’s platform is trusted by global Tier 1 organisations including Qantas, Optus, Chemist Warehouse, Barbeques Galore, and British Telecom and the company expects the new deployment to allow it to continuously evolve and optimise its loyalty and rewards marketplaces.
The partnership will enable Gratifii’s network of individual client reward stores to rapidly expand their offerings across a broader range of products in categories including health, wellness and pharmacy, beauty and personal care, home and lifestyle essentials, and family essentials.
Gratifii expects to deliver increased customer conversion and stronger retention with various cash and non-cash rewards embedded directly into the marketplace environment, transforming static catalogues into engagement platforms.
Embedded AI capabilities will further enhance marketplace performance by accelerating seller onboarding, standardising and enriching product data, optimising merchandising and discovery and proactively managing fulfilment and performance risks.
Marketplace Commerce Shift
The new partnership positions Gratifii to capitalise on a global shift towards marketplace commerce, with the sector currently accounting for an estimated 35% of online purchases and forecast to approach 60% by 2027.
Enterprise brands are increasingly adopting marketplace models to expand product range, monetise supplier relationships, improve speed to market and maintain brand control.
Gratifii is expected to recognise margin revenue from transactions and associated SaaS fees, supporting potential earnings growth over time.
“We are excited by the opportunity to optimise experiences, personalise offers, and streamline operations as we set a new standard for how loyalty and rewards marketplaces scale, perform and deliver value for all participants,” chief executive officer Iain Dunstan said about the collaboration.
“This partnership establishes clear pathways for joint growth, where we act as the engagement and rewards layer while Marketplacer serves as a redemption marketplace for our rewards programs—together, we are addressing the missing layer of motivation, retention, and behaviour change that traditional marketplaces fail to solve.”
