Gratifii’s Growth Hinges on AI Marketplace Rollout Amid Rising Competition
Gratifii Limited has secured a five-year strategic partnership with Marketplacer to deploy an AI-powered digital rewards marketplace, aiming to significantly expand its product range and monetisation capabilities.
- Five-year partnership with option to extend for another five years
- Access to Marketplacer’s global network of 14,000+ pre-connected sellers
- AI-driven, fully automated digital rewards marketplace platform
- Scalable deployment across 20+ million loyalty and employee accounts
- Expected material uplift in marketplace revenue through supplier ecosystem monetisation
Strategic Partnership to Expand Rewards Marketplace
Gratifii Limited (ASX, GTI), a key player in loyalty and rewards solutions, has announced a significant five-year strategic partnership with Marketplacer Ltd, a global leader in enterprise-grade marketplace technology. This collaboration is set to transform how Gratifii delivers digital rewards marketplaces by integrating Marketplacer’s AI-driven platform, which is already trusted by major brands such as Qantas, Optus, and Chemist Warehouse.
The partnership aims to provide Gratifii with a scalable, fully automated marketplace solution that enhances operational efficiency and expands product offerings without the traditional risks associated with inventory management. By leveraging Marketplacer’s technology, Gratifii can rapidly deploy marketplaces that serve over 20 million established member, loyalty, and employee accounts.
Unlocking New Revenue Streams and Engagement
Gratifii expects a material uplift in marketplace revenue over time, driven by expanded capabilities and monetisation of supplier ecosystems. The platform will offer access to more than 14,000 products from Marketplacer’s global seller network, enabling Gratifii’s clients to broaden their reward categories significantly. New offerings will include Wellness & Pharmacy, Beauty & Personal Care, and Babies & Family Essentials, complementing existing categories like Travel, Dining, and Everyday Gift Cards.
Importantly, the AI-powered platform will enhance user engagement by embedding incentives such as points, cashback, and personalised offers directly into the marketplace environment. This approach aims to convert static catalogues into dynamic, behaviour-driven engagement platforms, improving conversion rates and customer retention.
Capital-Light Model with Enterprise-Grade Technology
The partnership supports a capital-light operating model by eliminating inventory ownership and procurement costs. Marketplacer’s platform automates critical processes including seller onboarding, catalogue management, payments, and fulfilment, reducing operational complexity and accelerating speed to market. This efficiency is expected to drive recurring platform revenue and earnings growth for Gratifii.
CEO Iain Dunstan highlighted the strategic value of combining Marketplacer’s technology with Gratifii’s engagement expertise, emphasising the role of AI in optimising experiences and personalising offers. Meanwhile, Marketplacer CEO Jason Wyatt noted the ease with which suppliers can access new audiences and scale their reach through the partnership.
Positioning for a Growing Marketplace Commerce Trend
This collaboration positions Gratifii to capitalise on the global shift towards marketplace commerce, which currently accounts for approximately 35% of online purchases and is forecast to approach 60% by 2027. Enterprise brands increasingly adopt marketplace models to expand product ranges and monetise supplier relationships while maintaining brand control.
The phased rollout of this enhanced marketplace platform across Gratifii’s client network is expected to commence shortly, marking a new chapter in the company’s growth trajectory and its ability to deliver value through innovative loyalty and rewards solutions.
Bottom Line?
Gratifii’s partnership with Marketplacer sets the stage for a scalable, AI-powered rewards marketplace that could reshape loyalty programs and revenue streams.
Questions in the middle?
- How quickly will Gratifii’s clients adopt the new AI-driven marketplace platform?
- What measurable impact will the expanded product range have on customer engagement and revenue?
- How will Gratifii manage competitive pressures as marketplace commerce grows rapidly?
