PepperTap acquires Jiffstore

The Hyperlocal Delivery service provider PepperTap (Nuvo Logistics Pvt. Ltd) has acquired smaller delivery start-up Jiffstore for an undisclosed amount through cash and stock. Nuvo Logistics, which also runs a reverse logistics business said that it plans to spin off the fast growing Hyperlocal business into a new entity by February-March. Reverse Logistics is the process of handling returns or goods rejected by customers.

Nuvo works with clients such as Snapdeal, Paytm and Shopclues. Nuvo fulfills almost 10,000-12,000 orders a day and is operational across 30 cities. With this move, the company is trying to avoid passing on the valuation of the reverse logistics a profitable entity to the investors who are putting in money specifically for the Hyperlocal business. The reverse logistics business currently makes Rs. 4 Crore annual profit.

PepperTap acquisition of Jiffstore is largely to get the company team and expand its presence in Bengaluru, where Jiffstore has been operating for more than two years. Jiffstore has been operating for more than two years. Jiffstore employs close to 40 people, who are slated to join PepperTap Gurgaon and Bengaluru offices. Jiffstore had last raised an undisclosed amount from Unitus Seed Fund and Times Internet Ltd. in June.

PepperTap earns more than 90% of its revenue from the commissions it earns from shops. The rests comes from the delivery cost. It charges consumers for orders below a minimum delivery benchmark. Recently, it also started marketing activities for packaged consumer goods companies by means of banner advertisements and exclusive launches.

Snapdeal Acquires Reduce Data

India’s second largest e-commerce firm Snapdeal.com has acquired Reduce Data, a US-based advertising platform, for an undisclosed amount as online retailers bet on advertising to become a popular key business. Snapdeal has signed an acquihire deal, a deal done primarily for expertise of the acquired firm staff.

Reduce Data helps brands to deliver advertising strategies for consumers across platforms and devices. The company claims that its platform leverages artificial intelligence, real-time data and other tools, delivering high return on investment for advertising campaigns. The company currently has customers across US, UK and India.

Most large e-commerce firms, including Flipkart and Snapdeal, are trying to build large advertisement sales teams and improving their technology to show ads based on data collected on the shopping habits of millions of Indians. Ad revenues are expected to provide a much needed boost to margins for e-retailers and create an additional large revenue stream for them.

Flipkart acquired AdIQuity Technologies, a mobile advertising technology firm in March in a move to improve its ad platform. Globally too e-commerce firms get significant chunk of revenues from ads. Acquisition of Reduce Data by Snapdeal is the company latest push into strengthening its advertising business. The company introduced ads on platform in May 2014.

Snapdeal in talks to buy Komli

A major acquisition in the mobile advertising space seems only a matter of time as e-commerce players flex their financial muscle to bring in the next piece of their jigsaw puzzle. Sources indicate that the likes of Flipkart, Snapdeal, Amazon, and Shopclues, are all in the market for acquisition. The target seems to be broadly divided in two categories – mobile tech and mobile banking.

Online retailer Snapdeal is in advanced talks to acquire Komli Media in a deal that values the ad technology company at about $300 Million, the same as when it raised funds from investors. The deal will give Snapdeal engineering capabilities in Bengaluru as it battles Flipkart, as well as it notch up advertising revenues by selling space on the e-commerce site. Snapdeal had an estimated 79.8 monthly visitors in February and Flipkart had 110.5 Million.

Flipkart recently made clear its plans to sell advertising on its platform. The ecommerce firm also acquired ad technology company AdIQuity. Komli was founded by Amar Goel in 2006 and has raised $97 Million in five rounds of funding from investors including Nexus Ventures Partners and Peepul Capital. It employs nearly 300 people across India and started as a digital advertising network – buying and selling advertising inventory online in Asia Pacific.

Goel also set up Pubmatic, focused on technology for online advertising in the US in 2008. InMobi, another ad network based in Bengaluru, was founded a year later and went on to raise $200 Million from Japan Softbank. Driven by increased spending by ecommerce companies, India’s online advertising market is set to grow by 30% this financial year to reach a total size of Rs 3,575 crore.