O2O: India's Affle acquires Singapore-based Shoffr

India-based Affle has announced that its Singapore subsidiary, Affle International, has acquired Shoffr, a Singapore-based O2O (online to offline) platform.

Shoffr, according to the company, enables online-to-offline consumer journeys by converting online engagements into in-store walk-ins and transactions. The company's technology helps put make offline retail store inventory information available online via API (application program interface) and programmatic links, as well as providing catalog management and order management with measurable ROI, according to Affle. The Shoffr website claims clients including Reebok, Swarovski, and Bricks World.

Abhishek Dadoo, CEO and founder of Shoffr has joined Affle International as director for the omnichannel platform.

This acquisition will strengthen the Affle group’s consumer and enterprise platforms by providing an integrated consumer journey and allow brands to transparently attribute the impact of digital advertising on in-store footfalls and transactions, according to the company.

“We are excited to announce the acquisition of Shoffr, which is our third acquisition after the Vizury Commerce Business and Markt in the last 12 months," Anuj Khanna Sohum, chairman, MD and CEO of Affle, said in a release.

"We look forward to growing Shoffr into an omnichannel platform by leveraging synergies with the Affle group," Dadoo said. "We believe that we will be able to see our vision for Shoffr—to deliver and measure end-to-end consumer journeys—come to life.”

Affle acquired Vizury Commerce Business in September 2018 and Markt in March 2018.

Anuj Khanna Sohum (left) and Abishek Dadoo signing the agreement in Singapore.